Making your website mobile-friendly should form a key part of your digital marketing strategy, as the points below prove.
1. Avoid A Drop In Search Rankings
In June this year, Google openly stated that it plans to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users. There is, therefore, a strong likelihood that sites which are not mobile-friendly will see rankings drop in Google’s search results. User experience is the first of Google’s Ten Things We Know To Be True and if your site offers a poor user experience for smartphone users you will simply lose traffic.
2. Boost Public Perception About Your Brand
More and more of your site visitors are now using mobile devices (we have seen mobile traffic increase by 100% over the past year for some of our clients) and a site which is not responsive will simply frustrate visitors and cause them to leave. Stats released earlier this year claimed 41% of mobile users turned to a competitor’s site after a bad mobile experience, and 61% had a better opinion of a brand after a positive mobile experience.
3. We Care vs We Couldn’t Care Less
A site that is not mobile-friendly shows a “couldn’t care less” attitude to its customers and stakeholders – not advisable in today’s customer-centric world.
4. Improve Conversion Rates
Even if you manage to generate search engine visitors on mobile devices to your website, it is highly unlikely that they will convert in terms of business or calls to actions, since the conversion paths, which may work for desktop devices, are not specifically designed for mobile. Advice for mobile-friendly websites includes much simpler drop-down navigation, and highly visible Call to Action Buttons to avoid cluttering up smaller screens.
We will be posting more information and advice about mobile optimisation in the weeks and months to come, so bookmark this page or sign up to receive our latest blog posts.