Searching for Compelling Hard Data on why B2B Websites Should Be Responsive

[RosemaryB]

I am being asked to provide hard data in support the migration to a responsive website for a large B2B website. I have searched for any case studies showing before/after comparisons - no luck.

I can easily show:

• Current data on desktop vs mobile visitors, their bounce rate, pages per visit, etc.
• Google Analytics Benchmark data - really compelling stuff there!
• In the past year, 100K visitors have come to the site from mobile devices.
• GWMTs shows the client not receiving mobile impressions for important keywords,
• All the close competitors have gone responsive.
• In APAC regions, mobile is more widely used than in the USA.

BUT, I can’t show that making this expensive and time-consuming transition will result in more revenue. The client is a financial services software company, with a 2-3 year sales cycle.

Has anyone seen data to support this transition?

Thanks everyone! Have a great long weekend.

[Deacyde]

Hello,

While I don't have any hard data about this, I do have a few points to bring up as I have some experience with B2B company sites.

Key issues are:

Accessibility: While many don't use phones and tablets at work, they do use them on the way to work, on the way back, at home while waiting for this and that, and often it's in relation to their job if only for a small amount of time. That's a lot of missed opportunity to attract someone on their phone or tablet. What about when they voice search and pull up one of your pages on one of those devices, only to see they have to do all this extra work just to view the content, they're gonna press back before they even realize 3 letters in your companies name.

Brand Remembering: Following up from the 1st point, they will think of your site and company name as " that site that doesn't look good on this or that " which can give off the vibe your company isn't as professional as it should be. That's actually a huge trust factor and one they came up with entirely on their own from just the way the site looked.

Conversions: This one is kinda a no brainer but if they can't use your site, they can't or won't want to purchase anything from it, even with someone else's money. Or lets say they used a desktop to view you site, and even have made it as far as adding an item to their cart but forgot something. If they look on their phone or tablet to remember what they were going to get or to add something only, they might just move on to another site when they can't navigate very well.

Not to mention, Google does give a boost to rankings if your site is mobile ready / responsive.

Your site might be ok for the time being, however the future is tomorrow and everyday after that, of which we continue to consume mobile data at a faster rate than desktops and with voice search the events that trigger mobile sites will only grow. Think about automated cars and how users will spend their time commuting to work, maybe using their phone or tablet, if your site isn't set up for them, it won't be positive.

Hope this helps

[KristinaKledzik]

Hi Rosemary,

I work for a company that's very driven by hard data as well, so I totally feel your pain!

I couldn't find many case studies, but here are a number of articles with specific increases in traffic or conversions as a result of making the switch:

• Here are 5 Solid Examples of Responsive Design Improving Conversions
• MTV doubled mobile traffic a year and a half ago with responsive design
• Neil Patel increased mobile traffic from 18% to 56% on Kimberly Snyder's website
• One of my former coworkers increased his organic traffic by 400% when he implemented responsive design (granted, this was waaaay back in 2013)
• This dude found something similar
• So did One Fish Two

Do these help?

Best,

Kristina

[RosemaryB]

Thank you Kristina:   These are awesome examples. It's just what I needed.

Thanks so much for taking the time to submit these.

[KristinaKledzik]

Happy to help!