A significant change is happening in how people surf the Web. While around 32% of web traffic at the beginning of 2015 originated from mobile devices, like tablets and smartphones, two years later, that number had risen to 50%. It’s continued to rise, with more and more people opting to browse the internet on their mobile devices. If you want to compete in what’s becoming a mobile-first Internet, you’ll need to be prepared. Here are some suggestions for increasing your traffic from mobile users in 2018.
1. Make Your Site Responsive
This is absolutely essential if you want to have any shot at making your site a destination for mobile users. A responsive site is one that detects the device that a visitor is accessing the site from and adjusts and rearranges the design and content accordingly, “responding” to maximize the user’s experience on their device. Otherwise, the user will see your default website, which is likely to look cramped on a smaller screen (and possibly be difficult or impossible to navigate). Set your site up to be responsive and it will be tailored to look and feel great regardless of what device is being used to browse it. Another tip: set up AMPs (Accelerated Mobile Pages). These pages are designed to load almost instantaneously on mobile, and they’re fairly easy to incorporate.
2. Get Rid of Interstitial Pop-Up Ads (Or Google Will Get Rid of You)
In January of 2017, Google introduced a penalty for interstitial mobile ads. This means those massive pop-ups that block a web page from view as soon as visitors land on it will now hurt your ranking. Google has recognized that these ads are a particular headache for mobile users, and so they’ve incorporated the penalty as a way of discouraging site operators from using these intrusive ads. If your site has any kind of interstitial pop-ups, ditch them now.
3. Get Your Business Listed On Local Search Directories
People searching for products or services online are often directed to local search directories like Google My Business and Yelp. You can greatly increase mobile traffic by getting listed on as many local search directories as possible, and by making sure your business’ name, hours, address, phone number, and mobile-friendly website are consistent and correct across all directories. There are hundreds of them, but the boost in traffic is worth claiming a listing on as many as possible.
4. Use Geo-Targeted Ads
People now use the web on the go, and that provides new opportunities for advertisers. You can deliver different ads to users based on where they’re browsing from, meaning you could send a user a targeted ad when they get within a mile of your physical location. This has proven to be one of the most effective methods of mobile advertising, and you can get creative with it: try pairing a geo-targeted ad with a billboard for a double shot of brand messaging, for example.
5. Optimize Your Email Campaigns
Email is one of many Internet activities that has shifted strongly toward mobile users. Checking and responding to email on a smartphone or tablet is a breeze, so many people have started using their mobile devices as their primary hub for email. This means your email marketing campaigns need to be optimized for mobile users, or they’ll be a waste of time. Make sure your emails are designed with mobile readers in mind and the landing pages they direct to are responsive.
6. Use Click-To-Call Buttons
One feature of the mobile web that’s much more convenient for users is the ability to make a phone call directly from a web page, using a clickable phone number. Adding click-to-call buttons to the mobile versions of your site is great, but you can also add them to your mobile-targeted ads. These buttons take an extra step out of the process of contacting you, and in today’s convenience-focused world, that’s saying a lot.
While in the past, many sites have opted to create bare-bones versions for mobile, it’s now apparent that mobile users need to be taken seriously. That’s inspired many people to increase their focus on attracting mobile traffic. The suggestions above are a great way to get mobile users browsing your site and buying your products.