With mobile phones now well outstripping desktop computers in sheer number as well as usage, mobile responsive design has shifted from being a ‘nice to have’ to becoming instrumental in web design.
Further, it’s clear that even responsive design is no longer enough. In order to convert more website visitors into customers, online retailers need to keep up with digital transformation, and make sure their sites are optimized for mobile.
Mobile optimization is the process of adjusting your website content to ensure visitors accessing the site from mobile devices have an experience customized to that device.”
Rather than simply compressing or rearranging content on a screen, a mobile-optimized site is designed entirely for a smaller screen user’s experience.
Retailers need to find out what’s involved in a seamless purchasing experience. This includes not only considering offline communication and its importance, but identifying and optimizing all online touchpoints – mobile being key to converting users into buyers.
Consumers are digital nomads and tend to browse and buy across a variety of devices. This creates the challenge of giving users a ‘frictionless’ experience across all the devices they use — and especially on mobile. Unless retailers adopt a ‘mobile-first’ approach, consumers will click away to another site.
- Growth in mobile usage
With the obvious transition to greater mobile usage, it might come as a surprise that many companies have yet to make their site responsive.
Online behavioural patterns confirm people are not only using portable devices for casual social media browsing, but also for research and purchasing. Your website must be adaptable to each user’s screen size to ensure a consistent view of valuable information and content.
- User experience
Frustration often causes visitors to prematurely bounce from your website and search elsewhere (often with your competitor).
Google has stated that 61% of users are unlikely to return to a mobile site they had trouble accessing and a massive 40% will instead visit a competitors site
- Search Engine Optimisation
With almost 60% of Google searches performed on mobile2, it’s vital that your website is easily found. Google want to offer their users the best search results with the best websites to avoid unsatisfactory sessions. With only one URL, mobile responsive design makes it easier for Google to bot crawl your website and all its content, increasing the chance of your website gaining a higher page ranking.
- Loading speed
Customers are more impatient than ever. So much so that even a one second delay in loading time can result in a 7% reduction in conversions3. Google standards recommend that an entire page should load in under 2 seconds on mobile devices.
While this is achievable with responsive design, loading a desktop website on a mobile device simply can’t reach this speed
- Increased blogging and social media
Most businesses now incorporate some form of content marketing and social media into their strategy to drive website traffic. This social media and blogging boom means more customers than ever are engaging with your content on mobile devices.
So, what happens when these visitors arrive on a site that’s difficult to navigate and a struggle to read content on? They leave! A mobile responsive design avoids these unnecessary bounces, offering your users an enjoyable website experience with a greater chance they’ll return in the future