Over the last few years, millions of businesses will have faced the dilemma of how best to convert their long-standing desktop site into a workable mobile version. Some companies have made the mistake of neglecting their desktop site completely, even though most conversions still occur through this avenue. For all the undeniable benefits of mobile and the consumer shift towards portable devices, the need for an effective desktop site remains pertinent.
When it comes to migrating your website from a desktop to a mobile version, the options are numerous. The most popular choice is to convert the existing desktop site into a mobile-centered version where content is reconfigured to neatly fit a mobile screen. It is also the most cost-effective of all the migration options, but if it is executed improperly, it will have very little value or practicality for users.
Smaller businesses may choose to go with a responsive site where the desktop and mobile versions are essentially the same and the original site’s functionality isn’t compromised. However, as a full site is being sent through the Internet, this can impact on wait times and performance. Another option is to simply launch a task-focused app, which is especially handy for service providers with one primary function (e.g. booking travel with transport operators). This can be very practical and convenient for users, although it is usually the most expensive of the site migration options.
The migration process is not always managed smoothly or correctly. Those businesses who opt for a responsive site might neglect to alter the size of clickable buttons, making them difficult to hit or creating the likelihood of clicking on another link entirely. Another common oversight is a viewport tag, which ensures that all the content fits within the mobile screen so that the nuisance of scrolling is removed.
If you’re going to have two sites, you might as well ensure that both are working effectively. During migration, a lot of companies neglect their desktop site completely, meaning that they’re likely to miss out on conversions. On the other hand, most businesses don’t account for SEO when building their mobile site, even though search engines now crawl mobile sites as so many page views come from mobile devices.
This infographic from ERS IT Solutions goes into further detail about how best to manage the desktop-to-mobile site migration process so that you have snazzy, practical multi-platform sites that are keeping your conversion rates ticking over nicely.