The rise of mobile has been one of the most significant events in the history of digital marketing. The introduction and growing ubiquity of mobile devices has changed the way consumers interact with brands. From altering the path to purchase, to impacting the way content is viewed and consumed, and inﬂuencing the way consumers behave in-store, mobile has shaped the way the world behaves.
If you look at your analytics right now you might not see an overwhelming number of conversions that were completed on a mobile device, but looking at the last step of the purchase process only provides one piece of the puzzle. Regardless of whether it’s the final step, mobile is often a critical component of the path to purchase. In 2017 brands can’t afford to ignore the importance of mobile in the purchase process. If a user is looking for a product and they visit your website in the process of doing research, it’s critical to ensure the experience is a positive one and that the user is able to find what he or she is looking for. If the experience is negative — if the site loads slowly, or content is poorly laid out, for example the chances are low that the user is going to continue to consider your brand in the future.
If user experience concerns weren’t enough to convince you of the importance of having a mobile-friendly site, maybe your organic search presence will be. In May 2016, Google further increased the weight of mobile-friendliness as a ranking factor. This means that websites that are not meeting the demands of mobile users are likely to see (or already have seen) their organic search presence suffer.