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BizReport : Mobile Marketing : December 09, 2011

QuBit: Basic mobile website errors cost UK retailers billions

Despite the amount of mobile traffic to retail websites growing significantly retailers in the UK are still using poor mobile web strategies and losing out on billions of dollars in revenue as a direct result, according to new figures released by website optimization firm QuBit.

by Helen Leggatt

Just 4.8% of retailers in the UK have jumped on the mobile bandwagon, but even they are performing poorly in basic areas of mobile website functionality, according to a new report from QuBit. Long load-times, inadequate navigation and fat-finger/thumb friendliness are all areas in which British retail sites are failing.

The impact is that they are losing out on as much as 12% in annual revenues, or around $6 billion.

According to Graham Cooke, CEO of QuBit (via Marketing Week), "Losing that amount of money means that it's something that they should put high up in their priorities."

Another reason to make sure mobile websites are optimized concerns AdWords performance. Earlier this year, Google introduced changes that will see mobile optimized sites perform better in AdWords. In a nutshell this means that when Google consider which ads to feature they will now take into consideration how well that ad's landing site is optimized for viewing on a mobile device in terms of load time and whether its tailored for a small screen, and so on.

Google has long considered the mobile experience of its ad clickers. Last year it started to limit ad serving on high-end mobile devices if they pointed to Flash-heavy content.

David Nachum, associate project manager at Google, said in a related blog post "we believe that giving consumers the best possible experience on their mobile device is critically important. A poor mobile web experience can negatively shape a consumer's opinion of a brand or company and make it hard for them to engage or make a purchase."

Tags: brand marketing, mobile browsing, mobile optimization, mobile website, retail, retail marketing, UK

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