How mobile-friendly is your website?

Mobile makes up 58.21% of global internet traffic.

Prior to mid-2019, mobile and desktop searches maintained a close competition, with mobile occasionally taking the lead. However, recent statistics indicate a shift, with mobile searches now accounting for 58% of the total, while desktop searches have decreased to 40%. (Source: Smart Insights)

Mobiles are becoming the default device for the majority of web users. With over 50% of Google searches now taking place on a mobile, can you afford not to have a mobile-friendly website?

How mobile-friendly is your website?

Why make your website mobile-friendly?

Simply put, a poor mobile experience makes a lasting impression.

A staggering 66% of mobile users reveal that a frustrating user experience tarnishes their perception of a brand, and 55% admit it decreases the likelihood of future engagement. Shockingly, 1 in 3 customers are willing to abandon a brand they love after just one negative experience. Furthermore, a staggering 92% would entirely disengage after enduring three poor interactions. (Source: Strive Cloud)

But what do we mean by mobile usability and what elements of your site could you improve to create an altogether better experience for mobile users?

Google has some excellent guides into mobile usability that you might want to read.

Three things to consider:

Google tells us that the three things to consider when creating a mobile site are:

1. Making it easy for your customers to use

    Think about what people will be doing when they’re on your site. Will they be viewing products and making purchases? Will they be looking for blog articles? Will they be wanting to share information?

    How easy is it to do those things on your site from various mobile devices? Is the experience different from one device to another? Does your site work well with all operating systems and browsers?

    A few things to check:

    • Are the buttons too small?
    • Can the call to action be seen at a glance?
    • Is it clear how people navigate through your site?
    • Do images fit on the page or are they running off the edge?

    The aim is to provide a consistently good experience, regardless of what device a person is using to view your site. 

    2. Measure the effectiveness of your website by how easily mobile customers can complete common tasks

      Google recommends that you prioritise the tasks that are absolutely critical to people using your website successfully. If you run an e-commerce site, your first step should be to think about how you present your products and how easy it is to complete the payment/checkout process from a mobile phone.

      Less important pages on the site can be refined for mobile visitors after your key pages are performing to the highest standard possible.

      3. Select a mobile template, theme or design that’s consistent for all devices (i.e., use a responsive design)

        A responsive web design (RWD) is one that changes depending on what device is being used to view your site. You have one website but it would look different on mobile phones, tablets, desktops and laptops, resizing and shifting elements to give the best user experience for that device.

        If you have a WordPress website, you may be able to change from your current non-responsive theme to a responsive one without too much inconvenience, expense or upheaval. You would simply need to go to the Dashboard>Appearance>Themes and add your chosen responsive theme, then make it active. It may need some tweaks to where the content is placed but the bare bones of a responsive site should be up and running in just a few clicks. You may even find that when you update your current theme, it has been converted to a responsive design, as more and more theme developers are recognising the importance of making themes mobile-friendly.

        If your website is on a different platform, Google provides some handy information about where to start with making your site mobile-friendly.

        Although some companies choose to create a mobile version of their website (often to save the immediate costs of a website redesign), an RWD is the better option in the long-run. Why? When you are maintaining separate desktop and mobile versions of your site, you have to ensure that new information is added to both sites; you will also have to manage two separate sets of problems. This can be time consuming and provide an inconsistent customer experience. With RWD, there’s one URL, one design, one set of coding, and one place to update.

        Mobile Usability

        We recommend doing a ‘snag’ test for potential issues.

        Access your website on your mobile phone and answer the following questions:

        • Is everything displaying correctly?
        • Do your pages load quickly and display properly?
        • Can you easily tap buttons and links?
        • Are your call-to-action buttons on your site easy to use?
        • Is related content linked together logically?

        Look at design elements on the mobile view such as the size of your logo (is it taking up a huge chunk of the screen?) or the position of the menu icon (is it in a prominent position or lost in the design?) – ideally, the most relevant information and actions should be visible in the small amount of screen space available.

        Where some sites go wrong is that, when clicked, the navigation options are daunting, showing countless pages and sub-pages in drop-down menus. Again, for a great user experience, visitors need to see where to click for the content they want immediately.

        Keep the navigation simple – Mobile web users are accustomed to seeing the three-line ‘Hamburger’ icon to signify where they can find the navigation menu.

        We also recommend looking at your site on your mobile and navigating it just like your user would. Could you improve the navigation to make it easier to navigate?

        mobile usability

        Another thing we recommend is using Google’s PageSpeed Insights Tool. This will show you if there are technical issues you need to fix to make your website run better across different devices. The PageSpeed Insights are broken down into mobile and desktop recommendations with links to further information about fixing the highlighted problems.

        To conclude.

        The importance of having a mobile-friendly website cannot be overstated. As mobile usage continues to rise and user expectations evolve, ensuring that your website is optimised for mobile devices is essential for attracting and retaining visitors.

        By implementing responsive design, optimising page load times, and prioritising user experience across all devices, you’ll enhance your website’s performance, increase engagement, drive conversions, and ultimately, bolster your online presence.

        Does your website provide a seamless and enjoyable mobile experience?

        Need some help?

        Let’s chat… book a free 20-minute call with me here and tell me about your business and your goals and we’ll take a look at the best way to help you achieve them.

        Alternatively, see our done-for-you services and courses below and click for more information.

        1 thought on “How mobile-friendly is your website?”

        1. Having a mobile-friendly website is a must for all website owners. This is because 56% of website traffic comes from mobile usage, indicating that more people prefer to access the internet via mobile devices.

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