If you have to ask yourself the question, the answer is probably yes. But a mobile makeover is about a lot more than just feeling bored and wanting a new look. Now more than ever, businesses need to recognise the importance of an optimised and user-friendly mobile experience for their customers. And here’s why…
The volume of mobile traffic
Anecdotally, we all know that mobile phone use has increased, but how does that affect your business? ‘In 2018, 52.2 percent of all website traffic worldwide was generated through mobile phones, up from 50.3 percent in the previous year.’ That is a huge statistic – more than half and only increasing! No longer just a concept, the mobile web is already the predominant means of communicating with your customers. This is the simplest and most obvious reason for ensuring that your website is optimised for mobile. And while you could still benefit from some of this traffic without optimisation, nobody really wants to view a desktop site on a mobile device.
Also, with the majority of social media consumption being carried out on mobile, a mobile-friendly site that makes sharing easier will increase your company’s online visibility, increasing your audience, your website traffic, your online rankings and, ultimately, your sales.
User experience is key
User experience is a concept you will hear much more about in today’s marketing world. It is ‘The overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use.’ Going further than this, it is the interaction your customers have with every part of your business.
User experience has an effect on everything from bounce rates and conversions in the short term to branding, reputation and customer retention in the long-term. A website is a great example of the differences in user experience you can create. Positive user experience is about more than just whether something works. A desktop site can work on a mobile browser, but it’s not easy to use or enjoyable, it’s not as fast and it doesn’t look as nice. By creating a site optimised for mobile, you can not only produce a more positive user experience for your customers but also offer a consistent user experience across multiple touchpoints, helping to strengthen your company brand.
Boost your rankings
A number of reasons why having an optimised website gives better rankings relate back to user experience:
- Ease of use: this means that users will spend longer on a mobile-friendly site, helping ranking as Google identifies ‘time on page’ as a fundamental indicator of a site’s value
- Faster loading times: these are favoured in search engine results pages, and help reduce abandonment and improve user experience
- Bounce rate: if a user cannot easily find what they are looking for and quickly leave the site, Google can interpret that as your content not being relevant for a particular search
The other reason it makes a difference is Google’s move to mobile-first indexing, which means that ‘the mobile version of your website becomes the starting point for what Google includes in their index, and the baseline for how they determine rankings.’ While a desktop-only site will still be included in the index, the lack of a mobile-friendly version could have a negative effect on the rankings, and a competitor site offering a better mobile experience would potentially receive a rankings boost, even for searches from a desktop. Google is made for people who search the web, continually adapting to suit how people prefer to do so – and businesses need to keep up.
Responsive website or separate mobile site?
All the benefits we have discussed above relate to mobile-friendly websites, but what is the difference between a responsive website compared to a separate mobile site? Developing a responsive website that works for both desktop and mobile may mean a greater initial outlay, but there are a number of advantages in the longer term:
- Save time: it takes less time to create a responsive site than to create a separate desktop and mobile site
- Save money: since time is money, the time saved on creating one responsive site will save you money; the time required to update and maintain that one site will also save on ongoing costs
- Increased conversions: redirecting to a device-specific site can take longer and lose conversions
- Easier reporting: tracking user journeys over one site greatly simplifies the monitoring process
- Improved SEO: duplicate content can negatively impact search engine rankings, and it could be time-consuming to create unique mobile site content
Time for that makeover?
Think about how you use the internet and how much you use your mobile phone. Everyone wants flexibility and an easy life. It is vital to your business success that you utilise the developments that offer advantages to your customers in order to feature alongside and above competitors. The predominance of mobile phones for online searching and buying is inevitable and unavoidable, but we can help you find the best way to adapt your website and meet your business goals.
At ExtraMile, we offer a full range of services including Web Design & Development, Search Engine Marketing, Public Relations campaigns and much more. Our team of experts can help guide and create every element of your branding and marketing output, integrating our services to suit your company’s needs and objectives. Get in touch here.
Ready to take the plunge but are unsure which company you should use? Read our blog and let us help you choose the right web development company for your business!