How a mobile website could net you more customers

A mobile phone lying face up on a table with a website showing a shopping trolley on the screen

Mobile internet use is rocketing. Thanks to our smartphones, we're online on the high street, on the train and on our sofas. So if your website is not mobile-friendly, you're definitely missing out

Despite this significant shift, many businesses still aren't making the connection between the rise in smartphone sales and their own prospects. That's a missed opportunity because, make no mistake, there's money to be made from going mobile.

Accessing a website on a mobile device is very different to using a computer. The screen is obviously smaller, it's harder to click on links accurately and sites may take longer to load.

If your site is tricky to use on smartphones, you're putting off people. Say you have 1,000 visitors a month, with 10% of them coming from smartphones. That's 100 people who want to use your website, but can't. You can check your web analytics service to see how many people visit your website using a mobile device.

Make your website mobile friendly

So, it's vital your company's website works well on smartphones. In a recent Econsultancy and BuyDesire survey, 40% of companies hadn't allocated any budget to mobile marketing.

Often, it's just a matter of making some simple tweaks to ensure you're not driving mobile visitors away. A competent web designer will be able to offer advice, and many website builder services now cater for mobile users as standard.

Ben EdmondsBen Edmonds is founder of We Sort, a company offering advice to businesses in the creative sector. He's seen the benefits a mobile-optimised website can bring: “When we redesigned our website, we wanted to make sure every aspect of it was mobile-optimised,” he says. “We've seen revenues double and one client even said it was the mobile site - which he visited while in a café - that persuaded him to make contact.”

Buying on the move

While a simple mobile website helps make your business more visible, an increasing number of people are also making purchases on the move. Mobile sales account for a growing proportion of total online sales. The businesses making the biggest gains in this area are those that have made their website easy to use on mobile devices.

It's not too late to grab a slice of mobile action for your business. It comes down to the same mobile website principles - make it easy for people to buy from you on the move, and more people will do so. Bingo! New customers.

What's more, there could be a cost to a poor mobile commerce experience. Research by IBM found that 66% of people would be less likely to buy from a company through other channels if they had problems conducting a mobile transaction.

The message is clear: with smartphones already stealing a march on computers when it comes to online shopping, now is the time to address your mobile website experience. If you don't, you will get left behind.

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