Rankings on mobile are slightly different to those on desktop, mainly due to the format of the search results and the local paradigm from which a lot of searches are made – Google decides that local content is more valuable from mobile devices.
If you are a pure play retailer (online only) or multi-channel, having a mobile site is essential. Many consumers want to purchase on mobile devices, or even do further research on mobile to assist in offline purchases. Did you know that 4% of consumers who click on the “store locator” link on a website from a mobile device will subsequently go in store and purchase.
But even if you not a retailer, a B2B brochure site is important on mobile. Having something for consumers to browse can be hugely persuasive in encouraging your target customers to contact you. It’s also hugely beneficial to assist your customers in finding information easily, such as address details, contact information..
Current conversion rates for sites without mobile optimisation are in some cases 5 times lower than they are on desktop.
Time on site, bounce rate, and pages per visit are all significantly lower on mobile. Content needs to be optimised to engage consumers and keep their interest on the site longer. Number of products displayed per page needs to be optimised, or you risk consumers leaving the page. Optimise for the “blackbird syndrome”!
Average order values are higher on mobile than they are desktop. Our research of over 40 clients shows AOVs to be 5% higher, which may be attributed to “showrooming”.