EQS Corporate Communications has taken a very close look at the websites of small, medium-sized (less than €50 million turnover) and large B2B companies. After scrutinizing 245 corporate websites, one thing is clear: more and more companies think the mobility of their website is hugely important. Which isn’t to say that these same companies have invested in modern web technologies or strategies. Our study “The Websites of Small, Medium and Large B2B Companies: Modern, Yes… But …” provided interesting and surprising results.
More than half of sites are mobile-optimized
Almost 58% of the sites surveyed are already mobile-optimized. But is it naive to believe that mobile-optimized sites perform better in all other areas? Moreover, can we really expect higher quality from companies (whose websites are readable, navigable on mobile devices) in terms of being up-to-date and aimed at target groups? A closer look at the target group approach shows that the answer to that question is, “Not necessarily.”
Modern but unclear target group approach
Less than half of companies with a mobile-optimized site are successful in addressing customers, media and potential employees. And only 48% have created successful mobile site navigation to address the information needs of their target groups.
Ironically, companies that have not yet reached the mobile age with their websites are doing better: a good 66% succeed in addressing all three target groups on their sites. It’s particularly striking that these succeed especially well in attracting potential employees over their counterparts with mobile-optimized pages.
Google Analytics as analysis tool clearly on top
The use of analysis tools is widespread. 91% of companies surveyed have implemented software that monitors and evaluates the behavior of website users. The majority (62%) of the companies with and without a mobile-optimized website rely on Google Analytics.
CMS TYPO3 widely used — but often with old versions
It became clear that the freely available TYPO3, with 45% of companies employing it, is one of the most widely used content management systems. However, some 46% of the companies surveyed still use old versions (version 4.7 and older). For these, no security updates are available. In addition, the backend of old TYPO3 versions is often no longer operable in new editions of the web browser.
Email Tops E-Recruiting Tools
Only 11% of companies surveyed use an e-recruiting tool to communicate with potential employees.
This fact shows that companies that attach importance to the mobility of their website don’t always rely on modern technologies. Just 9% of said companies use an e-recruiting tool, 61% rely on email e-mail, and 5% still rely predominantly on snail mail. In contrast, 14% of companies without a mobile-optimized website rely on an e-recruiting tool. 59% of them communicate with applicants via e-mail and 5% use snail mail.
Optimization potential for site speed
As far as site speed is concerned, there is much room for improvement. Non mobile-optimized pages load markedly faster than their mobile-optimized counterparts, both on mobile devices as well as desktops. Their responsive design results in markedly better user experience (96% vs. 64%).