The Importance Of Mobile-Friendly Website For B2B

If you don’t have a mobile-friendly website, you’re losing out on new business and customers. Having a mobile-friendly website is about more than making your site readable on smartphones. Your website — and how well it performs on mobile devices — play a role in the entire user journey with your products and services. Mobile optimization is especially vital in the B2B world where users want to find and experience your brand from the ease of a smartphone or tablet while on the go, at work, or on the couch.

A mobile-friendly website is a site that is optimized for mobile devices, meaning that when a user views your site on a phone or tablet, the site conforms to their screen size, has easy-to-navigate menus, and is easy to read on a smaller screen. Put in different words: mobile optimization is the process in which a web designer adjusts the site content so that when customers access the site on a smartphone or tablet, the information is customized to their device and screen.

Users of every form spend an increasing amount of time exploring brands, products, and services on mobile devices. According to socPub, 57% of users who encounter a non-optimized or poorly designed mobile site won’t recommend the business to others. On top of that, Google reports that 61% of users are unlikely to return to a website that they had trouble accessing on their mobile device

How does mobile optimization affect B2B?

• Generation

Your business likely generates a significant portion of it leads online, and many of those leads probably come from search engines. Google is continually updating its algorithms and now gives a higher preference to mobile-friendly sites. This translates to less activity, fewer unique link clicks, and slower lead generation. According to Google, without a mobile-friendly website, 40% of users (your potential leads) will go to a competitor’s website for what they need rather than suffer through a poorly designed mobile site.

You also need a mobile-optimized site to capture incoming leads. New site visitors are usually new to your brand and are still exploring your products and services. Your website needs an easy way to capture those leads so that you can move to the nurturing phase.

• Nurturing

Once you have generated new leads, you need to nurture them before they convert. Your website affects the nurturing phase just as much as it impacts lead generation. When a user shows interest, but hasn’t yet committed, you need a quality, mobile-friendly website to reel them in closer.

If a potential customer opted-in to an email marketing campaign or newsletter, any links in the emails should take the user to an optimized website regardless of whether they’re using a computer or mobile device. Unsurprisingly, in 2016, 54% of over 1 billion tracked emails were opened on mobile devices. Any mobile link clicks that lead to a non-optimized site can end with the users leaving your website without engaging with your content.

• Conversion

According to most research, consumers greatly prefer interacting with and making purchases from websites versus sales reps. You can better convert your B2B leads with an easy-to-access webpage on both computer and mobile screens.

Further research from Google lists that 42% of researchers use some form of a mobile device during their B2B buyer’s journey. Between 2014 and 2015, B2B saw a 91% growth in mobile device usage during the entire purchasing process. Overall, when it comes to lead conversion, B2B mobile website purchase rates were up by 22% in 2015.

Without a seamless integration with the mobile device realm, your website is less likely to convert any leads that you generate and nurture.

Quick tips to mobile-optimize your B2B website:

• Display your most important information at the top of the page.
• Don’t overload on content — it’s a smaller screen.
• Optimize for all types of mobile devices, including tablet screens.
• Include a strong call to action.
• Make your site and menus easy to navigate.

Conclusion

Your website impacts your customers through the entire buyer’s journey — from lead generation to lead conversion. It’s a significant misstep not to provide a mobile-friendly website that is easy to navigate and consume. Adding a few new features and streamlining the information on each page can quickly lead to a mobile-friendly website that generates, nurtures, and converts your leads better than before.

B2B consumers want to explore your brand wherever they are and on any device they’re using. Make it easy for them to purchase by optimizing your website.