7 Tips to Mobile-Optimize your site to reach pregnant moms

Posted by on February 23, 2017

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It’s been a while coming but mobile has now surpassed the desktop for search. Everyone is doing everything on their smartphones and tablets including the pregnant moms in your target market.

It’s been a while coming but mobile has now surpassed the desktop for search. Everyone is doing everything on their smartphones and tablets including the pregnant moms in your target market.

When we relaunched Pregnancy in 2012, we admittedly thought this moment was going to happen sooner. But now more than ever is the time to get focused on mobile so you’re not left behind. Here are 7 tips as you organize to get your business in shape for the increasing dominance of mobile.

pregnant mom with phone

1. Is your site mobile-friendly?

This is the first thing you need to know. You can check your sites’s mobile friendliness right now on Google’s free tool.   Google is using mobile friendliness for sure in search rankings on mobile devices and we expect in all their search results. It’s just that important.

2. Make your site mobile-friendly

So you failed the test. All is not lost. You have several  options. The first is to talk to your developer or search for plugins that will make your site mobile-worthy. We’ve had great results with WP-Touch Pro for WordPress for PregnancyMagazine.com. For $69 it makes your site look pretty on mobile. It’s relatively easy to use and gets endorsements all over the web. There appear to be at least 3-4 others worth considering as well. If you are not on WordPress, there are likely similar tools for your platform. The other option is to redesign your site around mobile and that should be on everyone’s roadmap even if you have found a short term fix like WP-Touch. This brings us to our next tip.

3. Design with a mobile visitor in mind

This will be the challenge for all of us going forward. You know that you make your site more readable on a smaller screen, but we’re all going to need to understand how we can make that experience more meaningful. Start thinking now about how you currently market to pregnant moms and how that can be enhanced on a mobile device. Maybe that’s more active use of maps to help users find your products.  It may just be making it even easier to find key data on pages where you took it for granted before. It will be even more important to understand and develop your buyer’s personnas (read our article on the pregnant mom buyer’s personna here).

4. Design for walkers, drivers and people with big fingers

Make buttons extra large and forms easy to fill. Again, make the important data stick out and not buried deep within your site. This may also be a good time to reevaluate your font choices to make sure they are easily legible, even if not enlarged. We found some more e-comm specific mobile tips at sitefinders.com.  A couple of specific tips:

  • Make sure the “back” button is accessible
  • Add one-click checkouts
  • Make sure site search is very easy to find on mobile
  • Don’t hide checkout or important info under layers of navigation
  • Use icons insteads of lists – big and bold

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5. Re-examine your landing pages

You may find you should ask for less information on mobile because it’s harder to get people to fill in multiple boxes. Clearly, if you don’t have a good mobile-friendly checkout, watch for a continuing fall in checkout rates.

6. Fix your images

It’s always been important to load pages as quickly as possible. A 1 second delay in page response can result in a 7% reduction in conversions says Forrester (in an admittedly now rather old study).   We also struggle with this all the time, but it’s even more important when selling to impatient and perhaps pregnant new moms.

7. Take time to segment your analytics.

If you’re stil looking at your Google analytics or other in the aggregate, start breaking out the results especially for mobile versus desktop. This will give you some immeditate insight in where you’ll need fixes and how to do more of what is working in your current mobile views.

And if you want to increase your brand presence on mobile, our 12 annual digital editions are the way to do it. We just updated our app and the magazine looks better than ever on both phones and tablets including iOS, Android, Kindle Fire, and even in a browser. If you’d like a free proposal and our creative help to market to pregnant women, click below.

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We set up this blog to help you market and advertise to pregnant women to help them along their journey. We hope you'll keep coming back for more tips and ideas, updated bi-weekly Please comment on articles to keep the good info flowing. We also take suggestions if you think we should write on something we have expertise on. And finally, if you want to see our posts when they come out or in a weekly or monthly digest, fill in the form below. Keep up to date on the latest on how to reach moms on-line See examples of what other product marketers are doing in our category Gain insights from our experts who work daily to reach the new mom

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