Experience is Everything: Turning Mobile Visitors into Customers

A few weeks ago, I wrote about the Multi-Screen Generation and how a majority of people are accessing information through multiple devices throughout the day. Building on that idea, Google posted another interesting study about how the mobile-friendliness of a site affects the user’s purchase decision.  What they found was that a great mobile experience can help transform a visitor into a full-time customer. On the other end of the spectrum, a terrible mobile experience can turn away users for good.

These findings shouldn’t be surprising to anyone who has experienced a bad mobile site. However, what is particularly interesting about this study is actually the percentage of people who are affected by how friendly a mobile site is. Here are some of the more important stats:

  • 61% of people said they would quickly move onto another site if they didn’t find what they were looking for right away
  • 67% said they are more likely to buy from a mobile-friendly site
  • 96% of consumers say they have encountered sites that were clearly not designed for mobile devices
  • When they encounter a mobile-friendly site, 74% of people said they’re more likely to return to that site in the future

I know we have been stressing the importance of a strong mobile presence for some time now, but these figures are a clear indicator in how quickly the world is shifting. 74% of people said they are likely to return to a mobile-friendly site in the future and 67% said they are likely to buy from these sites. Mobile websites and experiences are clearly affecting how a majority of consumers behave. All of these stats are strong signs that the time to focus on your mobile presence is now.

More and more people are coming across your website and content on their smartphones and their experience on your website will decide if they lose interest immediately or end up donating and supporting your work.

We will be posting about the key elements that make a great mobile experience soon, so stay tuned for that. But if you are curious to see how your current website looks on the smartphone screen, check out this handy tool that shows the mobile version of your site and rates it based on a number of factors:  How to Go Mo

What are your experiences with non-mobile-friendly sites? Does the mobile-friendliness of a site affect your purchasing decision?

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