Where’s the first place you look for information about restaurant opening times, directions to locations or places to buy goods or services? There’s a very good chance that the answer is your mobile phone.
Despite the ease and popularity of using smartphones for internet access, many companies are still missing the point. They stick with existing websites that perform badly or look awful on mobile phones!
Have you done a simple test to see if Google ranks your website ‘mobile friendly’? It’s surprising how many companies haven’t. Then, they wonder why their SEO activities are an uphill struggle!
Mobile phones are taking over
To be blunt, new website designs optimised to look and perform brilliantly on mobile devices are basic commercial commonsense. Let’s look at statistics to back that up.
Also in the UK, 62% of people use their smartphones to access the internet; to research, search and buy things, as well as for entertainment and social media.
In November 2018, one research company found that mobile technology now accounts for a massive 48.2% of all website traffic!
Think about that for a moment. Around half of the people looking at your website are using their smartphone. That figure is going up.
In effect, the age of eCommerce has given way to the age of mobile commerce, with a growing proportion of your customers making purchasing decisions – or deciding to visit places – based on what they see on their phone!
Are you losing 50% of customers?
Turn that around, and 50% of your potential customers could be getting totally ‘turned off’ because your website is ineffectual on mobile devices.
When you’re grabbing attention online and delivering a strong user experience to convert leads, the little things matter a lot.
Some websites look clunky and unprofessional on mobile devices, even if they are attractive and slick on desktops, laptops and even tablets.
Is your site slow to load, skewed or confusing to navigate on a mobile, relying on a cursor rather than gestures to navigate around? Does it allow site visitors to zoom in and out, or find your call to action quickly? Then, there are those terrible registration or enquiry forms you have to peer at, before painfully tapping in details, only to lose it or get timed out for no apparent reason!
This could all account for why your conversion rate is unsatisfactory.
How to capture customers ‘on the move’
A new website optimised for use on mobile phones fulfils two important priorities.
One is the smaller screen size, of course. The other is that smartphone users want quick, easy to find information as they go about their day. For example, on the train, in the coffee shop or lying in bed!
For maximum impact, new websites optimised for mobile devices need specialist features built-in for ease of use. For example, a click-through phone number to call you seamlessly, buttons to go straight to messaging apps or links to social media
A responsive website design could also include one-click access to Google maps, and registration and enquiry forms that auto-fill from the phone’s memory.
Think small to sell big
Skilled website designers use more subtle ways to increase internet performance on mobile phones too. For example, eye-catching colours on desktop sites can be headache-inducing on mobile technology!
Having a panoramic layout, pop-ups, scrolling images or other design devices lifts desktop sites, but can kill mobile phone versions.
Responsive design comes down to thinking small, creating a mobile-centric website that condenses content and brand identity into a powerful, potent presence.
Some companies solve this with a separate mobile website. Others commission a new responsive website design optimised for mobile devices, that performs equally well on desktops.
failing to act could be reducing your sales potential by 50% – or more!