On the Web: 8 Surefire Tactics for Increasing Your Mobile Revenues Without Breaking the Bank
With consumer usage of smartphones continuing to skyrocket, it's past time for your brand to have a mobile presence, be it a mobile-optimized site, app or both. To help your efforts in generating sales from mobile devices, consider the following eight tips:
1. Work your navigation and internal text search. Navigation accounts for the majority of success on any kind of site (desktop, tablet, smartphone), but it's especially important when you're selling on a 2" x 5" screen. Eliminate all unnecessary and confusing categories in your navigation. If a user is looking for a cordless drill, it's much easier for them to find it under "drills" or even "tools and hardware" than it is for them to find it under some esoteric catch-all category like "garage." Remember, navigation is a self-fulfilling prophecy — you get what I give you. Look at your most profitable mobile keywords and phrases. Are they adequately represented in your navigation or do consumers need to use the text search to find them?
Studies show consumers often search for products on their phones in a much different way than they do on their traditional computers/laptops. If you look closely at your analytics, tablet searches typically mirror desktop searches (with the exception that they're often a bit smaller and more concise). Smartphone searches are often VERY different, however. They tend to be much shorter in length and you'll usually see that consumers use different words on their phones.
Track these differences to develop more robust landing pages for your search terms. You'll also want to make your internal text search box the entire width of the screen. Generally speaking, the longer the box is, the more appropriate the words used will be. You'll also want to give it some breathing room — i.e., don't put other stuff that users can click on in a thumb's vicinity to avoid accidental clicks.