The trend of accessing the internet via mobile devices only continues to grow. From iPhones and Android phones to iPads and Kindle Fires, more and more mobile devices are used to access the Internet. The IDC reported in September that by 2015 “more U.S. Internet users will access the Internet through mobile devices than through PCs or other wireline devices”. Amazingly, an estimated 79% of websites today aren’t optimized for mobile devices.
I recently had a conversation with a client about this very topic, and why they should optimize their site for mobile. They’re an online retailer receiving a significant amount of traffic and as you’d expect many visitors are using mobile devices to access their site. Since their site wasn’t optimized for mobile it was no surprise that mobile performed significantly worse – bounce rates, conversion rates, returning visits, etc… In the end we came to the conclusion that it was completely essential that they optimize their site for mobile and we had enough proof to get higher ups to take into consideration this additional expense in their budget.
After my experience with this client I thought I’d share some of the areas I suggest you examine to determine if you should optimize your site for mobile. You might just be leaving money on the table!
Savvy mobile and online users absolutely hate a site that isn’t optimized for mobile, which can result in increased bounce rates. Examine how your mobile traffic performs on your site and pay particular attention to bounce rate. How does it compare to site averages? How about year over year? In Google Analytics this information can be found by selecting the advanced segment “mobile traffic”. If you were able to improve bounce rates how much more traffic would that equate to?
Does your mobile traffic convert better or worse than other traffic? If your site isn’t optimized for mobile it’s very likely that mobile conversion rates are much lower than site averages. A large difference between mobile traffic conversion rates and site wide average is a sign you should optimize your site for mobile. Using site average conversion rate and average traffic numbers determine how much potential profit your site is losing by not optimizing for mobile. In my client’s case it turned out to be tens of thousands of dollars per month!
Visitor loyalty can be very important to keeping your online doors open. Examine visitor loyalty of mobile traffic – if visitors aren’t coming back as often (or at all) then having a site that isn’t optimized for mobile may be to blame.
Time on Site and Pages Per Visit
Other important factors to consider are time on site and pages per visit. If mobile visitors aren’t staying on the site as long as site wide averages, and if they aren’t visiting as many pages on your site then your unoptimized site may be to blame.
These are just a few areas you can examine in the analytics program you’re using to determine if you should optimize your website for mobile.
What areas do you examine to determine whether a site should be optimized for mobile?