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The importance of having a mobile optimised website

As more and more people use their mobile devices to access the web, having a mobile-optimised site has become a mission-critical requirement for any business.

Quite simply, the more time and effort you spend making your site mobile-friendly, the higher your conversion rates, and the more profitable your site becomes.

Why invest in a mobile optimised website?

We live in a world of constant connectivity, where consumers use an array of devices to find whatever they need, from wherever they happen to be. In every kind of micro-moment (I want to know, I want to buy) users are turning to their smartphones or tablets 24/7 and engaging with businesses and brands that are ready to help.

Smartphones are a vital part of daily life and with cheaper data plans and ever-more affordable devices hitting the market, there’s no sign of that trend reversing. The average person in the UK spends more than a day a week online on their smartphone, that’s 24 hours a week, twice as long as 10 years ago. This increases among 18-24s.

For businesses, it’s the perfect opportunity to reach their target audience, and get closer than ever to their next sale. This is why you need a mobile ad strategy for your business, and a mobile-friendly website that’s ready to reach, engage and convert customers into a paid purchase.

The Google Mobile-First Index

In 2018, Google changed the way it indexed sites on mobile. There is no separate index for mobile, but it means that Google now primarily uses the mobile version of the webpage for ranking and indexing purposes.
If your website has a desktop site and a separate mobile site, Google will display only the mobile URLs to mobile users, and the desktop URLs only to desktop users.

Most companies will opt for a fully optimised site that is mobile-friendly. This could be a mobile-responsive desktop site, which adapts to the device screen size, and will then display the same urls on both mobile and desktop. Or it could be a separate mobile site that is built specifically for mobile users, has faster download speeds and easier navigation than the desktop version. In this case, only your mobile site urls will display on the mobile search index.

How to best optimise your site for the mobile user

Google created the mobile-friendly test tool so you can test how easily a visitor can use your site on a mobile phone.

The top factors that will present a good mobile-user experience and will help your mobile site to rank are:

  • Easy navigation – make Calls to Action prominent and in the main body. Keep menus short and distinct, make it easy to get back to the homepage, don’t let promotions steal the show.
  • Easy search – if you have a search facility on your website, make sure it is displayed in a text box at the top. Ensure site search results are relevant and fast. Offer search filters to bring the most relevant results. Guide users how to get better site results.
  • Easy conversions – Don’t demand registration, give them an option to purchase as a Guest. Offer pre-filled fields with existing information and offer third-party checkout such as Paypal to speed up checkout process. Provide Click to Call buttons for complex tasks that may require some personal guidance and support.
  • Easy forms – Streamline your entry forms to reduce friction. Add features that make completing forms easier. Offer simple input methods and make sure tap targets are large and easily identifiable. Provide a visual calendar with dates. Make forms fast and efficient for users.
  • Easy on mobile – your site will be easier to use if it’s a site built specifically for the mobile user. Don’t’ make users pinch and zoom to read content. Make product images expandable and include high quality close ups. Tell users which orientation of screen works best and be sure that important Calls to Action can still be completed even if the user switches the view. Don’t refer to your desktop site as the ‘full site’ as this gives an impression that the mobile user is viewing a lesser version.
  • Fast download speeds – 40% of users will leave a page that takes longer than 3 seconds to load and 70% say they are less likely to buy from the site again if they are dissatisfied with its performance. To get faster speeds, you can work on optimising your content delivery and it’s also good practice to test the speeds on a range of devices and browsers.

If you are wanting to seize the opportunities that mobile marketing presents by reaching your target audience on their smartphones, tablets and other mobile devices, then get in touch with Louise at Whizz Marketing. Whizz Marketing is a Google Partner Agency with specialisms in mobile advertising and mobile SEO.

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    Whizz Marketing Services,
    31 Elizabeth Drive,Fleet,Hampshire-GU52 6HW,
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    As more and more people use their mobile devices to access the web, having a mobile-optimised site has become a mission-critical requirement for any business.