As Mobile Marketing Takes Over; Is Your Website Ready?

Mobile now accounts for almost 40% of time spent online [Marketing Land, 2014]

With the mobile-age of the Internet well and truly upon us, more and more people are accessing the web on their mobiles, smart phones and touch pads. As a result it is becoming almost inconceivable for businesses not to have a mobile-friendly website.

With over 60% of all Internet traffic now coming from a mobile device, it is essential that a website that can be viewed from any device; be it a smartphone, tablet or a desktop computer. [Magic Dust, 2015] 

 

Why Should Businesses Optimise Their Website For Mobile?

The term “Mobile Marketing” refers to all promotional activity that is designed for delivery to tablets, smart phones and other handheld devices.

A mobile friendly website is essential for providing a good user experience, as well as being findable online. This is because it is viewed as a crucial aspect of a good search engine optimisation (SEO) strategy.

This year has seen the leading search engine, Google, rollout an update to their algorithms, commonly referred to as “Mobilegeddon” by marketers. This update saw the value of a website’s mobile responsiveness rated very highly, resulting in the mobile-friendliness of websites having a huge impact on their search-ability and overall ranking.

Over 20% of Google searches are performed on a mobile device and Google have also launched Mobile friendly badges in the search results to help guide users on mobile devices. This means that businesses with a mobile web design are likely to receive a higher proportion of traffic from search engines than those who do not. Ultimately an increased volume of traffic will result in an increase in sales and leads for your business.

The result?

A mobile responsive website is no longer a luxury. It’s a necessity.

Not only that, as more people use smartphones and other devices to browse, for a better experience, a mobile-friendly is important.

If someone was to view a non-responsive website on a mobile device they often need to zoom in to read text and click on links, leading to a frustrating user experience that causes a lot of people to quickly leave in favour of mobile-friendly alternatives.

If you’re still unsure, consider the following findings from a resent study by Google:

  • 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly
  • 36% said they felt like they’ve wasted their time by visiting those sites
  • 52% of users said that a bad mobile experience made them less likely to engage with a company
  • 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business

 

What Is A Mobile Friendly Website? 

A mobile-friendly website is not as simple as its ability to be viewed on a mobile device. It should be designed specifically for smaller screens in a way that allows easy navigation and usability, as well as clear calls-to-action.

See below the web and mobile displays of The Lead Agency’s website. We have ensured that the mobile version has not just been scaled down to fit the smaller screen; it has been redesigned in a way that enhances the user experience:

Screen Shot 2015-10-08 at 4.33.39 pmMobile-2

How Can Businesses Find Out If Their Websites Are Mobile-Friendly?

If you don’t already know whether your website is mobile friendly, there’s a good chance it isn’t. A study conducted by Forbes this year found that 10% of the top web design and digital marketing agencies websites (a sample group that would be expected to prioritise such things) did not pass the basic tests of mobile friendliness.

 

A site that is mobile-friendly will meet the bellow criteria:

  • The website loads on a mobile device in less than three seconds.
  •  The website draw your eye to key selling points or messages.
  • The website’s content is easy to read.
  • The website is easy to navigate.
  • The website is easy to recognise and activates the call-to-action.
  • The website provides a good user experience.
  • The website is somewhere you would spend time on if it was not your own.

An easy way to determine whether your website is mobile-friendly is to use Google’s “Mobile-Friendly Test Tool”. This tool will show you how Google Search sees your pages.

 

 

In the already competitive world of online marketing, the result of not having a responsive mobile website could mean the difference between prospects choosing your competitors offerings over yours.

Consumers today use a huge range of mobile devices, meaning you never know what device your website is being viewed on. It is for this reason that businesses must ensure that their mobile marketing materials are compatible with all devices. Furthermore, it is important to make sure that materials are updated whenever a new device is released.

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