A mobile website is part of your online business – it is a medium that reinforces your brand, marketing, and promotion strategies. Like the websites pulled from the search engines on a computer, a website pulled by a mobile user – either from a smartphone, tablet, or e-reader – it is an identical website in terms of code. However, that does not mean that the mobile version will render just as good as the desktop version. Elements can be too big or too small on small devices, or it may not appear all together.

The importance of a website that is intuitive and properly functioning is a reality that is underlined by the major search engines, as well as the sheer number of individuals that your website can potentially tap into. You will be doing a disservice to you and your small business by not catering to the two-thirds of Americans who own a smartphone; with more than 19% of them relying on their smartphones to stay connected and accessing online services. However, a poorly working mobile site will do more harm than good by turning off potential customers and breaking the trust with your brand loyalists. Here is why proper mobile testing is important, and how you can do so without cutting into your business’ profits.

Testing Your Website On Your Mobile Device Is Not Enough

According to StatCounter, in 2014, 30% of all web traffic came from a mobile device. There are consumers that are looking for your services and expertise. Many businesses think that creating a website and checking how it is being rendered on their personal mobile device is sufficient testing. However, there are many factors that come into play when it comes to mobile devices interacting with your website. Network speeds can affect how websites are rendered. Your website may seem like it is loading impressively fast on your WiFi-connected tablet, but it may not be as swift on a cellular network. Pixel densities can also come off as different hues on other devices, depending on their resolutions. A more comprehensive suite will not only allow you to view your website from various vantage points, but it allows you to execute proper A/B testing, tweaking the elements of your mobile site that will make it as universally compatible as possible. Cross-browser testing will allow you to observe the real-world conditions of a potential website visitor.

Optimized Mobile Websites – Because Google Says So

Google has recently noted that mobile-friendliness is becoming a more important factor when it comes to ranking well in the search engines. For the small business owner that pays attention, that means that it is a requirement if you want to rank above your competitors. Web design priorities used to focus on unobtrusive add placement. Modern priorities underline the importance of a responsive mobile website.

The dawn of mobile website optimization started in 2013 when Google announced that it will penalize websites that are not optimized for mobile devices. Google is now rewarding web property owners that took the initiative to test their website for mobile functionality. Google is consistently rolling out algorithm updates, with the results potentially becoming devastating for businesses that decide to not listen.

To ensure that future updates do not affect your website, you can test your site’s mobile “friendliness” by using a comprehensive live testing suite that will offer multiple aspects. Take note that taking the initiative to ensure website functionality under these algorithms goes beyond just web optimization, it also optimizes the customer experience. Online search is a multidimensional, advent part of the internet. Website owners are on an advantage if they understand and evolve with these algorithms – before they are dinged by them.

Photo by Irita Kirsbluma