Tablet? Smart phone? Understanding that mobile is where’s its at is no longer an option for progressive business owners. The walls between online and offline commerce have crumbled. Today’s shoppers check product reviews and compare prices online while they’re in your store. They’re answering for themselves the question “to buy or not to buy?”
Moreover, many customers never intend to step foot into a brick-and-mortar location. These customers prefer to spend their time online researching and comparing when and where it’s convenient to them and their preference is to order online. ROBO is the acronym for “research online, buy offline”. Therefore, if these web savvy shoppers need to step into your store to pick up a product or to avail themselves of your service, they’ll only do so after they’ve checked you out online.
Mobile Responsive Website
At the very least, your business needs a mobile responsive website. A responsive website automatically changes to fit the screen of the device that your customer is using. Your website’s design elements respond – and adapt – to the screen size that they’re presented on which equates to a better visitor experience. The result is that you get a more engaged consumer who may be more likely to do business with you.
In fact, this is so important that if your company website is not mobile responsive it will have a diminished chance to rank well on Google for search terms that are important to your business. In early 2015, Google announced an update to their algorithms intended to make it easier for their users to find mobile-friendly web pages when searching from a mobile device.
Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.
Google also announced the introduction of App Indexing which will allow your app to be found in Google Search. If your company app is indexed by Google then mobile users will see an install button for your Android app when they search for content that is related to your app. This is an opportunity to expand your reach by increasing the installer base of your app. Total installs is a key performance metric of any mobile app marketing strategy and now Google is helping you through app indexing.
The twin advancement of mobile responsive web design combined with mobile apps reflects the growing relevance of mobile shoppers to your business. Online shoppers are now more empowered than ever and it has become increasingly important to give a consistent experience across all channels for both online and offline customers.
Today, mobile apps may make sense for your business even if they didn’t in the past. Many businesses are now implementing a mobile marketing channel to support their branded web presence goals. A marketing strategy that includes a responsive website and a mobile app to better serve their mobile empowered customer.