It’s no secret that people are growing increasingly reliant on their mobile devices. Ok, let’s be honest- they aren’t just growing reliant. They are reliant. To illustrate this point, consider your own habits. How often do you visit a company’s website before doing business with them? Does the company’s site play into your decision-making process? By asking yourself these questions, you’ll quickly realize that mobile is more important to your day-to-day activities than you probably even realized.
Now apply that on a much more broad scale. The average consumer has habits similar to yours. Thus, it is imperative that your site be responsive, transitioning seamlessly from desktop to mobile to cater to these consumer trends.
So, exactly how can a responsive site and an overall more pleasant mobile experience influence how your company is perceived in the marketplace?
Site design plays a tremendous part in the way consumers see your brand, and the way consumers see your brand directly impacts whether or not they’ll do business with you. Consumers want it to at least appear as though the design and the overall experience you provide them via the site aren’t merely an afterthought. And this needs to be reflected in the way your site transitions from desktop to mobile.
People also tend to like your company a bit more if your website is responsive, and optimized for the mobile experience. If a potential customer is viewing a non-responsive site on a mobile phone, chances are very good that it will be difficult to read and digest. Their view of your brand or company could potentially be skewed based purely on the required effort, which results in missed opportunities.
Think about the last time you were trying to visit a site on your mobile device that wasn’t mobile friendly. How long did you stay on the site, trying to adjust the screen size, zooming in to read the text and click on the appropriate links? If you’re like the majority of consumers, then chances are very good that you didn’t stay on the site for too long.
This is often the case with sites that are not responsive, and meant to be viewed purely on desktop. People stay on the sites for a shorter period of time, negatively influencing bounce rate and other powerful metrics. Even beyond the scope of metrics, this limited activity negatively impacts your company’s bottom-line results, conversions included.
When a purely desktop site is viewed on a smaller screen, the call-to-action (CTA) can get easily overlooked. Making your mobile-friendly includes simplifying your CTA. This means breaking down content into digestible chunks, and frequently involves eliminating a substantial amount of copy that distracts from the call to action or overall user experience.
Non-responsive sites assume that the person is viewing from a larger screen, so the design of the site and the CTA relative to this design will reflect that preference. By “mobilizing” your site and making it responsive, you will make your CTA far more visible and increase the likelihood of a conversion (or 100) taking place.
If you have questions about or are ready to take the next steps toward mobile-friendly design, we can help! At Holland, we not only design responsive websites, but we have an deep resume highlighting years of experience handling marketing initiatives from media planning to strategy. So let’s talk! Contact Bryan Holland at 513.744.3001, or email him at firstname.lastname@example.org.