A Google Think Insight article says that 67% of mobile users who land on a mobile optimized site are more likely to convert . Furthermore, it also says that 61% of mobile users are likely to move onto a competitor’s site if the page they landed on isn’t mobile optimized.
If a site has an “m-dot” prefix before the URL, which means it’s optimized for mobile viewership. Another way to optimize your site for mobile is by using responsive design, which doesn’t require a separate m-dot site. With a responsive design, the site automatically adjusts its layout specific to the device being used.
Here’s the thing: Google itself also made clear that its algorithm would prefer responsive design over a mobile-optimized site. And the web giant has several reasons:
- Mobile sites are not device-universal. Your prospects will not only be viewing your website through smartphones alone; there are tablets and pads that could also access the web, and mobile sites will not be able to accommodate each one of them. A responsive design can and will adapt to the device environment.
- You’ve been working on your site’s SEO ranking, now you’ve got two sites. Having a separate mobile site means maintaining SEO across multiple domains, which would spread out the SEO links and authority you’re trying to optimize for. You’d be doing twice as much work while getting two pieces of half-results.
- Sharing would be chaotic. Consider this scenario: Your prospect reads your mobile site content on his smartphone and finds it shareable, so he shares the link on Twitter. When the followers of that prospect open the link on their desktop or laptop computer, the mobile version (m-dot link) will load.
- It redirects users to irrelevant pages. Not every page on your site may have a mobile version created for it. So when a visitor goes to that “un-optimized” page, he may be returned a 404 error page, the mobile optimized version of your homepage (not the original page they requested), or the desktop-optimized version of your site. This, of course, can be annoying to people, especially the busy ones.
- Mobiles sites are usually the “lazy” versions of desktop sites. It is often a challenge for webmasters to translate into a mobile site the same user experience one could have on a desktop site. That difficult task may end up with settling with substandard design and structure, which of course could only ruin your chances of lead generation.