By Rieva Lesonsky
It’s no secret that consumers are using their smartphones to search for businesses when they’re on the go. But a new study from DudaMobile reported by MediaPost found businesses that take advantage of mobile search can see astounding results. Consider this: one in five people who visits a mobile-optimized small business site makes an immediate phone call to that business.
The DudaMobile data, collected in Q4 2011 in partnership with the Google-led GoMo initiative, found that click-to-call rates are off the charts in some industries. Topping the list was the transportation industry, with a 44 percent call rate, followed by pizzerias (32 percent), car services (28 percent), auto repair (22 percent), home repair (20 percent), medical services (16 percent), beauty and spa (13 percent), retail stores (12 percent) and restaurants (11 percent). The study also found that if mobile-optimized sites offer links to maps and directions, users click these at an average rate of 3.25 percent overall.
How can you take advantage of customers’ use of mobile search? DudaMobile offers these tips:
Prioritize content based on user preferences. Check your site’s Web analytics to see what features are most popular and use that as your starting point.
Think fast. Mobile-optimized images, quick-loading pages, bulleted text and legible fonts and colors all help users get the information they need quickly.
Make it simple to navigate your mobile-optimized site. Focus on vertical (not side-to-side) scrolling. DudaMobile recommends a maximum of seven links per page. Also make sure the Back and Home buttons can be easily seen at all times.
Don’t forget fat fingers. The thumb is used for most mobile phone navigation, so make sure buttons are easy for all users to hit without making a mistake. Buttons shoulc be near the center of the screen, there should be plenty of white space, and the “clickable” area around check boxes, text and other elements should be spacious.
DudaMobile CMPO Dennis Mink says data shows the majority of users has a positive impression of mobile-optimized sites and are more likely to purchase from them. On the flip side, nearly one in five mobile users will form a negative impression of your business if you don’t offer a mobile-friendly site.
Image by Flickr user Johann Larsson (Creative Commons)
Google+Web.com is now offering forums designed to support small businesses in cities throughout the US. Learn more about these forums here: http://Businessforum.web.com/
Tags: Marketing, Search Marketing, small business, Technology, Web Design
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