The moment has come. If your site isn’t optimised for mobile you’re probably already losing sales. Remarkably we still hear how “mobile isn’t very important to our business”. Sorry to disappoint, but if that’s you… you’re wrong. Whilst statements like this may have contained a modicum of truth two or three years ago, times have most definitely changed and the stats don’t lie:
As the stats from companies like Mobify demonstrate, not only is mobile important now, but it only going to continue to grow in importance in the coming months and years. So much so in fact, that a recent research study from Intelligent Positioning claims (‘claims’ being the operative word) that by July 2014 mobile and tablet traffic will potentially exceed desktop – representing a seismic shift in consumer behaviour.
Regardless of whether the percentages move that quickly or whether it takes a little longer, hopefully you now appreciate the vital nature of investing in your mobile digital presence? Don’t worry if you’re still not convinced, just in case, here are six reasons why your business needs to get serious about mobile.
1. HORSES FOR COURSES
This is a pretty obvious one but mobile users have very different objectives to desktop users. Mobile users are typically looking for information on the move, one in three searches relates to the user’s location and information needs to be easily digestible, in small bite size chunks. Purchases made via mobile are also often impulse driven making it even more vital that the information they are looking for is easily found and that the process is as simple as possible so not to introduce any potential barriers to purchasing.
Not having an optimised site means that you are forcing your mobile users to struggle through your desktop experience. If that’s you, try out your own site and see what it’s like. How does it look on a four inch screen? Can you easily see the available options? Are you able to quickly navigate to the area you are looking for? Can you make a transaction without get frustrated or giving up entirely? By making the path to purchase or enquiry simple and intuitive you’ll align more precisely with your mobile users expectations and make create an engaging platform from which to sell.
2. COMING UP FAST…
With global web traffic from mobile devices (tablets and smartphones) jumping from 22 per cent in 2012 to 37 per cent in 2013, mobile websites are set to become more important than desktops far quicker than anyone predicted a few years ago. Part of the reason is that we use our smartphones all day, wherever we are, and to a certain extent, whatever we’re doing. Multiple sources highlight that smartphone users are engaging with mobile websites and apps while watching TV, commuting to work, and simultaneously while using a computer.
3. GET CLOSER TO YOUR AUDIENCE
As the stats from Mobify state above, nearly two thirds of people will have a better impression of your brand when you have a satisfying and engaging mobile experience. And, providing a great mobile offering also means people are more likely to return to your desktop site at a later date – adding extra traffic and more opportunities to sell.
When your mobile experience is optimized for functionality and consistency it fosters trust and affinity with users. They enjoy moving around the site, rather than being frustrated that you don’t provide the information they need, which all impacts how your audience perceives you as a brand.
4. GET MORE, BETTER RESULTS
I am sure you’ve all been on good and bad mobile sites so hopefully you’ll have personal experience of the difference it makes when mobile users are considered from the outset. Unoptimised websites, viewed in mobile browsers, are ineffective at converting visitors into buyers and users into an engaged community. It’s simple when you think about it but with such little space on the screen, calls to action need to be clear and easily signposted. Links are the same, on your desktop they are easy to find and click but in a mobile, with a small touch screen, links can be difficult to see, let alone click and contact pages are often buried in awkward menus that just don’t work on mobiles. To make the most of the opportunity, calls to action have to be easily signposted on mobile optimised sites and contact information should be front and centre.
5. KEEP THEM ENTERTAINED FOR LONGER
It’s not rocket science but if the user cannot easily read the information on the page, they will leave the site and look somewhere else. And that ‘somewhere else’ is likely to be your competitor. Just because your content looks spectacular on your desktop, doesn’t mean it will look good or is even readable on a mobile and your bounce rate is a good way to find out what damage is being done.
Visitors won’t hang around if you’re asking them to constantly pinch and zoom to find what they’re looking, or worse yet, if your site is run on flash, they might not be able to see your site at all! By investing in a professional mobile experience you will increase engagement with your audience and drive more of them to purchase or enquire.
6. BECAUSE GOOGLE SAYS SO.
Finally, although perhaps most importantly, Google decided with its latest algorithm update, Hummingbird, that websites that aren’t usable on handheld devices will see their search rank suffer as a result. Effectively, Google is saying take mobile seriously or we won’t take you seriously.
THE TICK LIST:
Unsure of how your site copes with mobile? Why not pick up your mobile now and run through the checklist below:
• How long does it take for your site to load? Is it more or less than three seconds?
• Does the most important information stand out on the page? Does it draw your attention to the key selling points or call to action?
• Can you easily read all the content on page, the way it was intended?
• Is the site easy to navigate around and can you find the information you are looking for?
• Is it clear how you instigate contact? Is the call to action visible?
• Overall, how does the user experience compare?
• If this wasn’t your website, what would you think? How does it compare to your competition?
To optimise your site for mobile get in touch with MTM today.