Why optimise your site for mobile?
The use of mobile devices to access the internet is growing rapidly. In fact, according to Econsultancy, traffic through mobile devices has increased from 2% to 19% of total network clicks in the last two years. Optimising websites for mobile is particularly important for e-commerce sites because the number of people making purchases on their mobile phones and tablets is increasing.
Whatever brands offer through digital channels, be that web pages, shopping or rich content, needs to work well on any device in any location. Users understand that with a slower connection, using mobile data rather than high speed broadband at home, sites will be a little slower to work but they won’t accept unnecessary delay or frustrations caused by either a non-optimised site or a mobile site that is not fit for purpose. User frustrations can result in the customer not completing a transaction. They might try again later once they go home or they may well return to the search engine and find an alternative website they can use while on the go.
What is mobile optimisation?
Mobile optimisation is about improving the user experience for visitors to your site who are using mobile devices, including smart phones and tablets. This means ensuring that your mobile site is easy to read, easy to navigate (with even the fattest of fingers), and designed with the mobile user in mind. Mobile users are generally not browsing the web, instead they are usually looking for some particular information, for example a store location or phone number. Sites that are not optimised for mobile can cause frustrations and cause the user to leave the site. This could result in them making a purchase from a competitor whose site is optimised.
Mobile optimisation has uses for all sectors. If your brand sends marketing emails with links to your site, it’s important to recognise that many people are opening these emails on their smartphones. If, when they click on the link, they are directed to a desktop site that is difficult to navigate on a mobile device what impact are your emails having? For e-commerce businesses it’s paramount that your website is optimised for mobile users. The number of people making purchases on their mobiles is growing rapidly so it’s important to get with the game. The key is to make it as easy as possible to complete the transaction.
Website optimisation for mobile is also necessary for SEO. Google has said that mobile optimised sites are ranked higher on mobile searches than other sites. One of the ranking factors for mobile search is usability. For more information, see our Mobile SEO page.
We’re big on digital here at Sleeping Giant Media. If you’d like any further information about why it’s important to optimise your site for mobile and how you can do this, please get in touch.