Even if your search engine optimization is doing a great job of getting customers to your website, they may not be sticking around. What could be turning your website visitors off?
For mobile users, a website that isn’t mobile-friendly is an immediate reason to leave. In fact, 61% of users are unlikely to return to a mobile site they had trouble accessing, and 40% will visit a competitor’s site instead, McKinsey & Co. reports.
Mobile users make up a growing percentage of website visitors today, as one glance around any public place will tell you. But if you need some statistics to back that up, consider this: Mobile devices accounted for the majority (55%) of clicks on Google search ads in the last quarter of 2017.
1. Your search engine results are declining.
Despite your search engine optimization (SEO) efforts, your business website is dropping lower in search engine results over time.
Google now takes mobile friendliness into account when ranking sites in search engine results. That’s one reason mobile optimization is a key factor that can get your business website on the first page of search results — the Holy Grail of marketers. Learn more about mobile optimization and how using a customer website designer can benefit your business.
2. Your site visitors are declining.
You’re getting fewer visitors from mobile devices, or those that do visit your site on a mobile device don’t spend much time there.
Pay attention to your website analytics to see where your visitors come from (including what type of device), what they do and the bounce rate. If you notice a high rate of abandonment among mobile users, look at your calls to action and how easy they are to execute on a mobile device. For example, are shoppers putting items in their carts and then not checking out? Perhaps your order placement and payment process is too cumbersome on a smartphone; if so, take steps to simplify it.
3. Your business listings aren’t driving traffic.
Your Google Maps and other local search directory listings aren’t driving website traffic.
Mobile search users are frequently looking for business locations, either because they’re out and about or they’re about to get on the road. If you find that local search directory listings such as Google Maps are not sending visitors your way, check out what’s wrong. Perhaps your listings are outdated, skimpy or inconsistent—or maybe you’re not listed on Google Maps at all. That’s a massive mistake. You can make your life easier by using lead generation and management software that ensures placement on Google Maps so it’s easy for your business to get found.
With nearly seven in 10 companies using mobile marketing as part of their overall marketing strategy, the importance of mobile optimization for your website is clear. Stop turning customers off, and turn your profits up.
Rieva Lesonsky is president and CEO of GrowBiz Media, a custom content and media company focusing on small business and entrepreneurship, and the blog SmallBizDaily.com. She’s a nationally-known speaker, best-selling author, and authority on entrepreneurship and has covered the industry for more than 30 years. Prior to starting GrowBiz Media, she was the long-time Editorial Director of Entrepreneur magazine. Her newest book is Small Business Hacks: 100 Shortcuts to Success.