Many of us do our online browsing via smart phones and tablets, along with or in place of using desktop computers. In fact, according to Mobile Marketing Statistics 2015, 25% of Internet users only go online via their mobile devices. Interestingly enough, a Google Mobile Path report indicates that 48% of this group is using search engines as the most common starting point, followed by searches for branded websites at 33%, and branded apps at 26%.
These numbers confirm that having a responsive designed website–an approach that focuses on providing an optimal viewing experience–is crucial for your web marketing strategy. It’s important to have a site that offers easy reading and navigation, with a minimum of resizing, panning, and scrolling, across a wide range of devices (from desktop computer monitors to mobile phones). When planning your web marketing strategy, we recommend that you reflect on these points:
1. Providing optimal viewing = Increased traffic
By and large companies who have mobile friendly websites experience more traffic to their pages, maintain a larger competitive advantage, and have a larger ROI. By neglecting to use responsive design tactics you are limiting the number of people that will browse and engage in your site.
2. Responsive gets the Google stamp of approval
When it comes to search, Google is the all-seeing all-knowing entity that you want to impress with your website and therefore, it’s important to take note of what Google recommends for web marketing best practices. Not only does Google recommend responsive web design as the optimal way to target users on multiple platforms, but it also favors mobile-optimized sites when listing search results on multi-platform devices. There is still debate on whether or not a separate mobile website or single responsive site is the best option from a web marketing prospective, however, from an SEO standpoint the latter is often the better option. Separate mobile devices require their own URL and a different HTML for their desktop counterpart, however, responsive web design requires a single URL, making it easier for Google to index your pages and content accordingly.
3. Responsive will help improve high bounce rate
Even if your current website is doing well on desktop search results, if it isn’t optimized for multi-platform viewing, then before too long you’ll notice a decrease in mobile traffic and a high bounce rate. So, what does this mean for your web marketing strategy? It means that if your website isn’t optimized on all platforms there’s a higher chance your potential customers will search elsewhere for their products and services.
Making the switch to responsive web design is the best way to ensure optimal user experience. Since all stats point to a growing increase in mobile traffic, if your site’s not yet responsive, then you know what you have to do!