You may remember in our April blog “Responsiveness” Affects Rankings, we told you about the new Google algorithm, whereby websites that are not mobile-optimised (responsive) will now be penalised on search engines. The design of a website will appear differently on a desktop than on a mobile device, and this is where a website that is responsive will alter the way it appears depending on what device it is being viewed on.
With Ofcom’s recent publication of Communication Market Report 2015 they have reported that a third of Internet users use their smartphone as their first choice when searching the web, an increase from last years’ 22%!
With this in mind it is important to make sure that your website, is user-friendly across all devices.
As well as the obvious advantage of your search engine rankings not being affected negatively, we thought it would be interesting to take a look at the advantages that come with making your website responsive.
Mobile users have increased
According to the Morgan Stanley Research Division, Internet searches on mobile devices has exceeded that of desktop Internet searches. With a significant shift to the use of mobile devices it makes sense to create a version of your website that is compatible with these devices. This means that you will not alienate yourself from any potential business. Figures also suggest that come 2017, more than 90% of Internet users will access online content through their mobile phones, proving the importance more than ever of keeping up with these developments and changes in our online habits and behaviour.
We have all visited websites that are not responsive and have been put off by the way the menus are not displayed correctly, text is jumbled and images are not shown as they are intended. This often means that we will move on to another website, perhaps a competitor, whose site is responsive and easier to navigate on a mobile device. If your website is responsive, CTA’s (Calls to Action) can be clear and easy to find, increasing conversions and reducing the number of people who abandon their cart due to a poorly functioning site. It is interesting to note that according to MoPowered, 30% of mobile shoppers abandon a transaction if the experience is not optimized for mobile.
Brand and Company Trust
If your website is responsive, it will be viewed in the best possible way on whatever device or desktop it is viewed from. When visit a website that has not been mobile-optimised, it is disheartening, and may give you the impression that the company is not as reliable or professional as you first thought. However, when viewed on a mobile device, if the website’s appearance alters, still keeping in brand but in such a way that you can easily navigate the site, and it looks clean and professional you are more likely to stay on the site, do business with the company and it will reinforce the company’s reputation.
Need for speed
It is our nature to want things to be done quickly. With many things accessible to us these days at the click of a button, whether it is downloading a programme to watch on “catch up”, ordering food or navigate a website, we want things and we want them now. Research has shown that 57% of mobile customers will abandon your site if they have to wait 3 seconds for a screen to load. If your site is not responsive it is likely that when it is viewed on mobile devices, it will take longer to load, which could be costing you business.
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