Now that Summer is half over and you’re enjoying that second pitcher of fresh blackberry margaritas, I’m sure a portion of your brain is thinking about how you’re going to spend the rest of your marketing budget before year end. Of course it is! As you’re considering whether or not to bring on another paid intern to tweet for you, or which white papers you can afford to finally have written, there’s one consideration I strongly urge you to put on your list: how well your website displays on mobile devices.

What was once languishing in the “nice-to-have” column of your budget, mobile optimization is a line item that is now one of the most important things you need to address. And even if your website already displays well on mobile devices and you got through Mobilegeddon (April 21, 2015 – when Google updated its search algorithm to penalize websites that are not mobile worthy), there are some things you likely need to do to improve its performance to retain your visitors.

First of all, if your website is not responsive, adaptive, or or is otherwise mobile friendly, UPDATE IT NOW! Yes, I shouted, but its really that important.

You may say “I don’t care if my website looks all fancy on my phone so none of my customers will either.” To you, my friend, I say “Yes they will.” According to Google “more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” Also according to the great oracle of all that is Googly: “Research has shown that Canadians who are unable to find exactly what they’re looking for quickly [in a Google search on their smartphones] will move on to another site 61% of the time.”

If you’re not sure what “mobile optimized” or “mobile friendly” even looks like, here is a handy graphic from Google:



As for optimization, for those of you smartypants who already have mobile friendly websites, research suggests that shaving off extra moments during every website visit from a smartphone means retaining more visitors and, ultimately, more conversions. Optimized graphics, improved load times, easy to use navigation, and sensible content architecture will all help your mobile user find what they’re looking for more quickly.

So, as you slurp those last drops of berry, lime, tequila and simple syrup (here are some recipes), and your mind drifts into the euphoria of knowing you still have a few weeks before colleagues, bosses, and clients will stop giving you some slack because the kids are out of school, remember what I said here today – mobile matters, mobile matters, mobile matters… *hiccup*

– Rob Parker.

Rob is the Creative Director and Founder of ACME Marketing, making engaging, findable, and mobile-friendly websites and content in Vancouver, BC, Canada.

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