The importance of having a mobile responsive website

Written by  Lina Abascal and Gog Zalibekyan / 09 February 2016
The importance of having a mobile responsive website
Chances are, you have a smartphone. Hell, you may even be reading this on your smartphone right now. Maybe someone referred you in an email, maybe you were on a search engine on mobile, maybe you clicked the link through social. These are all normal, and increasingly common mobile behaviors. With this in mind, you should assume that your customers, or future customers you haven’t come into contact with yet, use their phones in the same way you do. Because of this, having a mobile responsive, if not completely customized for mobile, website is more important than ever before. So get on the bandwagon and make sure your site is optimized, if not almost created with mobile-first in mind.

According to this study, over 1.2 billion people on Earth have internet access on their smartphones, and make up for over 15% of all internet traffic. Now if that doesn’t convince you to tidy up your website and optimize for mobile, I’m not sure what will! Here are a few things to keep in mind when updating your site for mobile.

Mobile Users Want Things Fast
57% of users will abandon a web page if it takes more than 3 minutes to load on mobile, whereas PC users are slightly more forgiving. We’ve all been there, you really want to get something done with your phone, and by the time it loads (if it ever does), you’re already over it. While this is probably a problem with our attention span, it’s also an issue of loading time (which is a lot easier to fix than how distracted we get!). Make sure things load quickly, and getting to your desired destination is just a few (or less) clicks away.
Mobile Users Are Doing Less Casual Browsing
Many users on mobile are making decisions faster than PC users. This means that rather than spending 8 hours at work browsing the internet getting deep into distractions, many mobile users spend plenty of time on their phones but tend to jump to their phone’s browser to make a specific decision or choice. Whether it’s to look for an answer, purchase a product, or whatever else, keep in mind your users are looking for finite, quick information.
Shopping Needs to be Easier Than Ever
So we’ve solidified people are willing to engage on mobile as much they do on web, and a huge part of this behavior includes making purchases. But one caveat is that the mobile experience needs to be as easy, if not easier, than their web experience. Everything from browsing, selecting items, shopping cart, checkout, etc, need to be as simple and as few steps as possible. It took us a while to figure out, and optimize, the online shopping experience, and now that same experience is being refined for mobile. The more extra work you require and the longer your checkout process is for the user, the less likely they are to complete the action, aka, you just lost yourself a sale (or a few thousand!).
Mobile Needs to be as Beautiful as Web
Though it’s definitely the easy way out, and was common until a few years ago, a user’s experience with your brand on mobile should not just be viewing your website on a small mobile screen, zooming in and trying to click tiny buttons by tapping. We suggest investing in design and development to create a mobile version of your website that works well with the screen size and flow of a mobile based experience. Slightly simpler design, possibly less pages, definitely larger icons, and a hyper intuitive flow are elements to focus on as you adapt your existing website to it’s mobile version. Also consider making sharing on mobile directly to social media, email, and text as easy as possible, so users can save the information and bring other users to it easily. Having to copy and paste a URL from your phone’s browser can be frustrating and cause drop off.

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