Go Mobile of Go Home! Targeted Optimization Tactics for 2018

Mobile optimization remains just as important in 2018 as it was last year—perhaps even more so. Having a strong and unique mobile presence can elevate your business above those of your competitors. However, doing so requires a thorough understanding of current mobile trends so that you can remain truly cutting edge.

Having a beautiful mobile website by 2015 standards is very different than having one that meets current visitor expectations. Fortunately, we’re here to show you some mobile optimization tactics that will likely stay in style all year.

The Continued Development of Mobile Phone Users

Mobile phones still represent the most popular way to access the internet, accounting for 71% of all minutes spent online in the United States and 62% in Canada. Many users also say they continue to access the internet from their phones, even when they’re home.

However, a lot of the time spent using mobile phones for internet access tends to be for checking email or social media instead of navigating to individual websites. This trend is a particularly important one for mobile marketers to keep in mind.

Given current patterns of consumer behavior, here are several things you can do to improve your mobile presence:

● Maintain active social media accounts for your brand, and post at least once per day. Include a link to your mobile website with each post, so that you can continue driving traffic to it from smartphone users.
● Carefully promote Facebook and Instagram posts to maximise exposure and grow your audience.
● Continue to create email campaigns. Include coupons and offer discounts for users who refer their friends to your mailing list. Mobile coupons remain over 10 times more likely to be used than other kinds.
● Invest in mobile video ads. Research from Google and Ipsos suggests that nearly twice as many Millennials will give their full attention to mobile videos as they will to videos shown on television.


Tech Trends Matter Just as Much as Consumer Behavior

Paying attention to consumer psychology is also important, but you’ll have to get technical too. In addition to predicting the behavior of your customers, you’ll want to make sure that your mobile site is built to handle the demands of new smartphones. Take note of the following trends that could impact mobile developers this year.

● Flash is on the way out, since most mobile browsers are not set up to render it correctly. If your mobile site relies heavily on flash, Google may penalize its rankings in mobile searches.
● Responsive design is in, so make sure your viewport is unfixed and your content is spaced out for convenient tapping and swiping on a mobile screen.
● 2018 will see a higher priority placed on simplifying each user’s journey. That means your mobile website or app should make information available only when the user needs it—a technique called progressive disclosure. You can also simplify your user’s journey by creating linear user flow, where you arrange the tasks they need to complete in a specific order to guide them through your interface.
● Full-screen experiences are also set to become a key element of mobile design, but it is important to note that ads are an exception to this rule. Unlike the rest of your mobile content, all popup ads should be relegated to a small portion of the screen, unless you want to be deranked by Google.

Mobile development should remain a key area of interest for marketers, developers and designers in 2018. Use the information above to ensure that your mobile presence remains progressive and interesting to your consumers, so that you can continue to command their attention throughout the year.