With Google’s recent algorithm change came a sweep of panic about mobile optimisation. Find out exactly why you need to optimise, and now, if you want to succeed online.
I have written other posts on the importance of mobile, but some companies still think that mobile sales won’t affect them. If you’re reading this and thinking the same thing, just take a look at these
from KPCB’s Mary Meeker:
• Search is the #1 mobile browser activity
• Mobile-based searches make up 25% of all searches
• 70% of PC search tasks are completed in one week, while 70% of mobile search tasks are done in one hour
• 52% of tablet users prefer to shop using their tablet rather than their PC
• 72% of tablet owners make purchases from their devices on a weekly basis
The fact of mobile is simple: the marketplace is huge and will only continue to grow. If these stats still weren’t enough to change your mind though, take a look at our points below surrounding why you need to optimise, and now! There are some key sources of revenue you could be missing out on, and we have a few more statistics for you to back it up…
You’re losing sales
Did you know that not having a mobile-optimised website is like closing your store one day each week? You wouldn’t close your store because you would lose sales, but that’s exactly what is happening every day you don’t optimise your eCommerce platform for mobile. Not only do 70% of tablet users expect a website to load in two seconds or less, but for every 100 milliseconds that your page increases in load-time, your sales decrease by 1%. Tablet users spend 50% more than PC users too, so this should be a no-brainer for most businesses.
Another side to loss of sales where mobile is concerned is in the translation of you painstaking advertising and marketing efforts. The way these are displayed can end up being very badly presented if complex and prone to large images. These are the types of things that will decrease your loading time, and that’s all it takes for people to go elsewhere. This is assuming you make it that far up the search rankings, as the new algorithm has seen mobile-optimised sites put ahead of those which aren’t in an effort to improve user experience.
You’re damaging brand loyalty
As much as 61% of people have a better opinion of brands who offer a good mobile experience, while 57% of users say they won’t recommend a business with a poorly-designed mobile site. The sad fact is, 30% of mobile shoppers abandon a transaction if the experience is not optimised for mobile and this is all too often the case, but it does huge amounts of damage to the brand you have tried so hard to build. All the efforts in marketing, social media and customer service could be going to waste.
But you can take advantage of the mobile craze; 71% of mobile purchasing decisions are most influenced by emails from companies, so if you create a separate strand of mobile email marketing, you could see that percentage easily reflected in your sales.
What about apps?
Some companies are unsure whether the best method of reaching mobile customers is to have a separate website for desktop and a mobile app. First of all, whether you have an app or not, you should still optimise your website for mobile, as most customers will not download apps at the drop of a hat, and they will most likely not be able to find you if you don’t show up in searches thanks to the algorithm change.
Optimising for mobile is also far more cost-effective, especially if you are still of two minds whether or not it is essential to your business (although we would argue that it definitely is!) or if you’re an SME still experimenting with varying marketing methods. You may be thinking, if this is the case, then why are apps popular? The truth is, apps can be a fantastic venture if you’re a large online-only business such as Amazon, eBay or ASOS; there are far more of these businesses around now than ever before, and this approach works better for them because they invest everything into the mobile user experience.
There are definitely benefits to them, such as the use of push notifications where a user can be notified via pop-up message on their device if you have a current promotion or they have items in their basket and so on. It also allows you to completely change the layout so that it is mobile-focussed only, rather than re-working a desktop design. However, for the majority of businesses, it is simply too big an investment of time, money and labour to justify.
A lot of experts on eCommerce talk about mobile in terms of a trend, but when 90% of people move between devices to accomplish a goal, this far more than just a trend. People don’t want mobile-optimised websites, they expect them, and for those that don’t have this, you are missing out on huge increases in revenue.
When something as seemingly simple as a page-load time can decrease your sales by 1% every millisecond, you definitely need to look at your strategy in this area – so optimise for mobile, now!