11% of businesses never monitor website traffic with less than half checking traffic stats once a week
Analysis of UK businesses reveals that the majority are failing to update their websites to suit current user trends.
The survey, conducted with over 300 UK businesses, revealed that 34% of businesses had not developed their website to ensure it was suitable for mobile devices, with an additional 17% not knowing if their site is optimised for handheld use or not. This could mean businesses are effectively turning away valuable traffic, considering that last year 64% of smartphone owners used their mobile devices to shop or browse online.
The report, which was released by Catalogues 4 Business (C4B), also found that companies were not monitoring website traffic, with 11% never doing so and only 44% checking on their traffic statistics at least once a week.
Commenting on the findings, C4B’s managing director Ian Simpson emphasised the necessity for businesses to develop their sites for mobile devices and to monitor activity:
“You can’t afford to ignore the importance of mobile optimisation. To target a modern audience you have to consider the type of platform from which they will be accessing your site. The simple fact is, it is increasingly likely to be via a smartphone or a tablet, so it really is crucial.
“The digital world allows us to clearly measure the performance of websites and online marketing activities. So it’s important to get to grips with this and to monitor accordingly… If you want to increase your sales and improve your marketing, the importance of this can’t be understated.”
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