Well this traffic doesn't look very mobile at all...

Well this traffic doesn’t look very mobile at all…

Mobile web design is an important part of user experience. In 2013, it was estimated that 30% of search engine traffic came from mobile devices. By 2015, it’s expected that 50% of search traffic will come from mobile devices. It’s so important, that it’s also a signal used in Google’s ranking algorithms. Yet, few websites are truly mobile ready.

With more people accessing the Internet from mobile devices, the more important a website that responds well to a variety of screen sizes. A site that doesn’t look good on a mobile device sends the wrong impression and can turn a user away. Metrics like bounce rate, average time on site and others should be consistent (or at least close) to that of desktop users.

Here’s how to find how much mobile traffic is coming to your site:

It’s really very easy to find this information, it’s only 3 steps!

  1. From within Google Analytics, Select the ‘Audience’ menu item to make it expand.
  2. In the ‘Overview’ section, there is a ‘Mobile Sub-menu, click that to expand it.
  3. Here you can click ‘Overview’ or ‘Devices’

Click overview to get a breakdown of traffic between Desktop, Mobile and Tablet along with your typical Google Analytics metrics.  Clicking devices from the menu brings you to information about the type of mobile device, like an Apple iPad or Samsung Galaxy S III.

I happen to like looking at the Overview report and adding  ‘Medium’ as the secondary dimension from the ‘Acquisition’ section for some additional insight.[/three_fourth]

[one_fourth_last]click the mobile overview menu option[/one_fourth_last]

Here’s a good example of how mobile traffic has changed over the last year:

example of mobile traffic
Drilling through to see your site’s mobile traffic overview will bring up information like you see here. You can see that total traffic numbers in the graph as well as the percent of total traffic each device takes up. Comparing the same time this year to last year, you can clearly see that more people are accessing the site with mobile devices and tablets.

There may still be far more desktop users, but the percent of total traffic is actually down this year compared to last year. In fact, almost 25% of the site’s traffic came from mobile phones and over 30% came from mobile devices!

If you’re in a situation like this, as most people are, you should have a mobile ready website.

What’s the best kind of mobile website?

The best kind of mobile website is the kind that isn’t mobile specific at all. Rather, it’s a site that can change the way it looks based on the users screen resolution. This way you have one site that works on all the different types of screen sizes possible, which also means one site to update, keep track of and generally not have to worry about. This kind of site design is call Responsive Design and it’s what Lead to Conversion recommends over any other type of mobile device.

Watch this video to learn more about Responsive design:

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