We’ve previously mentioned how mobile will overtake desktop in 2015 and this weeks post goes one step further to look at how you can assess whether your business is ready to ‘go mobile’.
This post is to help businesses establish (a) whether they are mobile friendly and (b) whether the additional cost of developing their mobile offering will amount to a legitimate return on investment.
Are you mobile friendly?
Several years ago Google weren’t trying to rank your site, but simply return search results that are as relevant to a users iniitial query as possible. Mobile functionality adds another layer to this and as internet use increasingly diversifies between devices they are looking to return websites that best suite a users device and search query.
There are several tools you can use to check your websites mobile compatibility such as Google’s mobile friendly tester (pictured below) or PageSpeed Insights. We’re not being Google fanboys here but if 70% of your traffic is being referred from Google, its a good idea at the very least to take note of what they have to say on site construction.
You might have heard people discussing the merits of ‘responsive’ websites. If at this point you kept quite, responsive websites are simply sites that are designed to provide an optimal viewing experience across desktop, tablet and mobile devices. While you’re reading this post (if on desktop) try dragging the browser to reduce its width – do you notice the content repositions itself to fit the browser?
Smart phone web use has obviously been increasing over the past few years and clearly this will mean more people visiting websites via those devices. A common problem small and medium sized businesses face is knowing when they should call the developer and the benefit this additional cost will bring.
This is arguably the hardest part to put a monetary value on. Most company websites won’t have e-commerce business model and therefore no definitive revenue differentiation between desktop, tablet and mobile devices. This means, from a branding perspective at least, the decision is down to you. Look at what you sell, who you sell it to and your industry’s requirements. You know your industry better than any marketing agency ever will.
If your business offers a luxury product then consumers expect a premium experience throughout. This includes mobile website functionality – its part of a consistent brand experience. If your business provides a service at a set location, (eg shop, retail, head office) that people need directions to, ensure they can easily do this from their mobile. The easiest way to find out what your customers expect from your website experience is by simply asking them.
Looking to the competition might seem like a defeatist attitude but if all your competitors are mobile friendly then there is likely a reason why.
Use your analytics
Typically if your business offers an inferior mobile experience to that of desktop, your visitors will be the first people to let you know via their browsing habits – its all within your analytics, you just need to look.
In the Google Analytics dashboard visit: Audience: Mobile > Overview to see by device usage.
Further points to consider:
- Is the reason for visiting your website the same between desktop and mobile?
If your desktop site serves to drive bookings and your mobile site to provide directions to your location, then don’t be disappointed to see visitors on mobile spend less time on site.
- Do mobile users drop off?
If your mobile has a converting point (e-commerce, signup, download, enquiry) look at creating a 2-step conversion path within the admin sections of analytics. If you see a proportionate difference between desktop and mobile conversions ask yourself why might this be the case?
- Look at mobile data over time to get conclusive results
Go back as far as your analytics will let you, you’ll get more convincing data. Remember: use the annotations feature within analytics and mark down any significant changes made to your website – it’s far easier for people going forward and can place changes in the data into context.
If you want to learn more on how mobile can help your business grow please contact Tribe Digital today or signup for our weekly posts.