We've said it before, and we'll say it again: if you haven't optimized your website for mobile, expect your traffic to plummet.
It didn't take long for the effects of Google's latest algorithm, which favors mobile-friendly sites in mobile searches, to ripple across the Internet, and those who didn't heed the warnings are already seeing drops in revenue. VentureBeat reports on the latest Adobe Digital Index Q2 findings, which reveal sites that weren't mobile-ready lost 10 percent of their mobile traffic.
That's especially bad news considering Adobe forecasts mobile web browsing will exceed desktop browsing in about 18 months, which is on par with comScore's earlier prediction that 60 percent of web traffic comes from mobile devices (e.g., smartphones or tablets).
The solution may seem easy enough: just optimize your website for mobile already! But in practice, the switch may be harder for some industries than others.
The Hardest Hit Industries in the Mobile Craze
According to the report, for retailers, mobile shopping sessions pull in half the revenue per visit that desktop shopping sessions do. To make up for lost ground, the report states retailers might need to go above and beyond the typical optimization strategies (e.g., big buttons and mobile-friendly displays). Their platform might also need to incorporate…
- Camera features.
- Location-based marketing.
Marketers are having a hard time keeping up, too. For example, the VentureBeat report states a mobile search click is worth 37 percent less than a desktop search click.
But even if you work in an industry that fares better on desktop websites, you can't pretend that the mobile disruption isn't in full swing. So long as you continue to do business online, you have to get your website up to mobile standards, or you'll be left in the dust.
Going Mobile or Getting Gone
If you are one of those rare birds that doesn't have a website yet, well, get on that. You're missing out on opportunities to build your brand, engage prospective clients and customers, and appear in Google search results altogether.
Why does that matter? According to the 2012 Local Consumer Review Survey, 85 percent of consumers use the Internet to find local businesses, and that number is probably even higher today. If your target market can't find you online, chances are they won't find you at all.
But don't despair if you've been dragging your feet on creating a website. Now is a great time to finally take the plunge because most website building templates (e.g., Squarespace) already have built-in mobile optimization.
Of course, your industry will determine the other mobile add-ons that make sense for your website. As we noted above, retailers may need to use other capabilities to ensure mobile sales catch up with desktop sales. But even so, it's better to get half the revenue your ecommerce desktop site usually pulls in than to get no revenue at all because you haven't made your site mobile-ready.
For more tips on going mobile, read "The Online Sales Booster Only 14% of Small Businesses Are Using."