Given that it’s 2018, it’s not unlikely that you’re reading this article off of a smartphone or tablet. HubSpot estimates that, as of this last year, 33% of people use their mobile devices as their primary internet browsing tool. As customers begin to expect more from their mobile experience, businesses are having to ensure that their mobile-websites are rising to the occasion. Below are just a few reasons why a good-looking and engaging mobile website is a must have for any business in 2018 and beyond.
1.) Customers Are Expecting It
When you decide to click on a URL, you expect a few things: you expect that the website will be aesthetically easy on the eyes, easy to navigate, and responsive. No one will stay on a website with tiny font, with links that go nowhere, and with pages that take forever to load. Not only are customers more likely to return to easily accessible mobile sites themselves, but 89% of users are more likely to refer a company to others as a result of a positive mobile experience.
2.) Search Engines Will Like Your Site More
While certain tools like SSL certificates can help boost your ranking on search engines, having a complete and aesthetically pleasing mobile site helps even more. Google announced in 2015 that detailed and easy-to-use mobile websites would rank higher on its search engine than their buggy, slow, or incomplete counterparts. Search engines like Google and Bing recognize that well-designed websites are often the best sources of information for consumers. In response to the fact that 57% of all US web traffic now comes from mobile devices, search engines have shifted the goalposts for websites to rank higher: admins have to better cater to the mediums where most users are and, increasingly, that’s away from their desktops.
3.) Having A Good Mobile Site Encourages Users to Switch Screens
The advent of the smartphone and the tablet has made scrolling out of boredom a pastime. While scrolling is often mindless, it can become productive when we’re reminded of something that needs to be done: an oil change, a roof estimate, a gift for our significant other, etc. Suddenly, our fingers are flying and our thumb swipes get more numerous until we land on a site that catches our eye. It quickly leads from one page to the next, we can easily read testimonials, and it’s not a mystery of when and where we can find them. We’ll make a note (mental or otherwise) to return to that site when we get home, and we most certainly will. According to the Huffington Post, 90% of people will switch between devices to achieve a goal. But it’s not enough just to have a website that shows up on Safari or Chrome on mobile; your site has to be noticeable and intuitive to encourage users to make that switch to aid in their purchase.
4.) You'll Gain Customers
Return to the hypothetical of someone needing an oil change, as mentioned above. It’s likely that they’d be looking on their phone for places to get that task done. It should come as no surprise that people are more likely to visit websites of well-reviewed businesses that Google displays as nearby. What might be surprising, however, is that 76% of people who search for a service nearby on their mobile device will visit a business the same day, and 28% of those searches result in a purchase. While reviews might pique someone’s interest, an informative and navigable mobile user experience speaks to a business that will conduct itself with a similar consummate professionalism.
5.) You'll Be Ahead of the Competition
By now it might seem like everyone else is on-board regarding the importance of a compelling and robust mobile-site, but you’d be wrong to think that. Even with the knowledge that mobile sales are expected to eat up over 50% of e-commerce revenue by 2021, small and big business websites alike are still skating by with poorly designed mobile functionality. What’s even more surprising is that only 56% of small businesses operate with some form of mobile-friendly interface. By enabling the mobile-readiness of your business’ website you’re ensuring that you have a competitive edge. The old phrase “80% of success is just showing up” has never been more valid than with regards to mobile presence online.
As we shift further away from our desks and further towards our mobile devices, business owners need to capitalize on the ability to reach and engage their audience from anywhere. When it comes to ensuring that you’re both gaining customers’ attention and enabling customer retention, it’s no secret that having a mobile-ready website is crucial.