Many companies appear to be slow catching onto mobile marketing, with a study by Google stating that 96% of mobile users say that they are engaging with websites that are clearly not designed to be mobile friendly, despite 67% of people saying that they are more inclined to buy via a site designed for mobiles as well as PCs.

Websites are using a variety of ‘calls to action’ such as ‘click to call.’  This would be that that smartphone users don’t need to dial the number; they can just click a button, making the whole process easier.  The great news is 61% of mobile searches lead to a call, and phone calls are 25 times more likely to convert than clicks, and can make more money because of cross and upselling.  In short, if you are a business you want to get on board with mobile marketing. 

In the same was as marketing, mobile marketing is something you should regularly measure.    If that many mobile searches result in a call they may well be completed offline by phone, you should monitor these conversions as much as you do your online.  Call tracking technology can track any calls that arise because of a website visit; the progress of a visitor went through to get to the point of contacting your business.  This includes how a visitor found your website.  Call tracking services can also show you which web pages were looked at before, during and after the call.  Call tracking also means you can see the web pages on your site that are the most mobile friendly by measuring how long each page is viewed for and whether each web page drives a call. It will also allow you to view which web pages need developing to further enhance your site for mobile viewing.

Making your website mobile phone friendly lets you catch consumers on the go and improve your website ROI.