In my previous blog article, I discussed the importance of a mobile optimised website to ensure your customers have a positive mobile experience whilst searching for products and services on the go. A recent study carried out by Econsultancy found that currently, mobile is rated as the worst of five channels for quality and customer experience:

Image by Econsultancy

Although it’s near impossible to avoid hearing about the mobile phenomenon, there are clearly many companies that are yet to invest in mobile. It is evident from the recent study carried out by Econsultancy that companies are still on the fence as they are unaware of the mobile traffic volume and await to see evidence in the value of investing into the mobile channel. The fact is the smartphone market is growing faster than ever and more and more consumers are using their devices to find information, read reviews and make purchases. A recent study found that "85% of shoppers expect to be able to shop on their phones and want the experience to be as good as or better than on a computer. Just 12% of the top 500 online retailers have sites compatible with mobile browsers, while just 7% have apps." 

Forward thinking businesses that are willing to invest in mobile will gain an advantage over their competitors and will start reaping the rewards whilst their competitors play catch up. A mobile PPC campaign is a great way to reach your target audience on the move, but a mobile optimised site is imperative to ensure your customers have a postiive experience when they land on your site.

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