In 2014, the digital landscape changed forever when internet usage on mobile devices exceeded the PC. In fact, since 2009, browsing activity on mobile devices has doubled year on year.
Those equine businesses who embrace this shift and provide quality mobile experiences to their customers will be well positioned and more competitive in 2015. However, despite the clear benefits of a mobile optimised website, many equine businesses are yet to take advantage.
Let’s take a closer look at why a mobile optimised website is no longer a luxury, but a necessity.
Increase Your Sales
With one-quarter of web searches now conducted by over a billion mobile users, your equine business is missing a share in this immense market without a mobile optimised website. Research shows simply relying on a desktop website to convert visitors into customers is an ineffective sales strategy in this new digital landscape.
Mobile shoppers are looking for an engaging mobile experience that makes the sales process quick, easy and intuitive. An abandoned shopping cart is a red flag for a desktop website that is performing poorly on a mobile browser. Mobile optimised websites prioritise the mobile experience; no more obscured copy or links that are difficult to click.
Reduce Your Bounce Rate
‘Mobile user’ describes the very nature of your customer online. Increasingly, mobile users are engaging with websites on their handheld devices while watching television, commuting to and from work, and even when browsing on a PC. Mobile users have very different objectives to desktop users; they require a website that works when they’re on the go.
With more and more activities competing for your customers’ attention, mobile users want information in easily digestible bites in a format that fits their handheld device. Quite simply, some desktop website experiences don’t translate well onto smaller screens. Mobile users don’t want to have to pinch and zoom to read illegible type. If your website isn’t mobile optimised, then your bounce rate may show their frustrations.
Built Rapport With Your Customers
Finally, a mobile optimised website creates a stronger relationship with your customers online. A properly optimised website that adjusts to suit your customer’s screen demonstrates more care for the mobile user who is interacting with your brand.
Just as important, with Google’s release of the Hummingbird algorithm in 2014, which ranks mobile optimised websites higher than their desktop counterparts, a mobile optimised website is more easily found by your customers online. An important consideration as no business can create meaningful relationships with their customers if they are ranking poorly on search engines.
Conclusion
Mobile optimisation is a necessity for equine businesses who want to remain relevant and user-friendly to their customers online. Not only does mobile optimisation help your website rank in Google, but it’s more effective at increasing your sales, reducing your bounce rate and building rapport with your customers via their mobile devices.
Looking for some outside support? Don’t wait for success, create it — with the experts in equine marketing, Archer Creative. To learn more about how we can help you exceed your growth goals, call us on 1300 077 126 or visit www.archercreative.net.au.
