Attending the Google Mobile Expert training day at Google’s HQ in King’s Cross reiterated how important mobile devices are within search. Whilst an online mobile presence is important, a mobile-optimised presence is essential within digital advertising.
Google state that 86% of people aged 16 years and over now use a smartphone. In 2016, 66% of the online population accessed the internet via their smartphone as often as they accessed it using a desktop computer.
Smartphones have become a vital part of our daily life and in turn, they have transformed consumer browsing and buying behaviour. It is now possible for consumers to use their smartphones throughout the purchasing process – from their initial research to making their final purchase. Therefore, ensuring your website is fully optimised for mobile devices is vitally important.
Whilst a website that has been optimised for mobile devices looks remarkably different to a standard desktop version, there are intrinsic differences to the functionality too.
Some of the fundamental principles to follow when optimising for mobile devices include:
Given the popularity and frequent use of mobile devices, if your website is optimised for mobile, you are targeting a wide and ever-increasing user base with the best possible experience of your site.
When a website is correctly optimised for mobile devices, you are likely to see an improvement in key statistics. User bounce rate may decrease, thus improving CTR. As a result, mobile conversion rate should then improve, as users navigate your mobile optimised site with ease.