Establishing an online presence is a must for any business that wants to stay competitive, but these days there’s more to it than just having a website. The ubiquity of mobile devices, and the ways in which people use them, mean that a website needs to be functional across a wide range of devices and platforms in order to be useful.
Google Search Engine Updates for Mobile Ease-of-Use
Mobile devices are now so common that more people access the internet on mobile than on desktop and laptop computers. In recognition of this fact, Google made a series of algorithm changes in 2014 and 2015 designed to improve search functionality for mobile users. With these changes, sites that aren’t optimised for mobile devices rank lower for people who search from their mobile devices.
Mobile Devices as Purchasing Guides
Couple this with a few simple but crucial statistics:
- 80% of people who use the internet regularly own a smartphone
- 82% of UK shoppers use their smartphones to help them make purchasing decisions—even when they’re in an offline store
- 48% of people who research products online start at a search engine, rather than a branded site or app
Looking at these statistics, it’s easy to see exactly why responsive website design is so important.
Simply put, if your website isn’t optimised for mobile, you risk losing sales, and not only because your site will rank lower for mobile users.
Another important trend is that while mobile conversion and sales rates are close to those for desktop computers, they’re not quite as high. It’s likely that the difference lies in the fact that viewing and navigating non-optimised websites is difficult to do on mobile devices.
The solution is simple: adopting a mobile-friendly responsive web design means that your website operates at peak functionality on all devices, on all platforms, ensuring that you don’t risk losing sales.