Highest number of searches in Google is now done through a mobile device (almost 58%). It is important that we change our approach in order to be successful.
It was a busy morning as usual at Taramani Chennai local railway station; I was working 14km away back then at Nungambakkam. I did my schooling and college in my hometown, so most of my education I got it from home. Chennai taught me something else, it taught me something so splendid, it taught me life! It was on that train towards Chennai Fort I met Jamuna.
Jamuna was in her early twenties, she was heading towards marina to sell flowers in a temple close by. When she sat near me I was busy with my phone. She started subtly peeking into my phone, if it was someone else it would have gotten me irritated, but not this girl. She had these sparkly eyes and a broad smile on her face, you just cannot say no to her. So we started talking, about everything possible within that 15-minute train Journey from food to politics. She told me that she had never used a Smartphone before, well I saw myself and I saw her, I felt that there was a gap between the life I live and the life she lives and that gap is pretty huge!
Jamuna is one among the 900 million people in India, who has never used a Smartphone or accessed the internet before. The challenge is to bring those millions online adding them to more than 500 million Indians who are already connected to the internet. This process is being gambled by top global Brands and they’re fashioning the destiny of the internet in the process knowingly or unknowingly.
India and the internet boom:
The biggest driver of India’s online inflation has been arguably because of Jio, launched by Mukesh Ambani in 2016. It came with a bright opening offer. New buyers were given six months of costless 4G high-speed internet. Now, 3 years after it began, Jio has formed a customer base of more than 250 million people. Ambani proposes that India will be “fully 4G” by 2020.
Now, what this has to do with business? Speaking as a marketer, this change has everything to do with the digital market environment in India.
Firstly, I am not here to lecture you on the technical details or the procedures for how to optimize your website for mobile users, there are hundreds of websites doing that. I am here to educate in the customer point of view, which we at Wistuners consider more relevant for running a business.
Let’s get back where we left off. This was the result of India’s internet boom in 2016.
The millions of Indians that who own smart phones are struggling to make a choice as digital mammoths like Amazon, Uber and Netflix encounter with the native rivals such as Flipkart, Ola and Hotstar.
Ola operates in about 110 Indian cities. Flipkart controls an estimated 40% of India’s online retail market. Paytm has racked up more than 300 million users in eight years. Paytm is facing Google Pay one on one where Google pay is rigorously taking over but this is a topic for another day.
From all this data it is clear that there is a wide shift in the way of consumption along the Indian digital market. The number of mobile searches is EXPLODING. Highest number of searches in Google is now done through a mobile device (almost 58%). It is important that we modernize our approach in order to be successful.
Here’s a 7 step guide to understanding what to focus on while building your mobile-optimized website or a mobile application.
STEP 1: Think like a customer
The phrase, “Put yourself into the mind of your customer.” has been pounded into each salesperson’s head more times than they can count. Would you be surprised if we tell you, it’s not just that and there’s more to it? Of course, there’s more. Let us walk you through it. Here are the questions you should ask
– What are their problems?
– Does the product or service you provide solve their problem?
The fabulous thing about understanding their foremost problems is that it helps you to understand your customer’s mindset, but during this process, you’ll also get your customers to apprehend that they DO require a solution.
Step 2: Keeping it simple is the key
Imagine someone like Jamuna, who is using a Smartphone for the first time, accessing your website through her phone. It’s important that you Simplify Your Site operating in a country like India.
Whether you’re modifying your current website to run better when reached on a mobile device or creating a site particularly for mobile, you should remain aware that some things that work fine on a desktop might not be as efficient on a tinier screen.
Only a third of Smartphone users end up beyond the first page of a site they visit, so it’s imperative to place significant information, calls to action, and precise navigation options on the landing page.
Step 3: Focus on the look and Feel (UI and UX)
The “look” (UI) of your mobile-friendly website is characterized by features such as Color palette, Imagery, the overall Layout, Font styles, spacing and Overall styling.
The “feel” (UX) is defined by these components: The drift and dynamic elements like drop-down menus, buttons, charts, forms, collections, exhibits, testimonials, Video and Responsiveness
Your website’s overall look and feel is crucial because it instantly paints a representation of you to your customers before they even begin reading the content of the site. Your website’s personality should balance the attitude of your business/company and your goals while still meeting your client’s expectations of the company and industry
STEP 4: Focus on your story.
Companies can converge on WHAT they sell and HOW they sell, but the best companies sharpen on WHY they do what they do. This strikes at the heart of opening possibilities to your goals and impulses for building this product and bestowing it with the world. If you spend time into getting at your WHY, it usually creates a very compelling story of your which your prospects can get follow and join with.
Step 5: Comparing price to your competition:
Research your 5 main contenders and obtain a list of their contributions in relation to yours (you can include: products, price, value, ancillary services, etc.). Take a reminder of something that stands out with each company. If your price falls on the higher end don’t be diffident when demonstrating why your prices are worth EVERY rupee spent by your customer.
Step 6: Create Trust
Many companies are focused on getting as much work done as possible, instead
- Put your testimonials to work.
- Insert elements from your social media page to add credibility.
- Be transparent about all knowledge related to your consumer experience it will make it appear like you aren’t hiding anything.
- It’s always great to present any accolades, honors or positive reviews on your website.
- Take the time to examine your site from your possible customer’s point of view.
Contribute something ere you ask for anything significant. There are non-design portions that will aid integrity that you can highlight in your layout, good design works can inspire trust and begin a lasting relationship with your customers
Step 7: Approachability is everything
Always keep your business and related things easily approachable by the customer. Your potential customers definitely will want to see who has done business with you. If your site is being discussed on social media, it reveals that you’re being backed and held responsible to your customers. Utilizing details from social profiles and securing them on your page also shows that you aren’t scared about your customers’ opinions and reviews.
We hope this helped in shaping your mobile friendly website.
“If you can do it in India, you can do it anywhere,“ says Anand Shah, the head of strategic initiatives of Ola. Corporate giants like Google and Facebook have been uprooted from China’s 800 million internet users, driving them to stream their immense resources into India. Chinese firms are also taking benefit of India’s unrestricted economy, developing dominant positions in Smartphone sales and funding in the country’s top startups.
Anandan from Google predicts that India will hit 800 million users by 2022. He also adds that
“The reality is only 30% of India’s market is online today. The real India that needs the internet that can benefit from the internet is not yet online”.
It straight away reminds me of Jamuna who I met on the train. When she has a Smartphone someday and gains access to the internet, she will be one of the billion Indians who will shape the way the internet is used around the world.