A study from BrightEdge suggests that brands could be losing out on traffic and conversions due to badly implemented mobile sites.
Even if you've decided to "go mobile," you may be losing an average of 68 percent of smartphone traffic. Why? This is a result of incorrectly implemented mobile solutions, BrightEdge says, and new data coming from the company shows that 27 percent of sites studied have some sort of errors with mobile implementation.
BrightEdge's Mobile Share Report looks at the various types of mobile solutions – responsive design, dynamic serving, and separate mobile URLs – to see which configuration has the most errors associated with it, and how that affects important outcomes like rankings and traffic.
When it comes to type of mobile solution, Google has indicated it supports all three of the aforementioned types. But since responsive has been dubbed the solution of choice by Google, BrightEdge wanted to find out if sites that implemented responsive design over other types of mobile solutions like separate mobile URLs or dynamic serving had a better chance of ranking.
Good news for mobile sites: BrightEdge research shows there was not a significant difference between smartphone rankings based on mobile configuration.
"Data from BrightEdge's Data Cube shows that for a given keyword, on average, a website's rank for smartphone users varies only slightly based on the type of mobile conﬁguration a website has implemented," the report says. "So, for example, if a site is ranked No. 3 on a desktop, it would rank 3.5 (on average) on a smartphone device. This data represents the average across billions of keywords studied."
Any difference in rank is likely due the local search results pushing other results down on the SERP, says the report.
However, when it comes to implementation errors, the results are in: responsive design has the propensity for much less error over configurations like separate mobile URLs.
In fact, of the sites studied, 72 percent of separate mobile URLs had errors, versus a negligible amount for responsive design. Dynamic serving experienced a 30 percent error rate.
Some of the most common errors are highlighted in the following chart: