We’ve sung the praises of optimizing websites for mobile and discussed how a mobile-friendly site plays a significant ranking factor in Google's search algorithm (recall "Mobilegeddon"?). While most agree mobile-friendly web design is a win, many B2B websites have been slow to adopt. Why?
Pervasive Myth: Mobile is for Consumers
The pervasive myth that mobile is only for consumers has persisted. Just as consumers enjoy the freedoms afforded by mobile, such as speed and price comparison, so to do B2B buyers appreciate this same on-the-go flexibility.
Although mobile marketing in the B2B sector has moved at a slower clip when compared to the B2C sector, times are changing. B2B purchases aren't transacted offline as frequently as in the past. As well, more B2B buyers are leveraging the opportunity mobile brings when researching and making purchases, whether they be at work, commuting, or at home. In fact, current research cites mobile as a driver for over 40% of revenue in leading B2B organizations.
Surprised? This research comes straight from the horse's mouth. The "horse" being Google.
B2B Buyers Use Mobile Throughout the Buy Cycle
According to a recent report on B2B mobile use by the Boston Consulting Group in partnership with Google, 80% of B2B buyers are using mobile at work, and more than 60% cite that mobile played a significant role in a recent purchase. With one-third of digital natives reporting that they are the key decision-maker within their department, B2B organizations that want to stay competitive must embrace this new B2B buyer with responsive, mobile-friendly design in mind.
Mobile Proliferation is Set to Skyrocket
According to the 2016 Cisco Mobile Visual Networking Index Forecast Report, mobile data consumption is projected to catapult over 700% by 2021. With over half of internet visits via phone and tablet devices, this projection should come as no surprise. Smartphone ownership looks to continue to trend upwards, in large part to the downright beautiful modern phones, basically computers-in-your-pocket, issued by front-runners of the smartphone market-share, Apple and Samsung.
Visiting the web via one of the more modern smartphones is more than enough to tempt anyone away from a desktop or laptop; even B2B prospects. If you haven’t optimized your B2B website for mobile, now's the time. Read on to discover five ways UX designers can leverage the latest features in cutting-edge smartphones to execute a flawless B2B user experience and ramp up mobile conversions.
#1: Create a Full-Screen Experience
Until recently, mobile has presented a challenge to UX designers. How to fit the necessary details and convey the brand personality, without cluttering the small screen size of smartphones and tablets?
With the release of Samsung Galaxy S10 and iPhone X, UX designers now have more screen real estate to provide an intuitive and fun user experience while conveying brand identity, trust, and offerings. For example, the iPhone's X display dimensions provide 20% more space for content and images than previous models.
An unparalleled mobile experience is all about visuals. UX designers can leverage the larger screen of modern smartphones and tablets with stunning eye candy. Consider how you display your product images - they too, may have a major impact on your mobile conversion rate. For example, implementing 360-degree images that invite the user to interact with your offerings is one such way to cultivate a more immersive experience. Companies such as Magic 360 make it easy to boost engagement on your mobile-friendly site.
#2 Implement Video
Videos aren't just about cute kitties.
B2B customers watch videos during the entire path to purchase. In fact, according to the Content Marketing Institute, when B2B marketers were asked what form of content they considered to be most effective in converting marketing qualified leads to sales, 70% declared video to be the clear winner.
Videos about products, professional reviews, and how-tos can play an instrumental role when prospects are researching your offerings before making the purchase. When embedding video on your mobile-friendly website, keep in mind that 7 out of 10 default to landscape orientation when watching video. For the iPhone X, videos in landscape orientation will span the full width of the display.
* Image sourced from https://developer.apple.com/design/human-interface-guidelines/ios/visual...
# 3 High-Res Images are a Must
iPhone X has 3x image scale factors @1x, @2x, and @3x. However, images that are not @2 or @3 will look blurry on the retina display.
Incorporating images in your mobile-friendly design is a sure-fire way to elicit an emotion in your prospective buyers. With images, you can curate how you want your visitors to feel about their problem, your brand and the solution you provide. In high-res, the greater impact you have on your prospects' emotions.
#4 Capitalize on Color
Unlike previous Apple smartphone models that used standard RGB, the iPhone X comes with a Display P3 Color Space. This means colors are more vivid and intensely saturated, inspiring designers to take advantage of the rich palette.
This provides a tremendous opportunity to boost conversions. Photos and videos can have a more visual, "lifelike" impression. While previous iOS models used standard RGB as the default, new images should include embedded color profiles.
Designers can leverage iPhone X’s vivid color schemes not only for aesthetics but for creating a functional experience. One such way designers are using Display P3 is using color to visually separate different on-screen notifications and CTAs, ensuring no important detail is ignored at anytime throughout the purchase pathway.
#5 Always Center Content
Prevent content and other website elements from getting pruned by today's smartphones' sensors and indicators that are generally housed in the corners and lower display of the frame. Position your most important content in the center of the frame so that your mobile users don't miss out on any important information, content, or CTAs.
BONUS #6 Consider User Navigation
At the bottom of the iPhone X display houses the home indicator. This space is intended to be reserved for user navigation. Avoid placing website menu elements, such as a hamburger menu, contact forms, or CTA buttons in this area as unintended consequences may result. For example, your prospect may click on your CTA but initiate the phone's gesture features instead, and accidentally navigate back to their home screen.
By keeping this in mind, you can minimize friction that may hamper a potential conversion.
Mobile Integrated in Life and Work
We knew mobile was integrated with daily life. We don't only live our personal lives on our phone, but our work lives as well.
Are you ready to embrace the mobile revolution and maximize conversions?
Whether your B2B website is already mobile-friendly and needs some tweaks to accommodate the more recent features in modern smartphones and tablets, or if you're starting from scratch, August Ash is here to guide. Together we will identify how we can elevate your B2B website so prospective buyers understand in a heartbeat what you offer and what your brand stands for.
It's time to guide your mobile visitors through a seamless UX experience and encourage conversions, no matter where they are or what device they research their buys. Contact August Ash us today.
To learn more about how to design a more human and interactive mobile experience for iPhone X users, check out Apple's Designing for iPhone video.