3 Tips to Make Sure Your B2B Website is Mobile and User-friendly

Not convinced yet? Here is some Google research that may change your mind:

• 72% of mobile users say it is important to them that websites are mobile-friendly.
• 61% of users are unlikely to return to a mobile site they have trouble with.
• 79% of users will go back to the search engine and look for another site to meet their needs if a site isn’t mobile-friendly.
• In addition, Google favors mobile-friendly websites and uses that as a factor in its ranking algorithm.

So, if you haven’t been focusing on improving your mobile user-experience, now is the time.

Most websites nowadays are responsive. Check out our website on different screen sizes if you want to see a responsive site in action. You will notice that design elements automatically resize to fit the screen no matter how large or small. If your website doesn’t automatically resize like this, your first option is to work with a development team to update your current site to make it mobile-friendly. Your second option is to build a new site. Whether you are updating your current site or going with a new site, I recommend going responsive. It is definitely an investment in time and money, but it will pay big dividends over time.

If your site is already responsive or mobile-friendly, great! But that doesn’t mean it is optimized for all screens or user-friendly.

Here are the top 3 things to check to make sure your visitors are staying and converting on your mobile site:

1. Does it render properly?

The best way to check if your site renders properly is to manually go through your site on your cell phone, tablet or by making your web browser window larger and smaller to mimic smaller screens. If anything is broken, unbalanced or not easy to use, then you should work with your development team to improve mobile rendering and usability.

A mobile-friendly website usually includes the following:

• A one column layout
• Easy, simple navigation
• A minimalist, uncluttered layout formatted for maximum readability

2. Is it fast?

Smartphone users expect mobile sites to load fast. 3 seconds fast. And, so do search engines. Load time is a big ranking signal for Google.

According to a study by Akamai, 40% of people will abandon a web page if it doesn’t load in 3 seconds or less. And, when a page doesn’t load that quickly, they leave and go to a competitor site. Yikes!

If your site is loading slowly, the first thing I recommend checking are the images. If they are large, they could slowdown load times. Resize them for the web using a program like tinypng.com or photoshop.

For a complete review of your site speed, run your site URL through Google’s PageSpeed Insights tool. It will grade your website speed on mobile and desktop as well as provide you with suggestions for improvement.

For more information on how to monitor and improve your site’s load time, take a look at HubSpot’s blog post.

3. Is it easy to take action?

It should be easy for a mobile visitor to convert on your website. Whether they are filling out a form, checking out or starting a chat, it should be straight-forward and simple. If it is complicated, it will significantly reduce your mobile-leads. Also, make sure that your calls-to-action are visible. Your phone number should be in the header and your forms should be featured near the top of pages for easy-access.

Catering to the needs of mobile users should be a vital part of your marketing strategy in 2018. From usability to search engine optimization, a mobile-friendly website is very closely tied to achieving your business goals and keeping up with competition.

Want more insight on how to become a mobile marketer? 

Reaching customers has become more and more complicated as new technologies have emerged over the past couple of years. Gone are the days of only focusing on desktop performance. Now is the time to fully embrace the power of mobile in order to stay ahead of competition. Check out our essential guide to B2B mobile marketing.