Leafly : https://www.leafly.com

Mobile Optimization Tips for Cannabusinesses




Welcome to the third and final part of the main marketing lessons for dispensaries and cannabis businesses that I learned from MozCon 2016. In the previous posts, I reviewed how cannabusinesses (and any business, really) can take advantage of reputation marketing
and personalization marketing
. Today I’ll recap mobile optimization tips that can help cannabis companies better connect with their customers on the platform where they’re spending most of their time: their phones.

Learn how Leafly can grow your business
The Importance of an Optimized Mobile Experience

Mobile encompasses 65% of the time people spend on digital media
. This is important because many businesses tend to focus on their desktop experiences first and mimic that experience for mobile users. The reality is that desktop is becoming more and more secondary in how consumers shop and seek out information. In fact, by 2017 there will be an entirely separate index of search results in Google for mobile
, and this index will be prioritized by the search giant.

With these tips, you’ll find a few ways you can make sure your current and potential customers are finding you on mobile and getting the best experience possible once they do.

Don’t Lose People’s Attention

What many companies forget is that we are different people on mobile than we are on desktop. Think about what your screen looks like on your phone vs. your computer. You’ll notice there’s a lot more going on with your computer because it’s easier to open multiple tabs, and we’re typically more patient for content to load. On mobile, both our attention span and patience are dwindled. In fact, 60% of mobile visitors want a site to load in less than three seconds.

This is why site speed is a great place to start in optimizing your mobile website. In terms of design and code, simple is typically better; no one wants to wait for images and clunky code to load. Here are four relatively simple tips a webmaster can follow to help speed things up from the backend:

These are just a few tactics you can start with, but there are numerous ways to help a website load faster and easier. You can use Google’s PageSpeed tools
to help with the process.

Get Listed on Leafly
Don’t Let People Get Lost or Confused

From where to find your physical location to how to contact you, someone shouldn’t have to spend time getting lost while navigating your site or another map service. Here are a few suggestions to make things easier for them:

There are a number of ways to help your mobile visitors find what they need, but you might be unsure of where to start or what to prioritize. Talia Wolf’s presentation
highlighted some great questions to ask yourself that can help you find areas of improvement:

Bonus Tip: Talia also shared a Complete Guide to Mobile Landing Page Optimization
that you can request for free. It’s full of useful tips and recommendations to get your mobile site in top shape.

Don’t be Intrusive!

Last but definitely not least, don’t force anything upon your mobile visitors. Auto-playing movies or music, giant flashy banners detracting from the main point of the page, and anything else that interrupts the mobile experience is a surefire way to lose your mobile visitors. Plus, all of that tends to increase site load times.

The biggest culprit of mobile intrusion is screen-monopolizing pop-ups. I’m not sure who decided pop-ups taking up the whole screen that don’t allow you to continue reading until you at least click the X were a good idea, but it needs to stop. Usually these pop-ups are asking to subscribe, but interfering with a mobile visitor’s experience like that could actually do the opposite and just cause them to jump ship.

Instead, have less invasive CTAs on the side navigation, at the bottom of a post, or anywhere that doesn’t require someone to take an additional action to NOT opt-in. Plus, Google will begin deprioritizing sites with intrusive interstitials
starting January 2017, so you’re also hurting your search engine performance by including these.

Note: Legally required interstitials that cannabis businesses must include to ask a visitor’s age aren’t included in this penalty.

With the conclusion of this series, hopefully the lessons covered in each post provide you some actionable items and strategies you can try now or in the near future. There were a lot of gems from the 2016 MozCon presentations, so feel free to download and explore the session presentations on the Moz site
. You can also request detailed notes from Unbounce
.

Grow your business with Leafly
Lead Image: Thos Ballantyne/Flickr Creative Commons