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WHY A MOBILE OPTIMISED WEBSITE SHOULD BE A TOP PRIORITY FOR YOUR BUSINESS.

We’ve come along way from SMS messages on the beautiful and stylish Nokia 3310. Technology moves at a fast pace, and with that, so does customer browsing habits. With the development of smart phones, people now have the power of a laptop in their pocket, and according to Statista, over half of all the traffic on the internet was on a mobile device, 52.6% to be precise! In this article, we look at why having a mobile optimised website will not only help your customers, but also help to improve the way you market your business.

WHAT’S THE DIFFERENCE BETWEEN MOBILE OPTIMISED, MOBILE FRIENDLY AND RESPONSIVE?

There are lots of different phrases bounced around when comparing website designs. The three designs to consider would be: mobile optimised, mobile friendly, and responsive. When looking to build your new website, you should aim for a mobile optimised website, as this is the most sophisticated type of design. In comparison to mobile friendly and mobile responsive, mobile optimised will reformat itself completely to fit all manner of different devices. Websites that are mobile optimised are certain to have better mobile web performance, which in turn gives the customer a more enjoyable mobile browsing experience. It also means that you can engage a larger mobile audience.

 IT’S GOOD FOR BUSINESS AND YOUR CUSTOMERS

Let’s imagine that your website is like a shop in the ‘real world’. By having a well organised, mobile optimised website, it will be like having a nice, clearly laid out shop for your customers to walk around, which makes their buying decision easier as they can simply browse for the items or information they’re looking for. A badly designed mobile website is like putting boxes and clutter all over the shop, so customers find it difficult to navigate, leaving them frustrating and walking out without buying anything.

Although a basic analogy, it does bring home that the customer is the key. If their buying journey is seamless, easy and enjoyable, they are more than likely to purchase either a service, product or enquire further. Another advantage is that having a mobile optimised website builds credibility, whether it’s with customers, clients, or in your industry. Mobile optimised websites allow more customers to be reached at a quicker rate, and can give you a competitive advantage over other businesses trying to attract the same customers.

IT’S HELPS TO IMPROVE YOUR SEARCH ENGINE OPTIMISATION

A major advantage of having a mobile friendly website is that it helps with your search engine optimisation. Google is constantly reviewing mobile and desktop website activity and decides ranking based on how people use the site. It’s beneficial when users don’t leave your website due to a challenging user experience, and this will raise your website ranking. Having your content optimised for mobiles will also help increase your websites load speed, which in turn also helps to improve your ranking.

YOUR CUSTOMERS MAY BEHAVE DIFFERENTLY ON A DEVICE

Customers are essential to a business, as without them, you’re not going to be getting very far. Your customers may behave differently on a mobile device, so it’s important to have a website that accommodates their requirements. Customers prefer not to search for information, scroll less, and generally have less patience for slow loading pages, and this can be massively important when trying to get that customer ‘over the line’ and make a purchase. This applies to both services and products, so it’s important to understand what the customer journey through your website is, and is it easy?

IT CAN HELP TO BOOST YOUR SOCIAL MEDIA EFFORTS

According to MarketingLand, around 80% of social media users spend their time on tables and mobile phones. If your website isn’t mobile optimised it can be hard for these users to share your information with their friends and followers, which means you could be missing out on potential customers too. Since Google uses social media signals as a ranking factor for search engine optimisation, a poorly optimised website can rank lower in search results, which in turn will mean it will get less traffic and exposure.

SOME TIPS FOR YOUR WEBSITE

CTA’s (a.k.a Call to Actions)

These usually come in the form of a large button or obvious point on every website to make a customer complete an action. Whether it be enquiring about a service, getting in touch, or finding out about your latest products, it’s an easy way to hook them in. So, our first tip is to incorporate large buttons for call-to-action (CTAs) if you don’t already have them. The less precise clicking that is required on a mobile device, the simpler it can be for the customer, resulting in less misclicks and more action!

Navigation

One of the biggest ‘drop offs’ for a mobile user is poor navigation. It’s important to ensure that navigation through the website is easy. The user should be able to navigate the site, quickly and easily, to find want they are looking for in as little actions as possible. It is also an idea to ‘hide’ the menu until it is needed, as a menu can take up a lot of valuable screen space on a mobile device. A ‘hamburger’ menu is a good way of doing this, where a visitor can click a button and expand your full navigation menu in one click.

You should be able to scroll through the website easily on a mobile device without accidental clicks and buttons that are too big. It’s worth getting various people to try out your mobile website design, so you can see what works and what doesn’t, making tweaks where needed.

Optimise text and images

One of the most frustrating browsing experiences can be a slowly loading mobile website, however this can easily be rectified. Images are key to telling the story, but make sure they are properly scaled, optimised for mobiles and can load easily. Keeping writing short and easy to read, avoiding large chunks of text.

OUR FINAL THOUGHTS

So, in summary, having a mobile optimized website is good for business, which can’t be a bad thing! Having a website that changes itself based on the device and having it easy to navigate are 2 big wins that can easily be implemented without huge costs. If you’d like to talk with INOV8 Marketing regarding a mobile optimized website, then drop us a line on [email protected] or give us a Livechat, we don’t bite!

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