With two thirds of British adults researching and buying products online, the importance of a functional, well designed website is clear. But even the best page designed for traditional viewing can look badly arranged, make purchasing difficult and deter customers when displayed on a mobile device.
Optimising your website for mobile isn't something for your business to do in the future, its crucial now as more than half of British internet use access sites from a mobile device. Don't forget, every viewer who switches off from your page because a lack of a seamless site will go straight onto the page of a big brand and find what they want there.
In 2012, the percentage of sales made from mobile device doubled from quarter one to quarter four, and it is chain brands who are taking advantage of it. If small and independent businesses are going to catch up and stamp their mark on the mobile market, they need to create optimised websites now.
"In business, you need to be where your customers are," said Richard Hanscott, CEO of hibu, who produced the data. "Increasingly, customers are online and using smartphones and tablets to find and purchase products locally."
Last week, hibu launched a new online store to help small and medium sized businesses fight back against large enterprises in the battle for mobile and online customers.
As e-commerce evolves into m-commerce, it will be the small businesses who adapt quickly that survive, and those who adapt first will make the most money out of the opportunities available. If you make one decision for your business today, Smarta suggests it's to find out how your website can be optimised.