The following post is from Meghan Veroneau, TIG Global Marketing Coordinator.
You’ve got a website, Facebook page, and Twitter account; but what about a mobile website?
We’re at a period in time where everyone is on the go and expects information instantaneously. Roughly 31% of all mobile users in the US are Smartphone users. Without a mobile compatible website, you’re missing out.
As seen in the stats below from eMarketer, out of the Smartphone users who completed a mobile search, 53% made a purchase either in store, online or via the Smartphone, after conducting their search. Not to mention, after completing a mobile search, a whopping 55% of users visit the business they just looked up.
Still don’t have a mobile compatible website? Well, chances are you just lost a sale. While users are completing their search, they most likely aren’t going to spend the extra time it takes to try and maneuver through your non-compatible website to find your product or services when your competition has this information readily available with minimal effort placed on the consumer. While it used to be enough to ensure that your site simply appeared on a mobile browser, times have changed. Screens on Smartphones are only so large, making zooming and scrolling an issue, so as consumers become more accustomed to convenience and ease of navigation, it is imperative that your site is adaptable to the limited expanse of a mobile screen. And much like a typical full-blown website, a focused strategy for mobile search marketing is a must. The mobile realm has grown in leaps and bounds, and so have the search algorithms for these devices. It is more important than ever to ensure that you have as aggressive a strategy for SEO and paid search on mobile as you do through your traditional site. We will touch on this more in future posts.
What does this mean for hotels?
Half of all local searches are done on mobile phones. This could be a business traveler with a last minute trip, friends who get together and decide to venture somewhere new, families taking a road trip and looking for a new adventure, or a lone traveler on the go with no set travel itinerary. Without a Smartphone compatible website, you are missing out on potential guests and untapped revenue.
Making it Work
Follow the old rule of keeping it simple. Mobile search users don’t want the information overload, which is often found on a traditional website. Push the information they will likely need in a hurry to the front of your mobile page, such room rates, location, contact information, directions and booking widgets.
What do you think? Is there a need for hotels to have mobile compatible websites? Can hotels capitalize on a mobile local search? Sound off in the comments section below and let us hear your thoughts!
Interested in ramping up your online strategy? Check out the full suite of TIG Global interactive marketing tools, send us an email, or give us a call +1 301.841.4700(US) | +44 (0)20 3004 9468(UK)