Mobile and the customer experience

12 February 2018

Mobile and the customer experience

The importance of website customer experience on mobile devices

With rising mobile browsing traffic, it’s clear that user experience is so important not just via desktop but on mobile devices too, however there are still many websites that are not even mobile friendly.

Increase in UK mobile browsing

UK desktop traffic stands at 52.48% for the last 12 months, however mobile device (mobile and tablets) stands at an almost equal 49.14%, according to web analytics expert StatCounter.

This shows customer experience via mobile devices should not be ignored by businesses.

Your website should be clearly viewable and easily navigable via a mobile device not just desktop.

Quality mobile browsing experience for your customers

Your mobile traffic customers should receive a quality browsing experience and with new mobile devices frequently being launched with different screen resolutions etc, it’s important to ensure that the mobile friendly version of your website is continually reviewed and updated to ensure its optimal performance for your customers.

Rank higher with a mobile friendly, responsive website

Google rank mobile friendly websites higher than non-mobile friendly websites in their mobile search results as standard.

And to show how serious Google is regarding mobile traffic, in a December 2017 blog post they state :-

"To make our results more useful, we’ve begun experiments to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results. Of course, while our index will be built from mobile documents, we’re going to continue to build a great search experience for all users, whether they come from mobile or desktop devices."

With this in mind it’s clear that a mobile friendly website, one that has been created in a responsive website design should be a priority for marketers.

Mobile friendly, responsive website design

Maximising the customer experience across both desktop and mobile will ensure better engagement with your audience which in turn will lead to more enquiries and more sales.

Not only should you ensure your website works in a responsive website design, but this should also be continually reviewed to ensure the best user experience for your customers.

Contact Electric Media Bristol to discuss how to improve the customer experience of your website across all devices.

Additional reading from Google Webmaster Blog - December 2017 - Getting your site ready for mobile-first indexing

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