How does the mobile version of a website affect the user experience?

Did you know that 92.8% of Spaniards use their mobile phones to connect to the internet? And that, within these, more than 70% make their purchases through this device? Neither computer nor Tablet, purchases are now made via mobile. And with this little piece of information, you should begin to understand how important it is to have a website adapted to the mobile version.

How does the mobile version of a web page influence the user experience?

It doesn’t matter if you sell products or offer services through your website, the most important thing is the mobile experience of your customers. According to experts, 61% of users who visit a website that is not mobile-friendly are more likely to abandon it and turn to a competitor’s website.

Added to all this is the fact that a consumer has the same mobile experience expectations for all sectors. In other words, it is not enough to provide a better user experience in the mobile version than your competition, but you must compete against the mobile experiences of all industries.

Since your customers have had past experiences with different brands, this creates an expectation in them, so they expect a comfortable navigation through a website with their mobile devices. And this means? Many users who access your website through their mobile devices have had past experiences on other pages, and they expect to have the same level of experience when they arrive at your business’s website.

But this does not mean that you have to do the same as the competition. Not even that you have to imitate what they have done in other sectors. What these users expect when they reach your website from their mobile is that the experience is even better. In other words, don’t just imitate, try to innovate to guarantee that experience, turn the user into a potential customer, and become a reference in the network.

Speed and usability, two factors that affect the user experience in the mobile version

According to one of the latest research studies conducted by Google on ‘brand mobile experiences’, there are two key factors highly valued by users when browsing the mobile version of a website: speed and usability.

Speed

We are increasingly impatient, and if a website does not load in seconds, we abandon it. In fact, 53% of users who visit a website via mobile abandon it if it takes more than 3 seconds to load. This implies losing the opportunity to convert those visitors into customers for our company.

This is the great importance of creating a mobile version capable of giving an immediate response to the user. Otherwise? Your website will quickly fall into oblivion.

Usability

We are possibly facing the biggest challenge for companies when it comes to mobile experience: usability. In other words, the website is useful and easy to access.

According to Google, brands that offer a useful user experience are 1.5 times more likely to promote purchase and have their brand recommended compared to those whose interactions are not helpful to users.

How can you make your website more mobile-friendly? Making it comfortable, with attractive menus, adequate content, not abusing images…

How does the mobile version affect the positioning of your website?

You may not know it, and may even have never valued it. But, did you know that depending on the user’s experience with the mobile version of your website, this also affects positioning?

Indeed, since 2015, Google has given priority to the mobile version when ranking a website, rewarding those that are optimized for mobile devices and penalizing those that are not.

In other words, from now on, when you develop a marketing strategy for your site, you should not only give priority to SEO, develop a good sales strategy or the advertising campaigns that you carry out through social networks. You have to make sure that the mobile version is perfect to guarantee a good positioning.