The importance of having a mobile optimized website

The amount of time and money people are spending on mobile devices is growing rapidly and yet many businesses don’t have a website optimized for mobile — at what cost?

First, the numbers. Mobile traffic currently makes up 10% of global Internet traffic, as shown in the chart below, and next year more people will use mobile phones than PCs to get online, according to Gartner. Purchases made on mobile devicesamounted to $6.7 billion in the U.S. last year, or about 8% of total online sales, and are expected to nearly double to $11.6 billion this year. By 2015, U.S. mobile sales are forecast to reach $31 billion.

 

Yet many businesses have not yet optimized their websites for mobile, frustrating visitors with tricky navigation and slow loading times. Jesse Haines, group marketing manager for GoogleMobile Ads, told Mashable that a survey of major advertisers in early 2011 showed only 21% had launched a mobile-friendly site. A 2012 L2 study of the top 100 fashion, beauty, retail, hospitality, and watch and jewelry brands found that only two-thirds had mobile-optimized sites, and yet a third of those did not allow consumers to shop from their sites.

If you’re in the business of ecommerce, those figures should help you benchmark what you’re already losing in dollars, but a recent survey from Google underlines the damage you might also be doing to your brand by not having your site optimized for mobile.

The survey, which tallied responses from 1,088 U.S. adult smartphone owners, found that:

  • Mobile sites lead to mobile purchases. This is a no-brainer: Shoppers are more likely to buy a product or service if your site is optimized for mobile. Three-fourths said they are more likely to return to a site in the future if the experience on mobile is good.
  • If your site isn’t optimized for mobile, shoppers will go elsewhere. The majority of participants in the survey said that if they can’t find what they’re looking for on your site, they’ll sooner seek out a competitor’s mobile-friendly site instead of switching to a PC to revisit yours.
  • A bad mobile experience can damage a company’s brand. A bad mobile experience can create bad feelings about your company. Nearly half of participants in the survey said they feel frustrated and annoyed when they happen across a site that’s not mobile-friendly, and that it makes them feel like a company doesn’t care about their business. More than half said a poor mobile experience makes them less likely to engage with a company in the future.

Mobile is massive, any business that overlooks this opportunity may as well close it’s doors and stop trading. Businesses with a mobile website are taking the majority of business from mobile browsers and this will only increase.

The importance of having a mobile optimised website

There’s no question that mobile devices have become a regular staple of everyday living around the world. Now more than ever it’s very important that websites are optimised for mobile devices. Mobile optimisation can increase sales, generate more traffic, and boost customer engagement. It’ll give you an edge over your competition too.

Smartphones & other mobile devices are widely used throughout the world & the number of it’s users is steadily growing. With this worth comes a corresponding growth in mobile internet browsing. In 2009 mobile browsing represented 0.7% of all worldwide browsing activity. By August 2011 that figure had jumped to 7.1% which is an amazing 1000% increase.

Mobile Usage is on the rise & not only has mobile browsing activity enjoyed sizeable growth (partially due to master mobile networks & steady smartphone sales), the usage frequency per user has also seen a nice uptick. Researches estimate that in 2011, 25% (1 in 4) gf mobile users expect to access the web form their device at least once in a day.

There is enough evidence also to suggest mobile optimisation boosts end user engagement. Research has shown that a mobile-optimised website is able to generate almost twice the average traffic per user than websites without mobile optimisation. Obviously for certain sectors of the market the figures & reliance on mobile browsing differs. For example for online only retailers, a mobile website can increase consumer engagement by as much as 85%.

Taking that data into consideration, one can ascertain mobile optimisation boosts sales. Not only can mobile optimisation enhance user engagement, it can also influence your bottom line. Research suggests that on average website visitors are 51% (1/2) more likely o do business with an online retailer if it has a mobile website (U.S.).

Different sectors of the market act differently with dissimilar figures, however for all sectors, they are all boosted for user engagement showing healthy favourable rises. For example mobile users are 88% more likely to do business with Auto Dealers if the website is indeed optimised for mobile devices.

We think mobile optimisation is under-utlized & extremely underrated. it’s pretty clear from the analytical results that optimising your website for mobile users has its clear benefits, & yet few companies our there take advantage of it. in 2010 it was estimated that only 22% (less that 1/4) of the Alexa top 500 websites actually have optimised their websites for mobile users. For online retailers it was estimated in 2010 that only 4.83% have websites optimised for mobiles.

We think the market is changing & needs an overhaul, whether people will take advantage of tailoring their websites for mobile devices is only inevitable. The team at Supafonica are happy to say we understand being able to projecting yourself to as much people as possible, & specialise in mobile optimisation with beautiful rich stunning user interfaces to entice & enhance the end user experience even further.

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