With today’s users experiencing almost every website on a variety of devices, it’s become more and more important to adapt your site for optimized performance on smartphones, tablets and PCs. Learn how other businesses have approach this challenge.
When the American Cancer Society learned that many of the people most interested in cancer information accessed the Internet more through smartphones than other devices, they knew building a mobile-friendly experience was crucial. In just one quarter, the Society adopted a mobile strategy, emphasizing design and the mobilization of all 7,000 content pages. Since launch, they have seen a 250% increase in mobile traffic and are continuously using content-consumption trends to uncover opportunities in the fight against cancer.
When Baines & Ernst saw that mobile usage was on the rise, it launched a mobile-optimised site. Maintaining content on two sites proved inefficient though, so the company used responsive web design (RWD) to build a single site serving all devices and sizes of screen. On mobile devices, pages per visit have since increased 11%, average visit duration has risen 30% and bounce rate has registered an 8% decrease, while mobile conversions have grown an impressive 51%.
As traffic to its site from mobile devices grew, the flash-sale retailer Beyond the Rack paid close attention to how mobile sales compared. Without a mobile-friendly experience, they saw low conversion and revenue per-visit rates. In need of an optimal mobile shopping experience in time for the busy Q4 holiday season, in just four months Beyond the Rack designed a mobile strategy that allowed them to showcase all inventory and provide a seamless checkout experience. Today, mobile sales account for up to 44% of total sales.
The second-largest online-only U.S. retailer, Newegg looked to Google Wallet to help drive business growth with its valued mobile users. With frictionless checkout the goal, Newegg chose to integrate Google Wallet Instant Buy on its mobile website to help boost sales. Initial results show that Newegg’s mobile web users convert 100% more often when using Wallet, and traffic to Newegg’s mobile website has grown by 39% for new visitors and 35% overall since implementing Google Wallet.
Plusnet saw a rise in visits from smartphones and tablets and implemented a multi-screen strategy, using responsive web design (RWD) to build a new site that works across devices and screen sizes. The solution makes it easier to maintain content and embrace future developments in screen sizes. Performance has improved too. The new site has resulted in online sales via smartphone and tablet devices growing tenfold year over year, and ’time to convert’ has decreased 40%.
After building their first mobile site, The Huffington Post immediately recognized the importance of continuously adapting their strategy to align with ever-changing user behavior on mobile. When The Huffington Post refreshed their mobile site in Summer 2013, they prioritized design, content selection, speed and the social experience. Since the launch, they have seen a 37% rise in mobile visitors and reach nearly a third of all mobile internet users with their content.