Mobile device usage is at an all-time high, with 91% of all people on earth having a mobile phone and 56% of people owning a smart phone as of 2013. But what do these statistics mean to you, a business owner with a website? It means that it’s time to consider if having a mobile website would be beneficial to your company.
Combining information from Google analytics and demographic assumptions can provide you with valuable data that will help you make a decision. Truth be told, mobile websites aren’t for every business, but if you’re curious to discover if one would benefit your business, these 7 signs will guide you there.
First and foremost, you need to determine if there is mobile traffic to your website and if it’s increasing. Visitors may be accessing your site through any type of mobile device, whether a tablet or a phone, instead of just a desktop computer. If over 20% of your visitors are accessing your site from a mobile device, it may be time to develop a mobile friendly website.
Comparing the bounce rates of your website on mobile devices versus desktop computers can help you determine if a mobile site is right for you. If your mobile bounce rates are significantly higher than your desktop bounce rates, you probably need a mobile website. These statistics can easily be found using Google Analytics. High mobile bounce rates could mean that the website isn’t satisfying the mobile user’s needs. They may be frustrated with the format of the website as it appears on their mobile device, causing them to leave the site immediately, which is not good for your business.
Is visitor site time low on mobile devices? If it is, this may be a sign that you need a mobile website. The idea behind having a mobile website is to facilitate the user experience while still maintaining a high quality interface and display of information. If it causes more irritation than assistance to the visitor when accessing your website from a mobile device, they are going to leave your site quickly and you won’t earn a conversion.
Are people really getting where they need to go while viewing your website on a mobile device? Taking a closer look at visitor flow through your site can help you decide if a mobile website is necessary. As a business owner, you want to earn a conversion from your visitors, whether that means they are filling out a form, calling a number, or making a purchase. If your analytic reports show that mobile users are converting at a lower rate than desktop users, this may be a sign that you need a mobile website.
Take into consideration where consumers are making their buying decisions in relation to what your company has to offer. Depending on the importance of the buying decision and the time that’s necessary to make the decision, visitors to your website may vary in their willingness to purchase from a mobile device versus a desktop. If your offer is something that visitors to your website would be willing to purchase on the go, then a mobile site would work wonders for your company.
A higher percentage of adults between the ages of 18-29 own smartphones than adults older than 65, but don’t let that discourage you from creating a mobile website if your target audience is over 29. According to the Pew Research Center, adults ages 35-44 have the highest rate of tablet ownership. Adults of all ages are accessing the internet via mobile devices, so a mobile website is likely to benefit you no matter what demographic you are trying to reach.
Google basically knows everything and can do anything, which includes punishing you for not having a mobile website. With the growing number of people using their phones are their primary Internet source, Google wants to encourage companies to optimize the mobile experience for visitors by creating mobile friendly websites. The ever powerful Google could move you down in search engine rankings or even stop your site from appearing in the search engine you don’t have a mobile site or your mobile site visitors are interacting poorly with your site. You have been warned![hs_action id=”7928″]