Your customers are your lifeblood.
Your business wouldn’t be open without them, so why would you risk losing up to 50% of them?
If you don’t implement the steps below, the risk will be a given.
Want to know how to prevent this?
By focusing on ways to engage your customers on their terms.
If you’re spa or salon isn’t setup to connect and convert your customers the way that’s easiest for them is like pumping water down a leaky pipe.
In that situation, what’s the smarter move – pumping more water, or fixing the leak?
Exactly. Fixing the leak.
And these days there’s one way your customer connects with you that’s more likely to turn them away than any other:
So, is your spa or salon turning away customers?
Why You’d Be Totally Crazy to Ignore Mobile
Earlier this year the internet changed forever.
And even if you didn’t hear the news, your traffic has likely been affected – perhaps without you knowing.
Because in January of this year, mobile internet usage exceeded desktop usage for the first time in history.
In other words, more people are now accessing the internet from their mobile device than from a fixed device such as a desktop PC.
And as more and more people choose their mobile as their primary device, the more you will suffer as a spa/salon owner if you choose to ignore them.
Consider the following statistics:
- 65% of all email gets opened first on a mobile device
- 76% of Facebook’s monthly active users are on mobile
- 78% of Twitters active users are on mobile
(And if you’re wondering why these figures affect you – just remember that few people will navigate directly to your content. They usually follow a link in an email, or on social media.)
And it doesn’t end there:
- Google’s gone local: 59% of consumers use Google every month to find a reputable, local business (Search Engine Watch).
- Mobile leads to local: 50% of all mobile searches are conducted in hopes of finding local results (Search Engine Watch).
- Local searches lead to purchases: 61% of local searches result in a purchase (Search Engine Watch).
Whatever your own views on the explosion of mobile usage, the fact is that your customers and prospects will increasingly be using mobile devices.
You have no choice in how, when, where and on what device your audience chooses to connect with you
If you choose to ignore this, you risk the following:
- Less Traffic to Your Location: As mobile usage increases you could effectively be turning away 20% – 50% of potential traffic to your spa or salon.
- Less Customers Making Appointments Online: Without the ability for your customers to find your business from their phone or make appointments in a few taps (notice I didn’t say clicks) the less customers coming into your business.
- Fewer People Opting-in To Your Communications: Without a mobile-friendly website and newsletter opt-in forms, new visitors will leave in frustration instead of signing up to your list.
- Potential Customers Lost Forever: A Gomez study found that 46% of mobile users are unlikely to return to a site if they had trouble accessing it from their phone. So first impressions are more important than ever.
Here’s the bottom line.
You’ve worked hard to get where you are and you’ve worked hard to build your business.
So you’d be crazy to lose momentum (and potential customers) by sticking your head in the sand and ignoring this mobile trend.
The Easy Way to Discover How Many Mobile Visitors You Already Have
The first step to taking your mobile visitors seriously is to find out what proportion of your website visitors are already using mobile devices.
And the simplest way to do that is using Google Analytics.(If you don’t have Google Analytics configured for your website yet, check out this 60 second guide. But be aware that you’ll need to wait a few days for data to accumulate before following the steps below.)
Log in to your Google Analytics dashboard.
Click “Add Segment” in the panel towards the top of the screen.
Check the boxes for “Mobile and Tablet Traffic” and “Mobile Traffic”.
(“Mobile and Tablet Traffic” is all mobile traffic – “Mobile Traffic” is essentially smartphones and other mobile devices minus tablets – e.g. iPad, Kindle Fire, etc.)
Then click “Apply”.
You’ll be able to see the percentage of visits coming from both mobile devices and tablets in the selected timeframe.
In the last 30 days almost 34% of all visits have come from mobile devices and tablets and almost 27% of that is from mobile devices alone.
Your percentages are likely to be similar to this and if mobile usage represents a third of all your visitors, that is a significant section of your audience and certainly worth taking care of.
As mobile internet usage continues to grow don’t be surprised if 50% of all of your potential traffic comes from mobile within the next 2 years.
But what if mobile is just a small percentage of your audience?
If mobile traffic is only a small proportion of your total traffic, it’s possible that your particular audience are not heavy users of mobile.
But there’s a more likely explanation.
That your website is so mobile unfriendly that anyone visiting from a mobile device bounces away almost immediately.
So use the following steps to ensure your blog is prepared for this brave new mobile-centric world.
Here are The 5 Steps Your Spa or Salon Needs To Take Or Lose Up To 50% Of Customers.
Step 1: Make Sure Your Website Is Mobile-Friendly
Have you ever received an email on your smartphone with an irresistible headline that you just had to click?
But you follow the link and… BAM! You can hardly read the content because the text is so tiny and you’re forced to pinch and zoom to find your way around.
It’s frustrating right?
And a surefire way to push readers away.
Has it ever occurred to you that your website might be doing the same?
You might already know whether your blog is mobile-friendly, but if not, try it now.
If you have to pinch and zoom (instead of just scroll and tap) to read the content and navigate the site then your site is not mobile friendly.
Here’s an example:
On the left we have Salon Denver and on the right we have Blondies Beauty Shop
See how Blondies Beauty Shop is much better optimized for mobile? (Go ahead and visit these sites on your mobile device and see for yourself.)
Of course, even if your site looks good on your smartphone or tablet, that’s no guarantee it looks equally good at other resolutions.
So one tool I like to use is Screenfly by Quirk Tools, which shows you what your website looks like on various different devices.
All you need to do is enter your website URL and then select the device you want to see your site on. Below you can see I have many options to choose from within smartphones alone.
If your blog’s performance on mobile devices leaves something to be desired, you have a couple of options to make it more mobile-friendly:
- Create a separate, mobile-only version of your website
- Use a “mobile responsive” theme across your entire website
1) Create a Separate, Mobile-Only Instance of Your Blog
If you’re already happy with your current desktop site but it looks horrific on a mobile device you may want to build a separate mobile site. This presents a mobile-optimized version of your site to mobile users. (Desktop users will continue to see the current version of your site.)
One of the leading tools to build a separate mobile site is DudaMobile, which offers a selection of different mobile templates you can start from. If you’d like this done for you, we’d be happy to help you with one our done-for-you service. Just contact us here.
Compare this simpler, mobile-friendly layout to the full desktop site and you’ll see the advantages of the plugin for mobile users:￼
2) Install a “Mobile Responsive” Theme Across Your Entire Site
If you use WordPress the odds that you’re already using a mobile responsive theme are higher than ever.
But what exactly is a “mobile responsive” theme?
A mobile responsive theme implements a single blog design but detects the screen size of the visitor’s device and adapt accordingly. That means dynamically adjusting the layout, image sizes and font sizes depending on the amount of screen “real estate” available.
A mobile responsive theme uses a single design across all device resolutions.
There are a number of places you can find high-quality, mobile responsive themes. Here are just a few:
Some free mobile responsive themes are available, but expect to pay up to $100 for a professional theme with good technical support. If you’d like to use responsive design, DudaMobile also offers a simple solution to create a responsive website. Contact us for a free consultation.
Step 2: Optimize For Local Action
As we learned earlier, mobile is truly local:
- 59% of consumers use Google every month to find a reputable, local business
- 50% of all mobile searches are conducted in hopes of finding local results
- 61% of local searches result in a purchase
When your prospects and customers find you from their mobile device, they are taking actions you want them to take!
They are calling you for appointments, booking online, looking for directions and even buying!
The one challenge with responsive themes can be that they don’t optimize for these actions when at the mobile viewing sizes.
The more you can optimize your site—making it easier for visitors to take these key actions—the more you’ll convert.
Here are some examples:
Whole Foods: Look at how you can accomplish some of the major tasks right from the home screen and these actions are all above the fold.
SmashBurger: See how they drive you to call, order online and find locations. They even display the current hours to the closest location to you. Now, the site isn’t sexy but it’s very effective.
Step 3: Optimize Your NAP Citations
Here’s the deal. You want to please Google. They help customers find you.
That means you have to play by their rules.
The ultimate goal is to have the best Google Places listing. For local businesses, it could mean having your business show up on the first page above some of the organic search results.
To get started you need to add or claim your business on Google Places. When you create your profile, be sure to fill out as much information as possible and add up to ten photos. You can even link five videos from your YouTube account for your business.
One of the main factors that allows your business to show up in search results has to do with your NAP Citations.
This stands for Name, Address and Phone number.
If your business has been around for a while and maybe changed names or addresses there may be multiple citations for your business. If they are not consistent with your business name, address and phone number, it’s basically losing you some legitimacy within the search results.
You want to make sure all of your NAP citations are accurate.
A great service to help you do this is called Moz Local. For $84/year per location they ensure your business listings are correct, consistent and visible across the web. A great investment if I do say so myself.
Step 4: Create Mobile Loyalty Program
Have you ever received a text message from one of your favorite stores or brands?
Maybe it was Target, JC Penny, Macys, Chipotle or even Starbucks.
There is a reason that some of the top brands and businesses use SMS text message marketing.
SMS marketing gives you one of the most powerful and immediate ways to connect with your customers and drive foot traffic and sales.
Over 90% of SMS text messages are read within 3 minutes Tweet this
98% of SMS text messagees are opened. Tweet this.
When was the last time you got a text message that you didn’t actually see or read? Exactly.
In a recent Forbes article, it was reported that there are 109.5 texts sent per person each day on average.
Whether you’re using social media or email marketing, there are going to be customers that just prefer to receive text messages because it’s the easiest for them.
When a customer welcomes you to send them message (because it’s a permission based marketing channel) picture it as if they are inviting you over for dinner. That’s how p personal it is.
We as consumers carry our mobile devices with us 24/7. It’s the most personal and intimate device we have.
Heck, 75% of Americans are within 3 feet from their phone at all times.
I bet you woke up to your phone alarm this morning. I know I did.
Building a database of mobile numbers can quickly become one of your most important marketing vehicles to drive new and repeat business.
Look at some of the messages I’ve received in the last week. These businesses are driving me to take action.
This is something you can easily implement into your business to drive leads and sales.
The best part is it that you’ll finally get your messages read.
With Facebook constantly changing their algorhythm it’s getting harder and harder to engage your customers via Facebook unless you’re spending money on ads. There are multiple studies that show 84% of Facebook news feed stories never get read…yet, that may be where you’re spending most of your time.
When you have a message that has to be read…when it’s urgent and when you can leverage immediacy to drive business…there is no better way than with SMS text message marketing campaigns.
Step 5: Create Emails That Look Awesome on Mobile
Making your website and its content mobile-friendly is a huge step forward. But you also need to think beyond your website.
You’ll have been told a thousand times to build your email list, and if you’re following that excellent advice you’ll want to make sure the emails to your list are mobile-friendly too.
After all, 65% of all email opens first happen on a mobile device and if those emails don’t look great on a phone you’re effectively crippling the effectiveness of your hard-won list.
Many businesses use services such as aWeber, MailChimp or Constant Contact to manage their email lists and thankfully these tools make sending mobile-friendly email easy with mobile responsive templates.
If you’re not building an email newsletter, choosing an email provider that offers mobile-responsive email templates is essential.
Even if you’re using an email template that is optimized for mobile, you can improve the mobile experience by choosing a single-column template. Typically, having more than one column will lead to the pinch and zoom problem on a mobile device.
How to Get Your Emails Opened on Mobile
Of course, before your readers even get to see how beautiful your emails look on their mobile devices, you need to persuade them to open them.
And although much of the popular advice about getting your email opened still applies, the rules are a little different on mobile.
Why the Sender’s Name is So Important
When sending emails you can choose the display name of the sender, which is shown in place of the sender’s email address.
On mobile devices the sender’s name is usually given more prominence than the subject line when compared to desktop email.
You should make sure the display name is clear so your recipient knows exactly who the email is from – confusion will only reduce open rates. And don’t simply use an email address like email@example.com – it’s too impersonal for the type of relationship you ideally want to create with your readers.
The 5-7 Word Rule for Subject Lines
On a desktop PC the screen is usually large enough that even long subject lines are visible in their entirety.
But on mobile the subject line maybe be truncated after just 5-7 words due to limited space.
This means that you often only have the first few words of your email subject line to persuade people to open your email.
Compare the two emails below as viewed on an iPhone.
See how the email from Ryan Deiss is short, sweet and intriguing, whereas the email from Mobile Marketing Watch has a long subject line that gets cut off before it becomes meaningful.
How many of the 5 Steps Your Spa or Salon Needs To Take are you already doing?
Join the Mobile Revolution and Stop Leaking Traffic from Your Blog
If you take one idea away from this post, make it this one:
If you’re serious about building your business, you need to get serious about mobile.
In the future, around half of all your potential traffic could originate from a mobile device.
So your business needs to catch up.
After all, what’s the point of going after new business if your website is effectively throwing half of that traffic away?
And if you don’t take steps to woo mobile users, you’ll find yourself working harder and harder to maintain the growth of your business.
While other businesses ride the wave of the mobile revolution.
So follow the five steps above to plug the leaks in your business.
Busy Running Your Business?
The biggest challenge we see with businesses diving into mobile is that they don’t have the time.
We get it. You’re busy running your business.
That’s why we offer done-for-you services.
Our main goal is for you to build a database of loyal customers so that you can re-market to them in the future to drive increased traffic and sales.
If you’d like a free consultation with us, just click here and we’d be happy to discuss how our done-for-you approach can help get you more customers in the door.