A CEO’s Tale: Why Does A Website Relaunch Needs To Be Mobile Friendly?

The advancement in communication technology has completely changed the way customers conduct pre-purchase research and buy products. Initially, websites helped enterprises to promote their products aggressively, reach out to more customers, and enhance customer buying experience. But web application development techniques and trends keep changing frequently. The conventional websites need to be redesigned and re-launched to accomplish higher conversion rate.

As the CEO of a small enterprise, I use web analytic services to monitor and track website traffic consistently. But I suddenly noticed a decline in web traffic and an increase in bounce rate. After observing the latest web development trends, I realized that out website was developed for computers. But a large percentage of modern users no longer access websites on their computers. Several studies show a steady increase in the number of people accessing websites and web applications on their mobile devices.

The initial research made me realize that each website nowadays must deliver richer user experience across mobile devices to accomplish higher conversion rate. We decided to create a mobile-friendly website instead of optimizing the existing website for mobile devices. The mobile-friendly website will keep users engaged by delivering optimal user experience. Also, the mobile-friendliness will keep the website relevant in the longer run. The initial research also made me realize the importance of launching a mobile-friendly website.

Windows in No Longer the Most Popular Operating System

At present, Windows is the most used desktop operating system. But a leading web analytic firm predicted that Android – Google’s open source mobile operating system – is all set to surpass Windows as the most used operating system online. The statistics posted on various websites indicate that Android has already beaten Windows in terms of web traffic share. The web traffic statistics clearly depicts users switching from desktop/laptop computers to mobile devices. The mobile-friendly website will help us to meet the changing preferences of modern users.

Increase in Mobile Media Time

Most people nowadays use smartphones or tablets for both pre-purchase research and shopping. A number of studies even highlight a steady increase in digital media usage. Some studies even show that consumers nowadays spend over 50% of digital media time on mobile devices. The consistent increase in time spent on mobile devices makes it essential for enterprises to make their websites accessible on mobile devices. Instead of optimizing our existing website for mobile devices, we decided to create a website that keeps consumers engaged by delivering optimal mobile user experience.

Mobile Friendly Search Algorithm

Most users nowadays use their mobile devices to collect information on varying topics. Hence, major search engines like Google explore ways to make the mobile search results relevant for users. In 2015, Google revealed its plan to use mobile-friendliness of websites as a key ranking signal. Also, Google has already started rolling out mobile-friendly update to make search results relevant for mobile users. We used the mobile-friendly test tool to check if the existing web pages are mobile-friendly. The test results depict that none of our web pages are mobile-friendly. Hence, we decided to build a mobile-friendly website to get regular search engine tricks without implementing any search engine optimization (SEO) technique.

Reduce Visitor Abandonment Rate

During my initial research, I came to realize the significance of website loading speed. A number of studies show that most users nowadays abandon websites that take more than three second to load. The loading speed of a website can be increased in a number of ways – reducing page weight, compressing front-end resources, and using content delivery networks (CDNs). But the conventional websites are not designed for mobile devices. Hence, the websites take more time to load. We decided to develop a website according to the mobile standards to increase its loading speed and decrease download time. The mobile-friendly website makes it easier for us from reduce user abandonment and increase conversion rate.

Improve Customer Experience and Relationship

The user experience delivered by a website impacts its user experience directly. When a website is not designed for handheld devices, it does not deliver richer user experience. On the other hand, a mobile-friendly website keeps users engaged by facilitating seamless navigation and quick information access. We decided to boost the mobile user experience delivered by the new website by integrating mobile-specific features like click to call and location-aware technology. The website will even act as a tool to drive our digital marketing campaigns and improve business-client relationship.

In addition to exploring ways to improve the website’s mobile user experience, I also look for various mobile-friendly website development methods. The initial research helped me to understand the pro and cons of various mobile website development approaches. For instance, we can opt for responsive web design to make the website look good on both computers and mobile devices with a single code base. Likewise, a progressive web app will make the website deliver mobile user experience. We combined various mobile website development approaches to build a mobile-friendly website that will keep visitors engaged over a longer period of time.