Mobile users are five times more likely to abandon a website if the site is not mobile compatible. With over one billion smartphones in use worldwide and the ever increasing trend for people to shop via mobile devices, it is becoming increasingly important for businesses to make sure that their websites are optimised for mobile devices, more specifically smartphones.
Why Should You Care If Your Business Is Mobile Compatible
Mobile marketing gives marketers access to a captive audience in a hyper-targeted way. It produces more immediate responses, and a higher response rate than any other marketing method ever seen before. The mobile marketing tsunami is changing the dynamic of every element of marketing.
Here is list of stats that whilst providing fun reading also highlights the growing importance of making sure your business is mobile compatible.
- There are 7 billion people on Earth; 5.1 billion own a cell phone (1.038 billion smartphones) while 4.2 billion own a toothbrush. (Mobile Marketing Association Asia, 2011)
- It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (CTIA.org, 2011)
- 91% of all smart phone users have their phone within arm’s reach 24/7 – (Morgan Stanley, 2012)
- 44% of Facebook’s 900 million monthly users access Facebook on their phones. These people are twice as active on Facebook as non-mobile users (Facebook, 2012)
- Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)
- It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2012)
- 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)
- 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)
- 61% of local searches on a mobile phone result in a phone call. (Google, 2012)
- 52% of all mobile ads result in a phone call. (xAd, 2012)
Make Your Business Website Mobile Compatible
With a further one billion smartphones in the form of iPhone, Blackberry and Android due to be sold in next two years alone and an estimated two thirds of all smart phone users accessing the internet each day the writing is on the wall to make sure your business is mobile compatible. For simplicity sake there are three ways to make your website mobile compatible:
Create A Dedicated Mobile Website - Create a business website design that is exclusive for mobile users. This means you will have two designs, two sites that will be cross-linked to make it all work smoothly. When a visitor accesses your site the servers will recognise if your site has been accessed by mobile device or PC and point towards the correct version. There is method in having two different versions as a full-site is often too complicated to navigate using a mobile device. There is also a reasoning that mobile users are expecting a different experience and by making a separate mobile compatible site you are offering a greater user experience.
Responsive Design - Another option to make your website mobile compatible is to use a responsive design template. In addition to automatically creating consistent branding for each type of device used, a “responsive design is Google’s preferred method of building smartphone optimized websites.” The way a responsive design works is by taking the full-site design and modifying how it renders on smartphones, tablets, laptops, or any other mobile device based upon the screen size data provided by the device to the website’s server. The design uses specific CSS3 coding to make the mobile responsiveness possible.
Optimised Full-Site - When the first two options are not suitable for your needs then you can apply a few updates to your main website that will make it more mobile compatible.
- Use bigger buttons
- Use buttons instead of hyperlinked text
- Use drop down menus
- Simplify navigation
- Do not use pop-up windows
The bottom line is that no matter what you think the reality is that to capture a bigger audience and make sure you are not left behind in the digital economy you need to consider making your business website mobile compatible. For the site, Work With Gordon, I have gone with the responsive design and am extremely proud of the results.
If you have any questions regarding making your website mobile compatible or understanding the Digital Economy please leave your comments below.
Together we can achieve more,