With Google’s mobile update just launched there is no lack of web designers trying to sell responsive web design to any local businessperson who will listen to them. Fortunately for them there is no lack of businesses without a mobile website. If you are one of the huge number of businesses without a mobile friendly website you might be wondering what all of the fuss is about. More importantly would the investment in a mobile friendly design positively affect your bottom line?
The Trends Affecting Today’s Websites
Mobile devices are everywhere. It seems we rely on them for everything. Mobile devices now are used more for internet search than the venerable desktop computers. We turn to our smartphones out of convenience, even when a desktop is present and it is this trend that as businesses we can no longer ignore. But it is not just smartphones that are taking up more of our time. Many households now own a tablet, laptop or other internet enabled device, each with different screen sizes.
It is this trend that has led to the rise of the “multi-device-shopper”. In recent studies Google has found that consumers often switch between devices before making a purchase online. Many often start their search on a phone. When they get home, they may do a deeper dive on their desktop. Finally, they may make the purchase on their tablet the next day, for example. Smart businesses know that they need to be accessible across each device to maintain customer loyalty and prevent loss of sales. There is also the growing trend of smartphone users who browse the web on the go, looking for a place to eat out or directions to a local store. In many cases consumers will even look up your website while in your store.
How they are affecting bottom lines?
If your website is slow or hard to use in these instances it is very easy to make customers feel you don’t care about their business, frustrate them and potentially lose their loyalty.
Take homes from a recent Google study:
- 52% of users said that a bad mobile experience made them less likely to engage with a company
- 61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d quickly move on to another site
- 50% of people said that even if they like a business, they will use them less often if the website isn’t mobile-friendly
Investing in responsive design will instantly safeguard your business against these growing issues and will likely save the loss of a lot of mobile sales and the loss of customer loyalty in the future.
But will it make you any money?
The latest figures from IBM Digital Analytics found that mobiles drive as many as 23% of online sales so in effect ignoring mobile could mean losing up to 25% of your sales each month. Especially as mobile shopping continues to grow.
Responsive design is no longer a luxury
A responsive, mobile friendly website is no longer a luxury investment for your business. It is a staple expectation thanks to the growing trend of smartphone users accessing the internet from their mobile devices. On the positive side prices are quite competitive and the benefits are long-lasting. In effect by making your website accessible on mobile screens you are helping to avoid losing 20% of your customer base.
Ultimately mobile cannot be avoided
Mobile devices are already having a visible impact on today’s businesses and they aren’t going away. Mobile devices are set to continue their dominance over the next few years. It is estimated that in 2016 over 80% of local advertising will be served on mobile devices. It is best to get ready for that eventuality now.
In today’s scenario most people visit sites using mobile than using a desktop. Having a responsive website is kind of a must for any business.