Why mobile optimisation is important
There are numerous reasons why optimising your site for mobile is a good idea such as increasing the amount of traffic you're seeing, increasing your conversion rate and reducing your bounce rates. These will be discussed in more detail below.
What is mobile optimisation?
Before I discuss why mobile optimisation can be very advantageous to your site, here is a definition of what I mean by mobile optimisation. It means exactly what it says,optimising your site that normally works for desktop to be re-formatted in a way that is user friendly for a phone or tablet user to navigate your site.
Improved Brand Engagement
Offering a great mobile experience means that people are more prone to liking your brand and there is a higher chance that they will return to your website at a later date on a desktop. Having an optimised mobile experience that offers functionality and consistency creates trust and a positive relationship with the user.
However, if the website lacks any optimisation for mobile and is difficult to navigate, customers are more likely to go to a competitor than bother coming back to your website on a desktop.
Users vary depending on device
It is important to realise that users behaviour and objectives vary depending on the device they are browsing with. Mobile users tend to want information that is quick to obtain and easy to read.
Users want to be able to shop on the go and multitask, here is a list of some very interesting mobile stats which show the difference in behaviour from the conventional desktop user. This outlines the need for optimisation of your mobile user experience to match the browsing behaviour.
Creating a simple and clear funnel to enquiry or purchase which is intuitive, will allow you to target more accurately mobile users who require information quickly to make decisions impulsively.
Plenty of traffic with mobile
Mobile gets traffic. There is a positive trend happening where mobile traffic is gaining strength each year and is estimated to be at around 12.21% in Q4 2013 for Ecommerce sites. Optimising your site provides a new way to drive traffic to your site and will help you gain conversions which means you will be maximising those ROIs.
Mobile optimisation can also help out with your Google search rankings and is very important to get right, you don’t want your rank to suffer due to your website being unusable on handheld devices.
Increase your conversions
Using a website that was designed for desktop for mobile browsers, as you can imagine, is not a very effective way of converting traffic into sales. Many issues could occur such as pages going all over the place, obscured CTA’s, difficult to read content/click on links (having to pinch on the screen) and having to deal with unresponsive/clunky menus.
To make the most of this potential revenue stream make your site mobile friendly, have clear CTA’s with easy to click on links and offer an engaging mobile experience. This in turn will help increase your conversions through this medium.
Get on track
If you are not sure what an optimised mobile site looks like visit some sites on your phone and ask yourself these questions:
Is it easy to navigate the site?
Can I read the content easily and click on links?
Am I drawn to the CTA?
Is the menu easy to use?
Am I enjoying using this site?
If the answer to these question is yes, then you are in a good position and potentially have the beginnings of a well optimised mobile site. If the answer is no, then it is time to act. Make the improvements to optimise your site and watch the increased traffic covert and generate you sales!