The beginning of a new year provides a natural opportunity for every company to review, evaluate and plan needed innovations for the year ahead. This is even more critical to do with a company’s online presence and technologies because the Web changes and advances so quickly. Below is Part 1 of a two-part series on key areas that marketers should review and evaluate to maximize the digital business opportunities in the year ahead.
Central to a company’s online presence is their website. Websites for 2014 need to take a few keys into consideration. First, have you evaluated a mobile user experience to your site? Depending upon your industry, mobile traffic to your site can account for 25 to 55 percent or higher of all traffic. With the massive ongoing growth of mobile Internet users, businesses need to either have a mobile site solution or a responsive website. A mobile site is a alternative, unique website that is displayed to the user when it is detected they are using a mobile device. Often this is at a sub-domain such as m.yourdomain.com. The other option is a “responsive site” where the behind-the-scenes programming adapts the site display according to the browser of the visitor. So if the visitor is determined to be on a mobile, they see a mobile-friendly view of the site, if on a tablet, a site maximized for the tablet screen, and the same for a full site.
The key is offering the visitor the best possible experience however it is they come to the site. If a user arrives to your site and is not easily able to read content or navigate, studies show they leave abruptly, and in business this means a lost opportunity. Maximize the opportunities by implementing a site strategy that works well for different devices. It’s simply good business, both for marketing and sales.