Over the course of the next few months, we’re going to pull some of the most significant findings from our 2018 RaceTrends Report and break down how the numbers impact your events. First up: Mobile Adoption!
It’s no secret that people are increasingly accessing race websites on mobile phones, and that trend continues: in 2017, 56% of our views were on a mobile (phone) device. Another 6% came from tablets, with desktop views falling to 38% of views.
Takeaway: The need for a mobile responsive race website isn’t going anywhere. If you’re using a RunSignUp Race Website, you’re all set – we create all our designs with mobile in mind. If you’re using an outside website, make sure you’ve discussed mobile with your designers and have tested it yourself. Google also has a handy tool to quickly evaluate your mobile status: https://search.google.com/test/mobile-friendly
For several years we’ve seen the number of transactions on mobile lag significantly as compared to the number of mobile pageviews, indicating that people are not as comfortable completing transactions on their phones. While it is still true that mobile pageviews are more common than transactions, the gap is closing. 40% of transactions now take place on either a phone or tablet, an increase from 34% in 2015.
Takeaway: It’s not enough to have mobile-friendly content. As people become more accustomed to finalizing registration on their mobile devices, it’s essential that you adjust your registration process to ensure you don’t lose their business. Make sure your registration process is as simple and condensed as possible, and consider enabling “Quick Registration” on mobile to reduce the required fields for participants registering on a mobile device.
More about Quick Registration: https://runsignup.blog/2016/02/08/fast-registration-reducing-data-entry/
Apple dominates the mobile phone market, with 74% of mobile users accessing the site from an Apple device, an increase from 70% in both 2015 & 2016.
Takeaway: If you aren’t an Apple user, make sure someone on your team has access to an Apple device for testing. It’s what your target audience is using!
We’ll take a closer look at more of the findings from the RaceTrends Report in the coming weeks…but you can check out the full report here anytime.