Mobile Internet use is on the rise. In fact, 25% of all searches are now done on mobile devices and that’s on the rise. With more and more people using mobile devices to search the Internet, it’s becoming more and more important for your website to be properly configured for mobile devices. How important? According to one study, it could be causing you a 68% decline in traffic!
A recent report from BrightEdge looked into differences between how websites were setup to handle mobile traffic and what effect that had on search rankings and traffic. Basically, they noticed that there were differences between rankings when searches are done on a pc and when they are a mobile device and wondered why. So, they looked at the three primary ways websites are configured to handle mobile traffic:
- Responsive design
- Dynamic design
- Having a separate mobile website
In general, they found that they were all pretty similar in results. The sites ranked about a half a ranking lower in mobile than on the pc due to local competition. However, when there were errors in the mobile configuration, those mobile rankings dropped by about 1.82 positions. Granted, that doesn’t seem like a lot, but when you consider that the #1 position gets about 32% of clicks, #2 gets about 17%, and #3 gets about 11% (search traffic percentages discussed here), you can see that dropping two positions can make a huge difference! According to the report, it’s about a 68% decline in traffic.
Keep in mind that this loss of traffic is only due to a decrease in search rankings. If your website doesn’t display well on mobile devices, you are probably also losing traffic from people just leaving.
So, which mobile configuration is best?
Technically, there’s no difference…if you do it properly. However, the report indicated there were:
- 0% responsive sites they found with errors
- About 30% of dynamic sites had errors
- Over 70% of separate mobile sites had errors.
So, go with whatever configuration works best for your site, but if it doesn’t really matter for your site, going with a responsive design is playing the good odds. Whatever you choose, though, it’s worth taking a little extra time to make sure that everything is configured properly so you aren’t throwing away 68% of your mobile traffic.
Share Your Thoughts:
- Is your website configured for mobile traffic?
- What mobile configuration do you prefer?