A recent study from Google shows that 72 percent of consumers expect companies to have a mobile-friendly website, yet 96 percent of browsers have experienced sites that are quite unfriendly on mobile. So what do consumers hate most about viewing desktop websites on mobile?
Here are a few of the top pet peeves:
- Sites that aren’t formatted for the mobile screen. If consumers click on your site and they don’t like what they see, 61 percent of consumers will turn to a competitor.
- Sites that take too long to load. Studies have shown that 60 percent of users expect a mobile website to load in three seconds or less.
- Sites built in Flash. Despite the much decried death of Flash, many companies, especially restaurants and salons, love to create beautiful websites using Flash. The problem is, Flash simply doesn’t work on iDevices. With 40 percent of mobile searches having local intent, businesses beware if you are still using Flash.
- Redirects to the home page. Don’t get me wrong, redirecting mobile browsers from your desktop site to your mobile-friendly site is generally a very good idea, especially when it comes to people searching for your business. However, if someone has clicked a link to a specific piece of content and you automatically redirect to your mobile-friendly home page, they are going to get frustrated. With 36 percent of all email being opened on a mobile phone and people spending more time accessing social networks from mobile devices than desktops, this type of deep link optimization is required. At a bare minimum, always include an option to view your full site.
So we know that people don’t like viewing desktop websites on mobile. They prefer mobile-friendly sites. So what can you do to make your site more mobile friendly? Here are some tips:
- Make all your content accessible in four clicks or less
- Include a prominent click-to-call and click-to-SMS buttons
- Allow visitors to email your business directly or use a contact form
- Make it easy to search your site
- Offer social sharing options via Facebook, Twitter, email, and others
- Include a location finder with interactive maps and directions
- Provide a link to your full site
- Use big buttons and keep it simple
- Remember to include the hours you are open
- If you have an app, include a link to download