What Consumers Want From Mobile Websites

Mobile-Friendly Websites

Recent research from Google confirms what a growing number of business owners already know: Consumers don’t just want to find what they’re looking for on a mobile site, they expect it. With 61 percent of people surveyed saying they’d immediately move on to other sites if they didn’t find what they were looking for on a site accessed via their mobile devices, it’s clear that businesses of every size need to offer mobile-friendly sites.

Mobile-friendly is sales-friendly.
The survey of more than a thousand smartphone users showed that 67 percent of users are more likely to buy a product or use a service on a site that’s mobile-friendly, and nearly three-quarters say they’re likely to go back to a mobile-friendly site in the future. When they have a poor mobile experience, however, more than half of respondents said they’d be less likely to engage with a business.

Users in search of a product or service will continue to seek a mobile-friendly site until they find one that offers what they’re looking for, according to the survey findings. If your business doesn’t have such a site, you may be losing potential customers to competitors that do. In addition, the survey revealed that you can miss out on more than a sale with a poor mobile experience, because users’ negative reactions carry over to their perceptions of your business as a whole:

  • 48 percent of respondents said they feel annoyed when they arrive on a site that’s not mobile-friendly
  • 52 percent said they would be less likely to interact with a business after a poor mobile experience
  • 48 percent said a poor experience left them feeling like the company didn’t care about their business

Mobile site features that matter to users.
The Google survey highlights three important aspects of a good experience on a mobile site:

  1. Speed: The site should load quickly, in five seconds or less
  2. Simplicity: It should be easy to use, with larger buttons and limited scrolling to find information
  3. Business information: Consumers want to find the most important information fast, which includes directions, clickable phone numbers, hours of operation, information about your product or service and how they can make a purchase.

Going mobile with your business.
Most business owners don’t have the budget to have a custom mobile application or separate mobile website developed, but there’s good news: You don’t need to make a substantial investment to gain the advantages of a mobile-friendly site. You can meet the needs of users for basic information about your business with a site that’s mobile-optimized.

For Yellow Pages United subscribers, it’s easy to have a mobile-friendly site with a BizYellow business web page. It’s available at no extra charge, and it’s already optimized for mobile users. In addition to being simple to set up, a BizYellow web page offers all of the information that mobile device users surveyed said is most important, such as clickable phone numbers, hours of operation, a map and more.

With studies clearly identifying mobile users’ expectations and what the effects of their mobile site experiences can be on a company’s bottom line, business owners who have been undecided about mobile shouldn’t be. Offering mobile-friendly sites is no longer an “extra” — it’s essential to creating and maintaining customer relationships.


Yellow Pages United is an independent online national directory publisher. Yellow Pages United  is not affiliated with any other Yellow Pages company that might be mentioned in this article and is not affiliated with AT&T or your local directory publisher.

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