85% expect website to be as good on mobile as on a desktop

A recent study found that 85% of adults think that websites must be as good on a mobile devise as they are on a desktop. This finding highlights the importance of responsive design in website development

Google defines responsive design as – ‘where the server always sends the same HTML code to all devices and CSS is used to alter the rendering of the page on the device. Google’s algorithms should be able to automatically detect this setup if all Googlebot user agents are allowed to crawl the page and its assets (CSS, JavaScript, and images). Responsive design serves all devices with the same code that adjusts for screen size.’

In practical terms, responsive design involves ensuring that a website works as effectively and is as easy to use on ALL devices – laptops, tablets and smart phones. Research suggests that consumers expect to be able to work out how to use the site on a device, including ‘pinching’ and ‘zooming’ in ‘0.05 seconds’.

Is your site fully responsive? Is it equally easy to use on all devices?

Highlighting the importance of responsiveness, research has found that:

• 90% of consumers say they use multiple devices to complete everyday tasks
• 40% say they use their mobile device to conduct research prior to making a purchase
• 79% of customers order by mobile phone
• 40% of all black Friday purchases were made from a mobile device
• 62% less likely to purchase from you in the future
• 49% of website traffic comes from mobile devices

It is simply not enough to have a website, or even to have a website that can be viewed on all types of devices. It is now essential that the website work equally well on all types of devices.

Also of note, in this regard are the following research outcomes:

• 73% of consumers switch from a poorly designed mobile site to one that is easier to use
•  69% of smartphone users are more likely to buy from mobile sites that answer questions
•  61% of mobile consumers are more likely to buy from customised mobile sites and apps

There are clear lessons to be learned from these findings:

• Your website must work equally well on all types of devices
• Mobile devices are becoming increasingly important
• Poor website design will cost your business

RECOMMENDATIONS

Ensure your website is well designed and fully responsive. Place the highest possible priority on mobile devices in terms of communicating critical information and facilitating e-commerce.