I judge your business based on its mobile website.

Oct 28, 2013Marketing Strategy0 comments

I judge your business based on its mobile website.

Yeah, I said it. And I admit it. I do, and I’m not alone.

Users (still) are increasingly going mobile.

Did you know that in 2010, Mary Meeker, at the time the head of Morgan Stanley’s global tech research team announced (in no uncertain terms) that mobile would overtake desktop usage of the Internet? She did. Read the story here, if you don’t believe me.

Mashable wrote about it back then, too. You’ve heard of them, right?

The trend predicted by Meeker back in 2010 has been playing out, it seems. The latest report by Meeker and KPBC indicates the trend is continuing – even accelerating, actually.

An excerpt from their report:

There are now 2.4 billion Internet users around the world, and the total continues to grow apace. Mobile usage is expanding rapidly…

Their slideshow from the D11 Conference is below if you’d like to check it out.

What does all of this mean to the average small to medium-sized business, though?

Know thy audience.

Nay-sayers spout out stuff like “having a mobile site doesn’t necessarily mean higher conversions.” and they’re right, sometimes. Not all businesses benefit proportionately to having a mobile website. Not all businesses will experience higher conversion rates on mobile devices. Some stuff just doesn’t get purchased on mobile.

But a lot of stuff does get purchased on mobile. In fact, mobile users tend to be purchasers. And mobile users tend to use their phones while shopping and making purchases (even offline purchases). Check out this article on the SAP blog about mobile shopping trends that says mobile phones are often used not only to purchase but also as a tool in the shopping process.

Is your target market using their phones to make purchases? Do they use their mobile phones while they’re shopping or making purchase decisions? There’s a good chance one or both of these answers is “yes” and if you don’t have a mobile or responsive website you’re missing out.

And missing out means you’re not as profitable as you could (or should) be.

If you’re a brick and mortar small business, you should be going mobile.

Hard Knocks Mobile Website

Hard Knocks Mobile Website

I’d take the discussion one step further and say if you’re a brick and mortar local business you MUST have a mobile presence. Back in the day (as in, like, the 80’s), the key to a successful location business was…

Wait for it.

Location, location, location.

Sure, location can still help foot traffic for many local businesses, but your Internet presence is often more important, especially if you’re offering something for sale locally. People are looking for your online, too. People are circling your block right now in search of your product or service.

What if they can’t find you? What if they just drove right past your store? Go flag them down. I’ll wait.

Almost as scary as not being able to find you online, what if they can find you online but they can’t navigate your website? What if navigating your site makes it so frustratingly difficult to find your address or your products or even your location information that they just give up?

You had them. They were on your website and you lost them. You’ll never see them again, I can assure you that. If you had a mobile or responsive website, you might not have lost that sale. How many potential customers will follow that same path?

What do you think?

I’d love to hear your thoughts on this article. Please leave a comment below or feel free to contact me with your thoughts.