So you need to provide a good experience of your site on all devices, including mobile. Where do you begin?

Somewhere you’ve heard the idea that you should provide different or less content on your mobile view than on your full site view. That misperception stems from the idea that people going online on a mobile device must only be trying to accomplish a specific task. They are on-the-go, in a hurry, and just want to accomplish one or two specific things. The reality is that people go online using a mobile device in all kinds of situations, frequently in a relaxed setting when there is a PC with a much larger screen size available.

People are choosing to do all kinds of online searches using mobile devices because it is faster and more convenient – not because they want different information. The web is not a laptop or a mobile device; the web is content.

comScore Mobile and PC Use

The most notable thing about this chart from comScore is that people clearly are using multiple devices to access all kinds of content. People may start on one device, get interrupted, and go back to the same site or search on another kind of device.

3 of 4 mobile searches trigger follow-up actions – additional research, visiting a store, calling a business, making a purchase, or sharing.* When people use mobile search to help make a decision, they are more likely to follow through – including 57% more likely to visit a store and 39% more likely to call a business.*

Without content, the web would not exist. Without good content, you cannot have a good website. Sure, there are many elements that constitute a good site, but it’s all moot without good content. This is true regardless of what kind of device or size of screen someone uses to view your content.
So you need content – period. You need the same content on your site no matter what kind of device accesses it. Content that is not needed for a mobile user, is not needed for a desktop user, either. Get rid of it altogether. If you make assumptions about anyone’s context while they‘re visiting your site or what kind of information they seek or what they are trying to accomplish based on what kind of device they might be using, you will be wrong.

77% of mobile searches occur at home or at work – both locations where someone likely has a PC available to use. Only 17% occur “on the go.”*

Why? Speed and convenience. Why search on your phone instead of your PC with a bigger screen? You don’t have to get up, go to the PC, and wait for it to boot.

The best browser is the one that someone has. You don’t get to decide what device or browser someone uses. It’s your responsibility to clearly define your business and provide the same content all the time and let your users take care of their device choices.


If the experience your website provides is a bad experience, what are the chances someone will give you a second chance and come back to your site? Not much. If you’re there for them, they’ll have a great experience; that’s good for them and for your business.

One of the best benefits of the proliferation of mobile devices is the evaluation and cleaning out of extraneous and useless content.

*Google study, in partnership with Nielsen. March 2013.