THE SHOP

Restyling & Truck Accessories - April '15

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restylingmag.com April 2015 | Restyling & tRuck AccessoRies 39 website later on a desktop after visiting a site that is easy to navigate and view. On the other hand, if your mobile website is dif- ficult to navigate customers are more likely to go to the competition than to visit you again on a desktop computer. If you can't provide what they need when they need it you will have lost the opportunity for the sale and risk losing a customer permanently to a competitor. 3. Mobile sites get more traffic: Google made it very clear last year when they announced the latest update to their system. The future of Google search is mobile, and sites that aren't easily viewed on mobile devices will see their search rankings suffer because of it. Now that more people are searching for businesses and products on a mobile device, the mobile version of your site is even more important than the desktop version. GS Marketing recommends doing a quick mobile checkup for your site. Pick up your smartphone and go to your website. Ask yourself these questions: • Does it load in under three seconds? • Does it draw your eye to your key selling points or brand message? • Is the content easy to read? • Is it easy to navigate? • Is it easy to recognize and activate the call to action? • Does it provide a good user experience? • Is it a website on which you would spend time if it was not your own? You can also do a quick check to see how your website will display on a desktop, laptop, tablet and phone from your desktop. Point your cursor to the far right side of the website (just to the right of your scroll bar) on your screen until you see an arrow that points in two directions. From there, simply left-click, pull it in and re-size the page to the dimensions of a laptop, tablet and phone. It's not exact, and you have to eyeball it to see if it's close to those different configurations, but it gives you a quick idea of how the site looks in and adapts to dif- ferent formats. I f y o u m o s t l y answered no to the m o b i l e c h e c k u p questions, then it's time to optimize your website for mobile devices and capture the traffic and sales you've been missing. I know, I know… I am totally bum- ming some of you out, because the thought of having to update your web site initiates a wave of pale green nausea that isn't something we would ever put high on our priority list. However, this is big! Your advertising, social media, live events, and even your email signatures likely all include your website address. Every one of these is designed to drive traffic to the site, and then get potential customers to take some action. The site asks us to call, email, order a brochure, purchase a product, share it with others, or just enjoy the experience enough to come back. There's no question, the time to go mobile is now. Jhan Dolphin is president of J Robert Market- ing, a full-service agency that helps compa- nies in the restyling industry to increase sales by better promoting their brand and message. He often speaks to industry groups about sales, marketing, and other business-related topics. He can be reached at his mobile- friendly website, JRobertConsulting.com restylingmAg.com April 2015 | Restyling & tRuck AccessoRies 39 The person designing and building your site needs to have the marketing knowledge and sales background necessary to under- stand the objective of your site. Then, they need the technical expertise to optimize your site to attract search engine results. It is not the work you want a friend of a friend who knows a guy, to do. "The best mobile sites are responsive websites," explains Dave Gleason of GS Marketing Group, a company that special- izes in responsive web sites for the after- market industry. "They provide us with the ability to view them easily on any device, phone, tablet, laptop, or desktop. Mobile is here to stay, and you don't want to be left behind." The bottom line: If you don't adapt to mobile quickly, you could miss out on prime revenue-gener- ating opportunities, or even lose customers to competitors who already have embraced mobile-responsive sites. Mobile optimization can increase sales, gen- erate more traffic, and greatly boost customer engagement. If you already have a mobile- ready site, you have a decisive advantage over the competition. According to GS Marketing, here are three important reasons small to mid-size businesses must have a mobile-optimized website: 1. Mobile users are unique: Mobile users typically have different objectives than desktop users and this usually means they want the information in quick, easily digestible bites. Some statistics show that mobile users spend more money per pur- chase, because these are often impulse buys. 2. Positive brand engagement: People have a more pleasant experience with your brand when you offer a satisfying mobile experience. The majority of people admit to moving between devices, or multi- screening, to accomplish a task. They're also much more likely to return to your

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