- We look at 1-Page and PageUp (both recruiting software providers) to highlight why it’s so important for all B2B businesses to have mobile friendly websites
- Mobile friendly design is critical for getting found in search, but it’s also valuable much deeper in your sales funnel. When time poor executives are searching for more information about your company and product, it’s often on mobile
- Google Developers’ mobile testing tool is a quick and easy way to test your website (or your competitors) for mobile friendliness
Websites referenced in this teardown:
Transcript of the teardown:
Hi, I’m Steve Pell from TLP. I’m here for another one of our marketing teardowns where we look at a practical example to increase your returns on digital and content marketing.
Today I’m going to talk about a responsive website design (AKA why mobile matters). When we talk about responsive, it means how usable your website when someone is on their mobile or a tablet rather than being on a full screen or desktop.
Why this matters more and more is that you’re dealing with an audience wit smart phones, who are increasingly time compressed, and are looking at your product over a longer and longer sales cycle.
In this environment, more and more of your interactions with your audience will actually happen on a mobile.
When we look at our client base at TLP, we see anywhere between 20-50% of visits to client websites are coming from mobile today.
Over the course of a buying journey, that means that somewhere up to 80-90% of customers will interact with your website on mobile at least once.
On that basis, obviously it’s really important to be mobile optimised.
The other thing to note, and this is a little bit more anecdotal, but when you’re dealing with very senior executives who are very time compressed they’re more inclined to use their mobile for actions you’d typically expect on desktop.
Often the only time they’re going to have to research and to look at your product in more depth is when they’re in transit. That might be in a taxi or when they’re at the airport lounge – they’ll be clicking through to your website from your emails, and they’re going to be looking for a good user experience on mobile.
So for all of those reasons, it’s really important to get mobile right in B2B.
There are two examples I’m going to use today to show you what mobile looks like when it’s done well, and done badly.
The two companies are 1-Page and Page-Up, both Australian recruiting software providers. Both are Australian and both have quite a lot of hype around them. If you look at 1-Page they’ve been share market darlings this year, they’re valued at $400-500 million dollars. It’s quite incredible. Page Up People also have also been a big success story as an Australian company going up into Asia and winning some great customers.
Both companies are clearly doing some things right – if you want to pause now and have a look at both of these websites and decide which one you think I’m going to say is fantastic and which one I think has been done quite badly, pause now and come back.
But if you’re still with us, 1-Page which I’ve got up here is a disaster from a responsiveness point of view. These guys are clearly losing sales because of how bad their site on mobile.
Let’s just have a look on mobile and I’ll show you what I mean. This is the website on mobile. There’s no reduction in the design. It’s exactly the same design when it’s showing on mobile (as on a desktop). You’ve got to scroll around. The text is too small. There’s no ability to find information that you’re looking for.
I’ll just show you quickly what that looks like up here on the screen. You can do this on your browser and you’ll see the same thing. You still have to scroll around to find the information that you’re looking for. It’s exactly the same site.
Page-Up on the other hand, have done this really well. You can see that it’s a similar kind of site to 1-Page. They’re selling the same kind of product.
I’ll scroll through here, you’ll see just quickly if I reduce the size here you can see that this has been specifically designed for someone who is using a small screen so that they can find the information that they’re looking for more quickly.
If I’m an executive, I’ve got a proposal from Page Up and I’m running to a meeting, I can find the information I’m looking for on my mobile on the go. I don’t have to go back to my desktop and look for it there. This is really well done and a good example if you’d like to go and look at it.
For some third party support here, if you would like to test your own website or even your competitor’s website – grab the URL and go to the Google Developers’ mobile friendly test page (link below). You can put this in here, put your URL in and it will analyse it and give you a quick report.
I’ve got a couple that I’ve prepared earlier, you can see here, 1- Page: “content wider than screen”, “mobile viewpoint not set”, “text too small to read”, “links too close together”.
Google here is telling you that they expect better.
This is going to damage their search engine results. 1-page will not rank as highly as it would if you they were getting all green ratings.
You can see here for Page-Up when I’ve run this through – this page is mobile friendly and all green. This is just a quick example of what responsive means and why it is so important for your site. There are plenty more links down below if you would like to look at the research and run your site through this tool to have a look at it.
If you would like to find out more about how you can get more out of your website, your digital marketing, your content marketing, we do a service in-house at TLP called the Content Audit. You get a 90-page comprehensive report on areas where you can increase your returns on digital and B2B marketing. It’s a really comprehensive 360-degree process delivered within 14 days.