B2B Mobile Responsive Web Sites: Why Are They Important?

Techopedia defines mobile compatibility as a site that can be viewed and used on a mobile device, including mobile phones and tablets. This means that the functions of a website have been modified to accommodate the specifications of a smaller screen, including the command functions, interactive functions, the screen loading speed, the colours, and the size of the text. Due to the high number of mobile users in South Africa – more than 21 million – mobile compatibility is an imperative step in effective business strategy.

But, why do mobile responsive web sites matter? Only a few years ago, smartphone usage overtook the usage of desktop computers, leaving generic websites and buying patterns behind, including a number of B2B websites. Every year, trends and buyer needs change, making it incredibly tough for organisations to keep up with buyer demands. In 1997, it was estimated that there were 1 million websites and, 10 years later, there were more than 150 million. This number has continued to climb, which means that organisations all over the world are facing extremely high verticals. If your website is lacking in the basic mobile optimisation, your customers could face the following challenges:

• Impaired navigation: websites that lack mobile optimisation often experience scroll bars and drop-down menus that don’t work or are not visible. This makes it impossible for consumers to navigate through the site and find what they need.
• The content is either warped or does not fit on the screen because it is too large and the small screen of the mobile device cannot accommodate the images or text.
• The loading time of the site is slow and spends a long-time buffering.
• The websites are tough to use due to the fact that there is too much scrolling and zooming.

With these challenges in mind, the importance of a mobile responsive website becomes more apparent. With a rise in online trade purchasing increasing, the B2B eCommerce market is predicted to increase by twice the size by 2020.

B2B mCommerce (mobile commerce) is becoming the dominant part of online B2B buying due to convenience; procurement teams are no longer willing to spend hours picking and choosing supplies. Instead, they are opting to use online platforms to secure orders of what they need. However, a frustrating user experience can lead to the loss of a loyal customer. In 2016, a study revealed that mCommerce accounted for 35% of the eCommerce landscape and will account for more than 49% in 2020.

In the event that your customers don’t complete their purchases online, the internet is still an essential part of the procurement process. More than 94% of B2B buyers use the internet to do research before they buy a product from a particular company. The average procurement officer completes between 50 and 90% of the buying journey before they even make contact with your business. Mobile compatibility also plays a role in cart abandonment and the rate at which consumers abandon their carts on your website. Due to the large number of organisations that lack mobility capability on their websites, mobile checkout rates are 70% less than desktop checkout rates.

The reality is that, when competing with larger organisation who have spent time and money optimising their websites, your cashflow can be severely affected. Ultimately, consumers want convenience and efficiency as first prize, and anything else often loses business. To ensure that you are able to make the most of the mobile revolution, ensure that your website is optimised for interactive mobile use.