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If the numbers (from Part 1 in the series) aren’t enough to convince you then let’s consider some other reasons supporting the cause for mobile optimisation:

1. Customer expectations

Smart devices have changed the way people interact across their lives – in work and socially. With this prevalence in both numbers and usage, the expectation is that businesses must provide solutions tailored to them. If your business isn’t catering for these users with mobile optimised website then high bounce rates, reduced page views per session and shorter session times will be symptomatic.

2. Remain Competitive

I’ve never been a fan of doing something simply because someone else is doing it. However peer pressure is as much a part of business as it is in life, and ignoring what your competitors are doing is likely cost you both traffic and revenue as their websites become mobile optimised.

3. SERP performance

Last year Google announced changes to its algorithm and display that take into consideration a site’s “mobile friendliness”. This was a direct result of increasing mobile usage through the search network and Googles desire to improve the quality of the results returned to those users.  Without a mobile offering your website is likely to slide in rankings within a SERP (Search Engine Results Page).

4. User Experience

Screen real estate is a lot smaller than conventional desktop and laptop devices. Also the primary mode of interacting with your device is different i.e. mouse versus finger. For these reasons (among others) it’s important to have the “look and feel” and navigation optimised for both mediums. This ensures consistency in usability, branding and your corporate message.

Further reading in the “Mobile Optimised Website” Series.
Part 1 – The numbers don’t lie
Part 2  – 4 reasons why you should have one
Part 3 – Technology options and delivery
Part 4 – Features, focus and things you should consider

Andy Brown
www.strategus.co.nz