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Digital Update - The May Edition

25 May 2017

Mobile Matters

You may have heard the term mobile optimisation thrown around a lot recently, with the small personal devices dominating digital trends in 2017.

But what does mobile optimisation mean and what do you need to do to keep up with the shift from desktop to mobile?

Mobile optimisation is the practice of ensuring your online audience is presented with the best possible digital experience no matter the device they’re visiting you with.

Why is it Mobile Optimisation so important?

There has been a major shift in recent years in the way we use the internet. In most industries desktop visits have been over taken my mobile and now Google is favouring mobile optimised sites - it’s time to pay attention!

I’m convinced, how do I make sure my website is optimised for mobile? What are my options?

There are three main ways to ensure your website is ready for mobile. Here is a basic breakdown of your options:

Mobile Dedicated

This is a dedicated mobile site which is completely separate from your main site. You will have two URLS and users will be redirected to which ever site based on the device they are using. 


  • You can present a tailormade mobile experience. The design and functionality can make for the optimal mobile user experience. 


  • Two URLS means two websites to update and maintain. 
  • Having two sites with separate URLS will split SEO rankings resulting in a lower ranking for both. 
  • Often mobile sites don't offer the same rich content as the main site resulting in users having to visiting the main site to find what they need. 

Responsive (CCT recommended option)

Responsive websites use a single URL to serve the same content to users accommodating devices of varying sizes. No matter if it's a desktop computer or mobile phone, they can view the same pages in a design most appropriate to their device.

Because responsive sites show every piece of information available on the desktop version, this can often cause issues around page load speed and usability. 


  • The same rich information is found on both mobile and desktop.
  • Responsive design is Googles preferred option, potentially resulting in higher search rankings. 
  • A single URL means more efficient maintenance and content loading. 


  • Page load speed can be a issue for mobile. Keep an eye on your image sizes and speak to your developer around site speed optimisation. 
  • Due to the overall IA (Information Architecture) being to same for mobile and desktop, usability issues can occur.

Adaptive Solutions

This option is focused on customised content and device specific experience. Where responsive design produces the same content presented in a different layout depending on device. Adaptive design implements a set of defined rules to serve up the most relevant and important content based on the information we know about the user such as their screen size, location, device etc. 


  • A tailor-made experience for the device makes for a positive user experience. 
  • Page load times are generally faster as only relevant content for the particular device is being served. 
  • Adaptive design can be implemented with an existing site and there is no need to start from scratch. 


  • Unless thoughtfully and skilfully implemented, this option can be a waste of time and resource. A strategic approach should be taken in consultation with your web developer. 

If you have any questions around mobile optimisation and how to improve your users experience, please don't hesitate to get in touch.


Aleisha Duncan

Online Marketing Manager