Why are your mobile pages underperforming in terms of revenue? 

Our window to the world has reduced its size to merely 5, 6, 9 or 12 inches of mobile phones, from notebook screen size of 13-17 inches, and a desktop screen size of 20-30 inches. Smartphones have taken the world by storm today. Three fourth of the countries’ population, working or studying or at home, owns a smartphone for sure.

Looking at the growth, it is understood that people are more likely to be active on mobiles soon enough, than on desktops or laptops. Being handy and pocket-sized, seems to work in the favour of mobiles. Hence, your company websites need to be mobile-friendly to reach out, to their prospective customers easily & in large.

It is understood that, a site gets more traffic from mobile devices than desktops today. And, if your site is slow and hard to use, your company for sure is in a sort of a pickle, as mobile conversions are bound to be low, and if that’s the case then you need to work towards it SOON enough than you think.

The good news is that the fix is easy. Just build a new site! The bad news is that, you can’t always do so. Or someone is less likely to sign it off.

Know the difference first, what a mobile-friendly site & mobile-responsive site means before looking out for a solution, so that your revenue is not sabotaged by the underperformance:

Many sites claim to be “mobile-friendly”. However, that’s not the case always. The reality is that most sites aren’t ‘actually’ mobile -friendly, they are just ‘accessible on mobile devices’.

Yes, there’s a difference!

Mobile-responsive sites:

They are actually ‘user friendly’ built from the scratch with mobile transitions by keeping user experience in mind (which is the most important factor). They resize and adjust proportions, images and text according to ‘specific devices’.

Mobile-friendly sites:

They are simply regular desktop sites that have an accessible version on mobile browsers. They can be designed for a mobile experience, not user-experience i.e. smaller versions of larger desktop sites. (Unfortunately, this is the majority option chosen even today, which should be a big no-no actually).

Unfortunately, shrinking down a desktop site’s user experience into a smaller screen isn’t actually helping with mobile-friendliness. It’s just making it harder for users to convert, to opt-in, to sign-up, to fill forms, to gain continuous information without interruption; pushing the reader to leave the site instantly.

According to Adobe,

“38% of mobile users will stop engaging with a website if the content or layout is unattractive”.

And,

“65% rank display as the “most important aspect” when it comes to consuming content on mobile”.

Bottom line:

Mobile-friendly designs are killing your conversions, so opt for “Mobile-responsiveness”.

Note to self:

If you have not yet gone live with your “mobile-friendly” browser (which you should not), you can test ‘how mobile-friendly Google thinks your site is’, and this test may open your eyes and instead help you lead towards the path of building a mobile-responsive site giving justice to user experience. Try using mobile-friendly site tester.

Simply drop in your URL to get the quick verdict. The thumbs up or down.

Green is good.

You can also use Responsinator to double check your findings.

It will also preview how your site looks on several different devices.

Ideally, you would want to see the site stretch wide across the device. You would prefer the navigation menu to collapse. And, you would want individual sections of your site rearrange on their own.

If those things aren’t happening or you see too much red in the tools above, then you are in trouble.

Re-designing your underperforming site with a true mobile mindset, doing justice to user experience is the ideal solution for the sabotage of your revenue.

“Nearly 80% of Americans use smartphones.” (source- https://www.comscore.com/Insights/Blog/US-Smartphone-Penetration-Surpassed-80-Percent-in-2016)

“India to have 530M smartphone users in 2018” (source- https://yourstory.com/2017/10/india-530m-smartphone-users-2018/)

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