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As customers go mobile, firms must raise their digital game

hodgetts speaks to delegates

Technology has fundamentally altered the way we search for products and services. Customers are now used to having a vast amount of information available at the touch of a button, 24/7. This increase in convenience and choice has led to their expectations being higher than ever, putting pressure on firms to adapt.

When people are looking for a waste management company today, they are not flicking through the Yellow Pages or relying on word of mouth: they are searching online, and half the time they are searching using a mobile device. Currently, 53% of global website traffic comes from a mobile device, and data experts have predicted this will increase during 2018 to 79%.

Looking at the waste and recycling industry, Google data shows that 51% of ‘waste management’ searches and 46% of ‘recycling’ searches come via a mobile device. Furthermore, online search queries for these subjects have grown by 18% in the past year. This shows just how many people are using the internet to search for businesses within your sector.

Because an increasing number of people are using a mobile phone to start their search, it is more important than ever for companies to invest in website design that functions seamlessly across all devices. A responsive website will recognise the device it is being used on and adjust accordingly. During my session at the marketing masterclass, however, 24% of attendees said their current website was not responsive. This is an issue that waste and recycling companies must address if they wish to generate leads online.

It is also important to remember that devices and browsers react differently. For example, your website might look great on an iPhone using Safari, but on a Samsung using Chrome there may be issues, such as the ‘touch to call’ button not working. So it is crucial to test across a variety of devices and browsers to ensure optimum usability and performance across each one.

Page speed is another important factor. The speed at which a website loads is vital to both user experience and the number of leads it will generate. In fact, research shows that if a website takes longer than three seconds to load, 53% of people will abandon it.

It is also important to note that the top three adverts on a Google listing receive 41% of clicks and that 75% of people would not look past the first page of the search results. This means it is crucial that a website is visible and prominent among its competitors.

Search engine optimisation is vital to secure a high spot in the search results, and half of those at the masterclass said they do not currently use paid marketing products. This should be a priority for businesses looking to generate leads online. Video content is another important consideration. Ninety per cent of people think video influences their buying decision so, by placing a video on a landing page, conversions can increase by up to 80%.

As more consumers go online in the hunt for products and services, it is vital to ensure your business is visible, accessible and engaging.

Powerday’s calls increased by 722%

Edward Crossan, operations director at Powerday Two years ago, we realised we needed to up our game in digital marketing if we wanted to compete in our marketplace successfully. This led to us taking the plunge and working with Adtrak, investing in an entire brand and marketing overhaul. We got a new brand identity, including brand guidelines, a parent logo and sub-service logos. We also invested in a new website, which went live in December 2016. It is fully responsive across all devices, loads quickly and delivers a great experience to our users. We rolled out a cross-channel digital plan, utilising a range of tools such as search engine optimisation, social media, content marketing and video. In the past 12 months, we have seen visitors to our website increase by 287%. More importantly, calls have increased by an impressive 722%. At the same time, our cost per lead has decreased by 50%.

Xavier Hodgetts is account director at Adtrak, a digital marketing agency

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