Google Warns 6 in 10 Will Leave Your Mobile-Unfriendly Site!

A reminder from Google on its Mobile Ads Blog:

Two thirds of consumers report they’re more likely to buy from a mobile-friendly site, and a little less than two thirds (61%) say they’ll abandon a mobile site if they don’t see what they want right away.

Those findings are from a Google survey conducted by Sterling Research and SmithGeiger in July of just over 1,000 smartphone Internet users.

  • Conversely, of those who have visited a mobile-friendly site, 74% say they’re more likely to return.
  • “The fastest path to mobile customers is through a mobile-friendly site,” concludes Google.
  • “If your site offers a great mobile experience, users are more likely to make a purchase.”

DudaMobile in February reported that nearly 20% of visits to small business sites led to an immediate call to the business (e.g. with click-to-call), with some local businesses skewing much higher (e.g., pizzeria at 32%, car services at 27.8%).

But businesses have to earn that call with a mobile-friendly site that puts that phone number above the fold and in eye shot.

Google concludes from the new study that non-mobile friendly sites actually damage a company’s reputation:

  • 36% of respondents said they felt like they’ve wasted their time by visiting those sites
  • 52% of users said that a bad mobile experience made them less likely to engage with a company.
  • Almost half felt that a site that works poorly on a smartphone indicates a company that does not care about their business.

The upshot seems to be that mobile business is a business’s call to win or lose.

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