The internet is changing, and so is the way that people access it. We’re not tied down to desktop computers or laptops anymore. Now, the internet can be accessed by everything from phones to gaming devices to watches. Because of this change, it’s essential for your business that your website becomes optimized for devices like smartphones.
In 2013, a report found that on average, mobile devices accounted for 15% of all internet traffic. Just one year later, a new study indicated that mobile device traffic exceeded desktop traffic. Although the numbers vary by industry, some sites, such as Yelp, reported that mobile devices made up 55% of their traffic. Your numbers may not be as high, but it’s safe to say that mobile traffic is vital to your business.
If you’re unsure if you need to take the steps to optimize your website, take a look at these compelling reasons for making your website mobile-friendly.
Nearly Everyone is on Mobile
Today’s world is one where smartphone users are no longer the exception. In fact, a whopping 1.2 billion people access the internet from smartphones, and 80% of all internet users are on smartphones. It boils down to this: if someone is online, there is a high probability that they are on their smartphone. The rest of the reasons to optimize your website are secondary to the fact that you need to simply because mobile devices are what your audience is using.
When it comes to search engines, Google reigns supreme. As of April 2015, Google started ranking mobile-friendly sites higher in search results than non-optimized sites. If your website is not optimized for smartphones, you’ll be penalized it, and people will have a hard time finding your site on their mobile devices. If your business relies on local residents for its customer base, this is especially important since a recent study reported that 63% of people use devices other than desktops to search for local businesses.
Better User Experience
You risk website visitors navigating away from your site on their smartphones if it is not optimized for mobile use. Users should be able to easily navigate the pages, read the content, and find what they’re looking for. If they can’t do those things easily, you’ll probably see an increased bounce rate from mobile visitors. By optimizing your site and keeping it streamlined for smartphone users, you’ll see better results from the mobile traffic you receive.
If you think that visitors will just go to your site on their desktop instead, think again. If you can’t provide what they need right off the bat, they’re much more likely to go to your competition instead.
Mobile Users Have Different Motives
When you get website visitors who are browsing your site on their desktop or laptop computer, they probably have more time to spend on your site than a mobile user does. They might take the time to browse through different pages on their way to what they are looking for.
Mobile users, on the other hand, are typically on the go, so they want their information in short, easily digestible bites. Mobile users report that their purchases are often impulse buys, so you’ll want to make the path to purchase short and simple. If your site isn’t optimized for smartphone users, you’ll likely miss out on the profit from those spontaneous purchases.
Mobile Users Split Screens
You might be looking at your analytics and composing an argument against mobile optimization because you see that a majority of your conversions are happening on desktops. While this may be the case, keep in mind that 90% of people switch between devices to accomplish an online task.
Users often browse their phones looking for something that catches their eye. They might find your site via social media or some other source, see something they like, then move to a desktop to finish their purchase. Even though the conversion is happening on a desktop, the initial interaction was via a smartphone. You’ll want to be sure your site is optimized for every step of the way, so you don’t lose the casual visitors that turn into paying customers.
Social Media Marketing Requires It
A large portion of mobile internet use is for social media purposes. As social media evolves, it’s becoming more and more optimized for mobile. If you’re doing social media marketing of any kind, there’s a good chance that the incoming traffic is coming from smartphone users. Don’t waste your advertising money on an unresponsive site that will drive users away.
Are you looking for help with Facebook marketing? Click here to find out how to market your business profitably on Facebook.
The best way to sum things up is by saying you absolutely need to optimize your website for smartphone users. If you don’t, you’re missing out on potential leads and clients to your competitors who do have mobile-friendly sites.