Making Science , a technology and digital marketing consultancy, has taken advantage of the new edition of the Mobile World Congress to carry out an exhaustive study on the 35 mobile sites of the companies that make up the IBEX 35 , analysing issues such as loading speed, distribution, placement and coherence of inaccessible elements, as well as spacing or blank areas. And the results are not encouraging , given that there is still a long way to go beforethe mobile version of the most important companies in the country are 100 % responsive .
The mobile phone has become the essential tool for connecting to the Internet and, although companies are not immune to this trend, not all of them have opted to improve their websites to be displayed on mobile devices. In other words, they have advocated for responsive versions that would allow their users to enjoy a satisfactory mobile experience .
An example of this are the large companies in our country, which are part of the IBEX 35, since the “mobile” subject is still an uphill struggle for them, despite having digital strategies in a multitude of channels.
85.7 % (30/35) of the pages analyzed have a very poor or deficient loading speed , with a score below 50 points on Google's PageSpeed Insights platform. This has a direct and negative impact on very important aspects of the page, such as SEO and user experience.
study, 52% of users indicate that a bad experience oman number data on mobile devices makes them more likely to not want to interact with brands.
45.7 % (16/35) of the pages analysed have elements that are hardly or not at all accessible to the user (e.g. buttons, icons or text that are too small, lack of contrast between elements, etc.). This makes it difficult for users to interact with the elements of the page, thus causing loss of traffic and poor user experience.
51.4 % (18/35) of the pages do not have a well-implemented menu , as most of them incorporate complex menus that stack too many sections of the website together and can end up confusing the user. This impairs visibility and reduces the user's understanding of the information they are viewing.
60 % (21/35) of the pages have problems with spacing between elements or with the margins of the page. Due to this fact, the continuity of reading on the page is limited, and unnecessary scrolling and blank spaces can be observed, which can confuse the user.
According to Stanford University, which has been studying the variables that determine whether a user values a website for years, design, with 46.1%, is the most determining factor for a website to be credible. If we take a look at the websites of IBEX 35 companies, 54% (19/35) of the pages have problems with coherence between the set of photographs, illustrations and/or icons, causing a feeling of inconsistency in the overall design of the page. In the words of Álvaro Verdeja, COO at Making Science: “More than two thirds of consumers’ digital interactions with brands are with mobile devices, so offering a satisfactory experience to our users on this device must be one of our main objectives. Mobile is no longer the future, but the present, and anyone who is not focused on it now is at a disadvantage compared to their competition.”