Why Your Website Needs to be Mobile-Friendly
Avid followers of the Secure Trading blog may have already started to see a theme emerging in our recent posts. Yes, you’ve guessed it ─ we’re going slightly mobile manic. But why?
Simply put, in the very near future opting out of mobile will no longer be an option. Mobile-friendly websites are increasingly being considered a standard addition to your desktop offering; hence any indecision over whether you should invest in one should be put behind you. However, we don’t expect you to just take our word for it ─ we’ve put together some facts you can’t ignore.
Mobile Device Statistics
- 62% of British adults use and own a smartphone
- By 2017, smartphones will account for nearly 81% of all mobile users
- The number of adults using tablets to shop online has almost doubled to 30% since 2012
- In 2014, UK m-commerce will account for £7.9bn of a total £45bn in online sales
- 94% of mobile users use devices to look for local businesses in their area
- 24% of these people will tell others about a local business they have found
- 38% of those will make a purchase from these businesses
- 77% of mobile searches take place near a computer
- 61% of mobile users will leave a website that isn’t mobile-friendly
- You are twice as likely to have something shared or liked by a mobile user
- There has been an 81% increase in global mobile traffic. A great stat if you were thinking about cross-border transactions in 2015
- By 2018 66% of global mobile traffic will come from smartphones alone
Motivational statistics I’m sure you’ll agree. So, how do you optimise your website? And, for those of you who are already mobile convertees, how can you continue to improve your optimised site?
Building a Mobile-Friendly Website
The best approach here is to rebuild your current website for display on any device. There are two ways to do this:
- Adaptive design – mainly used by large corporations that can afford the investment. This method detects and identifies which device is being used and then generates a page matched to the device capabilities. This approach can reach the largest audience.
- Responsive design – a more affordable solution adopted by many, this method does not have the customer reach of adaptive design. Responsive design creates a single version of a website that auto-adjusts to display properly on most devices except the oldest smartphones.
There are other methods available if a complete website overhaul is out of the question. You can choose to simplify your website with the removal of unnecessary images and marketing and increase your font size so it’s at least easier to read. Another option is to create a parallel mobile site to your standard website. However, these often don’t come up in Google or Bing searches due to their one-URL approach for ‘findability’ and search engine optimisation. That being said, you can add a link from your desktop site to your mobile site, as any mobile site is better than none at all.
Improving an Existing Mobile-Friendly Site
Optimise, optimise, optimise. Today, users are very sensitive to performance. They expect things instantly and mobile sites are no different, with an expectation that pages will load in three seconds or less with a good 3G/4G signal. Consumers are also looking for smooth multi-channel integration to provide consistency from desktop to mobile sites. For example, if they add items to a basket on their phone, does this carry through to the desktop site?
If you’re still unsure whether you should have a mobile site you can use Google Analytics to check how many potential customers visit your business’s desktop website on their mobile devices.