It seems the inevitable is upon us—the big bad scary mobile apocalypse!  Okay—so we’re already in the midst of the revolution.  Big whoop.  Why does it matter to your small business and your clients?

It matters to your small business and clients because for 2014, many experts are projecting that more users will access the web from their phone than from any other device.

Skeptical? Below is the various operating software list for the Orpical website November 18 through November 25 of 2013.

operating software chart

Based on the quick data pull shown above, we know that we’re not fully mobile dominant just yet.  However, over 1/3 of our traffic is accessing our content through their phones.  Luckily, we already have a mobile strategy in place, but what about a small business that has yet to tackle mobile?  What kind of negative impact results from a lack of a mobile presence?

Out of curiosity, we studied a small business that sells energy solutions for the same period during November 2013.  The variable being that the business has a website without a mobile presence.

average-user-timeThe results were as expected.  Their total percent of mobile traffic (19.42%) was less than Orpical, however, due to a lack of a mobile presence, we immediately saw the impact of not having a mobile presence: average site visit.

The intention, or goal of the energy solutions site is to deliver content to both prospective and existing clients to ultimately drive sales.  The problem is that close to 20% of the traffic abandons ship before they even set sail.  iOS users, for example, average less than a minute on the energy solutions website.  Did they really learn everything about the company and the energy solutions they sell?  Probably not.  Will they put up with the frustration to find the support page and reach out over the phone to learn more?  Maybe, maybe not.

People want information at their fingertips.  When there is an unknown factor, or obstacle preventing access to the information sought after, a sour taste is left in the user’s mouth.  And as result, they backtrack—to Google, Bing, LinkedIn or wherever they were referred from—to resume their search for the information you were unable to provide them.

Let’s think about it in dollars.  Say the energy solutions company netted $100,000.00 for the month of November.  Not too shabby.  But what if they had implemented a mobile strategy, which improved their average site visit, leading to better relationships, and ultimately more sales?  Even if they converted only 50% of mobile traffic, they would have net an extra $10,000.00 for their mobile efforts.

So, what does all of this mean to you and your business?  Is your jazzy, jQuery website on it’s way to being the next business fossil?  Is it really preventing you from grabbing that extra cash, which could pay for bonuses, improve budgeting positions, and lead to other essential expenditures?

Not necessarily. However, without some form of mobile presence, you’ll surely have a more difficult time in retaining potential and existing clients out on the web.

So, how do you respond?

The first thing you need to consider are the needs of your clients and of your business to decide which course of action is best for you.  You may evaluate your clients and determine that mobile isn’t for your business in the future.  But most likely you’ll determine that there is a tremendous opportunity open to you and your business.

A responsive web design is going to be the most flexible and give you the ability to meet the needs of a much wider audience.  Responsive web designs use “media queries” to determine what resolution of device it’s being served on. Images and fluid grids then respond, or size correctly fitting to the screen.

Essentially, a responsive design removes the need for a different design and development phase for each new device that comes on the market.  You build a website once, and it works seamlessly across thousands of different screens.

Persistent Responses

All businesses are to be viewed, shared, and built through a variety of experiences. And unquestionably, responsive web design offers businesses a cost-effective way forward.

Key word: cost-effective.

What it comes down to: responsive web design is a tactic.  For small businesses looking for a quick fix, responsive design is a slam-dunk.  It’s a quick band-aid that addresses multiple channels.

But for businesses looking to truly understand how their users and clients interact, and to ultimately grow their business, it’s important to take into consideration analytics and combine their tactical efforts with distinctive content strategies, or persistent responses.

Orpical envisions and incorporates content strategies, or persistent responses, so you can deliver the right message to the right users in a shifting age where trends are short-lived, and constantly evolving.  We analyze and identify your target audiences, capture their attention, and deliver your product, service, or idea based on the appropriate needs.

The trend of responsive web design for small businesses is growing.  And Orpical Group will implement a responsive web design for our clients and businesses where it makes good business sense.  But in all cases, we are realistic in its capabilities when a sound content strategy is not in place and will offer proven insight, and innovative ideas to ensure and sustain your success.