We’ve talked a lot about customer engagement strategies. But seeing as we happen to have the word texting in our company name, it’s high time we dedicated some space to talking about mobile engagement. This article focuses on answering the following questions:
We’ll kick things off by first defining what mobile engagement is.
Mobile engagement is the act of engaging customers through your mobile app, website, or mobile messaging channels. The idea is to provide customers with a reason to keep coming back to your mobile channels. Done right, mobile engagement delivers positive brand experiences and builds valuable, long-term relationships.
Mobile engagement is more critical than ever. The share of Americans that own smartphones rose above 90% in 2018, up from 35% back in 2011. And smartphone owners are using their devices to make decisions about your business. 69% of smartphone users say they will buy from a mobile site that addresses their questions.
Source: Pew Research Center
The bottom line is that mobile brand experiences can help–or hurt–business results. Focusing on mobile engagement increases customer loyalty and grows your business. Here are some ideas to help you get started with a mobile engagement strategy.
Whether it’s a live chat support bubble, an email/text marketing sign-up form, or a plain advertisement, your website likely has some sort of pop up. They can work on a mobile device, but they need adjusting. Google has set out two main guidelines to follow here.
First, pop-ups must be as non-obstructive as possible (i.e., only covering a small part of the screen). Second, they must be easy to close with a clear dismiss button. The only exceptions are for pop-ups containing necessary information. This info could be an age verification form for a brewery website or cookie notices.
Aside from the above exceptions, as long as your redesigned pop-ups have those two elements, they’ll be mobile-friendly. Mobile users will thank you for it.
When it comes to how your content loads on mobile, a one-second delay in page speed can decrease your conversion rate by 7 percent. It’s not only the user’s internet connectivity that affects loading speed. Loading time is greatly impacted by website design.
The good news is that there are several measures you can take that give your loading times a shot of adrenaline. Things like:
Social media platforms like Instagram and Pinterest are mobile-first, and their card-based design is because of this. It helps you see as much information in as compact a space as possible, all while remaining organized. It also entices you to keep scrolling as new modules catch your eye between the fold.
The Mobile Marketing Association found that the use of push notifications doubled user retention in a study of over 3,000 apps. Plus, no one thinks twice about their phones lighting up with notifications from messaging channels or special offers.
Push notifications are an easy way to grab users’ attention and drive them towards a specific action. A notable example of push notification usage comes from the mobile app Duolingo.
Duolingo app users receive consistent reminders to engage with the platform for a daily language lesson. These reminders always have a clear CTA, a time estimate to complete the action, and even provide motivation.
The length and width of a computer screen are far different than a phone screen. And while you may be able to get away with a longer article with fewer people noticing it on a desktop, mobile users aren’t as forgiving.
After all, people are there to learn something, not for a thumb-scrolling workout. Cut down on the word content as well as large blocks of text if you’re writing for mobile, brevity is your friend!
Also, give special consideration to writing mobile-friendly headlines. Short and sweet headlines are more likely to attract user attention through their social news feed or on a mobile search engine results page (SERP).
Another good rule of (scrolling) thumb is to incorporate more video into your mobile site. Mobile video consumption rises by 100% every year. Also, 75% of all video plays are on mobile devices, and 92% of users watching video on mobile will share it with others.
In building out a mobile-friendly marketing strategy, you don’t want to detract from desktop or tablet traffic. To avoid this, you can develop mobile landing pages as needed. A classic example of this is any page on your site that requires users to type in information, like a checkout page.
Case sensitive shipping and credit card information on a form built for bigger screens can be frustrating to your customers. Pages like this should have their own, exclusive, mobile-friendly design.
If you don’t have the money or means to develop something, don’t worry. Leverage existing tools like PayPal that are already mobile-friendly. You can redirect customers to their platforms to complete a transaction.
A mobile engagement strategy is too essential for any business to ignore. While some aspects of optimization are a bit tech-heavy, we hope we showed you the way towards some solutions attainable by anyone.
Our final suggestion to you is to test, test, test. Work out all your kinks before going live with any mobile refresh. You can utilize Google’s free mobile-friendly tool that will test out your mobile content for you to let you know how it’s performing.
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