The summer travel season is officially here, and that means it’s time to start planning ways to engage consumers that are on-the-go. According to eMarketer, digital travel sales in the US will reach $189.62 billion this year, 40.0% of which will come from mobile devices. The amount of US adults researching trips via smartphones is already up 13.1% over last year. During the summer months, more consumers will be outside of their typical office environment and relying on their smartphones as research tools.
eMarketer predicts that by 2019, digital travel sales will surpass $200 billion for the first time, and by 2020, mobile travel sales alone will surpass $100 billion.
According to Think with Google, 85% of travelers decide on activities only after having arrived at their destination, and 50% of international travelers use smartphones to look for things to do once they’ve arrived at their destination. From researching what the weather will be like, where to eat, what to do and so on, consumers are increasingly relying on their smartphones as their research tools during the summer months. Google’s research shows that 31% of consumers who have used mobile for travel in the past 30 days did so on a daily basis.
According to eMarketer forecasting analyst Chris Bendtsen, “Consumers are booking more travel on mobile due to larger smartphone screens, easier mobile payment methods and overall time spent habits shifting to mobile. Airlines, hotels and online agencies have made both apps and mobile websites easier to use.”
Consumers expect experiences that are immediate, frictionless and relevant to their needs. Whether you are in the travel industry or not, mobile users are at an all time high during the summer months, so here are some tips to ensure your mobile content is optimized.
Avoid Heavy Text:
Publishers can optimize their content for mobile by making it simple and easy to read. Often times consumers want quick answers, so make sure your page isn’t too content heavy, and that the text is large enough for consumers to read without having to zoom in. Break up your text into short, easily-digestible paragraphs, and be sure to use bold headers and line breaks.
Quick Load Time:
Consumers have limited patience when it comes to load time on mobile sites. 53% of mobile visitors will leave a page that takes longer than 3 seconds to load, yet the average time it takes to fully load a mobile page is 22 seconds. Google has a tool that will allow you to test how mobile-friendly your site is. Conversions can fall by 20% for every second delay in mobile page load. Don’t let slow page loading time be the reason that users abandon your mobile site.
If used correctly, photos can be more powerful than words. Your graphics should be adaptive and responsive to every screen size. Keep in mind that the size of your graphics goes hand-in-hand with page loading time. Google’s study suggests that simply compressing your mobile images can have a significant effect on decreasing your mobile page loading time.
Seamless Design and Navigation:
Nothing can be more frustrating for consumers than continually hitting the wrong button or having to retype in information. Make sure your mobile site allows consumers to easily access store hours, phone numbers, maps, and directions. Use buttons that are large enough in size that are easy to tap, and ensure your landing page is clear and concise. If your site is more complex, make sure your search bar is visible for easy navigation.
Over 90% of travelers using mobile devices will switch to another site or app if their needs are not immediately met. It is essential to simplify your mobile website’s layout for consumers to easily navigate and discover content.
Powering 250 billion content recommendations per month, RevContent is the fastest growing content recommendation network and reaches 97% of US households, according to Quantcast. To learn more about mobile optimization, sign up or visit our website.