Google has launched a new initiative called GetMo, aimed at helping British businesses ‘Get Mobile’ by providing them with tools and resources to make their websites more mobile-friendly.
GetMo follows the launch of a similar initiative in the US, called GoMo, in November, 2011. Businesses can use the GetMoMeter tool on Google's GetMo website, to see how their own sites look and perform for customers on mobile devices, and get personalised recommendations for developing a more mobile-friendly experience.
The site also has information about current industry trends to help businesses build a mobile marketing strategy, as well as best practices for launching mobile sites, case studies, and a list of mobile vendors ready to help companies build the optimised sites.
The latest research on mobile trends from Ipsos CT reveals that 93 percent of smartphone owners in the UK use their mobile devices to access the web every day. Of those surveyed, 61 percent said they were unlikely to return to a mobile site that they had trouble accessing from their phone.
“As the smartphone explosion continues, more consumers are looking to engage with brands by searching for them on their mobile phone. Yet the majority of businesses don’t have mobile sites or a mobile strategy for connecting with them,” said Ian Carrington, Google's director of mobile advertising for Europe.
“Businesses need to get mobile in order to provide a positive user experience for their customers. At the moment, businesses are not keeping up with consumers.”
One UK business – Preloved, an online marketplace for second-hand goods – claims to have seen a 41 percent jump in conversion rates on mobile devices since optimising its website for mobile users.
“We’re really seeing mobile take off in a big way,” said Ian Buzer, managing director of Preloved. “Just a few months after launch, nearly 25 percent of all the buying and selling activity on Preloved takes place on our mobile site.”
Google has also released a GetMo top ten list of best practices for mobile websites, which is available here (pdf).