Mobile users are an audience your IR website can’t afford to miss

8 May 2015

By Rana Abdel Fattah

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By now, you?ve probably read about the recent update that Google has made to its mobile search algorithm, as explained in?this article on BusinessWeek. The change was made to enhance the experience of mobile users, ensuring they are being directed to websites that are optimized for their device. The updates began on Tuesday, April 21st, with evident changes appearing on Wednesday, April 22nd.

According SEO experts HigherVisibility‘s blog post entitled, ??12 Mobile Stats to Get You Amped for 2015,? nearly half of consumers claim that they wouldn?t return to a website that doesn?t load properly on their mobile devices. In addition, 70% of mobile searches lead to action on a website only within an hour of when the search was conducted.

To further clarify the importance of mobile to your IR audience, check out the below figure?courtesy of Clickz.com. It illustrates the difference between the number of searches made on desktop, and those made on mobile from June 2014 – November 2014. The results are remarkable, with mobile amounting to approximately half of all the traffic from the timeline indicated – 52% of the search queries came from desktop, while 48% from mobile. It was precisely in November that mobile traffic transcended the number of visits coming from desktop – and this was seemingly when Google marked its way to mobile dominance.

Blog1Source: http://bit.ly/1BHtGTs

All of the above illustrates just how important it is to ensure your website is mobile-friendly. While mobile users are highly actionable, they are also very particular when it comes to their experience. And with the new Google algorithm in place, you risk missing them all together if you haven’t optimized your site. In one of our recent blogs, we discussed the idea of retaining the visual experience for your IR audience via the employment of responsive web design; but what does responsive entail and what can you do to really optimize your IR website for mobile?

DuPont (NYSE:DD) has done an excellent job of creating a fully responsive investor website that maintains all the impressive content and design flourishes when viewed on either a desktop or mobile device. No matter what device is being used to access the site, the user is still getting the full, intended experience.

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By applying responsive design to their website, DuPont has ensured that their investors are both able to find their website (thanks to the new Google Algorithm) and that the functionality of their website is what they are looking for and encourages returns visits (as per Clickz findings). In order to ensure you are getting the same use out of your IR website, now is the time to ensure your website is mobile friendly.

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