The use of mobile devices to access the internet is growing at a rapid rate. You may already know that more people than ever are using mobile devices to access the internet, and that the numbers are only going to rise further over coming years.
For example, according to eMarketer, adults in the UK now spend more time on their mobile devices than on PCs.
And in this report from Novarica, members of the Novarica Insurance Technology Research Council were polled, and 27% of respondents either already had or were planning to have mobile pilot projects for their distributors, showing just how seriously the industry is taking it.
So how important is it to get your mobile strategy sorted out?
Customers demand a good mobile experience
More people are using mobiles to access the web, and you can be sure that more people will be visiting your website on mobile devices in the years to come.
You may find that your mobile visitors still make up a small proportion of your total – perhaps small enough to seem insignificant. But even a small number is important if it can lead to more sales, and the number could well go up.
When people visit a website, they don’t care what device they are using. They want to be able to navigate with ease, to read the content, to see the images and to enjoy fast page loading times.
If you cannot provide all of this, if the user experience is bad, they will leave your site and head to your competitors instead. And even if they were not planning to buy something, the negative impression they have of your business could hurt your image.
It is therefore important to invest in mobile technology for insurance businesses, such as by designing a mobile-friendly website.
Mobile search is becoming more important
On top of that, there is another factor to consider: mobile search. Google recently updated its algorithm with a major change that means websites that are optimised for mobile will take precedence in the search results where the searcher is using a mobile device.
Even if someone is not yet considering buying an insurance policy, they may still search for insurance in Google on their mobile device, and you want your website to show up. What this means is that, quite simply, you are going to miss out if you have not optimised your site for mobile.
Take advantage of mobile features
Another way that you can take advantage of the growth of mobile use is in your PPC adverts. If you use the AdWords platform, you can now add phone numbers directly into your ads. If your ads appear in a search on a mobile device, users can simply click on the number and call you directly.
This could be beneficial if you want to attract more calls for quotes, for example, and it could have an effect on your conversions.
It’s easy to make your site mobile friendly
Having a mobile-friendly website and attracting mobile visitors to your site has many benefits, and the great thing is that making your site mobile friendly is simple. For example, if your site runs on WordPress, you could have a mobile version set up within minutes.
You could simply download an app like WPTouch and create a mobile version of your site that is fast loading and looks great, and this may be all you have to do to get into the search engines.
Alternatively, get your site redesigned using responsive design, which many designers can do for you. That way you only have one version of your website, and it changes to fit different screen sizes.
Start by checking whether your site is mobile friendly by using Google’s tool. If it is not, make optimising your site for mobile a priority.
Don’t miss out on mobile
Mobile is essential for businesses these days, especially in an industry as competitive as insurance. You want to be able to give yourself the competitive edge in any way you can, so as mobile use continues to grow, ensure you stay ahead of the crowd by optimising your site and getting your mobile strategy sorted out as soon as possible.
