Mobile searches drive behavior in the moment, and consumers want speed and convenience; however, a purchase via mobile phone, even with a mobile-optimized site, can be challenging. The relatively limited screen size on mobile devices generally means that users will spend less time and look at fewer pages. Furthermore, the multiple fields normally required to make a purchase and other key factors represent barriers to conversion, especially when planning travel. This where the phone comes into play. The bottom line is that most hotels are overlooking the most basic information on their mobile sites, the phone number. Calling to make a purchase is one of the easiest options for a traveler when they are browsing hotels via smartphones. Adding an easy-to-find call button on the home page is a step in the right step in optimizing your mobile site. Get the full story at Hospitality Magazine