Mobile optimization: The art and science behind it

10 October 2017

By Lorena Reyes

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The numbers don’t lie — according to GSMA Intelligence, the mobile industry now has five billion unique mobile subscribers. In other words, more than two-thirds of the global population is now connected to a mobile service. And of these billions of subscribers, 91 percent of them say they are in reach of their mobile devices 24 hours a day, seven days a week.

It’s no surprise, then, that demand for a mobile experience that is content-rich, and delivered in layouts that are device-appropriate is growing rapidly. More than half of all searches done on Google are done via mobile device. In many industries, mobile share of traffic can far exceed 50 percent. There are many Americans — up to 20 percent of the population in certain income brackets — for whom a mobile device is the only device they use to access the web from home.

Therefore, companies looking to engage its stakeholders through differentiated content need to also think carefully about the user-experience and how that content is delivered. But there is more to mobile than eye-catching design and user-friendly functionality.

Successfully engaging any audience online requires a clear understanding of how users are consuming your content. In other words, ‘smart’ technology requires equally smart tools. And there’s a science and an art to making smart tools.

Studies show that placement is critical — this is particularly true in mobile settings, where visitors on smaller devices are acutely focused on what’s in the center of the screen. Similarly, research has confirmed that a picture is, in fact, worth at least a thousand words in the digital realm. More so, likely, in the case of mobile where the user is typically looking for easy access to the answers he/she seeks.

The art and science to higher engagement.

So, as you think of your mobile strategy, here are some elements for you to consider:

Concise content: the key to achieving stellar content for mobile is about tightening your writing. Get straight to the point with an “answer-ready” tone and focus that addresses what’s top of mind for your audience. Create a mental list of why investors should invest in your company, and build our your content using those points as the focus of your message.

 

Strong and short headlines: the expression “less is more” could not be more true when it comes to headlines. Get creative, and use a font/color that catches the attention of the user.

 

Interactivity: mobile-ready content also means delivering your message in interactive ways. Incorporate scrolling features, links to secondary pages, video, and/or drag and drop functionalities for optimal engagement, and increased metrics.

 

Visual assets: think intuitive icons with brief descriptions, video, and/or high-res graphics that simplify your message and helps expedite the visitor’s learning curve.

 

Access: keep critical information front and center for visitors so they won’t have to click around to find it, minimizing page exit rate on your mobile site.

 

Ultimately, your ability to engage your audience online in a mobile-dependant world hinges on your ability to deliver an experience tailored to mobile. Companies that win in this environment are those that provide information their audience wants through the channels that empower them to easily access it when and how they want.

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