If you think visitors to your customer self-service site started at your website, you’re kidding yourself. The overwhelming majority came from Google Search, and a high percentage of those users is likely using a mobile device. In 2018, 52.2 percent of worldwide website traffic has come from mobile phones. And today, more than 50 percent of search queries now come from mobile devices.
Mobile isn’t going anywhere.
But it’s more about the way people search with their mobile phones. In total, 41% of mobile searches are goal-oriented. That is to say, people are looking for information, answers to questions, and resources—they’re looking to self-solve from their smartphones. So, if mobile search is where your customers are, your customer self-service content better be mobile optimized.
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Testing, one, two …
The question remains: is your knowledge base optimized for mobile? For all its benefits, mobile optimization is easy to overlook. Want an eye opener? Some simple web analytics will reveal the percentage of mobile visitors to your knowledge base site.
Now, test it yourself. Pick up your phone (chances are, it’s no farther than five feet away), navigate to your knowledge base site, and start playing around. Here are a couple of questions to keep in mind:
- How is the mobile search experience?
- How difficult is it to navigate to articles? Between articles? To different parts of the site?
- Do you require visitors to authenticate? What’s that experience like?
- How easy do you make it for mobile users to submit a case?
- Are you making mobile users open PDF documents?
It shouldn’t take long to get an impression of the mobile experience on your knowledge base. Of course, for the final word, drop your knowledge base URL into the Google Mobile-Friendly Test and you’ll know right away if your site is mobile optimized. Here are the results from our own quick test:
4 tips for mobile optimization
- Keep it simple – As Mobile1st points out, it’s important to identify the essential parts of your user experience that should be optimized for mobile. Articles? Search? Case submission? Streamline things and keep the search and navigation experience simple for the end user. Focus on keeping pages concise, text-spare, and enriched with (optimized) images and video (where appropriate).
- Check your load time – These days, if it isn’t happening quickly, it isn’t happening. Anything more than a couple of seconds and people will likely bounce from your knowledge base.
- Optimize for Google Search – Yes, your on-site search experience is important. But, if a large portion of your mobile users are coming for Google Search, it’s important to optimize knowledge base content so it surfaces where your users are looking for it.
- Find a comprehensive knowledge management solution – A single content source optimized for all devices and channels. This will help automate optimization so you can focus on creating the useful content that your users need.
The call for mobile optimization is a compelling one. According to data from Statista, the number of worldwide smartphone users is expected to pass the five billion mark by 2019. If even a sliver of visitors to your customer self-service site comes from mobile, you cannot afford to drop the ball on a mobile-optimized knowledge base experience.
Why? Because if it’s not up to snuff, your mobile users might bounce, move on to another support channel, or use that smartphone to dial your support team. This means you’ll likely miss out on all the potential for ticket deflection and increased agent productivity that comes with a knowledge base optimized for mobile.