Is Your Business Smartphone Ready?

A mobile presence is increasingly becoming a necessity in many industries. For instance, according to a 2012 mobile shoppers study conducted by Latitude, 55% of smartphone users are more likely to visit a store after receiving location-based alerts. Another 2012 survey revealed that over 50% of mobile users that have clicked on a mobile ad have an annual income of over $75,000. If your target market is on the move, you’re business has to be smartphone ready.

Here are a few suggestions to make your company’s digital assets effective for smartphone users:

• Mobile Site – The first step is to create a mobile version of your site. Be careful not to use certain widgets or Flash components that are difficult to view, but try create a site that mimics your current website. If you have a blog, create a mobile version of that as well.
• Traffic Analysis – Smartphone visitors will primarily come to your site via an iPhone or Android. Use analysis tools like Google Analytics to determine where the hits are coming from. If there is a significant bounce rate from those devices find out why. Keep in mind that B2B visitors often use a Blackberry while consumers may be more likely to use an iPhone.
• Search Engine Optimization – In 2011, Google began separating mobile searches from traditional Web searches, which means if your site is not smartphone-optimized your page rank may not be the same. Mobile search results tend to be ranked according to location, so it is important to be listed on location-based sites like Foursquare so smartphone visitors can find you.
• Functionality – Smartphone users are accustomed to mobile-friendly features. If your site does not have mobile capabilities a smart phone visitor will move to a site that is easier to navigate. Include touch screen elements like buttons that are mobile-friendly.
• Appearance – Sites viewed through a desktop appear much different than on a smartphone screen. Design, layout and navigation are critical elements to focus on when designing your mobile site. Some features and attributes of your desktop site may not translate well to mobile technology, so make sure to test the appearance prior to releasing the mobile version.

• IT Support – Some website development systems do not support smartphone technology. Make sure your site publishing program allows you to convert your site to a mobile display. Content management systems like Joomla! allow web designers to input code that changes the browser view to match the device being used.
• Mobile App – Many smartphone users enjoy apps, so your business may benefit from its own mobile app. Consider creating an app that is relevant to your business and makes it easy for your customers to “try” your products. If you’re a fashion retailer, create an app that allows smartphone users to view each style in various colors or one that provides a virtual image of a shopper wearing a garment. Make sure that the app is useful and creates value for your customers or it will become a waste of bandwidth.

With smartphone adoption nearly quadrupling each year, your small business needs to be smartphone ready in order to compete in this mobile landscape.