Does my business need a mobile site?

By Danielle Stone

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User Experience Opinion

Firstly let's be clear: What is a mobile website?

Any website can be viewed on an internet-ready mobile device; a 'mobile website' is one which has been specifically designed to be viewed in this format.

The mobile Web refers to access to the world wide web, i.e. the use of browser-based Internet services, from a handheld mobile device, such as a smartphone, a feature phone or a tablet computer, connected to a mobile network or other wireless network. Wikipedia, the free encyclopedia

Does my business need a mobile site?

A picture of a desktop site viewed on mobile and a picture of a bespoke mobile site viewed on mobile

So what's wrong with a normal website?

A 'normal' website designed for a desktop computer will just shrink down in size to fit a mobile screen. This means your menu, text and important messages and links become miniaturised. This makes it very hard for a user to find and view the information that they need. All your full-sized website content crammed into a small space can be overwhelming and off-putting, frustration may drive a potential customer away and may affect their view of your organisation.

How is a mobile site different?

A mobile site allows you as a business to do two things:

  • 1. Reorganise and simplify your content so it is easy to understand, access and navigate on the small screen.
  • 2. Define what a mobile user, rather than a desktop user might want to get out of your site.

This means you are delivering your business information in the most helpful way possible to mobile users, giving them a positive experience, encouraging them to interact with or contact you and ultimately leaves a positive impression of your brand.

So why should I care about mobile users?

Here is a good fact for you: The UK are number one in the world for mobile internet usage, ahead of tech-hungry Japan. They are becoming major tools in business and in classrooms as well as having huge leisure-time usage. In fact, mobile internet usage in the UK now exceeds desktop browsing - surely a fact that should be considered from both B to B and B to C targeted organisations.

Mobile internet usage in the UK now exceeds desktop browsing

Still not convinced?

A recent study showed that 61% of users when dissatisfied with a company's mobile site are unlikely to return, with 41% going directly to a competitors site. With the UK fast becoming a mobile-obsessed nation, is this a statistic that can afford to be ignored?

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