Recently we researched into the top one hundred leisure companies in the UK in regards to their mobile websites. Our research indicated several interesting facts that will be mentioned in this article and several other articles over the next few days.
In this article we will talk about mobile user experience, with reference to the importance of UX (user experience) generally in the leisure industry.
What our research showed us, at the risk of being blunt, was that 68% of desktop responsive sites had difficult navigation systems. Only 33% had mobile responsive sites and out of that number 12% had medium or difficult-level navigation systems. These are incredibly high numbers.
The first thing that can be concluded from this data is that mobile responsive sites are generally easier to navigate than desktop responsive sites. Both mobile devices and laptops need suitable responsive sites in order to keep the UX maximised.
Why Are Mobile Responsive Sites Important In The Leisure Industry?
This question is both an important one and one that is relatively easy to answer. With 52% of searches now being made on mobile devices it makes sense to assume that a large percentage of searches for leisure activities will be on mobile devices.
By not optimising for mobile usage with an improved navigational system for mobile devices, then a huge risk is run as to whether or not a website will isolate clients. Customers on responsive sites are 67% more likely (source: Huffington Post) to purchase or perform conversions on a mobile responsive site from a mobile device than they are on a desktop responsive or plain desktop site.
The maths are simple. Having a fully responsive site means there is a higher chance of more conversions. It is that easy.