Avoiding the pitfalls of mobile publishing
Mobile publishing is still fairly new if you consider how smartphone’s have only really been around for such a short time. If we consider the move from mobile sites to responsive design it’s even newer.
The issue is expanded even further with the introduction of tablets where users are more comfortable with long form media. Here’s an example of three common mistakes from three major sites:
No mobile site
The Daily Mail traffics in OUTRAGE. It should save some of that for its mobile experience. The publisher crows that almost half the traffic its online arm receives now comes from non-desktop devices, but it still doesn’t bother to offer users a mobile-optimized Web experience. Hit the site from an iOS device and be prepared to luxuriate in the awful. First, you’ll be prompted to download an app. It seems as though the Mail wants to punish those who decline, since you’re in pinch-and-zoom land without it. Given that the publication shouts about the amount of social traffic it receives, you’d think it would try harder to ensure those users are greeted with a site that makes them want to stick around.
No app when promised
Walter White would not be pleased, at least not coming in with his phone. AMC has gone to great lengths to produce second-screen experiences for popular shows on its network like “Breaking Bad” and “The Walking Dead.” The “Breaking Bad” site currently advertises the fact that those experiences are now available on Android and iPhone, but good luck finding them. Once again, for mobile users, it’s a case of having to pinch and scroll their way around the site in order to read any of the content. So much for a seamless co-viewing experience.
App download interstitials
Many webmasters promote their site’s apps to their web visitors. There are many implementations to do this, some of which may cause indexing issues of smartphone-optimized content and others that may be too disruptive to the visitor’s usage of the site.
Based on these various considerations, Google recommends using a simple banner to promote your app inline with the page’s content.
These are three simple rules for mobile pages that you shouldn’t ever get wrong. As a publisher, if you’re getting a lot of mobile traffic then get mobile friendly quickly!
Not everything on mobile revolves around apps
Mobile phones have become the most often used tool for researching products and services. The importance therefore of ensuring that your digital marketing efforts involve a great responsive website can’t be overlooked.
Your success in generating leads from your site might very well depend on the ease of use for mobile visitors. There has a been a definite increase month on month in terms of the traffic from mobile devices to all of our sites. In some instances it has become more than 50% of the traffic.
The mobile friendliness of your site therefore will also impact your success more and more as consumers move over to mobile devices.