If you hadn’t already noticed, a skyrocketing number of consumers use their smartphones and tablets to connect to the web. According to the Pew Research Center, If your site isn’t ready for a mobile audience, you’re missing out on a substantial portion of your target audience. Stop throwing away sales and begin learning how to use mobile trends to your advantage.

Reviewing the Growth of Mobile

Once upon a time, mobile web usage represented a tiny portion of overall web traffic. The astonishing growth of smartphone platforms over the past decade is largely responsible for the mobile internet boom. Google confirmed for the first time earlier this year that mobile search queries now outnumber desktop searches. A further 59% of searchers report using Google on their cell phone to find local businesses.

For marketers, the message is clear: mobile is here to stay. As smartphone manufacturers work furiously to create faster, more affordable devices, the number of consumers turning to the mobile web will continue to increase. This makes it imperative to invest in mobile website tools to protect the long-term returns of your business.

Preparing Your Site for Mobile Users

From a user experience (UX) point of view, it makes perfect sense to ensure your mobile customers can easily peruse your business site on their smartphones and tablets. The ramifications of neglecting mobile buyers extend far beyond a lost sale here and there, however. Google announced its intention to penalize sites that don’t use responsive design earlier this year. Dubbed “mobilegeddon,” this event marked an important turning point for marketers across the globe.

Fortunately, implementing a responsive design isn’t very challenging, particularly if you’re working with the right web design partner. If you haven’t already made the switch over, be sure to prioritize this development, as failure to do so will hurt your ranking in search results.

Maximizing Mobile Conversion Rates

Any effective website needs to convert visitors into buyers, but the rules are different when catering to the mobile customer. First and foremost, keep page bloat in check by eliminating extra content. A mobile visitor wants simplicity and a streamlined experience.

You also need a visible call-to-action for mobile readers. Encourage them to make a reservation at your restaurant or connect with your team on social media—don’t simply leave engagement in the user’s hands and hope for the best. Continually test new conversion techniques to perfect your sales funnel and keep your site performing optimally.

Attracting potential customers online is a complex formula that hinges on a number of different factors. By ensuring your site is responsive and following the best conversion practices, you’ll maximize the value of your mobile marketing dollars. This will in turn generate additional sales for your business and help you make a real impact on mobile consumers.