IRM client websites outperform the industry on mobiles and desktops


IRM client websites outperform the industry on mobile websites and desktops

IRM tested 1305 ASX listed company websites (with market cap over $5m) in May 2016.

We are pleased to advise that IRM developed websites outperform the ASX averages in all categories. This is just one more way the IRM assists its clients to stand out from the crowd.

Google Mobile Tests

The measures used here are the Google mobile tests and the Google page speed insight tests. We used the published URL of the website (as provided by the ASX) as input to the tests.

The tests indicate whether tie web page is mobile friendly, the Mobile Speed, Mobile Usability Experience (UX), and the Desktop Speed – the last three expressed by Google as a percentage score.

Mobile Friendly Sites

This data refers to 772 ASX listed mobile friendly websites, compared with IRM’s mobile friendly websites.

  • The average mobile speed of listed company sites is 56.4. IRM clients scored 62.4.
  • The average mobile UX of listed company sites is 96.9. IRM clients scored 97.7.
  • The average desktop speed of listed company sites is 67.4. IRM clients scored 74.3.

The average market cap of the ASX listed company sites tested is $1,391m. The average market cap of IRM clients’ mobile sites is $376m. This shows that you don’t need to be a large company to stand out from the crowd.

All Sites

All IRM clients scored

  • 63.5 on mobile speed vs 58.9 for all companies
  • 89.9 on mobile UX vs 85.0 for all companies, and
  • 74.8 on desktop speed vs 68.8 for all companies.

IRM has an above average number of smaller market cap clients. The average market cap of all IRM clients, both mobile friendly and not mobile friendly, is $296m, vs the average of all ASX listed company sites of $1,235m. IRM’s few remaining non mobile friendly sites (above $5m market cap) average just $75m market cap.

Other issues

These tests, courtesy of Google, apply to the website page tested. However, there’s a lot more to an effective mobile online presence.

Your email alert templates, newsletters, annual reports and all the investor tools need to be responsive as well. At IRM, how else would we do it?

Best news of all?

What do you need to do to have an IRM online presence that is fully responsive and a website that performs well in all these tests?

Do nothing special, just leave it to IRM.

All IRM websites built since 2013 are responsive to all devices.

How to get to Responsive

We understand the redeveloping a full website might be a daunting process. Many companies doing this choose to re-think their messages, images, and content generally across the site. This can be a large and time consuming exercise.

To get to responsive, you don’t need to do all that, though if you do need to, responsive becomes a by-product of the project.

A site migration to IRM’s HQi technology can preserve your existing investment in content and messages. It’s a “technology transplant” of the content to the IRM responsive platform.

Explore a site migration on this page of the IRM website.

When you’re with IRM, we leave you to concentrate on your investor messages, and we look after all the technology.

More information

The details of the IRM May 2016 mobile friendly website research results are in this blog post.

There is more information at about mobile websites an site migrations. There is a blog post about the importance of responsive design here, and the importance of “Mobile” as a Success Factor in online investor communications is explored in our website page on success factors here and in our Success Factors White Paper here.

Would you like to stand out from the crowd? Talk to IRM about a fully responsive online presence. Contact us, call Danny Hunt on +61 2 8233 6168, or email him at

Is your company website un-friendly?


As mobile service providers improve their networks and mobile phone giants continue to push out new devices, customers are now browsing the web more from their smartphones and tablets rather than traditional computers. It is also becoming important for businesses to tailor-fit their websites to mobile users to increase and improve search engine ranking results.

We measured listed company websites against the Google “Mobile Friendly” criteria in November 2015 and again in May 2016. We selected for this analysis only companies that had a Market Cap over $5m (as at May) and were listed as at May 2016.

There are 533 ASX listed companies over $5m which are NOT mobile friendly!

Over 40% of listed companies at May 2016 do NOT have Mobile Friendly websites. This is down from 48% in November 2015.

Congratulations to the 159 companies that improved their website visitor experience in the six months.


However, the total number of un-friendly websites has decreased by only 30 in the time. This means many new listings, or companies growing their market cap, are not facing this issue.


Overall Results

As At Count Friendly Not Friendly Percent
Nov 15 1176 613 563 52.1%
May 16 1305 772 533 59.2%


This shows the percentage of Mobile friendly sites over time:

Size counts, but not much!

Naturally, smaller companies are bigger offenders. Almost 50% of companies under $50m of market cap are not mobile friendly.

BUT – one third of companies with a market cap over $5B are NOT mobile friendly! And this group is the only group that did NOT improve the percentage in the period. Nineteen companies in this group were not mobile friendly in November, and 22 were not mobile friendly in May.


By Size Mcap Nov 15 Count May 16 Count May % Friendly Nov % Friendly
>$5 B 57 64 65.6% 66.7%
$1.5 – 5 B 64 73 68.5% 56.3%
$0.5 – 1.5 B 96 97 69.1% 60.4%
$50 – 500 M 398 422 64.5% 56.0%
$5 – 50 M 561 649 52.5% 46.0%



By Industry

This chart illustrates the percentage of sites that are mobile friendly as at November 2015 and May 2016 by GICS industry code:


Industry Progress over Time

During the six months from November 2105 to May 2016, not all industries have made positive progress. Presumably where an industry has gone backwards it’s because the new companies coming into the sample have had a lower percentage of mobile friendly sites than the earlier group:

Commentary on largest industries

The largest industry groups, showing the number of companies tested (at May 2016) and their percentage mobile friendly are:

Less than half (47.7%) of Materials and Energy companies (539 companies) are mobile friendly, and the sector as a whole is a drain on the average. At least their percentage of mobile friendly sites has increased in the last six months from 41.5%.

Is this because some of them have made an effort, or simply because those that have failed are more likely to have not been mobile friendly, and those succeeding are?

Software and Services companies should know about this – and 84.2% are mobile friendly. Surprisingly, though, 16 companies in this sector still don’t seem to have worked out some basics of their own industry! They are pipped at the post for the best sector prize by Consumer Services with 84.8% friendly, and only 7 companies in that sector not friendly.

Capital Goods companies are the worst performing sector, with just 44% mobile friendly, and 38 companies not passing the test.

Sample Data

The sample is 1176 companies in Nov15 and 1305 companies in May16.

Our data indicates there are 1509 companies with a market cap of over $5m as at May 2016. Market Cap is as published by Yahoo Finance. The website tested is the website in the ASX data. Companies not tested either have no recorded website in the ASX data, or there was an error running the tests, or they are currently suspended, or their GICS code is “Not Applicable”. Not all companies (only 1275 at May 16) are included in the “by industry” comparisons as GICS codes are not all known.

Follow Up

We will re-run the tests in another six months and update the results.

Meanwhile, if you’d like to know where a particular company stands, please ask us. Get in touch with Danny Hunt at IRM, who can discuss your needs. Reach Danny via email: or phone: +61 2 8233 6168, or see for more detail.

The benefits of blogging for business

In this post we will get to know what a blog is, what blogging for business could mean for your business, and how ASX listed company peers are blogging now..

First and foremost…

blog text under magnifying glass

A blog is an easy-to-use platform for connecting with and sharing relevant information with your audience. It is a simple direct communication channel.

Why blog?

Here are 5 reasons to consider adding a blog into your communications mix:

  1. Blogs are a great place to talk about things that are occurring around your business that aren’t necessarily material, but are of interest to shareholders.  For instance, you could discuss more detail on business wins, share insights, tips and ideas, promote your products and services, recap events and discuss other industry news – such as whitepapers or reports that have been written by a third party, but would be relevant to your audience. Blogs effectively act as free public relations and a great way to attract, appeal and relate to your audience. Each time you publish a blog post, you produce one more opportunity for your site to rank with search engines and to be shared within your company’s social media channels or by other readers.
  2. Search engines love content and blogging is one way to gain further online visibility for your important projects and news. Blogs contribute positively to search engine optimisation.
  3. If your blog is properly embedded within your main website, it will have the added benefit of boosting your overall website traffic.  You can then use the blog to redirect visitors to other parts of your site, where you can influence a buying decision as part of their investor journey, or further educate them on points of importance.
  4. People need to see your website for it to be a valuable marketing asset.
  5. By keeping a close watch on your blog and website analytics, you can form a good picture of the kind of content that your audience likes to consume. Not measured is not managed – in our recent post we talk about the success factors of an IR focused web presence and Measuring your efforts is an important part, you can learn a lot from your traffic.

IRM and Blogs

Blogging is one of the most valuable online tools that businesses can use to engage with stakeholders

If your business is not blogging yet, but you’re curious about the idea, it’s relatively simple to get set up, and once you start, you’ll find stories all around your business.

IRM started its blog late in 2014, and blogging has now become a regular part of our thinking. Via this blog, IRMatters, we write about our company updates, new projects that our clients have completed, thought leadership topics relating to investor relations and communications, and we seek guest blogs from experts around our business.

Since we started blogging in earnest, our website traffic has increased markedly, and we’ve had more engagement with our clients. The engagement was really our primary goal – we wanted to ensure that in between visits to or phone calls with customers, we had a means of keeping everyone up to date on things that might be of interest in our relationship. The strategy has been working well, and we’ve enjoyed receiving feedback from customers along the way – it helps us to focus on what’s relevant.

Getting Started

Installing a blog that seamlessly integrates with your main or corporate website is a fairly swift and simple process.

We install blogs as a subdomain to your main site – eg., which provides your audience an easy way of remembering how to get there, and provides you a direct address to use on your ASX announcements, email signatures and other documents.

We would typically use an existing blogging platform, such as WordPress, for your blog. Using this approach means you can access all the smarts you might be used to from a prior blogging experience, and you also gain the benefit of WordPress’ search engine optimisation plugins.

We can style the blog to look just like your existing site, or can make it look a bit different, depending on your preference.

In the example of NZbrokers below, we’ve integrated the blog within the existing site.



In the example below, we’ve worked with Austbrokers to deliver a similar solution – a good looking blog, which seamlessly fits in with their existing corporate site.




To make the blogging function even more valuable, we can link your blog in with a latest news category on your main corporate website.

For example, with our blog, IRMatters, as soon as blog posts are published, we automatically publish these to pages on our main website. This acts as an additional way to drive traffic to our blog posts, but also enables people looking for news on our conventional news page to find our latest updates.

We also take it a step further – to get the most out of our posts, we share them via our social media channels. Where we’re blogging about listed companies, we include corresponding hashtags and cashtags. Finally, we note articles of interest when we send emails out to our valued customers – again, our primary goal is to keep in touch, keep our relationships fresh and remain engaged.

Thinking about setting up a blog?

We’ve been enjoying keeping IRMatters up to date and the feedback from customers, and we know from working with a few of you that it’s fairly simple to get going with blogging.  We’d encourage you to consider a blog, and if you’re thinking about setting one up get in touch with Danny Hunt at IRM, who can discuss your needs. Reach Danny via email: or phone: +61 2 8233 6168, or see for more detail.