At some point in the next two years, the amount of internet traffic from mobile devices such as cellphones and tablet computers will exceed that from traditional devices such as laptop computers. This is a major turning point for the web, and as a result, a large number of business owners are taking the opportunity of a website refresh to make their site more accessible on mobile devices. This is done either through the use of an adaptive or responsive design, or alternatively a dedicated mobile site that behaves more like an app.
Of course, not everyone has the budget free to create a new website outside their normal development schedule, and as a result, making an investment in a mobile website can be quite expensive and impactful on a business, as once cross device testing and QA has been carried out, the overall cost can be considerable.
Making the case for a mobile website is something that business owners need to do before embarking on a project to develop a new platform to identify whether the benefits of such a change are considerable enough to justify the cost.
The first thing to look at is your current levels of traffic. The overall mobile device traffic share by country varies considerably, but on average it is around 30% of visitors. Some industries will have a bigger need for mobile friendly web design than others. For example, if your business sells replacement windshields for cars, then users are likely to be on the move when they need your service, and will almost certainly need a mobile experience to make buying easier, however this is not always the case.
Once you have investigated the overall traffic to your website, it is then important to look at the difference in conversion rates between mobile and desktop traffic. If your conversion rate on mobile devices is considerably lower than you see on a laptop computer, and the volume of traffic is quite high, then the chances are that you're missing out on revenue.
As an example: An online retailer gets 1000 visits to their website each month overall, of which 300 are from mobile devices. Their conversion rate on desktop computers is 5%, while their conversion rate on cell phones is 1%. This means that they get 35 sales from computer users, but only 3 sales from mobile users. If their mobile friendly site was able to get the same conversion rate that their desktop optimized design could, then they'd be able to secure an additional 12 sales per month.
Depending on the value of those sales, the additional revenue might well justify the investment in a new responsive website design for the retailer without any further consideration.
It's all too easy to simply jump on the bandwagon of mobile design without considering whether there is a cost benefit to your business from the investment in a new platform. Of course, if you are in the process of engaging a new designer for a new website for your business, or simply redesigning your site anyway, then it does make sense to ensure that compatibility with as wide a range of devices as possible is designed into the site from the beginning to maximise the return that your site will deliver.
In the last two years alone, mobile traffic has grown enormously. A lot of CT web design companies are venturing to responsive design for their clients website.
As more of your competition go mobile, developing a mobile-friendly website gets to be more of a consideration for your business website.
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