We are at a global tipping point in regards to how customers engage with businesses online, one of the biggest shifts since the Internet began.
According to an IDG Global Mobile Survey, 77% of business decision-makers use their smartphones to initiate front-end research for a product or service before contacting the business. In the past, many B2B companies have viewed mobile as a luxury add-on, but today, failing to embrace a mobile friendly website can impact profits in a tangible way. Your website’s mobile responsiveness can increasingly determine how often potential customers follow through with contacting, or not contacting, your business.
Here are the Top 5 Reasons Why a B2B Mobile Friendly Website is Not an Option Anymore:
Work and play intersect now more than ever.
While the IDG Mobile Global Survey shows that executives rely on mobile devices to conduct business research, many B2B sites are catering strictly to desktop users. One of the keys to long-term success and competitive advantage may be how quickly a company can develop and implement an effective mobile friendly website.
Cost savings and Sustainability.
While mobile apps and m-dot sites have been an effective solution to serving up mobile websites in the past, they are not sustainable and not nearly as cost effective as responsive design (mobile friendly). Managing multiple experiences is cumbersome and will inevitably become dated. A responsive approach, one that includes mobile compatibility, means transitioning into a singular experience, updated in one location and enabling brand consistency across all devices.
Google Says So.
Google itself recommends that developers use responsive design in its mobile design strategy. In its Webmasters guidelines, Google states that “making a website that is friendly to smartphone users has now become a critical part of website management”. Last spring Google took on the “mobile friendliness” of a site in its ranking algorithm. Businesses not transiting to a mobile-friendly website, will be negatively impacted in their ability to be ranked at the top of search engines.
Conversion Benefits: get to the point.
Having a mobile friendly website has a major impact on conversion rates from that 77% of business decision makers your B2B business targets. Business executives like their information quickly and to the point. In the mobile friendly content model, you start with the key message on the smallest screen and build out as you have additional real estate. This process of boiling down to what is valuable often results in attracting more qualified, relevant leads and speeding up the conversion phase. And that, ultimately, is what it’s all about.
Mobile Friendly Design is a User-Friendly Design
Customers appreciate the simplicity, ease, and user-friendly experience that a responsive site delivers. They are able to find what they are looking for quickly and will be more likely to favor your information and solutions to their business challenges. Companies will benefit because it allows them to make significant inroads with prospects without relying on the traditional sales funnel that, is no longer viable as an optimal lead generation and conversion tool. It enables you to present solutions that are user-friendly, not just mobile friendly, and establish your business as an industry leader.
*This article was originally created by Kali Kasprzyk, Director of Business Development at Echidna, Inc, originally posted on four51. The current version was edited by Jorge Campos, Sr. Software Consultant at WBpro, to tailor to WBpro’s client’s needs.