Today, you must focus on mobile optimization for your website. It’s no longer optional.
With smartphones becoming increasingly mainstream, people are spending more time browsing on phones and making their favorite purchases. Nearly 55% of the global web traffic is now generated from a mobile device.
Knowing this, reputed brands like Nike, H&M, etc. make it a point to focus on making the customer experience near-flawless on mobile. But how do these brands go about achieving this? They focus on mobile optimization.
What is Mobile Optimization for websites?
Mobile optimization is all about enhancing your customers’ mobile browsing experience to enable them to engage with your website and content more effectively.
It also helps to know the difference between mobile-friendly vs. responsive vs. mobile-optimized websites:
- Mobile-Friendly Website displays your content accurately on multiple mobile screens. While mobile-friendly websites add to the user experience, they do not solve the problem entirely. These websites mirror the design for desktop users and appear in smaller formats on mobile.
Wish to check whether your website is mobile-friendly or not? Use Google’s free Mobile-Friendly Test tool.
- Mobile optimized Website reformats the website for mobile devices and makes browsing and navigation easier. It may include “thumb-friendly” navigation (as opposed to “cursor-friendly” for desktops), larger graphics, smaller image file sizes, a reduced need to type (with autofill), and a single-column layout. Mobile optimization makes your website more functional and easy to use, not just more attractive.
According to Google’s mobile-first indexing policy, Google prioritizes the mobile version of your website for indexing and ranking. Hence, a mobile-optimized website also helps you rank higher on Google.
- Responsive Websites automatically adapt to devices they are being viewed on, whether it is a mobile, tablet, or desktop. This might translate into images and text adapting in size, content layout adjusting to each screen, and menus switching formats for improved usability. You can easily check if a website is responsive by shrinking or expanding your browser window.
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Why is user experience critical?
Imagine going to a messy, unclean offline store where the staff is not listening to your requests and has kept you waiting for a while. Would you like to buy from there? The same applies to online experiences. Reputed brands like Amazon have set the standard for user experience which has led to consumers expecting more of the same standard from all businesses.
Since more people are now browsing on their phones, providing them with a mobile-optimized user experience is paramount. As such, mobile users are 5x more likely to quit browsing if the website is not optimized for mobile. And so, optimizing your website for mobile should not be an afterthought.
What are some other important reasons to have a mobile-optimized website?
While user experience remains at the center, mobile optimization affects several other factors of your business and its digital health. Here are a few more reasons why mobile optimization is imperative for your business.
The crux to every business’s survival is sales, and mobile optimization reinforces the same. Several features like larger buttons, autofill form fields, guest checkout options, etc. facilitate frictionless purchases and encourage users to spend more time on your website.
An average user spends double the time browsing on the phone than on a desktop. Just by probability, the chances of them converting into a customer become higher with mobile optimization.
Tracking pixels can help you identify the source of your website visitors. This way you can understand which platforms (Google, Facebook, other websites, etc.) helped you land more visitors that converted into leads.
Google and other search engines want their users to get the best possible content for their search queries. They consider bounce rate and other user experience metrics to rank websites.
If people who come to your website via organic search spend considerable time browsing your products and services, the chances of your website ranking high on Google increases. However, this reverse is true, too. To benefit the most from your mobile optimization efforts, your brand’s overall SEO strategy also plays a role.
For example, if you are running an eCommerce store using WooCommerce and your store is optimized for mobile but your overall WooCommerce SEO strategy is lacking, mobile optimization will only get you so far.
Customer satisfaction plays a critical role in making the user loyal to your brand. According to Forbes, customers are likely to spend 140% more after a positive experience than customers who report negative experiences.
Customer satisfaction is a function of high-quality products, branding, overall purchase experience, the utility of the product, quick customer service, and so much more. A mobile-optimized website helps users navigate and understand your product with ease, which makes for a better experience and overall satisfaction levels.
Visual Search is Evolving
Remaining in sync with marketing trends helps brands stay at par with their competition. Visual search is another such emerging trend that businesses are prioritizing today. It is all about using screenshots, images, icons, and photographs to search for the required information online. 62% of millennials prefer visual search and want websites to offer visual search options.
Mobile optimization has a strong focus on making your website visual-search-friendly.
The base of every organization’s credibility is dependent on how serious the organization is about providing better services to the consumer. The moment problems occur while browsing your website — users will tend to question the credibility of your brand. Hence, mobile optimization sets the base for your customers to believe in your brand and choose you over competitors.
When people believe that your brand is credible and has a good user experience on mobile, they’re more likely to talk about your products/services with their friends and family and on the social web. This, in turn, leads to more leads and sales.
You can listen to what people say about your brand on the internet by using a brand monitoring tool.
Attract More Local Customers
46% of all Google searches are looking for local information. What’s more, 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. And so, mobile optimization also makes your local SEO game stronger.
To reach customers within your locality, it is crucial to make your website mobile-friendly. Alongside mobile optimization, attracting local customers means you must focus on local SEO. Here is a step-by-step simple local SEO checklist to improve your local online presence.
All in all, mobile optimization affects not just your organic rankings on Google but also your brand’s revenue generation, credibility, and customer satisfaction. While there are plenty more reasons why mobile optimization is crucial, the above list should be enough to convince you to optimize your website for mobile today.