Myth #3 Following the Three-Click Rule – Why Your Website Should Be Easy to Navigate Across All Portable Devices
When focusing on website navigation, it becomes all too easy to make sure it works across a variety of computer operating systems and browsers, but forget about navigability as it relates to portable devices like tablets and smartphones. Here are some reasons why you need to make sure that your site is also easy to navigate from handheld devices.
Mobile Traffic is Growing Exponentially
Statistics show that about one billion people use mobile devices each and every day, and about a quarter of all of the web searches conducted are initiated from portable devices. Not only are people searching for information while they’re commuting or simply passing time, but they’re also doing it while they’re watching television or even using their computers. Mobile traffic is increasing rapidly, and if your website isn’t easy to navigate on portable devices, you’re going to lose your share of that traffic.
A report from Adobe Digital Marketing shows that people who shop from their tablets spend 50% more per online purchase than those who use smartphones and 20% more than those who use laptops or desktops. What does this mean? It means that people who access the web from their portable devices have different intentions. They want things, and they want them right now. In fact, many purchases are impulse buys. Your website’s ease of navigation will ultimately determine how quickly your visitors get the things they want – and the things they didn’t know they wanted until they saw them.
Portable Devices Convert More Visitors
If you’re not providing an easily navigable website optimized for portable devices, then chances are good that those mobile devices are displaying the desktop version of your site. Because of this, people aren’t going to see the content as intended, and things like links and calls to action may be completely obscured from view. When you create a site optimized for portable devices, you get to decide how people see your site. This increases the number of visitors who become buyers or leads.
It’ll Reduce Your Bounce Rate
If your website isn’t optimized for mobile devices, the plain and simple truth is that about a third of all of your visitors will leave immediately. This has a huge impact on your bounce rate, which can cause your ranking to take a significant hit. That’s why it’s so important to give your users the best possible experience across any and all portable devices. You want them to have the same experience from the palms of their hands that they would have at home on their desktops or laptops. If you don’t, they won’t buy from you.
Making your website easy to navigate across all devices – including desktops, laptops, smartphones, and tablets – ensures that you have access to your entire demographic rather than just the ones who use devices that display your site properly. You’ll lessen your bounce rate, convert more of your visitors, get more traffic, and even sell more products.