The mobile market is one that is continuously changing for both consumers and marketers alike. And while these improvements are often changes for the better, they are changes that necessitate adaptation nonetheless.
At the forefront of all these changes are the major shifts that have taken place in the mobile experience itself due to technology updates, information consumption patterns, and more. Here, we’ll discuss some of the most prominent mobile changes that have affected the way both affiliates and merchants should approach mobile, giving you the knowledge you need to adapt your own marketing strategies for present and future success.
There’s No Such Thing as One Mobile Site Anymore
Google’s April 2015 ‘mobilegeddon’ algorithm update has affected search results in a rather significant way. And really, you can’t blame Google since today’s users browse on countless devices with a varied range of screen sizes. Without adjusting, website owners run the risk of not only driving customers away but driving their rankings down the drain as well.
Remember, a responsive website is more important than ever to ensure that all your customers, whether an Android user, iPhone enthusiast, or tablet user has the positive experience essential for your brand’s success.
Prioritising Information is More Important Than Ever Before
Is your marketing material a long-form sales page? If so, mobile will have an effect on this as well. Consider this: how much scrolling does a user have to do on the desktop to get to your call-to-action? Maybe not much to get to your first button, but what about the second and maybe the third? Probably a lot more.
Now think about this same length on a mobile phone and how long it will take to get to the bottom of this page. It’s enough to drive many users away before they can actually find the information they’re looking for.
As a result, it’s now necessary to adapt your marketing materials based on what you want your customers to see and what you consider most important instead of just considering your desktop experience ideal for all devices. By doing so, you can streamline your sales process and give your customers a reason to remain on your mobile site rather than jump off.
Mobile Has Changed the Way People Consume Information
The mobile experience is now more than ever before about making information easy to access while reducing the burden it takes to actually process the information.
In the past, many marketers and affiliates would simply create a responsive website and leave everything unchanged, hoping that the desktop experience would translate well on a mobile device. In today’s digital economy, mobile consumption is at an all-time high. As such, it’s more important than it ever to create your site based upon succinct, easy-to-access content that will convert mobile traffic regardless of which device they’re on.
As you can imagine, this also means you must consider the placement and size of banners, graphics, and your calls-to-actions because they will appear differently on all devices, making optimisation slightly more complicated.
Integrate Social Log-Ins and Payment Options
Entering information is often one of the most difficult aspects of any mobile shopping experience, making it difficult for users to convert. But now, social log-ins and numerous payment options are changing all of this for the better.
Just think how simple it would be to check in if you could do so through Facebook and then pay through PayPal. Your customers would consider it a no-brainer to make a purchase due to the simplicity and security they would feel from doing so. This makes it incredibly important to consider adding these features to your site to further embrace the shift in mobile commerce for the better.
Testing Conversions in a New Way
A/B testing is something that most affiliates will do with their desktop site, but not always for mobile. But now, with more traffic on mobile than ever before, it’s important to welcome the change by optimising sales pages in different ways and then determining which is best. By doing so, you can ensure you’re taking full advantage of your mobile traffic rather than just settling for the few sales you might generate without paying much attention to how you’re getting sales.
When you hear about changes to the mobile experience, you often think about the growth of mobile traffic and how consumers seek out information. But what you don’t hear about as often is how this affects how affiliates like you conduct your business online and create an online presence.
By considering the topics mentioned above and making changes to your own mobile strategy, you can rest assured that your business is keeping pace with the changes in mobile commerce. This will help put you ahead of your competitors while increasing conversions and customer satisfaction for those who choose to visit your site too, giving your business an always-welcome boost.