I remember when I was in junior high, I was so excited to have the Internet at home but was so frustrated that it sometimes took up to 2 minutes to load a website. Those were the times that the connection would even maintain long enough for the website to actually download all the content, leaving half the website visible, usually cut off mid sentence without any images. I remember constantly clicking the refresh button on Netscape Navigator, sitting in frustration, finally giving up on that website and trying another. Round and round we go.
Internet technology was in its infancy for consumer and home user use back then and having a computer at home was definitely a luxury. Smartphones weren’t on the market yet, and if you had a computer it was likely a Commodore 64.
Consumers have changed so drastically since then, with Internet access so readily available to the majority of Canadian’s using multiple devices they have access to at any time. Consumers are much less patient when accessing information, and are more critical about their experiences with your company in more avenues (social media) than ever before. This can work in your favour, or work against you, depending on how you allow your company to be represented online via the most valuable tool you have available, your company website.
3 Reasons Your Company Website
Must be Mobile Friendly
3 – Mobile Internet Usage Continues to Climb
49% of Internet usage is now on mobile devices in Canada. Small businesses with a website that is mobile friendly continue to have a significant competitive advantage because consumers accessing their website on mobile phones are able to view the content on the site and obtain the information they require to make their purchasing decision. Capturing consumer’s attention is increasingly difficult, therefore it is extremely important that as business owners we don’t allow any potential barriers between our company and our potential consumer. Statistically speaking, “bad web pages” – which would include those not displaying correctly – only get a few seconds of the user’s attention, in comparison to up to a few minutes of browsing time for “good web pages.”
Nielsen Norman Group, who performs studies on Evidence-Based User Experience Research – states that you need to clearly articulate your value proposition within 10 seconds of a visitor getting to your page. This would prove near impossible for a website that will not display correctly while attempting to view it.
#2 – Having a Non-Mobile Friendly Website Hurts Your Company’s Reputation
There are consumer studies even from back in 2012 that found multiple reasons why it damages the consumers impression of your business when you don’t have a mobile friendly website. Consider the fact that about 80% of Canadian consumers are researching their purchase online before purchasing in-store, even when at a localized small business.
Key facts from What Users Want Most From Mobile Sites Today, a study conducted by Sterling Research and SmithGeiger for Google, surveying 1,088 adult smartphone Internet users in July 2012.
- 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly
- 36% said they felt like they’ve wasted their time by visiting those sites
- 52% of users said that a bad mobile experience made them less likely to engage with a company
- 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business
#1 – Google Intends on Penalizing Sites that are not Mobile Friendly Starting April 21st
Starting April 21, Google will be expanding the use of mobile friendliness as a factor in ranking websites for search results. This change will affect mobile searches in all languages worldwide and will have a significant impact in search results.
Regardless of the reason that your website is not mobile-friendly, your customers will have an increasingly hard time finding information about your company. I know this is not what you want, so you will want to make sure you know and understand how this could potentially impact your own business!
You can click the button below to test your website for mobile readiness today. Feel free to contact me for more guidance around making sure your website is mobile-friendly!