People are spending increasingly more time on mobile devices with every passing year, but many businesses still struggle to get anything like the results they expect.
A recent survey, by Chango, of 500 marketing and agency execs reported that 86% said they had a mobile-optimised website. The reality, less than 5% will have an online presence that is actually optimised effectively for a mobile user.
Many organisations are adapting their existing desktop environment to fit on a mobile screen, without taking into account the true needs of the mobile user.
Making a desktop website responsive is not the answer. That is like suggesting to a growing family that instead of a investing in a larger car, buy a trailer. Some of the time that may meet their basic needs, but most of the time it does not.
With many businesses already seeing more than 50% of their online activity from mobile users it is critical that this audience becomes primary to any service. It is only going to get bigger. Organisations need to forget creating services for devices and begin to create services for people. Creating a mobile site that is responsive is the way to go.
We recently helped create a new responsive mobile site for a client that had historically served a responsive desktop site to all mobile devices. They were concerned, more than 50% of online traffic was from mobile devices but performance was poor, conversion rates much lower than on desktop. The reason was simple. The customer experience was truly awful, the site failed in so many areas.
The approach was simple. Focus on creating a mobile site that meets the needs of the mobile user, deliver a simple, fast customer experience. The results were dramatic. Conversion rates increased by over 300% instantly.
A similar story for a leading restaurant chain. They were not seeing the results they expected, a high number of people were failing to complete a booking on their mobile device. The reason was simple. The customer journey was too complicated and slow.
We helped focus on the user and refined the booking process. The results were dramatic. A 75% reduction in customer abandonment.
Both of these sound simple and were.
Forget device, think person.