Google survey shows importance of mobile optimisation

Fri 28th of September 2012, filed under Mobile Marketing

Google reveals results of mobile internet survey

A mobile friendly website makes a potential customer 67 per cent more likely to stay on the site and make a purchase, Google research has shown.

The insight into the preferences of mobile users also revealed the key areas that determined their satisfaction with a website. The most commonly requested features for a mobile website included quick access to information, a user friendly search tool and a site which can fit the size of the screen, without excess scrolling or zooming.

Also important to the majority of users was the overall loading time of the site, a button which could be pressed to call the company directly and information on opening hours and directions to the store if applicable.

Two thirds of users more likely to purchase

61 per cent of people answered "If I don't see what I'm looking for right away... I will quickly move on to another one", showing the importance of providing users immediately with what they require or risk losing business. Well over half of respondents agreed, "A frustrating experience on a website hurts my opinion of the brand overall."

The problem of websites not working effectively on mobiles is a widespread one, with an overwhelming 96 per cent of respondents having a negative experience when attempting to use a website on their phones. 79per cent of these saying they would choose another website in this situation.

With such overwhelming factual evidence, it is clear that mobile optimisation is extremely important for the success of a company's website. With such high rewards for businesses offering a comfortable mobile experience and the worrying potential for brand damage for those that don't, it appears likely that mobile optimisation is only going to continue growing in importance for those looking to capture as much business as possible.

Natalie Booth, online marketing manager at theEword, commented:"Technology has developed to a stage where it is vital that businesses online presence is up to scratch. With smartphone devices becoming more and more powerful, mobile optimisation is also key to business success in the modern world."

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