04.18.2018

The Importance of Having a Mobile-Friendly Website


By Jenni Breeze


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With over a billion mobile users worldwide, it’s no big surprise that web traffic from mobile devices has increased significantly. But, the importance of having a mobile-friendly website becomes even more compelling when you realize that worldwide mobile traffic actually exceeded traffic derived from desktops/notebooks in 2016.

 

Is Your Site Optimized for Mobile Use?

As a result, it’s more imperative now than ever to ensure that your website is optimized for mobile use. Often, companies know their site works with mobile devices, but they may be unsure whether it’s truly navigable from a smartphone.

One of the best ways to determine if your site is mobile friendly is to use Google’s Mobile-Friendly Test. It scores your content so that you have a better idea how usable it is for a consumer on a smartphone.

In 2015, Google adjusted its algorithms used to rank websites, influenced by their mobile-friendliness scale. If a site is not as usable by smartphone consumers, it may receive a lower rank. By many developers, this was known as “Mobilegeddon.” It’s essential to ensure your site aligns with Google.

 

Key Differences of a Mobile-Friendly Site

There are several key factors that identify a mobile-friendly site. They are based on the experiences delivered to a smartphone user, from fulfilling their needs to meeting their desire of convenience. Essential elements include:

Quick load time

Mobile-friendly sites must load much more quickly than their traditional counterparts. Fifty-three percent of people will abandon a site, if it takes more than three minutes to load. Mobile users want information quickly and they don’t want to waste data trying to find it. If you don’t give it to them quickly, they will find another business who will.

Easy to read snippets of information

All content should be optimized for easy reading on any device. Your desktop site may provide in-depth content about your product or company. But, mobile users have different needs. They want quick snippets of pertinent information. They want to make easy, fast purchases, without having to sort through large amounts of content. They are also distracted users, in that they are consuming other media (usually viewing television) while they are doing online searches. They also use mobile searches while they are at work or at their desktop investigating something else. Giving them too much information may make their user experience difficult.

Simple navigation

Your desktop site may have several pages to visit that give bonus information about your business or product. But, a smartphone user may get lost in your complicated navigation. They need the basics as they start their search on your site. A less detailed menu will give them the options they need, without having to sort through pages they don’t.

 

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You Will Lose Business Without Optimization

Smartphone users are unlikely to return to a mobile site that was troublesome to them or didn’t provide the information they wanted quickly. If they leave your site dissatisfied, Google reports that 40 percent of consumers will visit a competitor’s site.

 

What You Can Do

There are several approaches to optimizing your site for increased mobile friendliness. Some methods are relatively simple, depending on your current site. Others are much more challenging. Regardless of the level of expertise required, LimeLight Marketing professionals are equipped to help you transition your site the mobile-friendly world. Contact us today to learn more about how we can help!

 

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Topics: Web Strategy

Jenni Breeze

Written by Jenni Breeze

Jenni is a Marketing Strategist at LimeLight, working to ensure that projects are completed on time, in budget, and working to meet client's goals.