Mobilize Your Army

Put "Going Mobile" on your business' to-do list for 2015

Posted April 3, 2015

Providing your website visitors a positive mobile-friendly experience is no longer just about style and convenience, it's absolutely essential for the survival of your online presence. Without mobile accessibility, your business could be losing out on maximizing its lead generation potential. Web activity from other devices such as tablets and smartphones has risen from 400 million users in 2007 to 1.8 billion users world-wide last year, and the worldwide number of mobile users surpassed desktop users in 2013 [1]. If your site still feels like a one-trick pony, it is time to take action and funnel mobile visitors back to your business.

How important is it for my business site to be mobile?

It's extremely important to be accessible across a spectrum of platforms so that you can maximize your company's accessibility and therefore presenting your company the best possible chances to convert and thereby make a sale. Whether it is within the budget to go mobile now or tomorrow might be dependent on your industry and your target audience.

For some industries such as electronic manufacturing, supply chain management and other industrial B2B, site viewership is still predominantly desktop, even though some data supplied by clients suggests this may be changing as some companies are adopting tablet technology for field use.

For businesses such as restaurants, salons, and storefronts, sales are exclusively consumer-targeted. A mobile-friendly experience is absolutely essential for an internet-based conversion to take place given that a high percentage of consumers look for information on-the-go with their phone or mobile device

Is it possible to detect their device and redirect them to a mobile site?

This was a common solution back when mobile phones were becoming web-surfing devices. A PHP script embedded into a website took note of the visitor's browser, compared it to a library of common devices, and then determined whether to serve the visitor the main website or a similar (yet wholly separate) page that was designed to be more mobile friendly. This was an effective solution back then, but not recommended today. Here's why:

- Today, there are literally hundreds of devices (all with their own screen resolutions!) that make up the mobile jungle. And they all have to be added to the script's library, requiring frequent updates.

- Some PHP mobile detection scripts may pose a security risk to some websites if they're not maintained and configured correctly or are poorly coded.

- Detection scripts increase page load time by as much as 50 to 100ms. Scripts are typically required to run on every page on the website to determine whether to serve the regular website or the mobile website to the visitor. Significant delay in page load times decrease a website's overall search engine rank position (SERP) and optimization (SEO).

- Splitting content into primary websites and a mobile-ready websites discourages content parity. While it's possible to keep user experience uniform across all platforms, more often than not a mobile-only subdomain is swept under the rug and only published for the sake of saying "we're mobile too."

What solutions can you offer?

While device detection refers to a specific product, responsive design refers to a method of web development for the unified web that appeals to viewership across all devices. A responsive website uses media queries to modify its design while serving the same content conveniently and easily. Responsive design is clean, lightweight, and promotes good search engine indexing. Responsive design is safe and secure. And most importantly, responsive design is future proof. It requires no revisions or no updates.

Responsive design techniques can be applied to old and new websites alike. It's fast, easy, reliable, and reflects well on your business. It's time to build your mobile-readiness.


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[1] Mobile Marketing Statistics 2015 (

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