It’s not news that mobile web usage has reached a tipping point. Current data shows that mobile traffic will overtake fixed Internet access as early as next year. This means it is imperative for every business to have a web presence that can take advantage of the mobile environment. The good news is that updating your website for mobile audiences also presents some interesting marketing opportunities.
In a previous post we talked about the benefits of responsive web sites over other approaches to mobile websites but did you know you can also leverage that approach to deliver specific marketing to mobile devices? It’s a relatively simple approach with which you target visitors that are viewing your website from a mobile devices and present them different web elements designed to convert them into customers. Here’s how it works.
A website that is designed as an effective marketing tool incorporates fundamental elements and content to allow businesses to meet the needs of web visitors. One of those elements is a Call to Action (CTA). This does exactly what its name implies, it calls out to the visitor to take an action that you have built for them. It could be to fill out a contact form for a free trial, or a link to downloadable white paper, or any number of things. However if you site is responsive you have the ability to feed a different CTA for mobile devices.
So let’s say you own a restaurant. Your website is mobile responsive and includes the normal trappings of a well designed site like links to Open Table for reservation, daily special listings, and a well positioned CTA. Your default design pushes your catering and events to visitors in the CTA on desktop and tablet devices but for mobile devices you use something more immediate. Statistics show that mobile viewers are ready to take action so you help convert them with a special offer only seen by mobile viewers. It’s a powerful marketing tool and with the right site, it’s easy to implement.
Essentially you are checking the viewport size the visitor is using and showing/hiding the content based on the width of a screen. So essentially when the viewport is small show the mobile CTA when it’s large show your default CTA. This becomes even more powerful when you use a Content Management System like WordPress that allows you to quickly edit your site through any browser. You can make a widget for your mobile CTA and a widget for your default CTA and change them with a few simple clicks to take advantage of immediate influences like weather or traffic jams.
Updating your site for the mobile tipping point may seem like another technological problem that you as a business owner have to deal with, but like any other problem, with change comes opportunity. So when you upgrade your site consider the opportunities it will offer you.
How could you use a dynamic mobile CTA to market your business?