How Can a Mobile Friendly Website Increase Conversion Rates

Do you have a compass or an alarm clock?
I don’t. I have an all-in-one device that can do all this and most likely, you do too.
too muchMobile phones replaced many of the tools and accessories we used to rely on. We now turn to our handy device for everything from calling, texting, socializing, reading emails, listening to music, watching videos or shopping. The list can go on and many more will be added as years go by.
The world is going mobile friendly and so are your expectations.

Expectations: Then vs. Now

It was very different just several years ago. We had one screen to turn to when needed and the content was, in turn, only thought for that screen. That’s why you still see boxed websites. At the time when those websites were designed, the norm was not the wide-screen (16:9) we’re used to today. But the square-like (4:3) aspect ratio.
We’ve come a long way since 1917 when the 4:3 aspect ratio was invented. Nowadays, almost all landscape videos are 16:9 (or even 21:9 like most movies) and almost all new monitors and TVs are the same.
The online content has also adapted. Websites norm didn’t miss the boat and 16:9 is what you expect and what you see all over the internet. We can still find old 4:3 websites, with no wide-screen responsiveness, but they’re more isolated and scattered across the web.
Nevertheleoss, just as the web got used to the change, we’ve seen a shift to mobile and this time, the transformation was swift and carried with it a big 4:3 on 16:9 works, as the newer one can display all the content with ease and still have room to spare. However, landscape content displayed on mobile brings opens a whole different can of worms.
too much
The every-day use of a phone is in portrait. When I scroll through my social media or when I read something online, I don’t use to rotate it that often. Hence, if I open a link from a website that’s not mobile friendly and not responsive, I only get bits and pieces of what’s on that website, in a random order and weird sizes. That’s a quick get out and a note to self to never go back there again.
No one wants to be served below par content and will choose to leave. Most certain, no one wants to be the company that loses all the mobile traffic. BrightEdge reported that 57% of the traffic in the US is now on mobile or tablet. This means that without a proper responsive design that’s adapted for tablet and mobile friendly, your company will lose half its possible leads coming to your website.
That’s only from having a mobile friendly design. Having a good one brings much more to the table!
When talking about mobile, everything needs to be rethought and redesigned. Some content doesn’t make sense on mobile. Some make sense only on mobile. The way the content is consumed is different and you need to adapt.
First things first, size and speed.

of cellular network connections globally will occur at 3G or slower speeds through 2020.

Source: GSMA Mobile Economy 2016

On mobile, it’s different. We don’t have the luxury of a wired connects as we have on desktops, or a quick Wi-Fi all the time. We’ll need to settle with the slower speeds we get from our carriers.
Speeds get lower, but our expectations don’t. I, for one, can’t adjust to walking out of the house, from high-speed internet and getting slapped in the face with a blank screen for tens of seconds until a website loads.
How can I get used to slower content on mobile, when newer phones are only getting better, faster, smarter? We make smarter, better, faster loading content specially designed for mobile.
Mobile speeds not only influence the time spent online, but more than that, our overall experience. Slow loading websites seem unfinished, unprofessional and to no one’s surprise, can also harm your conversion rate.

A one second delay in mobile load times can impact mobile conversions by up to 20%.

Source: SOASTA, The State of Online Retail Performance, April 2017.

People are getting more accustomed to top-of-the-notch content and impeccable design on mobile, to the point where we’re getting where we got with wide-screen content. It has become mandatory for any website to have a responsive design for its mobile users. Just imagine accessing any of your favorite websites and half the content was too far to the right so you had to scroll. And too small that you had to zoom.
That’s a recipe for disaster and needs to be avoided.
You need to make sure that the website visitors have a good experience as if they entered your office. A website is there all the time and sees more traffic than any physical location. Make sure that all those visitors don’t leave with a bad taste and are willing to return.
We’ve mentioned this in another article, 19 (in depth) reasons why you need a website redesign (link to article), but I feel like now, when talking about mobile friendly websites, is the best time to reiterate:

A user’s visit on your website should be a journey through what your company has to offer, not a quest to find relevant information.

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