Key Strategies to Reach Today’s Couples on Any Device
Laptops, desktops, tablets, phones — today, engaged couples use various devices to plan their weddings and connect with industry pros. And the most successful businesses acknowledge this fact by optimizing marketing materials to impress potential clients regardless of their device.
Desktop visitors tend to consume more information at once, as they can review navigation, larger images, and multi-column layouts. These users also conduct more thorough research on vendors since they can easily toggle between tabs.
On the other hand, mobile visitors are more laser-focused, with limited screen space and less room to consume content. Often, these users explore with a specific need in mind, moving on to their next task once they’ve checked a box. Tablet consumers are a bit of a hybrid, though they typically exhibit more mobile behaviors due to the size of most of these devices.
So, how can you be sure to reach today’s couples, no matter their device? Here are some of our best tips.
Prioritize navigation
Your website’s ease of navigation is crucial to reducing your bounce rate and getting couples the information they need fast. How you structure and link your pages within your site is integral to a user’s experience. Mobile visitors, in particular, tend to be fickle and quick to leave a website if they can’t easily find what they need.
One common issue in the events industry is when imagery takes up too much vertical real estate (outside of a rotating gallery). Oversized graphics can hinder the scrolling experience, making it much more time-consuming to find valuable information. The solution? Use clear, simple language throughout each section of your site to improve scannability and ensure visitors can quickly get where they need to go.
Update your inquiry form
The number of questions asked on an inquiry form can significantly impact conversion — especially when users are operating from a device without a keyboard. Too few questions, and you don’t have enough information to vet a potential client. But too many, and you’ll turn away those who see it as a barrier.
To keep your mobile and tablet users engaged, stick to the sweet spot of five to eight questions. You can capture their basic details while pre-screening specific qualifiers such as level of investment, design style, and additional vendors they may be working with already.
Make it easy
Both desktop and mobile users value readily available information — they want to find what they need and move on. Every minute counts during the wedding planning process! Most couples simply want answers to their questions, and on mobile, they’re likely searching on the go or in a more casual setting.
As you walk through your website, consider the questions your ideal clients might be asking. Do you have pricing listed? Is your contact information easily accessible from your homepage? Are your offerings presented in a clear and straightforward manner? Make sure your user experience aligns with your buyer’s journey, with clear steps showing how they can begin working with you.
Check your loading speed
A slow-loading site is a deterrent to any visitor, regardless of device. However, mobile users often have higher expectations for quick-loading sites. During your next website audit, set aside time to optimize images, remove long videos, and confirm you have an easy-to-digest page structure with clear headings and sections. Try using a site speed tool to check your website periodically.
To encourage users on all devices to stick around, design your site for an easy, seamless user experience. Make sure each page has a clear call to action and a way to inquire, with nothing to distract users when moving through your sales process. With a few quick tweaks, you’re sure to generate additional leads from clients — whether they’re scrolling on desktop or mobile!
Jordan Kentris is the founder and owner of A Good Day, a boutique design firm that creates one-of-a-kind stationery, establishing unique brands for each and every event. A user experience (UX) designer, Jordan regularly works with creatives on digital projects to ensure they are capturing their brand's essence. He was recently recognized by BizBash as one of the Most Innovative People in 2020 for his creative, holistic approach to virtual events.
