What is the importance of mobile optimization in digital marketing?

As of this year, Google is favoring the websites that are optimized and created for mobile searches first. This comes as a result of mobile devices outnumbering desktop computers. Today, responsive design is not enough in terms of customer experience. Web design needs to be optimized for mobile – meaning faster and easy to navigate – in order to be favored by the algorithm and convert more visitors into customers. 

Mobile optimization will improve visibility in search results. This is due to Google’s new premises of mobile-first indexing and accelerated mobile performance. This means that Google Analytics rankings are based on the mobile version of your website. 

Think about this: when you want to make a quick search, you usually are out and about doing other things, so you use  your phone. It is fast, easy and you can do it from anywhere. Mobile-optimized web experience is not only compressing a website and making the design fit in a smaller screen, it is all about creating a fully comfortable customer experience for mobile users. 

Another reason to prioritize your website mobile version is because it’s important to ensure that all digital touchpoints are unified. Sometimes users go back and forth between devices and the experience should be the same on all versions. This is especially true if you have an ecommerce website where you might want to think about  including features such as larger buttons, auto-fill form fields and giving users the option to check out as guests. 

Last, but definitely not least, mobile optimization helps improve conversion rates. If users who are on-the-go are able to access your website easily and find the information they need. They will stay longer on your website and are more likely to complete the purchase.