Why mobile website experience matters
8th December 2018
3 min read
With the evolution of technology in recent years, mobile experience has become increasingly important to consumers. It’s no longer enough just to access a website on their phone, it needs to be seamless and slick. And if your site is not responsive enough to work on various platforms then you’re going to notice it in your huge bounce rates. It’s a competitive world out there online and if you give consumers a reason they will happily go elsewhere.
Google has shown that we all interact in something called micro-moments when using our phones to browse. That’s why they say that we need to ‘be there, be useful, and be quick’. A second or two might be the difference between making a sale or not.
Studies have shown that you can increase your brand awareness by as much as 46% just by showing up in the mobile search ad results. And your location is just as important too, as ‘near me’ searches have doubled in recent years. And when people do find you online, they are 40% more likely to make a phone call than if they find you offline. We can’t overemphasise the importance of getting someone on the line, and if customers find you when they’ve got a phone in their hand, then half the work is done.
In terms of being useful, the stats also seem to agree with Google. Around 33% of smartphone users have made a purchase as they were able to access the right information just when they needed it. So, you need to keep your brand relevant, which means having a mobile presence.
And to back up what we said above, if a user doesn’t find what they are looking for quickly enough on your site, then 78% of them will go elsewhere without so much as a second thought. That’s 4 out of 5 customers you could be losing because you’re not paying enough attention to your mobile presence. In addition, more than half said a bad mobile experience with a company would put them off ever coming back. If you’re not terrified by these kinds of numbers, then you really should be.
Mobile shopping and browsing is the way of the future. Unless you can afford to turn off 50% of your potential customers at the first hurdle then you need to be focusing on this aspect of your business. And you need to do it quickly – in more ways than one.
Less than 1 in 10 of us will stay on a mobile site if it doesn’t give us what we want quickly enough. And users won’t hang around for long. So, if your mobile site is slow or non-responsive, it’s only marginally better than not having a website at all.
If you weren’t convinced before then hopefully you are now. You can’t afford to be without a high functioning mobile site. If you are, then you could be looking at numbers like 9 out of 10 potential customers going elsewhere to get what they need. And no business can survive that.
This article is brought to you from the desk of Nick Templeton, consultant for it'seeze Ashford, Kent.
Nick is keen to see local business get great websites that work well on mobiles - without them costing the earth! If you want to find out more about our web design services, feel free to contact us for more information.
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