The world is going mobile, and charities should too.
When did you last pick up your mobile phone?
Most of the UK now own a smartphone (84%!), putting the internet in their pocket. On average people spend 2 hours and 34 minutes online on their smartphones every day. People can browse the internet, shop, view social media and download apps that allow them to do endless tasks; from ordering a taxi to booking a gym class or storing tickets.
These tasks can be done simply which is why for so many people smartphones are now the primary device they use to interact with organisations. People are using their smartphones to do things in real time; they see a restaurant’s post on Instagram, view TripAdvisor reviews online, browse the menu on their website, make a booking and then send the location to friends on WhatsApp – all within minutes. People no longer need a desktop to get online, they can access it anywhere almost instantly.
This is why the mobile experience is so important. Search engines now factor mobile optimisation in when serving information to users. Websites and online services need to meet certain standards; websites that don’t will not be ranked as well. It is important to ensure a smooth and intuitive experience for users by considering things such as how information is presented, having a clear navigation and structure, the positioning and resizing of elements across devices and loading times. The better you can make the experience for users the higher the change of ranking well on search engines and keeping and converting users.
Charities are not exempt from this move to mobile in the way supporters interact with them. This presents new opportunities for engaging with supporters – you can reach more supporters in more locations, target your advertising and track what works best and how supporters use your digital offerings. When considering the digital donation experience of your users’ it’s crucial to know that they expect a simple, easy to use experience that they can perform within one platform – they don’t want the effort of switching between apps, creating accounts or navigating between channels. Often users are multi-tasking; according to Accenture, 87% of people use a mobile device while watching TV. Your donation and engagement tactics need to be easy and quick to read and perform to minimise the likelihood of drop off from distractions.
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