We’ve talked in the past about the importance of having a mobile-friendly website. Despite years of friendly cajoling, around 20% of the optical websites we looked up randomly by city, were not mobile-friendly as of the end of October 2019. More than likely that means those websites haven’t been touched in years. Unfortunately, with some, that was more than obvious.
Let’s go over a few numbers to demonstrate the importance of having a mobile-friendly website.
As of a year ago, smartphones hold a 63% share of all retail website visits
Mobile constitutes almost 60% of all online search traffic
50% of all U.S. e-commerce sales occur on mobile devices
88% of online consumers are less likely to return to a website if they have a bad experience on their 1st visit.
Users spend an average of just 6 seconds looking at your website’s main image (are you still showing a phoropter?)
Despite the hours you might put into crafting your content, users spend just 6 seconds looking at your written content.
70% of small business websites lack a Call To Action
Google now ranks websites based on the content and responsiveness of the mobile design, whether or not you want them to.
That means no matter how beautiful your website is on a desktop computer if the content cannot be easily accessed on a mobile device, your site will rank below your competition who has a better mobile experience. Gone are the days where you could virtually write a book on your website and count on people to read all the content. Gone are the days where you could show complicated visual graphics with sliding text and animations.
Mobile-first means first and foremost that the site must load quickly in a mobile environment. That content such as addresses and phone numbers are clickable to look your location on maps or initiate a phone call when pressed.
Mobile-first means making sure Google understands intent. Many of us, myself included, often write to be clever. We massage our language. Google, as a search engine, gets exponentially smarter every year, but nuanced language is not something a computer is good at, and therefore we risk our clever sayings getting lost when a user is searching for our products or services.
We need to pay attention to keywords and context when writing and we need to pay particular attention to how people on mobile devices search differently than they do on their desktop computers. We need our website navigation easy to understand and follow.
Most of all we need to pay attention to the user experience. We want to tell everyone everything we do. We want to show everything we sell. We want to talk about anything and everything just in case someone wants that very thing. What we really need to do is understand our consumers and what they want and provide those basics right up front. The faster someone finds what they want on our website, take action, the more Google will push that content to others.