Screen Time to Sales: How to Optimize Your Brand for Mobile Marketing

In today’s mobile-first environment, it’s no secret that screen size doesn’t matter when consumers browse, save, or purchase items. In fact, according to a Research.com study, mobile users make up over a whopping 71% of sales conversions, with desktop users coming in at just 29%. This disparity suggests that people aren’t using their smartphones only to look at products or services – they’re using them to purchase. So, what does this mean for your brand? 

As a professional marketer, you’re probably using your desktop computer to build, strategize, and deploy much of your content and design – but are you thinking about the way your brand looks, flows, and facilitates a good user experience on a mobile view?

Optimizing your consumers’ experience on mobile views is key to growing your brand and building a solid community of users that can enjoy your offerings from any device. Here, we’ll go over the importance of a mobile-first marketing mindset, key elements of mobile-friendly content, and ways to enhance mobile touchpoints for your consumers. Let’s dive in. 

Mobile-first marketing 

Depending on your industry, more and more consumers are turning to their smartphones, rather than desktops, to make purchases. If you think about it, it makes sense that after a long day of working on a desktop screen or monitor, many try to unwind on their phones by scrolling social feeds, visiting new product websites, browsing brands worn by their favorite influencers, and making purchases – all with just a swipe of their thumbs. 

This low-effort, high-reward process is a key time for brands to turn passive scrollers into active consumers and boost conversion rates – but only if they can support a seamless mobile experience. In general, users expect three things when using mobile versions of a brand’s website or digital checkout: speed, simplicity, and a seamless experience. As a marketer, you want to make sure that your mobile content isn’t just quick to load, but also intuitive and hassle-free, without any bumps where you could lose potential buyers along the way. 

If your content, design, and overall strategy weren’t created with a mobile experience in mind, don’t fret! It’s never too late to optimize your members’ mobile experience and create an easy, delightful way for consumers to browse your brand on their phone screens.

Mobile-friendly content: the key elements 

As mentioned in the previous section, there are three key elements of mobile-friendly content: speed, simplicity, and a seamless experience. Let’s go over each one in detail and ways you can adopt a friendlier mobile view for your users. 

Speed: We all know how frustrating it can be dealing with mobile pages and apps that are slow, crash often, or constantly refresh. When building out your webpage, make sure you are compressing your images, eliminating any unnecessary code that may be slowing down your site, or using a content delivery network. Quicker load times can create a more frictionless experience for users, leading to more conversions and an overall better experience with your brand. 

Simplicity: A key part of creating a great mobile experience is making sure you have a responsive design for your site that adjusts to fit any screen size and avoids awkward spacing, cropping, or clunkiness. Consider using grid layouts, scalable images, and templates that allow you to preview your site in mobile and tablet views. 

Seamlessness: Last, but definitely not least, users have come to expect a seamless digital experience that extends to their smartphones. A good practice is to test or mimic a mobile flow of a potential user going from browsing products, to adding items to a cart, to checking out. If there are any pain points along this journey, make it an urgent action item to fix those and ensure the entire process is as smooth as possible. Don’t let any clunky checkout bugs keep you from sales!

Overall, you want to create an experience for your consumers that matches, if doesn’t surpass, any desktop capabilities. Make the entire process easy, simple, and logical. Consumers have come to expect such frictionless experiences and can be disappointed by encountering roadblocks.

Enhancing mobile touchpoints for consumers 

Although there are overlaps between desktop and mobile content, creating content and design for a mobile-first view is a unique process. In line with keeping things simple and easy, make sure that you are keeping copy short and scannable – and balancing any word-dense descriptions with a design that translates well to smaller screen sizes. 

While we all love high-quality resolutions in our pictures and videos, make sure that your design sizes are optimized for mobile view so they load quickly, are in the right size ratio, and still capture the attention of your consumers. Make your menu easily accessible and your call-to-action buttons large, easy to find, and well-placed throughout your page. Convenience is key! 

Conclusion 

Today’s mobile-first digital environment demands that brands are up-to-speed on best mobile practices and smartphone optimizations. Spending time on mobile-first marketing strategies and following best practices can help ensure that your users are getting the seamless experience they have come to expect during a time where a majority of sales are made from mobile devices. Remember to keep speed, simplicity, and seamlessness top of mind when designing a mobile experience. Convenience is key – don’t miss out on conversions because of a clunky mobile view.