New York, NY— Web design company Avatar New York helps businesses attract new customers and modernize their brand with apps and websites. According to the New York web design team at Avatar, creating a site that caters to mobile devices is no longer an option – it's a necessity.
"In 2014 alone, there was a 69-percent growth in mobile traffic," explained Todd Johnson, managing director of Avatar New York. "Google has responded by limiting search results on mobile devices only to sites with a responsive design."
Johnson explained three consequences of building a site that is not mobile friendly:
1. Higher Bounce Rate
Modern Internet users have little patience for cluttered websites that are difficult to navigate – and that is exactly what they will get if a site cannot adapt to mobile devices. As a result, visitors will leave quicker, which will increase your bounce rate.
Bounce rate is the percentage of people who leave a site from the entrance page. A high bounce rate often indicates that a site has usability issues, which is why it can negatively affect a page's rank on SERPs.
In addition to creating a mobile-responsive site, you can decrease your bounce rate by offering simple navigation and a clear layout. There may be other page-specific methods of reducing the bounce rate – for example, ensuring that each page offers the information that visitors expect. This is particularly important for pay-per-click landing pages.
2. Fewer Organic Visits
Organic visits occur when a website attracts visitors without using a paid advertisement. Most organic traffic comes from search engines.
Google's new ranking algorithm excludes unresponsive websites from search results that display on mobile devices. This is because mobile-incompatible sites offer a poor user experience.
In some industries, a high rank on Google's SERP for target keywords comes with an exorbitant increase in revenue. By not using a mobile-friendly site, companies could miss out on thousands of potential customers.
3. Competitive Disadvantage
Whether a company uses pay-per-click (PPC) ads, SEO, social media or a combination of digital marketing services, more businesses than ever are fiercely competing for online traffic. Having a mobile responsive site will improve the results of almost every digital marketing strategy.
For PPC ads, a mobile-friendly site makes the landing page easier to understand and navigate. This increases the likelihood of a conversion.
For SEO, the lower bounce rate could improve your site's rank for target keywords. As mentioned previously, your site will also be able to show up in mobile search results.
The success of a social media strategy often hinges on driving traffic from Facebook, Twitter and other social sites to your website. Similar to PPC ads, the landing pages for social media links must have optimum usability to convert a visitor.
Currently, approximately 3 percent of global websites are mobile responsive, but with the introduction of Google's mobile search update, this number is increasing each day. To stay ahead of the competition and generate the highest ROI from Internet marketing, companies must modernize their sites with a mobile-responsive design.
Avatar New York is an innovating, award-winning New York web design firm dedicated to providing clients with responsive websites that help grow brands and convert visitors to customers. With an expertise in web development, branding, cloud hosting, mobile app development, and CMS and e-commerce solutions, Avatar New York's top tier designers have the ability to create intelligent websites for any type of business.