GETMOMETER
REPORT Personalised analysis and advice for making
m.vis.is more mobile-friendly
Includes: How mobile consumers see your current site Site loading speed check Tips for online-only businesses Personalised advice for your site Mobile best practices Next steps
HI. THANKS FOR USING OUR GETMOMETER. This report highlights some key findings about your site and what you can do to make it more mobile-friendly. Good luck! We’ll be at howtogetmo.com if you need help.
m.vis.is scored 5 out of 6 on the mobile-friendliness scale. YOUR SITE LOADED IN 3.23 SECONDS. That’s faster than what mobile users expect. In fact, close to 50% will wait just five seconds or less before giving up on a site.* Remember, mobile consumers are often in a hurry, and become frustrated when they can’t complete a task quickly. Keep reading to see how you can reduce your load time and other ways to make your site more mobile-friendly. *Compuware, “What Users Want from Mobile”, 2011
TIPS FOR LEAD GENERATION BUSINESSES As a lead generation business, your focus is customer acquisition. Your mobile site should make it as easy as possible for potential customers to contact you or find your physical location. These items are very important for your business: Keep your phone number and address visible. If you have multiple locations, use geolocation to provide the address of the location closest to the user.
Click-to-call dialling and location-based features to help your customers find and connect directly to your business right from their phones.
Reduce steps, simplify forms and make data entry simple with checkboxes and scroll menus.
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PERSONALISED ADVICE FOR YOUR SITE
m.vis.is
These items can help solve some of the site performance issues you identified based on your answers to our GetMoMeter questions.
HANDLING IMAGES
DESIGN FOR THUMBS
> Your site’s images are appearing properly.
> Your links and buttons are thumb-friendly.
Images and other content appear to be loading properly on your site. This is a good sign; it means you are using supported technology and your images have been properly sized. This is very important – a fast-loading site makes a good impression.
Thumb-friendly design is essential for a good mobile site. Remember that human fingers and thumbs are not precise instruments. You’ve managed to avoid elements that are too small to be clicked.
FOCUSING ON TEXT > Your site’s text is visible without pinching or zooming. It’s great that your text is readable on a mobile device. After all, your customers can’t get your message if they can’t see it.
This is also important to remember for lead generation on mobile sites. If you use online forms to schedule appointments or accept questions and requests, ask for the minimum information required. No one wants to fill out a lot of tiny form fields with fingers, and you can always get more details by phone or in-person.
It’s important to make information on your site easy to read and scan by using bullet points and dividing content into small chunks. Think carefully about which information and features your mobile customers need most.
LET CUSTOMERS KNOW WHERE TO FIND YOU
For lead generation businesses like yours, this could include:
Since your business relies on a direct relationship with your clients, it’s great that your contact info is easy to find – it could be all it takes to get customers to call or come in.
* Store locator * Directions and maps * Phone number or email address * Request Information forms
> Your location and phone number are visible.
When available, you can also use a phone’s internal GPS to provide personalised maps and directions for your users. Make it easy for customers to find you!
AND MAKE IT EASY FOR YOUR CLIENTS TO CALL > Your phone number cannot be clicked to initiate a call. Since your customers already have their phone in hand – why not take advantage? Prominently display your phone number and use click-to-call functionality, a simple way to take advantage of the natural capabilities of mobile phones that allows users to dial with a single tap. It couldn’t be easier to contact you.
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m.vis.is
LEAD GENERATION YOUR MOBILE WEBSITE SHOULD BE STRAIGHTFORWARD
SHORT
Users often come to lead generation sites because there is something quick they want to do or information they need to find. The trick is to quickly process the user through the lead generation funnel so that they can reach the point of the real conversion. Keeping the mobile site simple and making it about directing users into that funnel should help maximise leads.
It is important to balance the need for leads with the need for good leads. Forms should be detailed enough that they attract the right kind of leads, but they should not be so long as to be daunting to complete. This is even more important with mobile because long forms are difficult to complete. Limit the amount of data entry required and where possible encourage the user onto the phone as quickly as possible.
INFORMATIVE Users are looking for the information they need to make a decision. Give them just enough information to convince them to access more by becoming a lead. However, do not make your mobile site into a mobile form or telephone number service alone. Users who find some basic but helpful information are much more likely to convert than users who are simply added straight into the funnel.
SAVEABLE Where forms are necessarily long or users are likely to repeat visits many times before making contact, make it possible for the user to save the results of their searches or even save their semi-completed form so that they can complete it later or on a different channel.
HELPFUL LOCAL Use the GPS functionality of the phone to identify the location of the user. Lead generation services are often for local products, so helping the user to complete the form by auto-populating locations can be helpful. Any information you can quickly give about the service you provide in a user’s area will also be helpful.
Lead generation sites are as much about the followup as the initial visit. Once the lead is complete, provide clear instructions for what will happen next. Include a click-to-call number with a unique reference code if you want to transfer the user straight onto the sales team. Alternatively, let them know when they will be contacted and how.
CONTACTABLE Many lead generation sites will lead on to a telephone conversation and will have a telesales team. While form completion is helpful, remember that the mobile telephone is still a telephone – it is often worth having big telephone numbers that are click-to-call. Encourage this behaviour by turning your click-to-call numbers into buttons and directing users to click on them.
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m.vis.is
NEXT STEPS BUILD YOUR MOBILE SITE. Now that you know how to make your site more mobile-friendly, it’s time to take action. If you have an agency that helped you build your desktop site, ask them if they do mobile optimisation. Otherwise, check out the Build Your Site section of howtogetmo.com. You’ll find a link to a mobile landing page builder for basic sites and an index of mobile site developers to partner with for more comprehensive sites. Once you’ve launched your mobile-friendly site, here are two more ways Google can help you succeed:
GOOGLE+ PAGES. Creating a Google+ Page for your business allows you to easily share the right content with the right customers. Also, creating a Google+ Page automatically gives you a mobile optimised page to help you reach your customers. Visit www.google.com/+/business for more info.
PROMOTE YOUR BUSINESS WITH MOBILE ADS. Combine your new mobile-friendly site with a mobile-targeted campaign using Google Mobile Ads – the mobile component of AdWords. Mobile ads will help you grow online sales, send more customers to your store or build your brand, all with amazing new formats. Visit google.co.uk/mobileads for more info.
AND REMEMBER – WE’RE HERE TO HELP. This report just covers the things that are most important for your business’s mobile site. If you want to review all of our best practices for mobile, or when you’re ready to build your site, come back to howtogetmo.com anytime.
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