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Mobile Website Traffic

How much of your website traffic is mobile?

Our latest blog post:  “Online Marketing: Is Your Foundation Set”, discussed the merits of a well-designed dental website for patient acquisition. One of the points, in terms of design, was the importance of a mobile-friendly website. For those of you who aren’t aware, a mobile-friendly website is one that is easy to read and navigate, and provide users a way to contact a dentist directly from their smartphones. I’ll follow this blog post with one that goes into detail of the differences between a mobile-friendly dental website and a standard dental website design.

Are patients really using their mobile devices more than last year? If so, which ones?

To find out the answers to these very relevant questions, I took a look a look at the Google Analytics of 30 random dental websites and compared their results from the first six months of 2014 to the first six months of 2015. Here are just a couple of the findings:

#1: Mobile users are certainly growing.

Conventional wisdom tells us that each passing year, more and more people are using smartphones to research local information. This sample set of data supports that assumption. Last year, 20.2% of all website traffic (in my study) was from mobile devices. This year, 33.8% of all website traffic is from mobile devices, meaning more than 1 in every 3 patients is now relying on your website’s optimization to gather information about you and make an appointment! To break it down by websites and not total users, 80% (24/30) of dental websites saw an increased percentage of mobile users compared to last year. Over time, I’ll be taking a deeper look and expanding the sample data to include 100 websites for a better confirmation.

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#2: Apple iOS > Android… for now.

In the first half of 2014, Apple iOS had a 60% share of mobile traffic to the VivioSites dental websites, compared to 38% for Android (1% for Blackberry and 1% for Windows). In 2015, Apple iOS kept the majority but dropped a few points in the percentage race, keeping 55% of all mobile traffic (down 5% from 2014) while Android increased their market share to 43% (up 5% from 2014). Blackberry and Windows remained at 1% each. We will be monitoring web traffic to see whether or not the iPhone 6 can reverse those numbers, considering it put Apple over Android in total number of smartphone sales for the first time since 2012.

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These pieces of data should be seen as the tip of the iceberg to dentists.  We now understand that more than a third of users are now using their mobile devices to find information about you and they’re doing it from a nearly even split of Android and Apple products. This makes a mobile-friendly dental website design optimized for all devices – not just the most popular device – critical to your marketing strategy.

It’s worth noting that all VivioSites dental website designs are mobile-friendly to provide a great navigation experience to users. Websites that are not mobile-friendly would require a different study as the percentage of users using mobile would be drastically lower due to much lower Google rankings. You can see why that is here.

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