If you follow Internet news, you are probably aware of Google and their mobile-first index. With the influx of searches online made by smart phones, Google is prioritizing websites that are mobile friendly and responsive. So, if you don’t have a mobile friendly website, you will eventually lose rankings, organic page views, and ultimately conversions.
What Does This Mean For My Site?
If you have a website that is a few years old, chances are its not the most optimized for mobile and tablet devices. This means that your site won’t rank as well as other sites that are just as optimized as yours on desktop, but do have mobile friendly and responsive sites. You will lose your precious rankings, traffic, and at the end of the day conversions.
How Can I Tell If I Am Losing Conversions?
If the purpose of your website is to convert users, then you should be looking into your mobile site ASAP. If you are trying to convert users by having them sign up for an email list, make a purchase, or fill out a contact form, this should be a priority for you. If you just have an educational website that has no end purpose, you might not have to worry about this.
To look into your mobile site behavior, log on to your Google Analytics.
Go to Audience > Mobile > Overview
From here, you will have your users behavior broken down by desktop, tablet, and mobile users. You can compare bounce rate, average session duration, pages per session and conversions by goal. This is a good time to use your marketing skills. Analyze these numbers. Do you have a super high bounce rate on mobile compared to desktop? Are your mobile users 50% of your traffic but only converting at a 1.5% clip compared to 3% for desktop?
If you are seeing poor metrics on your mobile device compared to desktop, you should consult with a web developer or someone who knows how to make appropriate changes to your mobile site to help encourage conversions.