Is your website mobile friendly? If it’s not, you are probably missing a really large boat. Having a mobile friendly website is not an optional consideration anymore. Statistic show that time spent on mobile in the US has increased to 51%, compared to 42% for PCs. Knowing this, we must come to the conclusion that if we’re not reaching mobile prospects via mobile organic (unpaid) searches, we are probably losing prospects to competitors who are. Beyond the visibility factor, the lack of a quality mobile user experience has some serious implications.
Frustrated Users Leave
A conversion rate is the percentage of visitors that perform a desired action on your website. The more conversions you have, the more connected you are with the potential client. If you increase the conversion rate of your website, you can generate more business. That’s a powerful concept. Conversion rate optimization is an endless effort of tweaks, gains and losses but more importantly, because the majority of digital content is consumed on a mobile device, some of the easiest sales will come from mobile devices. Consider the following case studies:
- O’Neil Clothing increased iPhone conversions by 65.71% and Android conversions by a whopping 407.32% when they launched their mobile eCommerce website
- Skinny Ties, a company that’s been designing and producing neckties since 1971 grew their revenue from iPhone by 377.6% when they launched their mobile responsive site.
If your website isn’t mobile friendly, top search engines will penalize you.
A Mobile-Friendly website will have the following characteristics:
- The website loads quickly. Mobile users tend to have slower connections so load time is crucial.
- It is easy to see the content and navigate the site on a small screen. The user should not have to pan or zoom in order to read text. Touch targets (like links or buttons) should be large enough to tap accurately on a small screen.
- There are no pop-ups that hide the content.
What do all of those things have in common? They all affect the usability of the site. We’ve all tried to access a site on our phone that was slow, impossible to read or displayed a full screen advertisement as soon as you hit the page.
Even if your website is already mobile friendly, there are things to watch out for.
One thing sticks out as a common problem is most people never visit their own site to experience it as a potential client. This means that small issues can persist over long periods of time leaving people frustrated. Have you tried your “contact us” button? Are there links to people no longer with the company? Take the time to test it yourself. Not only does a negative user experience on mobile hurt your conversion rates, it also hurts your search rankings, robbing your site of traffic. It’s the compounding of those two factors which make a well tested Mobile-Friendly website so damn important. If you’re not sure if your site is considered Mobile Friendly, you can always use the Google Mobile-Friendly Test to check.