With time pressed lifestyles and the world at our fingers tips, we’re increasingly turning to smartphones to deliver up-to-date information and help us accomplish tasks. Across both the US and UK more than 50% of all online traffic is now coming from mobile devices and apps. So if a customer wants to find out more about your brand or event, it’s likely your mobile or tablet site will be they’re first port of call. With this, key information needs to be available 24/7 and in a suitable format, so effective mobile content is crucial.

What it means to mobile optimise.

Adapting the size and style of your website to suit the device it appears on is vital, whether via an iPhone or a Kindle Fire. Instead of customers having to pinch and zoom to read tiny text, mobile optimisation autoscales content to drastically improve both visuals and user experience! If a company hasn’t implemented any changes, the desktop version appears on every device, which is hard to navigate, annoying and inconvenient!

The majority of mobile friendly websites will also streamline their content to make information easier and quicker to access.  Keeping text short and breaking up paragraphs into more digestible chunks is a good start. Your customers will be accessing the information in a mind-set where they’re likely to skim read, so getting to the point quickly and efficiently is a must. Visual elements are also becoming increasingly important, so don’t avoid using videos, images and infographics. Just make sure they are clear enough to be viewed on the small screen.

Put yourself in their shoes.

Consider why, how and when your customers are accessing this information. Use this to implement your mobile strategy. Mobile sites aren’t so much a replacement for desktop sites, so we shouldn’t treat them as one. Instead customers whip out their mobile quickly, sporadically and while doing other things, so the sites we build need to compliment this.

Optimise and you’ll be rewarded for it. 74% of mobile device users said they were more likely to return to a mobile friendly site. But, failing to do so will only frustrate your customers and risk losing business. A recent poll revealed that 52% were less likely to engage with a company in the future after a bad mobile experience.

Meet your objectives on mobile.

Your key objective is to provide delegates with the best possible customer experience to safeguard future business and enhance the reputation of your brand. Mobile Optimisation improves visibility, interaction, conversion rates and perception of quality. So giving your company a mobile presence means more business for you! But if your site isn’t optimised, potential clients could look to your competitors, refuse to use your services in the future and won’t be recommending you to other industry professionals. Don’t believe us? 67% confirmed they were more likely to buy the site’s service or product if their site was mobile friendly.

If that wasn’t reason enough, earlier this year, Google revealed their new ranking algorithm for mobile friendly websites. As well as labelling mobile optimised sites, Google now gives preference to these websites too, if users are searching on a mobile device – so if someone’s searching for your event on a mobile and you’re not optimised you’ll be pushed down the ranks.

Google’s new policy is a signal to website owners that the time to optimise is now. The digital landscape of conferencing is changing and being proactive, rather than reactive, is essential to ensure your company’s triumph in the new technological age.

Don’t see mobile optimisation as a problem, see it as an opportunity to connect to your current client base, while also giving you chance to reach and engage new consumers.

Not sure if your website is mobile friendly? Check to see what your website looks like on a variety of smartphones, tablets and desktops by using website like Ready.Mobi or Sceenfly. There are a number of companies out there who can help you optimizing your mobile site to match a visitor’s needs.