People tend to go to a brick and mortar store to shop and conduct other businesses in the old times. This has changed when the internet came in. Internet provided a new platform, allowing businesses to connect with their customers through the web. However, this model is again undergoing a change brought by mobile technology.
The reasons on why is a mobile website important basically root from the need to adapt to the changes brought by mobile technology. Internet is now one of the basic foundations of business functions like marketing, sales, and customer service. Having a mobile-friendly website is equivalent to bringing your business closer to the modern consumer.
Here are some of the reasons on why is a mobile website important.
Introduce your business to a wider audience through higher internet traffic
Mobile devices are now aplenty across the globe. It is estimated that by 2015, there will be 7.4 billion 802.11n mobile devices. Similarly, the time spent on the browsing internet through mobile went higher than the time spent on desktop computers during the early part of 2014. These data show that the mobile technology is transforming the landscape of consumer behavior, and further affects the business models needed to tap the potential on these consumers. Having a mobile-friendly website allows businesses to penetrate deeper in the market through a large number of mobile users.
Improve customer engagement and sales
A common misconception is that people who use mobile devices are limited to connecting to social media, searching, and checking emails. This can be true, but a significant number of mobile users are also doing online business transactions. Research shows that an average of 51% of customers tend to conduct business with a retailer if it has a mobile-friendly website. Real time mobile information boosts engagement and sales with a customer.
About 88% of customers agreed that real-time information available through mobile makes them more spontaneous and open to discovering new things. It also serves as an invitation to customers to visit a physical store and be engaged with the business. 51% of shoppers search online and purchase from the store while 32% do their search online, visit the store to try the product, then purchase online. On the other hand, businesses with minimal to no mobile website support tend to lose a customer due to poor mobile experience.
Compensate for low sale returns through the ‘always-on-shopping’ trend
Mobile shopping introduces an interesting trend. Computer-based customers usually peak during weekdays and trail off during weekends. However, mobile traffic behaves in the opposite; it peaks during weekends and trails off during weekdays. Research also shows that customers from computer websites tend to be pickier and formulate a more informed decision before buying online. On the contrary, mobile customers are more spontaneous and impulsive. Combining the models from computer-based and mobile-based businesses will result to a minimal down spike in sales from online customers.
Getting ahead with competitors through better SEO placement and ranking
Google has announced that companies with mobile-friendly websites will have a higher priority on searches done with mobile devices. Higher priority means that it will have a higher SEO ranking and a higher chance of appearing first in a Google search. From a business sense, higher SEO ranking is important as it can drive in more customers from people searching in Google.
Provides new outlet for advertising and marketing
Mobile-friendly websites prepare businesses for digital advertising and marketing. Social media and streaming sites are now offering advertising spots that can be linked to mobile websites. There are also technologies that can be utilized to market certain products through mobile. One example is the QR code where customers can scan a barcode-like image using their mobile device. The customers will then be directed to a mobile website containing more information about the product.
Mobile technology continues to change the way businesses behave. This change is also evident outside retail and shopping. Corporations and enterprises also benefit and are changing because of the mobile technology. An example of this is the bring your own device or BYOD practice. With this practice, employees can bring and connect their own mobile devices to the network system of their company instead of using desktop computers and laptops. This is to promote mobility among employees, especially for those who communicate directly with clients.
Some organizations continue to view mobile websites as an optional offering. The mobile technology is already here and is projected to continuously increase in popularity in the coming years. Thus, businesses need to adapt as soon as possible to the shifts in consumer behavior and business models brought by mobile technology.