In today’s world, mobile devices have become an indispensable part of people’s lives. In 2021, the number of mobile users worldwide stood at 7.1 billion, with forecasts suggesting this is likely to rise to 7.49 billion by 2025. To stay relevant and competitive in this mobile-first ecosystem, it is vital for businesses to adapt to this evolution, optimize their websites for mobile and provide an optimal browsing experience for their customers. 

The small screen is the new big screen

With the rise of mobile devices, publishers must acknowledge the big impact of the small screen in the ad tech industry. They must adapt to this new reality and prioritize mobile optimization in their digital strategies. This means creating or modifying websites, online content, and marketing campaigns to ensure that they are optimized for mobile devices and provide a seamless and user-friendly experience.

Why is it important to optimize websites for mobile devices? 

With 92.3% of internet users accessing the internet via mobile phones, it’s clear that mobile devices are the primary means of accessing the internet for many people globally. Therefore, publishers must prioritize providing a mobile-friendly experience to increase the chances of converting potential customers into loyal ones, right from the point of content. To achieve this, publishers must understand the significance of mobile optimization for websites and equip themselves with the knowledge to implement it effectively.

Here are the top benefits of mobile optimization for websites. 

1. Enhanced user experience

A user is more likely to return to a website that is easy to use and navigate, and one that meets their expectations. When a website is optimized for mobile devices, it ensures that users can easily access the information they need without having to zoom in, scroll sideways, or wait for the page to load. Making the website mobile-friendly is one of the top UX improvements that publishers must focus on. 

2. Increased SERP ranking

Google made a significant change to its search ranking algorithm in April 2015 to encourage the adoption of mobile-friendly websites. The goal of the tech giant was to steer users towards smaller screens. While mobile-friendly websites were relatively new about a decade ago, Google’s algorithm supported them, causing a surge in mobile-optimized sites. Optimizing websites for mobile devices continues to be crucial in improving SERP ranking and other critical SEO factors for publishers.

3. Increased user engagement 

Mobile optimization is a vital factor that encourages users not only to visit a website but also to prolong their stay. Engaging visitors for longer durations fosters brand familiarity and increases the likelihood of revisits, leading to a higher engagement rate, conversion rate, and other key metrics that help publishers in maximizing their revenue.

4. Attract regional users

When it comes to regional targeting, mobile optimization is an important factor for publishers. Local businesses and publishers can enhance their visibility in search engines by having a mobile-friendly website. Moreover, when users are searching for information on the go, they expect a seamless experience that is tailored to their location. 

Here are the factors that publishers should check to identify if their website needs optimization for mobile

1. Check load time

The “3-second rule” is a useful guideline for publishers to assess the loading speed of their websites. The rule suggests that the website should ideally load within the first second, but a buffer of an extra 2 seconds can be allowed. If the website loads within 3 seconds, it indicates that the website is mobile-friendly.

2. Check the website analytics

Publishers can use various tools such as Google Analytics or their partnered ad networks to obtain data on the devices used to access their websites. By analyzing this data, publishers can gain insights into the percentage of website traffic coming from mobile devices, the engagement of mobile users with the site, and the duration of their visits. This data serves as a crucial factor in identifying the significance of mobile optimization and its impact on a website’s performance.

3. Monitor the bounce rates

It is important to constantly monitor the bounce rates. It refers to the percentage of users who leave a website without engaging with any page elements after landing on it. A high bounce rate on mobile devices may indicate that the website is not mobile-friendly, resulting in a negative user experience. By analyzing the data and identifying the reasons why users are leaving the site, publishers can work towards improving their mobile optimization to reduce the bounce rate and increase user engagement.

4. Examine readability 

Publishers should examine the readability of their website on mobile devices to identify if it needs optimization. This is because mobile devices have smaller screens, and if the website’s font size, line spacing, CTAs, and layout are not optimized, it can make it difficult for users to read and understand the content. As a result, users may leave the website, leading to a higher bounce rate and lower engagement.

5. Conduct user testing

User testing is an essential step in identifying whether a website needs optimization for mobile. It involves recruiting a group of real users who will test the website using their mobile devices. These users will be asked to perform specific tasks on the website while the testers observe and record their behavior and feedback. This process allows publishers to gain a deeper understanding of how users interact with their websites on mobile devices and identify any issues that may hinder their experience.

6. Have a user-centered approach

To have a user-centered approach, publishers can gather feedback from their website users through surveys, feedback forms, or user testing sessions. This feedback can help identify any issues or challenges users face while browsing the website on their mobile devices. Additionally, publishers can use tools such as heat maps and click-tracking to analyze user behavior on their mobile websites.

7. Check responsiveness

To check the responsiveness of a website on a mobile, publishers should access it on different devices such as smartphones, tablets, and laptops. They can see how the website looks and functions on different screen sizes and orientations. Publishers can use responsive design testing tools, which simulate how a website will appear on different devices. They can also test various features such as navigation, scrolling, and form filling to ensure they are optimized for mobile devices.

In addition to these factors, publishers can use Google’s Mobile-Friendly Test tool, which analyzes the website and provides a report on whether it is mobile-friendly or not. 

How to use Google’s Mobile-Friendly Test Tool?

To check if a website needs optimization for mobile, publishers can use the Mobile-Friendly Test Tool by adding the website’s URL. Within a short time, the test generates a detailed diagnosis that includes a screenshot showing how the website appears on a mobile phone from Google’s perspective.

It also highlights mobile usability problems such as: 

• Improper font sizes
• Incompatible plugins 
• Design issues 
• Error in horizontal scrolling

Mobile-friendly websites are highly valued by users and advertisers alike. With the surge of mobile e-commerce, having a mobile-friendly website can significantly increase conversions. Therefore, making a website mobile-friendly is not only visionary, but also brings numerous long-term benefits, such as improved user engagement, higher search engine rankings, and increased revenue.