The world of digital marketing is changing with new devices, channels, and web applications being launched at a rapid pace. In such a scenario, it is difficult for digital marketing professionals to keep ahead of emerging technologies. However, it is not essential for all websites to be driven by the newest technologies, rather, it more important for them to be functional and usable.

Here are four tests to learn if your website is ready for the future:

• Try the business card test: According to a study by Nielsen, more than 60 percent of the US population will be using smartphone browsers to access the Internet in 2014. As people will be viewing websites on extremely small screens, it is important to check how a website will appear on these devices. A good way to do this is to hold up a business card to see how much of a website a viewer will be able to view. The website should then be designed to fit these parameters.
• Most viewers cannot view Flash: Some companies spend a fortune designing attractive Flash-based websites. However, Flash generally cannot be viewed in iPads and other tablets. If a digital marketing professional wishes to provide users with a richer web experience, they should try using HTML 5, CSS 3, or YouTube videos as an alternative to Flash. Smart web designers choose to use a balanced mix of various technologies, to ensure that the highest number of users can view digital marketing messages.
• Are people reading the text: Most website visitors do not read all the text present on a page instead they merely skim through the content. If the information they are searching for is not displayed instantly, they usually click away to some other website. The presence of too much text on a page, not only bores most visitors, but also tells them that a website is obsolete and irrelevant. Hence, it is necessary to keep digital marketing content clear and concise.
• Who are your visitors: It seems a basic website requirement, but you’ll be surprised at how many digital marketing websites do not have website analytics installed. Information about how visitors are interacting with a website can help modify digital marketing content accordingly, so that users have a better web experience. For example, if visitors are clicking away after visiting your homepage, you can change the content displayed there.

These steps are just some of the actions which can be taken, to learn if your website is ready to cater to the massive amount of visitors who will be using new technologies. Remember, the higher the number of visitors who can access your website, the bigger the potential revenues.

Qudos Digital is a leading digital marketing agency, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.