My business has been local, local, local for quite some time now. It’s no secret that I focus on local online marketing. One kind of common sense but also somewhat surprising trend that I’m seeing is the onslaught of mobile traffic. To mention that a larger percentage of the traffic coming into our landing pages is mobile probably doesn’t surprise anyone but the percentage is staggering. Well over 50% of our traffic has become mobile. The problem with this is that we don’t find mobile to convert nearly as well as desktop traffic.
I think that people just don’t have any attention span when it comes to going to a website on a mobile device. They want what they are looking for in a matter of milliseconds. If they don’t find it, they leave. We’ve been combating that with responsive landing pages that resize themselves based on the device. I personally hate responsive sites but they do seem to perform a bit better when you look at the conversion data. From a personal standpoint, I don’t want someone telling me how I have to look at their website and exactly what data I can see vs not see. I can see however why it would perform better IF you are showing the data that the consumer wants to see.
I can’t say I’ve perfected mobile by any means but we are aware of the shift and we are testing solutions to increase conversion rates. How are YOU combating the onslaught of mobile traffic on the local level?