Companies are forced to catch up on missed activities. Last but not least, because Google will immediately highlight mobile websites in the search results. There is a clear trend here: While the use of desktop devices is declining, mobile devices are becoming increasingly frequented. Although stationary internet access will continue to be a significant part of Internet usage. Nevertheless, Crisp Research forecasts that in the medium term about half of online traffic will be generated via mobile devices (see Fig. 1).
An example of the great importance of a mobile web presence is the eCommerce business. If the shops today do not have a mobile-optimized website, their own business potential is already noticeably reduced, since important sales channels are not or only insufficiently maintained.
In the development of the mobile business appearance, it is also increasingly about the required user experience. In the meantime, first guidelines and requirement profiles have been established, which have a direct influence on the attractiveness of the portal and the activity of the users.
The customer is thus even more in the focus of business model design than before. Businesses need to be able to provide the customer with a "Mobile Web Experience" that provides them with the best user experience, ensuring a smooth process at all points of contact with the business. This development has already reached a peak in the B2C segment. But also in the B2B business it is time for the companies to deal with the subject Mobile Web.
Google drives the companies to "Mobile First"
In many business strategies and marketing phrases, "mobile" is communicated first in name. Google is also sending a clear signal with the slogan "Think Mobile First". And the search engine giant also lets his announcements follow action.
With recent adjustments to the search algorithm and the tagging of mobile-optimized web pages, Google is putting the user experience first and penalizing those companies that are not responsive enough to optimize their web presence for mobile use. Closer testing shows that the tagging of mobile pages is also influenced by the level of user experience and performance. As a result, some websites that appear to be optimized for mobile use will not be labeled as such. Google does not only demand the improvement of the mobile appearance of the websites but also sets certain minimum requirements for the quality of the user experience.
Google's wake-up call to businesses is necessary for many. Even in the case of fleeting analyzes of some websites, it is noticeable that they still have some catching up to do in terms of their user experience.
