It’s no surprise that a quality website is essential for any business or organization. In the past, businesses could get away with having a one-size-fits-all site. That isn’t the case anymore. In order to reach your intended audience and build and maintain your brand, your website must also be filled with mobile-friendly content that is easy for the reader to navigate. Here are 5 reasons that your website should be mobile-friendly.
Over the past few years, the number of Americans using smartphones has increased drastically—from 35% in 2011 to 77% in 2016. The average user spends over four hours per day on their mobile device. As a result of higher usage, mobile traffic has surpassed desktop traffic. More than 60% of all web traffic comes from mobile users, according to a Google survey at the beginning of 2017. That number is expected to increase to 75% by 2018. The bottom line is, users expect websites to be mobile-friendly.
Mobile-Friendly Websites Promote Return Visits
The fastest and most effective way to encourage return visits to your website is by making your website mobile-friendly. 74% of people say that when they visit a mobile-friendly site, they’re more likely to return to that site in the future. But the opposite is just as true. If you don’t offer a great mobile experience, users will look elsewhere. 61% of people say that if they don’t find what they’re looking for (in about five seconds) they’ll click away to another website. Half say that even if they like a business, they’ll use its website less frequently if it doesn’t work well with their smartphone. If your website isn’t mobile-friendly, you can be sure to expect less web traffic and certainly a lower ranking in search engines.
Google Favors Mobile Responsiveness
60% of all Google searches are now conducted on a mobile device. While you may not think that has any impact on your business, according to a Smart Insights survey, 48% of consumers start mobile research with a search engine. Due to the increase in mobile searches, in 2015, Google began promoting mobile optimization. Mobile friendly websites appear higher in search results. Since 91% of searchers only look at the first page of results*, if you want your website to be found on Google, it must be mobile-friendly.
Mobile-Friendly Websites Increase Business
If you’re looking to sell a product on your website, having a mobile-friendly layout is key. Consumers spend 55% of online shopping time on mobile devices. This is in comparison to 45% on laptops and desktops combined. But does that actually mean that users are buying products and services on their mobile devices? Yes. Across devices, mobile users spend more money using a mobile device than those using a desktop. In addition, 67% of people say when they visit a mobile-friendly site, they’re more likely to buy that site’s product or service. So, if your website isn’t mobile-friendly, you’re already losing out on business.
Your website is an extension of your brand. It’s usually what customers see when they first begin researching your business or organization. A good mobile experience can mean the difference between customers viewing your brand as modern and valuable or outdated and irrelevant. If a customer has a positive experience with your website on their mobile device, they’ll be more likely to think highly of your business or organization and recommend it to others.
Whether you’re trying to increase business, improve search engine optimization, or build and improve your brand, a mobile-friendly website is key. With mobile use expected to increase, it’s important to make your website responsive now in order to gain an edge over the competition, which may still lag behind.
*Using the Internet: Skill Related Problems in User Online Behavior; van Deursen & van Dijk; 2009)