Why You Need to Make Someone in Your Company in Charge of Mobile

I find the following quotes from Eric Schmidt, Alphabet Chairman, very instructive for ecommerce:

“When you use Google, do you get more than one answer? Of course you do…Well, that’s a bug. We should be able to give you the right answer just once. We should know what you meant. You should look for information. We should get it exactly right.”

“I flip through my favorite papers and magazines, the images as crisp as in print, without a maddening wait for each page to load.”

In other words, Google wants to deliver one answer, instantly. They’re not alone — Amazon is headed the same way.

Amazon Dash Buttons

From mid-December to mid-March, orders placed via Amazon Dash Buttons rose 75%. Amazon’s Echo will also reorder items for you. No awareness, no consideration, no weighing of features & benefits, no price comparing. One click or voice command, and a sale is made. And a sale is lost, by everyone else in the space. So what can you do? Follow me through some graphics…

I’m sure by now you know the “year of mobile” is in the past.

Mobile Traffic 1

And that people spend more time on mobile.

Mobile Traffic 2

Of course, for this to happen, Desktop had to decline.

Mobile Traffic 3

But did you know that people are opting out of Desktop connections?

Mobile Traffic 4

And that desktops themselves are going away?

Mobile Traffic 5

So what’s replacing them? Tablets.

Mobile Traffic 6

I suppose we’ll always have desktops, or at least laptops (at least I will, bad eyesight and big hands will do that to you). It’s just that if we run an ecommerce business that caters to consumers, we need to focus our attention where our potential customers are.

Mobile Traffic 7

So how do these mobile/tablet users find us? Search.

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And mobile search means one company: Google.

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So what does Google want? Aside from one answer, instantly? Their opening salvo was Mobilegeddon.

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It did the trick – if your website wasn’t mobile optimized, it disappeared from Google mobile search results.

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Run this check yourself in Analytics.

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Now, saying “But I don’t have any mobile traffic” is a self-fulfilling prophecy.

Google’s second act in the war on slow websites is AMP. AMP? Accelerated Mobile Pages:

“We want webpages with rich content like video, animations and graphics to work alongside smart ads, and to load instantaneously. We also want the same code to work across multiple platforms and devices so that content can appear everywhere in an instant—no matter what type of phone, tablet or mobile device you’re using.”

AMP pages:

  • Load near instantaneously
  • Use about 10 times less data
  • Have attracted top-tier publishers like The New York Times, Washington Post, and The Guardian
  • “For the publishers who have adopted AMP, they now have the opportunity to enjoy prime mobile real estate compared to non-AMP sites.”

In other words, play by Google’s unfolding rules, or disappear.

Someone in your company needs to be in charge of mobile site speed. And they need to be in charge by Page, not by Website. Remember that Google indexes pages, not websites.

Some Useful Free Tools to help you on this mobile journey: