5 Reasons Why You Absolutely Must Optimise Your Website for Mobile Users

14.07.15 Educational

By Rob Pollard
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In April 2015 Google released it's 'mobile friendly' algorithm update. This means that 'mobile friendly' is now a ranking factor in the SERPS (search engine results pages). However, for website owners this algorithm update is not the only reason to update your website to be mobile friendly. Below are 5 reasons why mobile optimisation is a profitable action to take.
  1. User Experience and Engagement
  2. Optimise Mobile Conversion
  3. Reduce your Bounce Rate, Increase your Average Session Duration
  4. Mobile Friendly gets Traffic
  5. Maximise the potential of your marketing efforts
 

1.User Experience and Engagement

Mobile users have different requirements to desktop users. They require information quickly and in small digestible portions. More often than not you will have to create extra functionality and introduce new design elements specifically for mobile devices. These design features may not be present on the desktop version of your website but fundamentally enable visitors to engage with your mobile content. Design your website with a mobile first approach.  

2.Optimise Mobile Conversion

Your content and page structure needs to be well thought out and tell visitors what you want them to do next (call to action). Your path to purchase or enquiry needs to be clear and easily accessed. Research shows that mobile users are more likely to make impulse buying/enquiry decisions. By having a mobile friendly website you are able to engage visitors better and capitalise on those impulse decisions.  

3.Reduce Your Bounce Rate, Increase Your Average Session Duration

Content and features that look great on a desktop may not work so well on a mobile device. For instance; how many elements on your website respond to a rollover action? This will not work on a mobile device where touch is the method of navigation. Some content may even be unreadable or too lengthy for a mobile user to bother with. If users have to zoom to access information they will quickly leave. You could be missing out on your next great customer. If your website isn't optimized professionally for mobile your bounce rate on mobile devices is going to be extremely high. By providing an optimised user experience visitors will engage for longer periods of time whilst browsing further pages and content.  

4.Mobile Friendly Gets Traffic

How many times do you see people watching television, socialising, even walking whilst casually browsing the web on their phone or tablet? Often I imagine. In 2014 mobile usage exceeded desktop usage when browsing the internet. This trend continues to grow and having your website optimised for mobile devices will help visitors use your website and become customers. Google now ranks 'mobile friendly' websites favourably over websites that are not 'mobile friendly' for mobile search results.  

5.Maximise the Potential of Your Marketing Efforts

If you engage in any type of outbound digital marketing e.g. social media posts, emarketing you should be driving people to content areas on your website. Social media posts and emarketing layouts offer a snippet of information to grab interest and promote click through's to your website to read the full article or area of information. Where do most people check their email? browse social media channels? On their mobile device. If your website is not optimised for mobile, when your audiences do follow your links they will not stay on your website due to it offering a poor mobile experience. I bet you have done it yourself. People have limited patience on the the web so make sure that all of your hard work and hours creating content are well spent...Optimise your website for mobile devices.  

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