Emily’s already written about the importance of optimising email newsletters for mobile in this blog post, but it’s about time we blogged about mobile optimisation for your website too. Here’s why:
- 50% of mobile users are expected to own smartphones by the end of the year. By 2016, it’s been predicted that three-quarters of UK mobile devices will be smartphones.
- Mobile users are expected to outnumber desktop users by 2015! Check out this infographic for a lot more mind-blowing statistics on mobile use.
- It’s agreed that mobile optimisation is the most exciting digital opportunity for marketers in 2013.
If that doesn’t have you running to your web developer to sort out a mobile-happy site then we don’t know what will! But surprisingly, arts organisations have been slow on the uptake. Of the 100 arts organisations that Chris Unitt recently sampled, only 19 had optimised their websites for mobile browsing.
Some of the things you’ll need to consider are whether you want a separate mobile site or a responsive site. With mobile sites, visitors are redirected from the main site to a separate mobile site especially designed to look good on mobile devices. In the case of responsive sites, the same website that’s accessed on the desktop is accessed on the mobile device. It automatically responds to the dimensions of the device screen that the visitor is using and has been designed to look good on both desktop and mobile.
A crucial part of making your website look good to mobile users is ensuring the booking process matches up. Why? More and more people expect to be able to purchase tickets on mobile devices, but you don't want to make it hard for them. The website needs to look and feel good to mobile users all the way through the booking process so that potential customers don’t give up half way through or feel put off. Mobile users, and in fact all internet users, don’t enjoy being taken away from the site to purchase tickets. It breaks the trust between the organisation and the customer, and is just plain annoying when booking from a mobile device which is fiddly enough already.
Spektrix makes taking the first steps to a mobile-optimised website achievable with ease and minimum stress. Spektrix’s online booking system makes it possible for customers to book online using a smoothly designed checkout process. A customer booking through a website integrated with Spektrix stays on the venue website and therefore feels more comfortable about spending more, not just on tickets, but on donations, merchandise, memberships and more. Just take a look at The Playhouse Derry's basket page below.
Because Spektrix has been designed to meet web standards, and our online booking pages are built using very ‘clean’ html, it is much easier for web developers to apply special ‘mobile-optimised’ stylesheets to our booking pages so they appear to blend into the surrounding mobile site with ease.
Alternatively, if you want to go the whole hog, you could build your whole mobile-optimised website with the Spektrix API powering things behind the scenes. This means that your web developer has full control over the html (or ‘markup’) on the page, and means they can take the mobile optimisation a step further with ‘thumb friendly’ buttons and more. A great example of this is nightgardenlive.com (pictured below).
So what’s the next step if your site isn’t mobile optimised but you’re thinking about it? Talk to your web developer about the best way to optimise your website and talk to us about our booking system.