Making sure the mobile experience is right for users and site owners is a major consideration in site design. Many companies have still not invested in a mobile-specific site, which is not very smart regarding that 61% of the visitors will leave your site if they don’t find the info they need straight away. Sometimes it takes effort, but there are also websites built on blog engines such as WordPress that can install a widget and very quickly become mobile-friendly. Mobile Marketing specialist Rob Thurner has shared this interesting infographic on his blog that shows that nearly half of mobile users have “ditched a brand” following a poor mobile experience:
The challenge of developing for different platforms has increased with the advent of new platforms such as smartphones and tablets. Since apps can provide a more tailored experience than mobile sites, some companies promote the app experience preferentially. But companies need to balance the costs against the benefits and select carefully.
On a study from Google called What Users Want Most From Mobile Sites Today, (conducted by Sterling Research and SmithGeiger, independent market research firms) they found that 67% of users are more likely to buy from a mobile-friendly site. They also discovered that 61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d quickly move on to another. 52% said that a bad mobile experience made them less likely to engage with a company. So it is not only about losing sales anymore, having a mobile-friendly site has become core to build strong brands and nurture loyal customer relationships.
The following graphic shows what customers want from mobile sites.
Mobile also has unique features that we should take advantage of to engage with our users, for example, mobiles have a camera, microphone, GPS, speaker and touch screen.
Joe Baker on Mobile, Google Squared class
EMarketing EXcellence: Planning and Optimizing Your Digital Marketing 4th Edition; Dave Chaffey, Paul Russell Smith; Routledge, 2013
Nearly half of mobile users have “ditched a brand” following a poor mobile experience http://www.smartinsights.com/mobile-marketing/mobile-design/consumer-perceptions-mobile/
Mobile Websites http://liftedwebsites.com/mobile-websites/
Mobile-friendly sites turn visitors into customers http://googlemobileads.blogspot.co.uk/2012/09/mobile-friendly-sites-turn-visitors.html