With the advent of smartphones, mobile searches have become commonplace, and today’s online users can quickly find the information they want. These moments when you take an instant action using your smartphone are called “micro-moments.”
Accurately capturing micro-moments is important for business success. Mobile-optimized sites, which format websites for mobile use, encourage mobile users to use the site and create more micro-moments.
In this article, we will explain why mobile optimization is necessary and introduce three points to help your business succeed with mobile optimization.
Why you need mobile optimization
Now that smartphones have become widespread, consumers can instantly gather a variety of information using their smartphones when they have a desire to know something, go there, or buy something. According to Google, in 10 countries including Japan and the United States, there are already more searches performed on smartphones than on computers.
When users are looking for information, it’s natural for them to turn to mobile search, which makes it easier and faster to get their needs met. Additionally, by enabling faster information searches, mobile search users are now able to make purchasing decisions faster. Additionally, 59% of users say they are more likely to purchase a product or service from a company with a fast mobile site.
The key to expanding business opportunities and success is accurately capturing the “micro-moments”, the moments when consumers take action. To achieve this, it is necessary to ensure the capture of online users who use smartphones, and “mobile optimization,” which is the process of designing a website for mobile use, is essential.
The importance of mobile optimization
According to Google, a one-second delay in site loading results in an 11% decrease in page views, a 7% decrease in conversions, and a 16% decrease in customer satisfaction. Also, the longer it takes to display, the more users will abandon your site.
This shows that mobile users want quick information. In order to prevent mobile users from leaving, it is necessary to meet these user needs, and it is important to increase mobile display speed. In order to reduce data loading time, you will need to design your site to suit mobile screens and usage scenarios.
Furthermore, it is important to optimize the user interface (*) for mobile use. This is because easy-to-understand instructions and ease of input are factors that increase a user’s purchase intent, and a user interface that is not mobile-optimized will cause users to leave. A mobile-optimized user interface will help users get the information they need quickly and make the process stress-free.
Google introduces Livesense Inc., which operates a part-time job recruitment site, as an example of success with mobile-optimized user interfaces. The company has significantly increased conversions and expanded business opportunities by simplifying and reducing the number of input fields on application forms.
*User Interface (UI) General interface (contact point) that connects the user and computer. A mechanism for exchanging information between users and computers. Application forms for job sites, reservation forms for travel sites, etc.
3 points to make your business successful with mobile optimization
In order to lead your business to success with mobile optimization, everyone from the field team to the management needs to work together on mobile initiatives. In other words, it is important to share awareness of mobile measures throughout the organization.
Google points out the following three points as the secret to successful mobile optimization for organizations.
Point 1. Securing resources
It is important to understand the role of mobile sites in marketing and firmly secure the resources necessary for mobile optimization, such as setting up a dedicated team.
Point 2. Cross-functional collaborationCross
-functional collaboration refers to an organization that is organized by bringing together human resources with various knowledge and experiences, transcending the boundaries of departments and positions. By collaborating with departments other than marketing, we can speedily promote mobile initiatives from a multifaceted perspective.
Point 3: Understanding from top management Top
management’s understanding is essential to securing resources and cross-functional collaboration. If top management understands the importance of mobile initiatives, they will be able to smoothly make and implement decisions regarding resources and cross-functionality, which will bring them closer to business success faster.
summary
◆To lead a business to success, it is important to accurately capture the “micro-moments” when consumers take action using their smartphones.
◆In order to capture micro-moments, it is necessary to make sure to capture online users who use smartphones, and “mobile optimization,” which means designing websites for mobile use, is essential.
◆To prevent mobile users from leaving, it is necessary to increase mobile display speed and optimize the user interface for mobile.
◆Google points out the following three points to help your business succeed with mobile optimization.
1. Securing resources
2. Cross-functional collaboration
3. Understanding from top management