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Elena Terenteva

How to Convert the Mobile Search Visitor #semrushchat

Elena Terenteva
How to Convert the Mobile Search Visitor #semrushchat

Hello, dear SEMrush Blog readers!

Today we have a very hot topic for you: How to Convert the Mobile Search Visitors!

Mobile is booming, it's a long lead time game and if you are still not prepared, you are loosing without even playing.

Just take a look at these numbers:

  • 57% of users won't recommend companies with poor mobile sites;
  • 1 in 4 online searches are conducted on mobile devices;
  • Mobile Ad revenue will more than double to $24.5 billion by 2016.

*Originally from Search Engine Journal.

So, please enjoy this recap of our SEMrush Twitter Chat with great author and speaker Brian Massey - from basic theory to advanced practice of mobile landscape.

Screen Shot 2015-02-25 at 18.37.31

What is the purpose of mobile devices in the first place? To save time – to provide instant access to information and people. The keyword here is speed.

And speed really matters in every aspect.

When we use mobile, we intend to get information as quickly as possible. “A desktop homepage (HP) serves many purposes; a mobile (HP), on the other hand, should focus on connecting users to the content they’re looking for.“- Brad Roberts ‏@Brad_Machine.  

Phone numbers, addresses, who won Best Album on The BRIT Awards last night – users expect answers fast, so don’t make them wait! Keep this in mind when creating and optimizing content. “It requires a plus from semantic search. Knowledge Graph plays a key role.” - Sergio Redondo ‏@sergio_redondo.

And that brings us straight to UX. We’ll talk about it in more detailed later for sure, but for now let’s take a note – page load time matters; users expect to find all necessary information on one page. No distractions, please – including noisy ads! 

Speaking of “right now,” don’t forget to add “right here.” “Mobile users have more local intent than desktop users!” - Anneliese Sparks ‏@iamanneliese.

hurt-mobile-conversion

Well, obviously, everything that interferes with user intention and behavior patterns, as we described above, will affect negatively affect mobile conversion.

Killer number one – “slow loading time is MURDER!” - Peter Starr Northrop ‏@SEMStarr.

And remember – nothing is destructible! By the way, it seems that everybody hates pop up forms. I’ve never seen so many negative pop-up form mentions as I have during this Twitter Chat! :)

Navigation really matters. One page – one message.

It’s also important that you don’t use the phrase “visit the desktop version” when leading users to a signup form or subscribe button, or any other lead generation form.

And, yes, don’t forget that a non-finger-friendly design is a bad design.

Special thanks to:

@bmassey @Beymour @EdLeake @Brad_Machine @seonow @mktackabery @verbality @altos @AutoBacklinks @HermanTinkura @fmgoerres @SMB_Adviser @searchrook @Katieimayberry @alexdesigns @ThinkSEM @ntsoni_group @ChrisMeierZA @directom @thomcraver @ThomasJArmitage @TaraMClapper @LuanaTF @andrewakesson @DigitalMedia123 @sergio_redondo @betweenstations @JosieMHardy @ECWseo @Yakiseo @HannahWarder @timwhand @SEMStarr @WLau89 @London_Lady @edbmarsh

Screen Shot 2015-02-25 at 18.40.31

If you do something, you’d better do it good!

“70 percent of users who have a bad mobile experience won't come back ever” – Tom Craver ‏@thomcraver.

Test, analyze, make changes and test once again. Here is a toolkit that will help you get great results.

When it comes to testing, Google’s tool can be a great starting point. “Google's basic speed and mobile testing is simple but critical. Its scores help determine what needs to be fixed.” - Thomas J. Armitage ‏@ThomasJArmitage.

Try using your website as your users would in real life – on real devices.

“Check your site's responsive layouts and performance on real cloud-based emulators and devices.” - Brad Roberts ‏@Brad_Machine.

Another component of “real-life testing” – internet connection speed. What if your user can’t use Wi-Fi?

And what can be better than real feedback from real users? Like no tool in the world, your user can tell you much more.

Screen Shot 2015-02-25 at 18.45.58

Mobile design is an art and a science all in one. Because it’s always difficult to create something while under pressure, you can still come up with something great, useful, well-designed, and easy-to-use. But what if you think your website is too complex for mobile use? Let’s try to find a solution.

First of all, understand that “no site is too complex for mobile” - Robert Brady ‏@robert_brady. Remember what we discussed in first question. Answering your users’ main question with your mobile version can solve all problems.

Another solution – create an app. If you provide a SaaS, it should make perfect sense.

Screen Shot 2015-02-25 at 18.50.06

Mobile version or responsive design? Let’s see what our participants think.

Look at all the pros and cons – if a mobile version won’t benefit your more, then your choice is quite obvious.

Creating a mobile version can be time consuming; so if you don’t have the time or the human resources, a responsive design is a much better choice.

We hope to see you next time! Same time, same place, same hashtag! This Wednesday at 11 a.m. (EST), #semrushchat hashtag!

Elena Terenteva, Product Marketing Manager at SEMrush.

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