Does Your Website Pass the Café Test?
Traditionally, a café has been a place to relax, share good company, sample gourmet food and sip great coffee.
Today it’s a place to talk business, connect with friends online and shop on your mobile device.
The changing face of contemporary cafes reflects how swiftly communication and commerce have adapted to our rapidly changing world.
Applying the “Café Test” to your business website is one way to check how prepared you are to cash in on the ever-expanding mobile economy.
If your company has spent big on a website, here are seven pressing reasons to optimise it for smartphone and tablet use.
What is Responsive?
A “responsive” website is designed for optimal viewing on all devices, regardless of the screen size. From large desktop computers to tiny smartphones, mid-sized tablets and laptops, a single website that adapts for viewing on all devices is the new norm in web design.
What do the stats tell us?
Recent statistics from Smart Insights show:
- 35% of search traffic now originates from mobile devices.
- 60% of all online traffic now comes from smartphones and tablets.
- 70% of social networking activity is now generated on mobile devices – up 55% in one year. This accounts for 31% of all growth in Internet activity in the last 12 months.
- 25% of Internet users only access the internet via a mobile device in the United States.
- 25% of all emails are opened on mobile phones, with another 10% being opened on tablets.
- In 2014 mobile Internet usage is expected to overtake desktop usage.
- Computer (desktop and laptop) sales are falling and smartphone sales are increasing, so the trend towards mobile Internet usage is set to grow more.
Increase conversion rates
Recent studies in the US show that 69% of tablet users are shopping on their device regularly. If a website is not easy to navigate on a mobile device, viewers won’t convert into customers.
Kissing goodbye to sales from such a large percentage of shoppers is the closest thing to a kamikaze marketing tactic I’m aware of.
Easier to manage
A single website that renders well on all devices makes search engine marketing a sinch.
One website means one SEO campaign and there’s no reason why mobile specific keywords – such as location terms like “nearby” – can’t be incorporated into a single SEO campaign.
Better User Experience
Why does this matter? Google stats show that frustration with poorly-designed, difficult to navigate websites is the number one turn-off for people who are ready to buy.
Getting visitors to your website is one thing, converting them to customers is almost impossible if they’re annoyed with the experience. In fact, more than 3 out of 5 website viewers will head to another website if they find it too hard to work out.
On the other hand, positive experiences lead to a 67% increase in the chance of completing a sale. Thanks for those pearls of wisdom Google.
Stay ahead of competitors
Is there anything worse than a mobile site you can’t read or needs lots of scrolling and resizing to make sense?
If your competition has already worked this out, then they are more than one step ahead of you. Playing catch-up is not only costly, it can lead you down a path of lost opportunities.
And there are no excuses for ignoring mobile users simply because your major competitors have forgotten about them as well. Getting ahead of the curve might just be your next best investment. Customers are crying out for easier ways to do business all the time.
Café Test and Google Mobile Friendly
Our Café Test benchmarks websites on their ease of navigation, readability, user-friendliness and simplicity for mobile device users, who often find themselves pushed for time when they are researching and buying online.
Only last month Google launched new “Mobile Friendly” labels in search results to reward businesses that consider how their websites will appear on mobile devices.
The factors Google recognises include:
- Text that is readable without zooming
- Text links that don’t overlap and can be easily tapped
- Content that doesn’t require scrolling and zooming to view
- The removal of software that is not common on mobile devices like Flash
With Google and most mobile device users screaming for better mobile websites, the chorus for change in 2015 will only grow louder.
Catering for the burgeoning band of online customers whose weapon of choice is a phone or tablet is now a necessity, not a luxury.
- 10 Ways to Know It’s Time for a New Website
- Optimizing your website for mobile
- User Behaviour and Psychology in Web Design