3 Reasons Why Not Having A Mobile Friendly Website Could Hurt You

Remember the 6 strategies we told you about three weeks ago?

  1. Nurture your website visitors with valuable information that will increase their trust to buy from you
  2. Capture your website visitors’ details so you can continue this education process and keep them engaged
  3. Tell your visitors of those plain-English benefits that will make them want to engage with you and your services
  4. Include trust-building testimonials from past and current clients
  5. Make your website mobile friendly so as not to scare away all those visitors who mainly browse on their mobiles.
  6. Nudge visitors into becoming clients using a call to action

Let’s talk about Number 5 now.

Have you ever tried to go onto a website from your mobile phone or tablet and found that the writing was minuscule, the buttons did not work or that the dreaded words “You do not seem to have Flash Player installed in this device so you cannot watch this video” appeared on your screen? Did you feel quite annoyed? Did you just walk away? Well, you are not alone!

So, here are the three top reasons why you should get a mobile friendly website right now:

  1. You will lose business

Results from a 2012 Google survey indicate that:

  • 74% of visitors were more likely to return to mobile friendly websites
  • 61% were likely to leave if a site wasn’t mobile friendly
  • 67% were more likely to buy at a mobile friendly website

Google SurveyYes, you’ve read well, you may lose as many as 61% of your possible customers if you website is not mobile compatible. Worse still, many readers become disappointed in the company itself if the mobile experience doesn’t meet their expectations. Fifty-five percent of respondents agreed, “A frustrating experience on a website hurts my opinion of the brand overall.”

If these numbers are not sobering enough then perhaps this piece of news will convince you: according to comScore, as of June 2013, 55% of online shopping time is spent – you guessed it- on mobile devices as compared to 45% for laptops and desktops combined

  1. If you don’t give your customers what they want they will go somewhere else.

Increasingly your customers want to access information on the go, and if you don’t provide it, someone else will!

Your website should be optimized for mobile phones and tablets. You can’t just tweak it so it will work on them; mobile phone screens are smaller and traditional websites do not display well on them. Also, if your website uses Flash, you have to remember that it will not work on iPhones and iPads, and that’s not a small segment of the market that you are annoying!

Instead, change your old website for a mobile responsive website. A responsive website recognizes the device being used (laptop, PC, tablet, smartphone) and will resize itself for optimal viewing. You’ll be able to keep mobile and PC/laptop users happy and your customers will stay engaged with you.

So what, exactly, are consumers looking for when they access a website from a mobile device?

  • Information in just a couple of clicks
  • Clean and efficient design
  • Site speed – loading time of 5 seconds or less
  • A site that fits the small screen
  • Big, mobile-friendly buttons
  • Font size that is readable without a magnifying glass
  • Limited scrolling and pinching
  • Quick access to business contact information
  • “Click to call” to phone the business
  • Links to the company’s social media profiles
  1. Websites that are not mobile friendly get penalised by Google

Why does Google care about this? Google wouldn’t be doing a great job if half the results displayed were not mobile friendly and annoyed their mobile users. Google’s goal is to increase search traffic, including mobile search traffic, so if your website isn’t mobile friendly, Google will be less likely to display it as a search result. And this is definitely not what you want!

In summary, give your customers what they want with fast loading, well designed pages, easy navigation, with interesting content and great products that they can access from any device. Capture the growing number of customers who use mobile devices to find information, research products and shop. Make Google happy as well, and your business will thrive.

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Next week: what is a Call to Action (CTA) and why do you need it?