When smartphones and tablets were introduced in the market, mobile usage has undeniably skyrocketed, overtaking desktop computer usage particularly in Malaysia. Companies and brands capitalizing on online marketing have been experiencing increased visits to their website from mobile devices. According to BrightEdge, an enterprise SEO platform development company, global website traffic coming from mobile devices is 125 percent higher compared to 2012 while desktop traffic growth is only 12 percent. This can be accounted for the increase of smartphone sales around the world as it has already outsold feature phones.
According to Gartner, a technology research company, global smartphone sales jumped to 51.8 percent in the first half of 2013 – tipping the scale on user’s go-to choice when buying a new mobile phone. Many companies are aware of this rising trend so they started optimizing their website to fit the mobile device screens. However, when talking about conversions, smartphone users do not convert at the same rate as desktop computer users.
Why leads don’t convert?
Brad Mattick, BrightEdge’s Vice President of Marketing, said that marketers have “understood for a few years that they need mobile sites to take advantage of the explosion in mobile traffic, but many have existing sites that were not built for a smaller screen and do not take into account the user experience on mobile versus desktop versus tablet.”
One of the reasons why conversion rate on mobile devices are lower than desktop computers is the user experience. It is challenging for a web designer or web developer to squeeze the whole website to small screens and still maintain optimal user experience. It is important for marketers to address the user experience issue on smartphones by paying close attention to common mistakes like smartphone-only 404s and featuring app download messages that disrupts user experience.
Good user experience promotes conversion
Many companies have already shifted to the use of responsive websites with user interaction and engagement in mind. In order to maximize the potentials of a website, it should be viewable no matter what browsing platforms consumers use. What triggers consumers to fill out the forms in the mobile browser or apps is the online experience they get when they are visiting your site. Drop off rate is high when there are lots of spammy texts, when forms do not work or if there are too many items to fill out, and the list goes on. It is recommended to follow the best practices for mobile optimization found on Google’s guidelines for mobile.
Forward Solutions provides web design and web development services in Malaysia as well as to clients located anywhere across the globe. We ensure that the websites we do for clients are optimized for any browsing platform to boost user experience and reach the marketing goals.