Report: Only 3% of Business Sites Are Optimized for Social Media Mobile Usage

Now that 58 percent of American adults use smartphones, it’s critical for brands in every industry to keep mobile users – a large contingent of which are social media users – in mind while developing their websites. This is because an increase in mobile use equals an increase in web browsing – and these rates are steadily growing.

The rise of mobile is fueled by the rise of social media, and an increasing number of social media users are accessing their social media profiles from their mobile devices. As they click on outbound links to destination websites, they’re being exposed more and more to publishers’ mobile website versions. This is leaving many publishers caught without being prepared for an influx of mobile-based users, who are finding websites difficult to navigate from a mobile device.

The problem is widespread; only 3 percent of business sites are fully optimized for fast and easy mobile usage. Furthermore, only 15 percent of all websites are fully responsive, which means that no redirection is required for use on mobile devices. Responsive design is one of the top web design trends for 2014, and is being emphasized across various industries.

To be fair, optimization for mobile devices is a challenging process, particularly when there’s a large amount of content to work with. It’s certainly worth the trouble, however. For a clearer understanding of the impact of mobile optimization, take a look at the following statistics:

One quarter of all mobile users access the web from their devices every day.


For businesses that rely solely on ecommerce, mobile sites can increase customer activity by 85 percent.


Online consumers are 51 percent more likely to make a purchase from a business that has a mobile site.

It’s generally more efficient to create a mobile-friendly site than to attempt to redesign one. A separate mobile site can have few pages with very basic navigation options. These are just some of the factors to consider when deciding whether to redesign an existing site or construct a simplistic, mobile-friendly one.

Analytics. This data will differentiate between the ways mobile users and desktop users interact with the site.


Assessments. Once website use has been analyzed, it’s necessary to assess the content. Think about landing pages – are users reaching the most appropriate locations, or is it possible that they are not finding what they’re looking for? Think, too, about conversion rates. What obstacles might be in the way of their growth?


User purpose. If users are likely to connect to a page for purposes of obtaining a phone number or driving directions, for instance, mobile features will allow them to make automatic calls or to gather information based on geolocation.

There are a multitude of resources available that provide suggestions and information regarding best practices for mobile optimization, some of which are listed here. Thinking about these factors will provide you with new ideas, greater momentum, and a clearer vision of your mobile site.

Branding elements. Similarities, such as language, colors, icons, and logos between your standard and mobile sites will give users a sense of continuity and comfort.


Emails. Although email is not directly related to mobile optimization, is bears enough significance to business practices to make it worth considering. Perhaps email drip campaigns are an integral part of a business’s marketing strategy, for instance. Nearly half of all emails are accessed from mobile devices, and they will likely be deleted immediately if they are not optimized. Think about it – investing in responsive email templates may be worthwhile.


White space. Things are a lot smaller on the screen of a smartphone. For ease of use, it’s crucial not to squeeze an abundance of information into the mobile site. Furthermore, clicking intended links is much more successful when there is significant space between them.


Professional assistance. Although this sort of optimization is not overly complex, it’s unwise to dive into such an undertaking without reliable, professional guidance.

Apps

In addition to an optimized mobile site, the utilization of an app for a business or organization may be a savvy move. While there are goals and a budget to consider, the use of an app can prove rather beneficial. When appropriately employed, it can garner increased brand awareness and solidify consumers’ trust in a brand.

Apps do not even need to be available to consumers for them to be beneficial. They can be designed for use by company employees only, for example, for purposes of scheduling or tracking inventory.

Ultimately, there’s no doubt that business services, products, and other relevant information should be not only available, but easily accessible, on mobile devices. Smartphones and similar electronics are more mainstream than ever, and the ability to maintain a credible presence in accordance with their capabilities is pivotal to future success.

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