Is this sounding familiar? You may have noticed we keep pushing the idea of mobile-friendliness. That's not an accident; it really is that important! This week, we wanted to go a little more in-depth about why
Improved User Experience
Ever tried to open a link on your phone only to be greeted by a jumbled mess? My reaction is usually to just “Nope” right out of there and find what I need somewhere else. If the user can’t easily browse and read the content on your website from their mobile device, you've effectively killed any chance you have of converting that visitor into a customer. A clean mobile experience encourages visitors to stick around.
Increased Average Time on Site
This ties in with the item above: a clean and responsive design that's easy to navigate and read will encourage your visitors to spend more time browsing your site, which greatly increases the chance for conversion. That first impression is everything! Many mobile users will be checking out your site while on the go, and if it's hard to read, they'll just go somewhere else.
Faster Loading Speed
Speed is another factor to consider. I'm not sure what's worse: a page that's hard to read or one that takes forever to load (or doesn't load at all). A website that isn’t mobile optimized will render much more slowly on a mobile device, even on a decent connection. Add in the variable of your user using 3G or 4G instead of WiFi, and there's no telling how long it will take your page to load. What's your window? Studies show mobile users will abandon a page if they have to wait more than 6-10 seconds.
Updated Google algorithms now improve rankings for sites that provide a mobile-friendly experience to searchers on mobile devices, and, by association, demote sites that do not. What does this mean? If you do a search from your phone, Google will prioritize the results based on mobile optimization. They know how frustrating it is to search on a phone and land on a page with text so tiny that you can’t accurately click the links without pinching and zooming and scrolling to find the right place to tap.
You always want to look better than your competitor, right? If your website is mobile-friendly and theirs isn't, guess who's going to get more visitors? And more importantly, visitors who stay and find what they're looking for? Stay ahead of the game by visiting your competition and seeing if their sites are optimized. If they are, but you're not—you've got a problem.
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.