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Why Mobile Websites Outperform Traditional Websites For Customer Engagement and Conversions

First let me address the question what are mobile websites for our readers who may not be too familiar with the term.

Mobile websites are simplified versions of a traditional website that’s been specifically designed, formatted and coded so that it easily renders and can be easily read on a small mobile screen.

Because mobile phones and mobile devices generally come in all shapes and sizes, mobile websites needs to be able to automatically re-size to the screen size in use. This also allows a mobile user to flip the phone from horizontal view to side view without distorting the contents.

Almost everyone today carries a mobile phone with them when they are out and about. In fact studies show that a mobile phone has become such a personal item that for many it rarely leaves their side even when they are in bed or in the toilet!

Traditional Website viewed on a mobile phone

Traditional Website viewed on a mobile

Consumers today are increasingly using their mobile devices to search for local goods and services while on the go. The problem however is that traditional websites don’t render correctly on a mobile device, are difficult to navigate, difficult to read and don’t always function correctly on a small mobile screen.

A person on the go looking for specific information on local goods and services won’t have the patience to spend a lot of time pinching and zooming the screen to read it or to wait for data-heavy traditional website pages to open up on a 3G connected device. Ever tried finding even a simple phone number on some traditional websites? And when you do, most aren’t “click-to-call” enabled so you have to memorize the number to dial it on your phone.

Example mobile websites for restaurants

Thumb Friendly Mobile Websites

Compare that with mobile websites and you immediately notice that all the clutter is removed so that all the strong calls to action are arranged as large thumb-friendly buttons that just require a touch of a finger to activate.

It then becomes much easier for mobile users to engage with local businesses and for businesses to entice them into buying from them instead of losing them to one of the competitors.

Theresa Shultz explained it best in a blog post she wrote on the Dudamobile Blog that touches on the number one most critical factor why mobile websites perform so well in getting customers to engage with local businesses.

Mobile Websites’ Click-To-Call Increases Calls To Your Business

“A click-to-call button on a mobile website could quite possibly be (dare I say) just as important to a local business as the mobile site itself. This little button bridges the gap between business owner and consumer and is the quickest connection your mobile browsers have to your business.

When clicked, it automatically places a call to a preset number, eliminating the need for your on-the-go customer to flip back-and-forth from your site to their dial pad. I’ve noticed how the click-to-call button has proved itself beneficial to many business types. In particular, pizzerias, automotive services and transportation. Below are some interesting findings I discovered while digging through the data.”

Quoting from an interview of Dennis Mink, CMO at Dudamobile by the team at Google Mobile Ads, Theresa Shultz noted that in a Dudamobile study of a sampling of 500 different businesses to see the percentage of mobile users that were calling a business or going to the business, an average of 16% of mobile visitors pressed the “Click-to-Call” button on the mobile website, a feature that you rarely have on a traditional website. Delving deeper into the Dudamobile study she noted the following:

“Drilling down further into the data, we found that 44% of visitors to transportation-related mobile websites placed a call immediately. The transportation sites that had the highest click-to-call rates were taxi companies. Makes sense, right?”

“Coming in at a staggering 56%, Yellow Cab Taxi (Los Angeles, CA) had the highest click-to-call rate of all cab mobile sites. The taxi site with the second highest click-to-calls was Badger Cab, with 53% of mobile visitors using the click-to-call feature.

The strategic placement of the click-to-call buttons directly contributed towards the high rate if calls to each business.”

“Not only is a click-to-call button critical for your mobile site but, where it’s placed is just as important too. Remember to put this feature towards the top of your mobile site and make it fat enough for all finger sizes to easily click. Once it’s added, stand by the phone – it’ll magically start ringing!” (For the original post click here)

It’s really quite simple. If someone is multitasking e.g. they are out and about, perhaps in town doing some shopping and among the many things that this person needs to get done is to find the opening times for the local dry cleaners, they know what they want and they’ll want it quickly.

A mobile user searching on his or her phone will want easy access to basic information such as opening times, a convenient tap to call button, perhaps some prices and a convenient GPS enabled “how to find us” button. Consumers don’t want to spend time magnifying content – if your phone can do this – to look for basic information, or click from page to page and wait for pages to load on their mobile. Four to five seconds is all you have before many mobile users give up and click away.

For mobile websites that are designed and optimised for the mobile experience and to engage mobile users so that they are more likely to contact your business as opposed to one of your competitors, give us a call today and speak with one of our mobile marketing strategist who will be more than happy to help with any questions you may have.