Why should your website be optimised for mobile?

Studies show that one-quarter of all online searches are now carried out using a mobile device. Subsequently, if your website is not already optimised for mobile users then you're probably already missing out on lots of conversions and profit!

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Studies show that one-quarter of all online searches are now carried out using a mobile device. Subsequently, if your website is not already optimised for mobile users then you're probably already missing out on lots of conversions and profit!

Refinement of the mobile user experience has accelerated tremendously in the last few years and Google responded earlier this year by tailoring its online search results to favour web designs that are responsive, which means they are fit for purpose on both desktop and mobile devices.

In fact, mobile-friendly websites are now visibly tagged in Google's search results, which inevitably leads to increased click-through rates for these particular brands, leaving behind their non-mobile optimised counterparts.

As part of its focus on mobile usability, Google has also confirmed it is working on a fundamental change to its ranking algorithm, placing greater emphasis on the mobile user experience as an outright ranking factor. There's nothing worse than a potential customer relaxing on their sofa during an evening, browsing a non-mobile optimised website on their iPad that results in a poor visual and practical brand experience.

A responsive web design allows brands to immediately engage with mobile users via mobile-specific tools such as click-to-call and mapping functionality, which is particularly useful for localised businesses reliant on custom from those living within the same town or city.

Increasingly, mobile users also have different objectives to desktop users. Consumers browsing on mobile devices tend to want their information in short, sharp, bitesize forms. Therefore, optimising your desktop site to suit the needs of your mobile users can greatly improve your bottom line. By making the conversion or enquiry funnel as simple and direct as possible on a mobile you will align much more closely with those impulse consumers that tend to make snap decisions from the comfort of their armchair.

Similarly, content that looks and performs great on a desktop might well be dreadful to read on a mobile or tablet. There's no doubt that users will quickly leave your site if they have to zoom in on every page and squint to read every word. By providing mobile visitors with an intuitive user experience you'll almost certainly engage visitors longer and drive more of them through your conversion funnel.

If you can't provide what your mobile users need when they need it they will simply head to a competitor that can. Don't risk losing any more customers!


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