Smart business on a smartphone: Why you should be mobile optimised

Michael Patishman, BizTech Enterprise Solutions

SME’s use, or lack thereof, of digital mobile technology is preventing them reaching their full potential. Just when brands and businesses were beginning to catch up, Australian customers are moving from desktop to mobile, and expect companies to move right along with them. According to Adobe, 92 per cent of people consider their smartphone to be their primary device, with the average user checking their smartphone 85 times per day.

While PWC research states SME’s are missing out on an eye-watering $49.2 billion of private sector profit over the next ten years because they are not making use of mobile technology.

Not to worry, it’s not just SMEs who are struggling: Big brands recognise the need to meet consumer demands towards mobile, but almost two-thirds of the respondents surveyed in Adobe’s research continue to focus on a desktop-centred channel, with only 20 per cent implementing a well-defined mobile strategy. So why the disconnect?

Mobile is different

Some didn’t think it possible, but mobile users are even more demanding.

Mobile consumers want a hassle-free, aesthetically pleasing experience on a screen a fifth of the size of a standard laptop, so if you think mobile optimisation is just about shrinking your site down to fit on a phone, forget it.

Convenience is the number one reason for online shopping – and on mobile more so.

A tap is not the same as a click – mobile consumers want to be able to move swiftly from one product to another, zoom in, have their details automated and experience personalised all in one easy to use, bug-free site.

Data and SEO

Mobile data is a gold mine for those who harness it correctly. These consumers are already telling you they want convenience, if you can use their data to recommend further services and products, you’re making their life easier – what could be better?

More technically, search engine rankings come heavily into play with mobile optimised sites. In April 2015, Google released a statement that said the algorithm gives preference in the search listings to web pages that are mobile-friendly vs. those that are not. If that’s not incentive, I don’t know what is.

You decide to get mobile optimised – what now?

When you get started, you’ll find there’s plenty of options out there to choose from, so it’s important to remember to stay focused on your primary goal, what your customers most want and need, and what types of mobile marketing tools fit your budget.

Shop around, there are plenty of web hosting sites that can curate a mobile site without breaking the bank. There is no one-size fits all for this journey, so trial and error is inevitable – set realistic goals and targets and measure your ROI closely.

For a small business looking to the future, a mobile optimised website is a no-brainer. Meeting customer expectations, while improving a range of metrics including visitation, conversion and revenue through what’s fast becoming the most popular digital platform.

The bottom line is, if you’re not mobile optimised and capturing traffic, you’re missing out on sales and customer conversions.

Michael Patishman, CEO, BizTech Enterprise Solutions