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If there’s one thing I can’t stand, it’s herding. People shouldn’t allow themselves to be influenced by what others are doing without understanding why. The same holds true for businesses. Herding causes a lot of problems because it’s dumb decision making. It lacks thoughtfulness, strategy, and analysis—all major ingredients for a successful company.
So what does that have to do with responsive Website design? First of all, everyone’s talking about it. Loads of companies are pouring more money into mobile.1 But not everyone fully understands the costs and benefits, which creates false expectations. I think you absolutely should have a mobile site, but I think you should know your options and what you’re getting into.
Why You Should Go Mobile:
1. Because consumers are judgmental
You may think that teens are the most active mobile users, but they aren’t. It’s women, between the ages of 35 to 54.2 Consequently the biggest Farmville demographic as well. In any case, why does that matter? Because women are now the household decision makers.3 They are the ones looking for you online, whether they need directions to your store, want to purchase a product, or just browse some reviews. If you can’t give them what they want, they’ll go elsewhere (and that’s true for anyone). One study found that 61% of mobile users will go on to another site if they don’t find what they want; whereas, 67% of users are more likely to buy from a mobile-friendly site.4 Why is that?
2. Because consumers want their needs met
This is an age of instant gratification. People more willingly reward companies that meet and exceed their expectations, and they punish those that don’t. Companies like Zappos and Yum Brands (check out Taco Bell’s Twitter feed when you get a chance) set the expectation in consumer’s minds that even big name companies aren’t above interacting with their customers one-on-one. They listen and give the people what they want: a great experience. The reward is loyalty, which translates to huge revenues over time.
3. Because people will rely more on their phones than their desktops
It is expected that by 2014, the amount of time spent on mobile internet will exceed desktop internet time.5 This is the digital equivalent of the old adage: location, location, location. You have to be where your customers are.
So now we’ve established that it’s time to get a mobile site. In my next post, I’ll cover the pros and cons of Responsive Web design and having a dedicated mobile site.