03 Mar Mobile Responsive Redesign Results in Enhanced Metrics and Increased Traffic for MTV
If you have yet to realize the potential of a mobile responsive website redesign let this serve as yet another reminder that a mobile friendly site is a business savvy move. We discussed the importance of having a mobile friendly design for rankings in SERPs and this case study by Google product manager Luke Wroblewski really brings to light the effect of a responsive redesign.
MTV invested in updating many of their properties and shared the tremendous impact that resulted.
MTV Shows Redesign
• +92% mobile visits
• +55% mobile page views per visit
• +297% mobile time spent per visit
• -11% exit rates (across all devices)
• +246% social referrals
When these data points were broken down by device it showed that tablet and laptop users behavior trended more closely then did mobile device and tablet users behavior. This isn’t that surprising seeing as tablets are taking a bite out of the laptop sector with their power and portability but is worth mentioning as it shows mobile devices are functioning quite autonomously.
MTV News Redesign
• +565% social referrals
• +151% site visits
• +137% time spent on site
This increase in social referrals indicates that the redesign converted their page from search based to a socially centered content hub. The new MTV generation spends a large portion of their day checking social feeds and this responsive redesign played to that knowledge and paid of big time.
These are staggering numbers even without knowing the details of organic searches versus direct visits or referrals and is yet another strong case in investing in a mobile friendly and responsive design site. Expect most major brands who have not done so already to jump on the redesign bandwagon in 2015.