What Do Users Look For in a Mobile Website Experience?

mobile-users Now that you’ve (hopefully) survived Google’s Mobilegeddon, it’s time to get back on track with your website’s mobile experience.

Why Mobile User Behavior Matter

When looking at the type of traffic coming to a website, it might be surprising to find out that mobile users will probably fall into the top 1 or 2 spots. Tablets, bigger smartphones, and even smart watches are making it more convenient for users to search from something other than a desktop computer or laptop. The downside is that while the engagement is there, mobile users can drastically differ in their behavior from the average desktop computer user.

Same Content, Different Behaviors

Typically, the duration on site of mobile users is lower than users using a desktop. Typically, there are also less page views and a higher bounce rate. You have to ask yourself WHY mobile user behavior is different when they are essentially looking at the same information as your normal, desktop website. Therein lies the problem. By the nature of the small screen, the user experience is never going to be the same as that of a desktop… no matter how seamless you try to make it.

The goal is to best adapt a mobile/responsive website so that the experience is logical and smooth. Knowing this, it’s understandable why Google stands against ranking websites that redirects all mobile results to a mobile home page. When it comes to designing for the user experience, it’s better to have no mobile redirects if you’re not going to have the results go to the actual page!

Give the Consumers What They Want

Nowadays, before you buy, you’re most likely to pull out your phone to search for reviews or compare prices. The convenience of smart phones have made customers more web savvy than ever. Whether you’re buying something as small as a drugstore lipstick (gotta check reviews first!) or making a big purchase on a car, your phone is your go to research tool. Check out how users start their research:
mobile-research

Next, we look at conversion rates by device top. Notice how iPads surpass conversions on a desktop! Smartphones and iPhones are significantly lower but there is still room for growth.
mobile-device-conversion

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