If you have a mobile website, then the user’s experience should be your number one priority. Even naive business owners know this. But, unfortunately, this isn’t always practiced, and many companies trying to catch up are struggling to provide an optimal browsing experience for their customers on mobile devices.
But what do users want most from these websites?
In this article, we’ll give you the basics of what your customers need and give you some ways to improve their experience on your website and more.
Why is this so important to small business owners?
Over 54% of people online are using mobile devices. And there are over 5.20 billion unique mobile internet users globally. According to 99Firms, individual mobile users are growing at about a 2% annual rate. So between 2020 and 2021, the total unique mobile users grew by over 90 million.
The best mobile websites consider all moble devices and enable their customers to have the best user experience for buying their products and services.
Takeaway: Mobile web use is exploding and will continue to grow exponentially. Mobile device use continues to dominate desktop use. If you want to continue to grow your business, you need to accommodate customers with mobile devices.
Poor Mobile User Experience (UX) tarnishes the brand
Google is a company heavily vested and dependent on excellent mobile user experiences. Here are some interesting statistics they have discovered. Out of 1000+ surveyed
- 65% were more likely to buy a product or use the website’s services when the mobile experience was positive.
- 53% thought that a bad mobile experience reflects poorly on the company’s brand.
- 75% of respondents were more likely to return to a responsive, well-crafted mobile website.
Takeaway: A terrible mobile experience makes your company look bad and tarnishes your brand perception. It also turns off potential customers.
Bad word-of-mouth mobile experience travels fast.
Google has also discovered that mobile experiences create terrible word-of-mouth advertising. For example, they found that 57% of internet users said they wouldn’t recommend a business with a poorly designed website on mobile, but on the other side of the coin, 75% of those surveyed said they would return to a site that “works well on mobile.”
Takeaway: Small business owners with online stores need to ensure their customers have an excellent mobile experience if they want repeat customers.
So, what does an excellent mobile site look like?
- Good mobile sites are responsive to the mobile device’s viewing area.
- They use large, easy-to-understand call-to-action buttons, input boxes.
- They implement limited “pinching” to resize.
- They provide quick and easy access to business information, locations, and phone numbers.
- They have fast page downloads and easy to understand functions
- Good mobile sites have text that is easy to read.
Takeaway: Make sure your mobile website is fast, easy to read, and has clear call-to-action buttons. Make sure your customers can call you on the phone with “one-tap” and make sure they can easily find your locations or contact you through your forms.
But what are most mobile users looking for in a mobile site?
- Users want to navigate quickly and fluidly through your site.
- They want to quickly find what they need without having to scroll endlessly or repeatedly tap on links that don’t lead anywhere.
- View a website’s content in high-quality images if possible, as this is often the only way to see its true beauty.
- Read blog posts comfortably by scrolling down with one finger instead of swiping left and right constantly.
- Users also want an optimized user interface that includes everything from easy navigation menus to responsive design so their sites will load quicker than ever before!
Takeaway: Don’t overcomplicate your mobile design. Keep the high design quality, easy to navigate, and quick to load.
What are the top 5 mobile tasks your website should make easy?
- Playing a Video Clip
- Connecting or engaging with Social Networks
- Downloading an App
- Clicking to Call You
- Sending your business an email or using your contact forms.
Remember to tend to your mobile marketing too.
It’s pretty easy to see that mobile web use is here to stay and should continue to grow. Once your company website is ready, you need to be mindful of how your marketing performs on mobile devices. Here are some reasons why this matters:
- Nearly 50% of buyers start their product and services searches from mobile smartphones
- Most people will check their smartphones almost 150 times per day.
- Over 46% open emails on smartphones.
- 87% of consumers are using mobile devices in the US.
- By 2022, 51% of ad spending will go to mobile.
- Consumers spend 85% of their time on smartphones in apps.
Takeaway: Your social media ads and email marketing campaigns may be the first impression your potential customers get before jumping into your mobile site. Those advertising channels need to look and coordinate with a positive mobile experience also. Everything from email to website should be mobile-friendly and seamless.
The primary thing users want in regards to your company’s website is simple. Quick and Easy. Web users have a rapidly shrinking attention span, and your website has seconds to grab their attention and even less time to lose it. As a result, users want a fast downloading site that is easy to understand and find what they need. That’s it. If you remember one notion from this article, that would be “the thing.”
At Cooperata, we see companies adopt a mobile-first mentality to serve their customers better. Doing so saves a lot of frustrating adjustments later. We hope this article has helped you understand the importance of your mobile website. If you have more questions regarding mobile website design and development, please use our contact form.
Jonathon Cooper is owner and creative director of Cooperata LLC. He specializes in creating effective digital marketing and web solutions for websites using the WordPress blogging and CMS platform.