According to Global Web Index, 80 percent of internet users own a smartphone, and 50 percent of them own a tablet.
Amid the fast rise of the use of smartphones and tablets all over the world, it is no doubt that these gadgets are poised to overtake the use of bulky and large personal computers and laptops in a few years. The year of mobile has overtaken us, and this time it's for real.
Global corporations such as Starbucks, Apple and Nike have one special thing in common—their instantly recognizable logos. But even though their logos remain the same around the world, these brands keep their location top of mind.
For example, Starbucks is an American coffee yet its brand can be seen all over the world. That’s why in Mexico, Starbucks’ shop perfectly resembles Mexican architecture.
The same thing goes for your website and mobile—you need to optimize your businesses entities for their location. Most businesses are aware that they need to optimize their sites for mobile and have even gone so far as to localize their content for region that they're targetting, but plenty have still not taken the steps they need to get there. If you're one of them, here are some good reminders why mobile optimization is the way of the future.
Related Article: It’s the Year of Mobile (Again), But This Time It’s for Real
1. Smartphones Are User-Friendly
People have become smartphone dependent, and that is the reason why businesses need to focus on mobile optimization. Potential clients and customers are using their mobile devices while out and about to access websites, and you don’t want them to have a hard time identifying your products because of scattered web content or more often, seeing badly rendered content.
When your platform’s user interface is optimized to fit a mobile screen, you deliver satisfaction to your clients.
2. It's Easier to Reach Out to Customers
Through localized company websites, it is now easier than ever to reach out to global customers. With a few keywords and clicks, a potential client can stumble upon your company through the web.
In an article by Greg Gifford, he highlights the importance of having localized content for businesses with multi-locations, "for single-location businesses, local SEO is a much simpler task. Every page of the website can include local signals for the city where the business is located, and it’s incredibly easy to prove local relevance."
3. The Key to Personalized Experience
Now let’s break down localization.
The Globalization and Localization Association (GALA) defined it as the process of adapting a product or content to a specific locale. Though a lot of countries speak English, it is a positive point for a business to localize since a customer sees it as a respect to their language.
Now, remember, the Internet is the best way to communicate with your customers. In this digital age, a customer is more likely to buy on a localized and mobile-friendly company website that made the effort to reach out to them versus those who do not.
4. It Helps Avoid Misinterpretation
Language as part of localization reduces risks for a business. There are localization agencies that can help you adapt your site to the specific location you're trying to target. Certain countries have specific cultural, religious beliefs and standards—there can be color, names or words also sensitive to them when used.
So, what will happen when they see it on your company website? There could be misinterpretation.
When I was working with an agency handling various countries for one account, we made sure that our microsites and campaigns had localized versions so we could best communicate each story to the consumers language and it resulted in much higher interaction from the audience as opposed to simply creating all the campaigns in English.
In fact, according to research from the Common Sense Advisory Report;
- 72.4 percent of global consumers indicated that they prefer to use their native language when shopping online
- 55 percent of the participants said they only buy products from websites that provide them with information in their own language
Related Article: 7 Ways to Maximize Your Website for Lead Engagement
5. It Brings More Conversion
Having a localized and mobile-friendly website helps convert more visitors intro repeat visitors, and therefore repeat customers. In fact, according to Local SEO Bee, over half of all online purchases were completed on mobile devices alone (I’ve discussed about what people browse and buy on their mobile phones in this article.)
In addition, if your website is easy to navigate, visitors will not touch that close window button. Your potential customer will likely browse more on your site. With that, your web visitor can easily understand your message or your brand campaign. You have then established your brand, your marketing strategy is effective, and thus a potential sale or sales will soon arise.
With the aid of mobile optimization as well as providing great user experience helps increase conversion rates as well as better tell your story whichever country you may be targeting.