The importance of a mobile-optimised website

#Frontend #News #Opinion #SEO

Written by Elodie Restiau

10 Oct 2022

It is impossible today to imagine creating a website without a mobile-optimised version! At the end of 2021, 54% of online traffic came from mobile devices (excluding tablets), and this figure is constantly increasing since 2020. Let's discover the importance of the mobile version and its impact on the user experience.

The importance of a mobile-optimised website

Based on this observation, it seems essential for web agencies to propose websites adapted and optimised for mobile on the basis of the notions of responsive design and mobile first.

Responsive design

The concept of responsive design, which emerged a few years ago, is to offer a design that is adaptable to all types of screens. The design and the content adapt to the medium, whether it is a computer, a tablet or a mobile phone.

Mobile first

Where responsive design started from the computer version and ended up with a simplified mobile version by removing non-essential elements, Mobile First takes the opposite logic of progressive improvement by first proposing an optimised mobile version and then adding elements and effects to the tablet and computer versions.

This new web design standard will have several benefits for your visitors:

Improving SEO

Since 2018, Google's algorithm ranks its search results based on the mobile version of websites. This decision stems from the following analysis: if users use Google on mobile, and they are offered mobile pages in results, then these same pages should be used to judge their relevance.

There is a secondary index that takes into account adaptations for searches made on computers and tablets, but the priority remains on mobile, which is considered the standard version. Needless to say, websites that are not optimised for mobile will be heavily penalised in Google's rankings.

Facilitating the user experience

A website optimised for all types of screens will have an impact on the user. Fast loading pages and easy to find information with content tailored to the needs and browsing habits of your target audience will have a positive impact on the user who will be more engaged with your site and your business.

Conversely, if your site has display problems that prevent them from navigating comfortably, the user will quickly leave your site, resulting in low engagement and a poor bounce rate, and therefore a drop in your SEO results.

A better conversion rate

The conversion rate of a site is the percentage of visitors who have completed a desired action (purchase, contact, quote request, etc.) compared to all visitors to the site.

The mobile first strategy and its optimised user experience can lead to an increase in your conversion rate.

Optimised design

The user experience of your website should not be neglected, as you will have understood, UX and SEO are very much linked.

In fact, it turns out that 88% of web users have said that they do not want to return to a site after a bad browsing experience and 75% of users base the credibility of a company on the design of its website.

Contact us if you need a performance analysis of your website and its mobile version or if you are looking for a partner to create your mobile-optimised website!

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