Google: Mobile Website Click-to-Call Through the Roof

As part of Google’s GoMo initiative (past coverage here), it’s trying to support and evangelize omptimized mobile Web pages for businesses. The idea is that a more optimized and user-friendly mobile Web will draw more people there, as opposed to the more polished world of mobile apps.

Google’s driving influence is simply that search is the front door of to the Web, wheras apps are already naturally siloed into different content areas, thus relying less on search. This is central to the “apps vs. mobile Web” debate (and one of the battle lines between Apple and Google).

As part of this general effort, Google today announced a new data set in which it collaborated with our friends at Duda Mobile (past coverage here). The data indicate some very strong performance metrics for mobile websites that are optimized correctly.

For example, click-to-call rates were through the roof overall, and particularly strong in some categories such as transportation (44 percent), pizza (32 percent) and car services (28 percent).

Additionally, Google provides an interview transcript with Duda CMO Dennis Mink, who goes into depth with some good tactical takeaways on mobile website optimization. It’s good stuff: You can read the white paper here, and some key tactics we’ve pulled out below.

Stay tuned for more on this very topic at ILM East, where we’ll hold a session about some of these same tactics, what’s working and not working for mobile websites, and overall product development. Hope to see you there.

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