A responsive site is a must-have as Google is indexing sites from a mobile user’s perspective.
It goes without saying that your site should work properly on mobile devices.
You’re going to start getting more and more traffic from handheld devices so it’s crucial your site works well and loads quickly on phones and tablets – you need to do this before you invest in any mobile search engine optimisation.
If you’re using an off-the-shelf WordPress theme, it should have already been optimised for mobile, but we can check how well it’s performing.
Google now indexes most sites mobile-first.
As with all things web, there’s a lot more to converting on mobile than simply what your site looks like.
How mobile is your customer?
Depending on your product or service, your customers might not be as mobile as you think.
If you’re b2b, there’s a good chance your customers are desktop-based, so don’t assume that you absolutely have to convert more mobile visitors.
Whereas if you’re an outdoor catering company, and people are looking for you while they are on the move, they’re more mobile.
It’s important to look deeper into analytics to find out more about your mobile visitors and what they are doing on the site.
You may find that the majority of conversions don’t come from mobile at all – don’t rush in and develop a mobile site until you’ve checked the numbers.
We’re not saying you shouldn’t bother with mobile visitors, you should simply look where best to allocate budget.
Optimising for mobile.
There are many things we take for granted when using desktops or laptops that can become an issue on mobile devices.
Long forms with lots of fields are certainly not for mobile visitors – completing lengthy required fields on a small device can be a pain.
Sliders that are designed to work in landscape mode are often a waste of time on a small portrait device.
All that animation you have on your desktop site – does it really work on mobile devices?
WordPress has some clever stuff that can be done using an ‘if this is a mobile device’ query.
One example of use would be to swap-out enquiry forms for mobile and non-mobile visitors – show a short form to a mobile visitor, show a longer one to desktop users.
This type of planning and implementation will increase your mobile conversions.
Well designed themes should work on mobile as standard. But if your audience is mainly on mobile devices, you may need to consider them more than your desktop visitors.
This sort of approach takes some consideration and planning.
A lot of optimisation can be done using CSS and responsive techniques to make your site look very different on smaller and larger screens – but the first consideration is whether to start with desktop or mobile.
Increasing mobile visitors.
If like most sites, you are seeing an increase in mobile, keep an eye on it, but consider your product or service.
We see a lot of cases where visitors browse on mobile to then return on a desktop to either purchase or contact.
The mobile device is used for casual browsing, the desktop (or larger tablet) for the transaction as it’s often easier to complete this stage with a keyboard and larger viewport.
We’re all going to see more visits from mobile, but that doesn’t mean the conversions via handheld devices will rise (for the moment).