Until a few years ago, the concepts of “mobile website optimization” and responsive websites were completely unheard of. Today, if you don’t implement mobile into your web development and marketing strategy, your website is doomed to fail. Glance around in public today and the chances are you’ll see a number of people browsing the web on their smartphone or tablet. We live in an age where mobile internet access is not only popular — it’s essential.
According to the data traffic forecast by Cisco, by 2019 there could be approximately 1.5 million mobile devices per capita. In other words, a company website not optimized for mobile is losing out on millions of potential customers every day. While many customers shop from the comfort of their desktop computer, research has shown that 30% of consumers abandon transactions that aren’t mobile-optimized.
If you don’t have a mobile optimized website, then you’re already behind schedule. It’s time to get to work and bring your company into the future.
Everyone is Mobile
1.2 billion people access the online world from their tablet or smartphone, and 80% of internet users choose to browse from a mobile device. Simply put, if your audience is online — they’re probably using their phone.
As of May 2014, the consumption of mobile media was 21% higher than desktop, and accounted for 51% of all digital media consumption. Since then, the number of smartphone and tablet users across the globe has continued to grow, to the point where the average smartphone user checks their device 221 times every day. With so many people “going mobile”, businesses of any size or industry can’t afford to ignore optimization. Doing so means ignoring, and losing, at least half of your potential audience.
Mobile Users Buy More
So why not hope for the best from the visitors that can access your website? The answer is simple – mobile visitors are different than desktop users. According to studies, mobile visitors are further along in the buying process than desktop users, meaning that they more likely to buy your service or product. Not only that, but mobile users are more likely to spend more on their purchases too.
Because consumers research and purchase more often from their mobile device, businesses have a better chance of convincing their audience to commit to a purchase or consider buying a service with an optimized website.
Google Favors Mobile Responsive Websites
Google has long preferred mobile responsive websites when it comes to SERP (search engine result page) rankings. However, ever since the update to the Hummingbird algorithm took place in 2015, that preference has become even more essential to the average business owner. The update made it clear that websites without mobile optimization would suffer a serious blow in regards to search engine listings.
If, like most companies, your online strategy relies partially on the success of SEO, then mobile optimization will help you to avoid demotion from Google. What’s more, the rise of “mobile-geddon” means that if you aren’t optimized — your competitors probably are, and chances are they’re stealing a significant portion of your potential sales.
Better Brand Consistency
According to studies, 90% of people move between devices when completing a task, and if your website doesn’t allow them to do this, then they’re going to search elsewhere for a more satisfying experience.
If your website is difficult to navigate on a mobile, then most consumers won’t switch back to their desktop — they’ll opt to visit your competitor instead. Mobile browsing is about convenience and flexibility. The more versatility you offer your audience when it comes to browsing your website — regardless of the device they’re using, the more they’ll associate your brand with a good shopping experience.
Mobile is The Future
A mobile website offers immediate benefits — from improved search results to better customer satisfaction and improved engagement. The mobile web is no longer a marketing concept, it’s a necessity that impacts every organization — no matter how small. Every day you fail to optimize your website, you’re missing out on ways that you could be making your company more successful.
To learn more about tracking relevant data and using data to drive success, read our ebook “Metrics That Matter: Overlooked Data Your Digital Marketing Should Deliver”