Currently only one in five websites are mobile friendly. This is a shocking statistic given that 73 per cent of Australians aged 15-65 are smart-phone equipped.
A mobile website increases not only online sales, but also in-store purchases.
Many mobile users use their devices to find store opening hours or directions on how to get there while they are out and about. Research also shows that a bad mobile experience of your company through a site that is not properly optimised, loads slowly or is hard to navigate, impacts word of mouth recommendations.
1. One Third of All Online Traffic is Mobile
This statistic is fairly self-explanatory. Over 30 per cent of all global internet traffic now comes from smartphones and tablets, and that percentage has been rising exponentially since 2008.
2. Local Businesses Benefit
According to a recent study from Google half of all customers who conducted a local search on their smartphone ended up visiting that business in person within 24 hours, with 18 per cent making a purchase. Both the purchase rate and the visit rate exceeded those of searchers who used a desktop device.
This means your mobile site needs to feature your business’ hours, driving directions and store address prominently to make the most of mobile searches.
3. Double Your Conversion Rates
One e-commerce website conducted an experiment when they launched their mobile commerce site by tracking conversion rates and sales. They found that having a properly optimised site where users didn’t need to pinch or zoom in doubled their conversion rates.
4. Mobile Users Spend More Money Per Purchase
Customer surveys have revealed that mobile users tend to make impulse purchases, and increase purchasing at holidays. Furthermore statistics show that mobile users spend more money on their purchases than desktop-using customers do.
5. Mobile Exceeds Desktop Shopping
For the first time in history, mobile users (smartphones and tablets) are spending more time online shopping and making more online purchases than their desktop peers.
In 2013, Australian businesses combined made $246 billion worth of sales online and if Australian statistics match those from trends around the world most of those sales would have come from smartphone and tablet devices.
6. All Demographics Using Mobile
Smartphone shoppers aren’t just the younger demographic. A Pew Research survey found a high level of mobile use in groups aged between 18-64, and a high level of smartphone use across all genders, ethnicities, education levels, household income levels, and both urban and rural dwellers.
So unless you’re marketing to primary school children or octogenarians, you really have no excuse for not optimising your site to mobile. Otherwise you will get left behind.
7. Engagement, Recommendations and Reducing Bounce Rates
A satisfying mobile browsing experience leads to better brand engagement and trust, and word of mouth recommendations.
Conversely, the opposite is true, with 57 per cent of mobile users saying they won’t recommend a business if they provide a bad mobile experience. Research also suggests that the majority of mobile users will abandon your website if it takes more than three seconds to load, and 30 per cent will abandon purchase transactions if the shopping cart isn’t user-friendly for smartphones.
The bottom line is that if you’re not optimised for mobile then you are losing sales, and with Google’s latest movements, they’re making it clear that the future of search is mobile. Websites that lack functionality for handheld devices can expect their search rankings to slide as a result.