Most Websites Need to be Rebuilt for Mobile Browsers

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Increasing traffic from mobile devices combined with diminishing support for Adobe Flash means most business websites aren’t working well with smartphones and tablets. Mobile software development firms like On The GoWARE are quickly expanding their mobile web development services to help businesses keep up with the trend.

Depending on how a website is constructed, sometimes relatively minor tweaks can make a website appear beautifully on a mobile device.

According to StatCounter, website traffic from mobile devices has been steadily increasing up to a current average of 15% of all visitors. With virtually all business websites lacking proper formatting for mobile browsers, this means that one out of every six visitors is probably having trouble. Mobile software development firms like On The GoWARE are quickly expanding their mobile web development services to help businesses keep up with the trend.

There are two big factors why websites don’t play well with mobile browsers. The first is simply screen size. Websites are built to be viewed on large desktop monitors, but mobile devices, particularly smartphones, have a much smaller screen. A mobile user must zoom in and out all over a website to view its content, and this is an easy way to turn off a visitor and make them leave the site.

The second factor is the use of Adobe Flash in websites. What was once the hot trend for cool, dazzling websites 5 years ago simply breaks websites that are viewed from mobile devices that don’t support Flash. Nobody who uses an iPhone, iPad, or and iPod Touch can view Flash elements that appear on websites, and the support (aka “love”) for Flash is fading fast. Unfortunately, many businesses built their websites around Flash and display their most important content and navigation buttons within Flash animations. The open standard HTML5 is the preferred way to go because it’s supported by all current browsers, but that means a lot of websites need to be rebuilt.

Because a website is the public billboard to a company’s message, products, and services, alienating 15% of its visitors is a major concern for most businesses. Even worse, this percentage grows every day. Marketing executives need to take action immediately to optimize their websites for mobile browsers. Fortunately, doing so doesn’t cost an arm and a leg. Depending on how a website is constructed, sometimes relatively minor tweaks can make a website appear beautifully on a mobile device.

Large companies are farther ahead of the curve than the small and mid-market. As one might expect, Amazon, IMDB, Facebook, and all of the Internet giants detect the user’s browser and format their websites accordingly if the visitor is on a mobile device. Their reputation would fall apart in days if users needed to pinch and zoom to navigate their site, or if Flash elements showed up as broken links.

Mike Newman, President of On The GoWARE, tells clients “simply go to your website from an iPhone or Android or any other mobile device. If you can’t read the text clearly without zooming, or if any graphics aren’t showing up correctly, or if you can’t tap items to navigate to the subpages, your website needs some work. Even worse, if your site contains ecommerce elements like a shopping cart, make sure they’re working correctly or you will be losing money. Mobile optimized websites are more important to business than executives are realizing.”

With email still being the “killer app” for mobile devices, and website addresses commonly contained within business email signatures, a poor looking website is only a single tap away from clients and prospects.

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Mike Newman
On the GoWARE
(818) 493-4590 704
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