Did you know that more than half of all web traffic comes from mobile devices? However, it is still the case that conversions and conversion rates from mobile devices are not as high as from desktops. Why might that be? It could be that businesses are still stuck in the old paradigm that says websites must be developed first and foremost to suit desktops with large screens, totally missing the fact that if a customer is looking on mobile, give them an amazing user experience that encourages them to complete transactions, without having to switch to a desktop.
A study by Google explains that people having a poor experience on a mobile device will be 62% less likely to buy from that brand in the future than if their experience was positive.
Mobile web design – It’s all about speed
In 2018 Google tested and discovered that the average page load time on a mobile device was over 15 seconds, based on a standard 4G connection. When you consider that more than 50% of visits are abandoned if the site doesn’t load in 3 seconds, you know speed is an issue. The good news is that fast pages can load in less than a second. A mobile optimised page that loads fast is essential if you don’t want to miss out on sales and profit.
How fast is your mobile website?
You need to know exactly how fast your mobile web design is. There are plenty of free tools you can use to find out. Google has a helpful site Test My Site that does this really easily and gives you great advice how to make your page faster. Did you know, according to Google/Deloit that improving your load time by 0.1s can boost conversion rates by 8%
Mobile web design technologies
Modern mobile web technologies like Accelerated Mobile Pages (AMP) and Progressive Web Apps (PWA) enable designers to build visually appealing and fully functioning sites that load straightaway on every platform.
These technologies that improve user experience don’t require any unique skills to get started. By utilising this tech, your mobile site can make the entire sales and checkout process much simpler, by utilising payment apps like Google Pay to streamline the process and save people having to type so much text.
It’s always time to be testing
The one guaranteed way to understand what your customers actually want is to give them multiple different options and track what performs better over time. A/B testing is a trademark of almost every successful online company. For example, every day Booking.com runs a thousand A/B tests, and Amazon changes its prices more than 2.5 million times a day.
Do you think like your customer?
One of the best ways to check how your mobile website is performing is to test it in different conditions. Mobile data connections are notoriously fickle so get out and about to see how your pages load in different locations. Ideally you want to experience your mobile web design in the same way as your customer. This is the best way you understand the reality of how it delivers and what are the pains for your customer.
Final mobile web design thoughts
I hope now you understand the importance of mobile web design. It is so much more than your website being ‘mobile friendly’. I’ll leave you with one last stat from Google and Ipsos – 59% of shoppers surveyed say that being able to shop on mobile is important when deciding which brand or retailer to buy from.
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