Four ways to take your online business to mobile

Mobile customers in the first quarter of 2013 were responsible for 1 in 5 retail sales, with mobile browsers now accounting for nearly one third of website page views in the UK*.

Consumers in the UK are spending more and more time browsing the internet on-the-go, and buying from a mobile or tablet is becoming increasingly trusted. And the peak time for mobile and tablet usage is between 5pm and midnight**, so if you think it’s just people out and about and not seriously browsing to buy you could be missing out.

Here are four ways you can connect with this growing number of on-the-go visitors and turn them into customers:

1. Identify how customers want to use your website

Your website analytics can help you see how mobile and tablet visitors are using your site, help you understand the type of content they’re after, and which pages make them drop off. Is there potential to turn your browsers into buyers with more streamlined navigation and check-out pages? Or should you be focusing on making sure mobile visitors can quickly and clearly identify your website as a trusted source, even on a smaller screen?

2. Optimise your existing website

Think about what your customers see when they view your website on their phone or tablet. Are the buttons and navigation easy to use on a small screen? And most importantly, how does your business translate to someone browsing and potentially buying? The smaller the screen the more important the details are -  such as customer endorsements, awards and accreditations, and a domain name can help show visitors that you’re a trusted British business.

3. Invest in a responsive website or app

When it comes to optimising your website for mobile and tablet users there are different options depending on your customers, your business and your budget:

• Responsive websites adjust to the device it is viewed on and are ideal for those with browsing and researching customers.

• Native apps download all the information to a mobile or tablet so it can be viewed without an internet connection, and are considered best for businesses needing to impart information quickly.

• Web based apps access information via the internet and allow customers to quickly buy or book via their tablet or mobile, but generally involve a higher investment.

4. Use location services and offers

Websites with a domain are likely to be ranked higher in UK searches by Google, and may also give prominence to local businesses in Google Map searches. So make sure potential customers can find you on-the-go by checking your online business listings and information are up to date. A mobile friendly website or app can help connect your physical business presence with its online extension.

To take the first step towards getting your business online with, or for general tips and advice, visit Follow us on Twitter @dotuk.

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* IMRG and Capgemini, 2013

** ComScore report, 2013


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