It Isn’t Too Late to Mobilize Your Website

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Looks like this “mobile” thing may be catching on after all.

For years, online marketers have been touting the rise of mobile devices, and the importance for all website owners and operators to prepare for the influx of customers accessing their content from mobile devices.  At first, the predicted increases didn’t pan out, turning out to be much lower than expected.  This had an interesting effect in the world of website owners – some of those who rushed to build mobile-friendly web experiences felt like they weren’t receiving returns on their investment, and some of those who didn’t jump on the mobile bandwagon felt a sense of vindication that they hadn’t blindly followed the latest trend.

Fast forward another couple of years, and things really get interesting.  According to Walker Sands, for the last two quarters, mobile traffic has reached almost 30% of overall internet traffic (https://www.walkersandsdigital.com/Walker-Sands-Mobile-Traffic-Report-Q3-2013).  This is an 67% year over year increase, and up from 10% as recently as May 2012.

What does this mean?  It means the rise of mobile traffic is already here, and still growing.  It arrived slower than some initially predicted, which made the problem worse for some website operators – it lulled them into the thinking that becoming mobile-friendly wasn’t a high priority.  But what business can afford to turn away almost a third of its potential customers?  Not many.

Building a mobile-friendly website is actually an over-simplified idea – mobile devices are diverse.  There are tablets and phones with a wide range of display sizes, iOS and Android operating systems, multiple App platforms and marketplaces.  The key turns out not to be to become “mobile-friendly,” but to deliver your content in the proper flexibility of formats so that as many potential customers as possible have the best user experience possible.  There is no “one size fits all” solution – it depends on your content, your customers, and your objectives.  In some cases, it’s possible to re-vamp existing websites that are not conducive to mobile consumption, creating alternate versions simplified and re-sized to be a good fit for mobile devices.  In other cases, a better option is to take the opportunity to upgrade your entire web experience, creating a flexible website that takes advantage of the advances in web design and programming to deliver content ready for consumption from any device.  Whichever path is right for your business, the clear imperative is that you must deliver content optimized for mobile devices if you expect to grow or even retain your market share.

Posted by :Sarah Whitt

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