When the Internet was first introduced, the aesthetics associated with websites were primitive at best. This is because accessing the Internet usually required a dial-up connection, which meant the transferring of information was often slow. As such, you would normally find that the websites relied more on the information that was contained within, rather than the presentation.
The introduction of broadband saw an array of websites improve when it came to both the loading time and presentation as a whole and soon mobile devices were given a basic portal that allowed them to browse the website to at least some degree. Soon the mobile sector caught up with and even surpassed, the desktop generation. This was due to touchscreen smartphone technology becoming commonplace, allowing for mobile users to browse the Internet with ease.
Their demand was so high that it wasn’t long before a mobile signal was offered that could even compete with the speed of fibre optic broadband in some instances. This meant that in essence, pretty much any site could be interacted with on mobile, including video platforms.
As such, more and more businesses soon recognised that the world of technology was becoming more and more prevalent in society and soon embraced the concept of a mobile-friendly website. Many would assume that if the website can be viewed on mobile devices, then it is fit for the purpose. Actually, nothing could be further from the truth. Here, we look at some important factors that reinforce the importance of mobile-friendly websites.
Mobile Online Shopping Dominates
Having a site that conforms to the mobile user means that more and more turnover can be expected. However, when shopping on a site, customers expect a seamless experience. This means that they often want to be able to complete a transaction in a few simple swipes.
If they continuously have to pinch in and out of the screen to the see the information, then it’s likely that they will be forced to visit a competitor. As such, a mobile friendly website is a necessity for those operating an e-commerce store. Especially when you consider that 30% of all online shopping purchases now happen on mobile phones.
Being Mobile Friendly Can Improve Search Rankings
Of course, there are over 200 factors to consider when trying to make it among the top results on various search engines, but having a website that is mobile friendly, certainly won’t do you any harm.
Google has released a number of updates that look to ensure that the results it delivers are the best tailored for users. As such, bots will determine as to whether your website offers a mobile-friendly experience. As the mobile user base has surpassed that of the desktop, then those that aren’t mobile-friendly are likely to appear much lower, when it comes to mobile search results.
Engage with Your Customers
One of the many perks associated with the mobile generation is that companies are able to communicate with them effortlessly. A number of social plugins can be used to guide people to your website once you have unleashed a marketing campaign via social networks.
Similarly, a number of online tools also means that people are able to register for websites simply by using their social network credentials. As such, having a mobile friendly website puts in a prime position for serious engagement.
Achieve a Reduced Bounce Rate
Anyone who has had to deal with improving website statistics and performance will be aware that improving the bounce rate can be something of a hindrance. There are many reasons as to why a person may choose to abort a site, but if your website isn’t optimised for the mobile generation, then you can be sure that your bounce rate rises as a result.
Evidently, this should be one of the most important aspects of improving your bounce rate, as the longer you have a website that isn’t mobile-friendly, the longer you will have an excessive bounce rate.
Speed Is Also Important
Having a website that is mobile optimised is a step in the right direction, but is it performing in the way it should? Although a mobile website may be in place, if it takes some time to load, then it could still create some detrimental effects.
For example, the research has shown that more than 40% of people will choose to abort your website if they find it loads slowly. You may be asking yourself what is considered a slow loading time and you’d be surprised to learn that it is over a mere 3 seconds. Anything beyond this could see visitors move on and in the worst-case scenario, abandon a purchase.
Check Your Website As Soon as Possible
If we have a number of tasks to undertake, then the checking of our website can be something that seems unimportant. Unfortunately, the opposite is true and having a website that underperforms in any way can have a detrimental effect on any proposed turnover and customer engagement. As such, you should look to visit your website via a mobile device and consider the following when viewing it:
- Check whether your site is mobile-friendly with Google Mobile-Friendly Test
- Does the website take a long time to load? If so, what can be done to change this? Follow the best practises to improve the speed of your site.
- Is the site tailored for easy navigation? This often means ensuring that website can be navigated by using a few simple swipes.
- Are there clear to call-to-action prompts in place? Offering a clear navigation with a prompt, but a friendly call to action is a perfect partnership for success.
This will allow you to address any issues immediately and it doesn’t have to be as time-consuming as you would first assume. Determining whether you need to update your website can often be done within a matter of minutes.
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