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Your mobile friendly website – a ‘nice to have’ or commercial necessity?

  • In association with NZRS
  • September 30, 2015
  • NZRS
Your mobile friendly website – a ‘nice to have’ or commercial necessity?

If you are in a pure online or omni-channel business then this is important stuff. Research conducted by Colmar Brunton for NZRS Ltd in late 2014 reinforces the importance of the mobile space to New Zealand consumers. Eight out 10 consumers use a mobile device to access the internet; 74 percent think that it’s extremely or very important that websites should be designed to be used on mobile devices (up from 69 percent in 2013). Tellingly, 72 percent of consumers think if a website does not function properly on mobile then they will move on to a site that does.

So consumers see the mobile experience as very important, but what about New Zealand websites? As the registry for all .nz domain names, NZRS wanted to establish just how mobile friendly .nz websites were.

In May 2015 we ran a 10 percent sample of.nz domain names, 64,000 in total, through Google’s Mobile Friendliness test. The results were surprising. Of the domains that responded to the test, 60 percent failed. Only four out of every 10 websites in New Zealand pass the mobile friendliness test.

Even more surprising was that the age of a domain name had no impact. Even domain names less that a year old (and by implication the website being less than a year old too) had failure rates over 50 percent. So even now, newer websites are being built and deployed that are not mobile friendly.

It is important to note that there are a number of factors that affect where and how a website places in Search Engine Results Pages (SERPs). Mobile friendliness is just a new and very important factor that has been added to the mix for searches conducted from mobile devices.

If an organisation wishes to be found via mobile search, and most likely it would, given the rise of mobile device use, then mobile friendliness is important to factor into website design.

So what are the takeaways from this research?

Firstly, the importance and use of mobile will only grow. With the contining rise in online shopping we will likely see more of this activity transfer to the mobile space.

Secondly, think of customer interactions from a mobile first perspective. How can you create a compelling user experience on a mobile platform?

If you have not done so already, test your site with Google’s mobile friendly test.

And finally, never stop testing and improving. Talk to your customers, get feedback. Implement and use tools that allow you test different user interactions.

Are you mobile ready?

​ ​

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