importance of web design for mobile platforms


If your website or web application is not optimized for mobile devices, you are missing out on valuable brand engagement opportunities. Creating and implementing a mobile marketing strategy is absolutely vital to the growth and success of your small business.

In fact, 80 percent of Internet users own a mobile device, according to TechCrunch.

On average, 57 percent of mobile users will leave your site if it takes longer than three seconds to load. And 73 percent of mobile users have encountered a site that takes too long to load, according to Kissmetrics.

Is your small business website part of the 73 percent of unresponsive sites?

Here are a few mobile marketing stats your small business can’t afford to ignore:

  • 68 percent of companies have made mobile marketing part of their overall strategy.
  • 71 percent of marketers understand that mobile marketing vital to their business.
  • 58 percent of companies have a mobile marketing department.
  • 61 percent of mobile users will not return to a website if they experienced issues, says Google.
  • 40 percent who experienced access issues visited competitor sites instead.
  • 83 percent of mobile users say all devices need to offer a seamless experience.

Let’s take a closer look at why a responsive mobile website for your small business is a powerful branding strategy.

four people sitting while looking at mobile devices

Are Mobile Users Different?

Mobile users are indeed much different than desktop users. Mobile users browsing the internet want fast loading times, a focus on content, and material that can be read through in a short amount of time. Mobile consumers are also noted as impulse buyers, making more on the spot decisions to purchase than desktop users.

In fact, B2C mobile sales is worth over $83 billion in the U.S. with four out of five consumers using mobile to shop for products and services, according to 2016 stats compiled by Hosting Facts.

Developing a fast, clear path from mobile to purchase for users to follow is certainly best practice. And staying up-to-date on the newest mobile trends also allows you to stay ahead of your competition.

Cater your mobile marketing strategy to consumer impulses and mobile platform usability across mobile device trends for small business success.

Boost Your Brand Engagement

Having a mobile-responsive web design for your small business will boost brand engagement. By offering a seamless mobile experience, you will net users who are then more likely to return to your site via desktop.

Google research found that 90 percent of people use multiple screens and devices throughout the day. And consumers take a multi-device path when buying online. In fact, 65 percent of sales begin on a mobile device with 61 percent continuing to a desktop for purchase.

Increase Conversions for Your Small Business Site

Your small business customer call to action for desktop may not be as easy to decipher for users. Desktop platforms can be difficult to navigate with links to contact pages, products, and services not as clear as responsive mobile platforms.

For instance, O’Neill clothing company experienced a significant increase in conversions after implementing a responsive web design.

Prior to implementing their responsive web design, they examined key elements such as transactions, revenue, and conversions for nearly a month.

The results were impactful. Their revenue increased 591.42 percent on Android mobile devices, and 101.25% on Apple mobile devices.

conversion rate optimization drawing

Is Your Small Business Web Design Responsive?

If you want your small business to grow in years to come, implementing a responsive web design is a necessity. And developing a mobile marketing strategy is the first powerful step.

A few responsive web design questions to ask include:

  • How fast does your site load (less than three seconds being the golden mobile rule)?
  • Is your content easy to digest?
  • Are your key selling points showcased?
  • Is navigation user friendly?
  • Where is your call to action?
  • Is user experience highlighted?
  • If you were a user, would you be compelled to buy?

Responsive web design for mobile platforms has become an essential part of SEO and a powerful mobile marketing strategy. Marketers have taken notice, and small business owners simply can’t afford to ignore the opportunity found in mobile consumers.

Nick RojasNick Rojas is a self-taught, serial entrepreneur who’s enjoyed success working with and consulting for startups. Using his journalism training, Nick writes for publications such as Entrepreneur, TechCrunch, and Yahoo. He concentrates on teaching small and medium-sized enterprises how best to manage their social media marketing and define their branding objectives.