Navigations made by mobile devices they are more and more widespread, in Italy as in the whole world, and this is an aspect that cannot be overlooked when organizing Web Marketing strategies.
In this respect, i data collected are emblematic, in fact according to the StatsCounter website, in the world, in June 2023, mobile browsing was 55,87% of the total, while desktop navigation reached 42,2%; navigation from tablets completes the picture, with an irrelevant percentage.
The gap is even more pronounced in Italy: in the same period, in fact, mobile navigations dominate with 57,84%, followed by desktop ones with 40,29% and also in this case tablet navigations are marginal.
The creation of responsive sites
The first necessary step that the world of the web had to take to get closer to the habits of surfers, who are increasingly inclined to connect via smartphones and other mobile devices, was the diffusion of the so-called Responsive sites.
Responsive sites are so called because they are structured with layouts that make navigation optimal from both Mobile and Desktop, are therefore sites that know how to adapt, in a flexible way, to the device from which you navigate
Almost all Internet sites currently online fall into this category, and this is not surprising: a site without a Responsive structure, in fact, would offer a really bad browsing experience from mobile devices, consequently surfers, landing on it, would not hesitate to abandon it. A limit, this, that no marketing strategy could afford.
On the other hand, creating Responsive sites is very simple: once the operation of buy domains with providers like Flamenetworks you have to opt for a CMS, or a content management system, which allows you to create a site with similar characteristics.
WordPress is, in this sense, one of the best known CMS, but there are also many others.
The need for a 360-degree Mobile First approach
On the basis of the data mentioned above, however, the simple creation of a Responsive site can no longer be considered sufficient and it is necessary to set up one's own Web Marketing strategies with a real Mobile First approach.
This basically means that not only must the website be able to guarantee an optimal User Experience to the navigator who connects from a Mobile device, but that all communication it must be realized considering the fact that the majority of users will connect from smartphones.
In a Mobile First approach, therefore, some valid principles can be the following:
- Avoid texts that are too long and wordy;
- offer the navigator the possibility of carrying out "smart" procedures, for example as regards online purchases;
- maximize page loading speed, an important factor not only for the User Experience, but also in terms of SEO;
- set SEO strategies based on the most used search queries from Mobile;
- avoid forms of advertising that are too invasive, such as banners that cover the entire screen;
- organize the entire conversion "funnel" considering the characteristics of the device used by the user.
