According to an April survey conducted by Kentico Software, roughly three in four American consumers consider how a mobile website looks and feels before determining whether or not to make a purchase. The study found that 75 percent of tablet users and 78 percent of all smartphone owners were looking for a positive shopping experience on their mobile devices. Websites with appealing graphics, simple navigation features, and intuitive design are more likely to attract users and encourage longer browsing sessions.
The users surveyed also reported that they use their mobile devices to return frequently to sites that work well and that are aesthetically appealing. A significant 44 percent of survey respondents noted that they wouldn’t return to poorly designed sites in the future—and 52 percent said that they may return, but would be unlikely to visit often.
A similar study conducted in March by Compuware found that one in every three mobile users would turn to a competitor if a company had a poor mobile website in place. In 2012, Google sponsored a survey that found that more than 50 percent of smartphone owners would shop with businesses they liked less often if the companies had inefficient, unappealing, or otherwise non-mobile-friendly websites. Unfortunately, a poorly-designed mobile website can cost you more than occasional sales—it could drive your customers to choose your competitors in the future.
These new studies point to the importance of mobile website design and mobile optimization. Consumers are spending more and more time on their mobile devices, and companies need to cater to this shift in shopper behavior. There are a few ways to make your website more mobile-friendly, but the most important thing to consider is the user’s experience. Your website should be simple, intuitive, and easy to browse—and most importantly, it should encourage your customers to choose your company again and again. Check back next week to learn more about the best ways to make your website easy for mobile owners to use.
If you’re interested in targeting the growing number of consumers who access the Internet through their mobile devices, Red Crow Marketing can help you develop a mobile-friendly website and mobile-specific marketing strategies. We’ll work with your website to make sure mobile owners can browse each page easily—and we’ll help you find new ways to engage these customers. When you’re ready to harness the full potential of mobile devices, contact Red Crow Marketing here or call us at 417-889-1658.
A report on this study was originally published on Marketing Charts on May 30th, 2013. You can read more about the survey and its findings here.