According to Google, eight million people in the UK access the internet from their smartphone every day. There are 23 million smartphones in the UK – almost 50% of all mobile phones. Despite this, many businesses have not invested in ensuring their website is optimised for mobiles.
Google recently launched an initiative to help businesses analyse their websites for ease of viewing through mobile devices, and identify any areas for improvement. Google has now launched “GoMo”, which aims to help businesses work out the kinks involved in going mobile.
By simply typing in your website’s URL to GoMo, you can obtain an analysis report that gives a quick summary, identifying your website’s worst areas as a benchmark from which to plan improvements.
Areas covered include:
- Website loading time
- Brand development
- Next steps – building the site, using Google places, promotion and advertising
The report also includes personalised advice based upon which business type you select and how your website integrates into your marketing strategy – e.g Is your website purely for brand awareness, does it drive new business or is it the primary source of income (for example an ecommerce site).
From your answers to a number questions regarding your website’s functions, the report gives a rating on a list of identified issues, for example:
- Image handling
- Text size (whether you need to scroll or zoom to read)
- Thumb friendliness
Jesse Haines, group marketing manager for Google’s mobile ads, explains in the Google Mobile Ads Blog that GoMo is designed to help businesses that have set up a mobile presence but find it’s not working as well as it should.
She explains that “most businesses’ websites don’t work well on smartphones” and that frustrated customers are visiting and immediately leaving non-mobile optimised websites “hundreds, even thousands of times every day”.
Google is now also offering free mobile sites to small businesses for a year, in partnership with DudaMobile. This new service enables merchants to build a mobile site very quickly based on a series of templates.
Google’s goal is to grow its mobile ad business, having expanded its mobile ads format last year. But whether or not you are on board with this, if your organisation relies on its website to generate new business or service existing customer enquiries, you can no longer ignore the importance of mobile accessibility and readability as more and more people access the internet mainly on their mobile phones.
Website and Business Owners – What should you do?
As a first step, it is worth taking five minutes to run the free mobile assessment report available on Google’s GoMo website.
All website owners should now be checking regularly how many visitors are using tablets and mobile devices to view their websites. The easiest way to do this is by installing Google Analytics and taking a look.
As an example, 14% of traffic to jonnyross[dot]com comes via mobile. One of my clients gets over 23% through mobile! For some business categories, the need for a mobile optimised website is even more important than others. Check how your business fits in here.
Find out more about mobile optimisation for your website here.
To discuss the next steps in mobile optimisation for your website, without a sales pitch, give me a call on 011 33 20 21 21.
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