ComScore Inc released a study on US mobile retail usage, and the results only underscore what I’ve been telling my clients in the last few months – Mobile Matters.
You can see the full report here, on the comScore Inc’s website.
Google Analytics and the Device segment in Google AdWords reports on mobile traffic to a website, and that number is increasing for all my clients, no matter the type. Also to note, in most cases, the bounce rate is significantly higher than desktop devices and the conversion rate is lower, which are not the statistics anyone wants.
You might be thinking that I’m only talking about BtoC or ecommerce sites, but that’s not the case. More and more business people are doing initial research on companies from their smartphones – maybe while sitting in a meeting or while at the airport.
When they get to your site, what’s their experience like? In a February 2011 Harris Interactive Mobile Transactions Survey, 4 out 5 users experienced a problem on a mobile website, and 85% of users expect the mobile experience to be better or equal to using a laptop or desktop experience. How does your site stack up?
– Is your site easy to read or is the text so small that the user has to pinch, expand and scroll?
– Is the search function easy to access?
– Is your phone number clearly shown?
– Does your site load quickly (less than 5 seconds)?
– Do you have flash content on your home page that doesn’t work on certain mobile devices?
That’s just the tip of the iceberg when it comes to a mobile experience. What’s the call to action on your website (making a purchase, filling out a lead form, calling your company, downloading a PDF)? How does that translate on a mobile device – can it even be done? I’m seeing significantly lower conversion rates for my clients on mobile devices, most likely meaning that the visitor couldn’t complete the action. Experience also has larger ramifications for a company: based on research from the Harris Interactive Study, 63% of online adults surveyed said that if they experienced an issue on a mobile website, they would be less likely to buy from that same company, even through a different purchase channel. And these statistics, from Compuware “What Users Want From Mobile” are even more staggering:
– 57% of users would not recommend a business with a bad mobile site
– 40% of users have turned to a competitor’s site after a bad mobile experience
Ouch. That’s bad news for a whole lot of companies out there. From a PPC standpoint, I actually stopped advertising to mobile devices on Google AdWords and MSN adCenter for some of my clients not seeing productive results due to their mobile user experience. Can you make your mobile results shine above your competition?
Google offers a pretty good tool to test how your site looks and operates on mobile devices. They also offer mobile site best practices, as well as case studies on other companies, including some pretty impressive before/after shots.
Make 2012 the year of your mobile friendly site. Your customers and bottom line will thank you.