As a nation we’ve fallen in love with our mobiles and tablets. 76% of adults now own a smartphone, while. 40% of us have made a payment using one and nearly 60% of us have used them to browse a retailer’s site*.
 
Make sure your website is optimised for mobile
 
Given this it’s essential that your site is optimised for mobile, and that it reads well on a smaller screen, be it smartphone or tablet. Responsive websites enable you to code the site so it works well on any type of device – without the need to create different sites for each. Mobile users will likely leave your site if it doesn’t read well or load quickly while a well-designed responsive website could increase customer engagement by as much as 85%**.
 
If you have created a website on WordPress use their mobile optimisation tools to help you optimise your site. General rules to follow to make your site mobile-friendly include avoiding drop down menus, using a larger font size and keeping critical information at the top of the page. It can also help to add in more visual content since mobile users like this (hence the success of sites like Instagram and Pinterest).
 
Optimised sites rank higher in search
 
Having a mobile-optimised site mean you’re more likely to rank higher in the search engine search results. Having just one URL (rather than separate ones for desktop and mobile) makes it easier for bots to crawl and index your site.
 
Plus, Google now penalises sites that aren’t mobile optimised by ranking it lower on its mobile search results pages. Google offer a number of tools that can help you figure out whether your site is currently considered mobile-friendly. Check out their Webmaster Tools section highlighting possible ‘mobile usability errors’.
 
Keep testing your site to measure how well your mobile strategy is working. Keep the focus on what your target audience wants and needs, and check out all the free tools at your disposal.
 
  
 
*             Mobile Consumer 2015: The UK cut – Game of phones; Deloitte, 2015
**           John Rampton: How to Optimize Your Small Business for a Mobile World; Forbes, 20th January 2016 

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