Mobile UX is More Important Than Ever
Mobile is transforming the way B2B ‘does business’. It’s not that personal relationships are valued less. It’s just that there’s a new generation doing business, and digital is heavily influencing how they do it.
Your B2B customers - the B2B buyers - don’t expect to have interaction with your salesforce until it’s time to close the deal. Don't take this part lightly: they expect the same digital experiences and features that they encounter as consumers.
You need to create frictionless mobile digital experiences. Mobile UX is more important that ever.
Google’s intention when it comes to mobile can’t be clearer...mobile-first is reality
Google has paid close attention to how much time we spend on our phones, and growth in mobile search traffic is significant. Google’s smartphone Googlebot is already visiting websites. The bot’s prime directive? Ensure that users get the most relevant content regardless of the device they’re on.
Are you taking mobile UX seriously yet? Here’s some compelling signals why you should.
Google is moving to mobile-first indexing
They announced earlier this year that they’ll start indexing and ranking the mobile versions of pages over desktop versions. Google wants your digital experience content to be the same (or very similar) no matter what device it is engaged from. They understand that having different content on different devices can negatively impact the user experience.
Page speed will be a ranking factor for mobile searches starting July 2018
Google also understands that page speed is directly related to user experience. As Google states: “People want to be able to find answers to their questions as fast as possible.â€
Users on mobile devices are probably less patient than those sitting in front of a laptop. If page speed is something that is impacting the desktop version of your digital experience - start looking into ways you can improve overall page speed now.
4G instead of 3G
Google recently announced that most mobile traffic is now occurring on 4G instead of 3G. Testing with a 4G connection will boost things in terms of page speed, but bank on the boost as an easy fix for slow load times.
Deal with what you can - the number of requests, page weight, etc. and start improving those back-end factors first.
Mobile users bounce in three seconds
According to Google, the majority (53%) of your mobile visitors will leave a page that takes longer than three seconds to load. To keep mobile visitors engaged you need to increase your mobile page speed. If you don’t - forget about it, because they won’t even come back.
Wrapping up
Check out this recent post on think with Google for some more compelling stats and insight about How mobile is reshaping the B2B landscape for growth.
Some useful tools
After you’re done here, start measuring your page speed and identify where you can make improvements. Here are some tools you (or your developers) can use to start collecting that data.
- Test your mobile speed
- Speed scorecard
- PageSpeed Insights
- Chrome Developer Tools
- Lighthouse
- Pingdom
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