Despite the growing BYOD trend (Bring Your Own Device) and the increase in mobile purchasing, many businesses are slow to catch on and adapt with content creation strategies that cater to smartphone and tablet users.
That means business owners need mobile-specific content. Pronto.
“But customers land on my website primarily on desk- and laptops. Why do I need to mold my content for mobile devices?”
If you ask yourself that question, take a good, hard look at the numbers below.
E-commerce analysts Super Monitoring created a recent study that revealed…
- 91% of all people use a mobile phone.
- 56% of people use a smart phone with Internet access.
- 50% use mobile as their primary Internet source.
- 72% of tablet owners purchase online from their tablets each week.
Note: these stats reflect the world’s entire population. That means 3.5 billion people use a smartphone or tablet as their main Internet source.
That said, half of your prospects might find you on their mobile device.
In order to successfully engage mobile users, and compel them convert, group prospects into one of four categories. Once you identify the user patterns, you’re ready to tailor your content toward your most motivated mobile audience.
Mobile User #1: The One-Timer
The one-timer may access your content for any number of reasons. They may feel bored, and want to pass the time. Or they might come across your content by accident. In the end, the One-Timer looks at your message for a few minutes, and then forgets it.
No worries, because the One-Timer actually gives you a very valuable content creation strategy. Actually, the One-Timer shows you who not to target with your message. When you whittle down your market, your content becomes more specific and driven.
Mobile User #2: The Occasioner
According to a recent article from Built-in Chicago, mobile users return to content 50% of the time on average. This stat proves that the Occasioner is valuable to your content creation.
Even if this user only accesses your content here and there, you still have the opportunity to collect contact data. You can use this information to craft surveys or determine list segmentation for future campaigns.
Case in point, even though the Occasioner hasn’t fully engaged, s/he allows you to determine new criteria for mobile-specific content.
Mobile User #3: The Reminder
The Reminder user needs a bell to go off. If you present your mobile content on a smartphone or tablet application, push notifications prompt the Reminder to access your content. In other words: no notification, no content access.
What can you learn from this user? The Reminders’ behavior stems from their lifestyle. Perhaps, the user is a business owner, a single parent, an administrator, or any other busy person.
When you create your mobile content based on that idea, the Reminder becomes more likely to seek out your content without a notification or prompt.
Mobile User #4: The Must-Nurturer
Don’t you love the people who access your content every day? To create mobile-specific content for a wider audience, the Must-Nurturer serves as a valuable asset. Since this user needs your content, s/he is more likely to provide you with valuable feedback for mobile content development.
Listen closely to what this user needs. If you attracted the Must-Nurturer in the first place, you have the power to reel in more motivated users.
What Happens After You Identify Mobile User Behavior?
Find out why they developed that user pattern!
Much of the time, smart phone users get online with a specific purpose. They want to look up a viral video, get a recipe, or find a fun fact for conversation. But smart phone and tablet users are also more ready to buy.
Our advice: seek out a metrics expert who provides you with a detailed analysis of where the most active visitors’ behavior patterns. Gather information on where users spend the most time, what and where they click, etc.
Homework: Re-engineer Web Copy to Mobile Content
Now comes the action. In order to translate your message for mobile optimization, follow these 3 steps…
1. Get to the heart of the matter.
No secret that mobile users are on the go. By extension, someone who accessed your content via smartphone or tablet won’t spend as much time as another user. Trim your content to essential values and benefits. Mobile users are motivated, and they want you to get to the point.
2. A picture is not worth 1000 words.
It’s true that images allow readers to quickly digest content. But with mobile content, images slow loading times. Translation: keep your content to text. It doesn’t matter how motivated a mobile user is, s/he won’t convert if there are long waiting periods.
3. The fewer clicks, the better.
You can learn a ton about prospects’ behavior based on click rates. But for mobile content, your aim is fewer clicks. Here’s why: if the user continuously taps the smartphone or tablet screen, it means they’re looking for a way to buy. If purchasing isn’t easy, the mobile user will go to a competitor. When you make the buying process simple with purchase buttons, your mobile content becomes that much stronger.
Ready for new content that attracts more active users? Check out our copywriting services.