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The latest business-to-business marketing advice for software companies

Why Your B2B Software Website Needs Mobile Optimization

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Think for a second what you do in your down time, when you’re on the metro to work, before you go to bed or wake up. I can bet that you pick up your smartphone to check your email, do a little browsing on social media, or read an article online.

We expect to find everything on the Internet at the drop of a hat, and if the websites we’re visiting don’t work on our phones, it can be extremely frustrating. If your website isn’t user-friendly for mobile software buyers, how will potential prospects access your content and convert into quality sales opportunities?

There are many ways to incorporate mobile optimization into your website and marketing strategy. I’ll go through a few topics related to mobile optimization and key points to consider on why mobile optimization is important for your users.

The Opportunity to Convert a Prospect into a Lead

74 percent of mobile users say they are likely to return to a company’s site in the future if it is a mobile-friendly site. Retention is key in marketing and repeat website visitors are a great indicator of high user engagement and potential brand advocacy.

Any way that you can ensure that users will come back to your site or click through your mobile responsive link is a step that you should be taking. I can definitely attest to the fact that if a site I am visiting is not mobile friendly, chances are, I’m not going to return.

Prospects revisit a website because they might need more time to think over their needs as a potential customer or they are shopping around to compare sites and products. By providing a great first experience on your site through mobile, when they are ready to submit information or purchase software, the accessibility and user friendliness of your mobile site will be a key factor in that decision. Users want to revisit a mobile site that is interactive and memorable versus a mobile site they remember having trouble loading and links not working. Prospects can’t become a lead if your site doesn’t allow them to convert!

Mobile optimization will not only help your prospects access relevant content on their smartphone or tablet, but will give them the option to view your content if they actually don’t have access to a computer. If you want to test your site for mobile friendliness, review these steps to check your content and backend set-up.

Simple Mobile Forms and Logins

If I could pick one thing on my phone that has made my life easier it’s mobile sign-in with the option to link to social media or my Gmail account. Mobile sign-in and form completion through social media or email is a simple step that can be added to many areas of your website.

The fact that we have the ability to choose to log in through our Facebook or an email account cuts down on the time spent by your prospects trying to create an account, minimizing the chance of them leaving a landing page before completion because there were too many fields. On mobile, where more likely than not you’re on a smaller screen, the ability to quickly autofill information or log in instantly could make all the difference in acquiring that perfect lead.

Mobile email opens have grown by 180% in the last three years, meaning that people, after reading your emails, are going to be doing research online for your software on a mobile device. So if they’re going to give you their information, it needs to be in a quick and easy process. Giving your prospects the quick step of picking their preferred way to share their information will save them time and speed up your ability to reach them and qualify them as a sales-ready lead.

Clear CTAs

Something to keep in mind when developing mobile CTAs is that they need to stand out, even on those smaller screens. Tablet devices account for the highest add-to-cart rates on e-commerce websites at 8.58%. Prospects need to be able to see the CTA and, from a formatting standpoint, physically able to click the CTA on their screen.

Put yourself in the shoes of the prospect and decide if you would want to view your website on a mobile device. If you want prospects to click a CTA on an 5×3 inch iPhone, the information needs to be readable and catch their eye. Some content honestly isn’t great for mobile, so keep that in mind when creating website and landing page designs. For instance, filling out a complicated form that requires 20 fields is not something I want to do on my phone.

A great way to ensure your website CTA is performing is by testing. Only your prospects can show you what kind of CTA they respond best to, so test a few variations of color and copy to find the right mobile CTA for your audience.

Now It’s Your Turn

Over 50% of smartphone users grab their smartphone immediately after waking up. To me, this isn’t too surprising, as I do the same every morning, but to software marketers, this may be an eye opening fact on the amount of access that you potentially have to active software buyers.

With this kind of statistic, it’s clear that there needs to be a huge effort on marketing teams to make their content mobile friendly. If you can catch a prospect right when they are starting their day, it opens up a large market of people you can now contact and send to a mobile optimized site.

Considering all the times you’re on your phone during the day and it’s pretty self explanatory why mobile needs to become a focus. Everyone from executives to low level employees have a smartphone. There is no reason that mobile optimization shouldn’t be at the top of your list to accomplish in 2017.

Comment below with your experience with mobile optimization and steps you’re taking to stay up-to-date!

 

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About the Author

Lauren Welschenbach

Lauren is a Vendor Marketing Associate at Capterra and a graduate of Christopher Newport University! In her spare time, she loves playing with her puppy and planning her next travel destinations.

Comments

I need to fix my mobile site to begin with! It looks a little rough!

Best of luck! I hope this post helped!

Good one…!!!!

Thank you

Mobile Optimization is a must in today’s competitive world.. You have chosen an amazing topic.
Thanks for sharing this info.

Thank you for such a informative post.It is a very good topic to write about.In today’s competitive world it is necessary that your business websites must be user friendly therefore mobile optimization is must in today’s scenario.This post helps a lot.
Thank you
Lal Haveli
http://www.lalhaveli.in

Great Post! Thanks for sharing.

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