Mobile First, Mobile Forever

Mobile is eating the world. We’ve all been told the importance of having a mobile-friendly website, but yet, most mockups are still delivered rendered for desktop.

Mobile is eating the world. We’ve all been told the importance of having a mobile-friendly website, but yet, most mockups are still delivered rendered for desktop.

If you’re SEO savvy, you probably also noticed the switch Google made several months ago, to a mobile-first indexing scheme. This means that as Googlebot crawls the internet, they’re scoring your pages based on how they render and appear to a mobile user agent.

Do me a favor. Go into your analytics tool of choice and take a look at your desktop conversion rate. Now take a look at your mobile conversion rate. Is mobile lower? If you’re like virtually everyone I’ve ever asked, yes, it probably is. Now go and take a look at what percentage mobile is of your overall traffic. Most will find that it’s the lion’s share.

What this means is that your business has a certain level of existential risk associated with not taking mobile seriously. If mobile continues to eat the desktop share of traffic, your sales will continue to fall.

Yes, that’s a simplification — you could always ramp up on traffic to curb the attrition rate. For many businesses, this issue is currently offset by mobile traffic being significantly cheaper to acquire than desktop traffic. This means that while you convert fewer visitors, you can buy more of them for the same amount of money.

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