One of the core elements of Google Analytics is mobile device usage. Certain industry types typically have a much higher mobile device usage to access their websites.
When you have a high percentage of visitors coming to your website from mobile devices you need to consider providing your visitors (potential customers) with a user friendly mobile website. If you have more than 30% of your visitors on mobile devices then you really need to consider getting a mobile website.
When a visitor can easily navigate your website on their mobile device your chance of conversion increases dramatically. They are much more likely to take the action you desire, which is typically to call you, walk into your shop, research your products, check your opening hours etc.
Mobile websites can come in two formats:
1. A static icon based website;
2. A Responsive Website for your small business.
A Responsive Website is a website that adjusts to suit the size of the screen on which the visitor (potential customer) is visiting your website. A responsive design needs to be designed based on the fact that it will need to readjust for the various screen sizes. For example looking at a responsive design on an iPad will look differently depending on how you are holding the iPad – IE: portrait or landscape?
Due to the complexities of responsive design this does place some limitations on the graphical layout of the site and requires a lot more work when it comes to the web development side of things and as a result can cost more.
The benefits are that your clients will stay on your site and are more likely to convert to a paying customer.