Social Media: Why you Really need to get mobile-friendly quick!

Posted by Murray Sye

on Tue, May 12, 2015 @ 10:23 AM


Did you know that 80% of Internet users now own smartphones?

Does your business have a mobile marketing strategy in place?

Although PCs and laptops remain in pole position it seems that smartphones have now established themselves as an absolute mainstream device. Which pretty much means that mobile is unavoidable. 

With smatphones (or tablets for that matter) your goal should always be to provide that visitor with a stellar user experience. If a visitor has to repeatedly pinch, zoom and scroll in order to read you website's microscopic text or to tap on its awkwardly placed links and buttons, there's a good chance that your visitor will bounce from your site and associate his 'poor' experience with your brand.

With more people turning to mobile as their primary means of accessing the web, being mobile-friendly is no longer a "nice to have," it's a "must-have."

Social goes Mobile:

78% of U.S. Facebook users access via mobile at least once a month (Unified)

60% of Twitter users access via mobile at least once a month (Unified)

67% of users are more likely to purchase a product or service from a mobile-friendly site. (Google report)

78% of users want to be able to find what they're looking for on a mobile site in just one or two clicks (Google)

Brand mentions on mobile increased 14.2x from 2012 to 2014, web-based brand mentions were only up 4x in the same period (Socialbakers)

People are spending more time than ever using their mobile devices to access the internet – especially social media sites. In fact, users spend more time accessing social media from their mobile devices than their desktop.


Plus, mobile users tend to share social media content 2X as much as those on a desktop computer.

Even more important to note is Google's recent algorithm update on April 21st, 2015 which penniless you if your website, landing pages, and blog are not fully optimized for mobile. If your site is hosted on HubSpot then you don't need to worry; HubSpot's COS users responsive design to adapt to any mobile device and fully passes the sniff test on Google's new algorithm.

You can use this handy tool from Google itself to test how mobile-friendly your website currently is: Google Mobile-Friendly.

When it comes to converting traffic from social into leads on your website, if your site is not mobile optimized, you are going to frustrate your visitor and lose them before they get a chance to convert on your landing page.


Tips for optimizing your site for mobile

We're going to show you a few tips for getting your site mobile optimized so you don't lose any potential customers to your site.

1) Employ progressive profiling forms

As marketers, we know that forms are the core of conversion on web pages. However, oftentimes forms are much longer than our visitors want them to be. And because of these limitations, visitors will likely turn to another website that doesn't require such a heavy form experience. That's where progressive profiling comes in.

With progressive profiling technology, every time a lead fills out a form, you are progressively collecting valuable new information about them while keeping your forms short and easy to complete. this enables you to build up the amount of information, or intelligence, you collect about your individual leads without causing more friction in the conversation process.


Forms on a mobile device can be even more frustrating. By hosting progressive forms on your web content, you optimize your mobile presence for shorter forms and higher conversions.


Using smart forms HubSpot was able to show mobile viewers a shorter, more digestible form than those visiting from desktop. The form was reduced from our standard 12-field form to a 3-field form to reduce the friction of mobile users converting on the page.

The result? 5x more prospects


2) Create simple calls-to-action

When creating CTAs for your website, think about how they will appear on different devices for people clicking through from social on their mobile devices.

You may not want the most visually heavy designs as that could be distracting on the small screen of mobile device or tablet.

But oyu do want an image with clear, readable text. That means short, to-the-point CTAs that get your message across quickly with only a few words.


3) Make your phone number clickable

When someone picks up their mobile phone, they are going to take action. Whether it's opening an app, searching for a company, or simply texting a friend, they are much more action-oriented when on their phone versus a tablet or desktop computer.

Knowing this, consider how you can get your potential mobile visitors to the point of conversion faster, and make it as easy as possible to do that. One technique is making sure your phone number is clickable on our website. By doing so, your customers do not have to copy and paste or memorize your phone number – they just click on it and are instantly dialing.

Remember that the fewer clicks you need to complete an action, the more likely you will have someone complete an action rather than bouncing off your site.


At the end of the day, having a website that's optimized for mobile devices is more important than ever. You could very well be losing engagement through social media as well lose frustrated visitors due to a clunky, dated mobile website that turns visitors away, along with potentially damaging your brand. There are many other elements to consider when optimizing your site, at the very least try implementing these tips as a starting point.

Don't be shy, let us know if you have any questions or comments.
Quick! Let's get mobile-friendly

Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

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