This is a term that may be unfamiliar, but it is very important. I gave a presentation recently and someone in the audience asked me if there was one new term they should learn, what should it be? That’s a tough one because there are so many important topics for small businesses. However, one item that is applicable to all small businesses – no matter what industry, location, or size, is to have a website be ‘mobile responsive’.
Did you know that people are 5X more likely to leave a site if it isn’t mobile friendly?
So what exactly does ‘mobile responsive’ mean? Basically your website is coded in a way that allows it to detect what sort of device a consumer is using to reach it. In other words, your website would automatically shift the layout depending on the screen size – whether it is a smartphone, tablet, laptop, or desktop monitor. It eliminates the frustration of using the scrolling arrows to get from one side of the screen to the next. Below is a snapshot of NIU’s website. The first image is how the website responds to someone visiting the site from a desktop computer. The second image is the exact same home page. Notice how the layout is different? The content automatically shifted so all you have to do is scroll down with your arrows instead of scrolling across when you are in the middle of a sentence. This makes everything much easier to find and the consumer is less frustrated.
So why is this important? Because consumers want quick answers to their questions. And the majority will use a digital device to search for that information. The easier your website is to navigate, the longer they will stay on it. After all, a goal is to have a ‘sticky’ website meaning that once they are on your website, they can easily find and engage with the content and will stay on it for a while.