Digital Marketing & eCommerce Innovation Blog

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A Beginner’s Guide to Mobile Strategy

With smartphone traction edging closer to overtaking PC internet browsing at a ratio of 80:91 percent, the importance of businesses establishing a robust and structured mobile strategy for end-users has become growingly salient. Focussing marketing efforts to a mobile-first strategy can allow companies to reap unparalleled benefits, including a potential increase in profitability, particularly as mCommerce continues to boast an impressive growth rate.

This article will segment the steps for consideration when implementing a mobile strategy, with attention to the benefits a mobile strategy offers.

User Experience

Central to a brand’s mobile strategy are its users. Understanding user personas is an indispensable element for plotting strategies, and a concept that needs to remain fluent throughout planning a mobile specific strategy. In addition to understanding user demographics, marketers need to begin posing the questions “what will they be looking for when they visit the mobile site?”, “what will they be doing when they’re engaging with our business over mobile?” and so on. Answering these questions and building a comprehensive user journey will help mould the mobile strategy around the target audience.

A positive experience for the end-user can result in brand loyalty, traffic peaks and ultimately revenue for the business. When working through the motions of enforcing a mobile strategy, be sure to keep the audience profiles at the forefront of the decision making process, as this will be fundamental to ensuring a prosperous strategy.

Mobile Sites vs. Apps

There are a number of mobile marketing myths that we have debunked in a previous article here. One of the most common beliefs of many businesses is that a successful mobile strategy needs to incorporate a dedicated mobile application. Developing a mobile app to be the one-stop-shop for consumers can be a costly, long process, and without comprehensive existing data which suggests an app is the best route to take, it can be a waste of company time and resources.

The first priority for companies looking to funnel mobile visitors to returning customers is to create a responsive and accessible mobile based site.

Design & Usability

A challenge of plotting a mobile strategy is condensing content and sales tactics into a digestible size format for mobile devices. Creating a responsive website that doesn’t sacrifice content or depth in exchange for a simpler reader view is the main element to consider.

When creating a user-friendly mobile experience, these are some key points to review:

Test the website with your thumb or index finger: this is an extremely important tip for mobile websites, especially as touch-screen devices are a popular choice for consumers. If a website requires users to pinch to zoom in / out, it is an indication that the content may be too large or too small.

Serve images that are optimised for mobile: this tip can help improve the loading time of a mobile site, and help eliminate loading lag when users visit a website over mobile data.

– Ensure that contact details are easy to locate: searching for contact information is a common reason why consumers view websites on mobile devices, so ensuring that key information is easy to find on a page is crucial. Should you have a contact form for the user to fill out, make sure it is optimised for mobile devices specifically.

– Test on various devices: it is important to remember that visitors will be on a wide range of devices, and a mobile strategy should also be inclusive of different tablets.

A useful article to refer to is by CIO here, which offers tips for creating a mobile-friendly site.

Track Conversions

A mobile strategy needs to be considerably more streamlined and comprehensive than a strategy aimed at desktop browsers. People who use smartphones to browse a website may be on the move, in a rush – or need something on-the-go. With this in mind, from a retailer perspective, it needs to be made as straight-forward as possible for users to convert into customers. Consider making website calls-to-action bold and accessible, with short and snappy bursts of content rather than texts blocks which are more appropriate for a larger screen.

Using an analytical tool, track your customer conversions through your mobile website. Using this data can help businesses build on their mobile strategy and continuously develop and mould tactics to suit the ever-changing consumer habits. Mobile traffic will follow a different path to conversion compared to desktop traffic, so the segmentation of users and the organisation of conversion funnels can help establish an idea of what direct route your end users will be taking.

Conclusion

Crafting a comprehensive mobile strategy for businesses offers a wide range of benefits for both the consumer and the company. The above topics covered are initial points to consider when drafting a strategy, but the potential of mobile strategies expands to much more advanced possibilities, such as dedicated customer loyalty apps and location-based services.

Angling yourself towards mobile-first can unlock a wide range of potentials for business. Contact the team at mporium to never miss a mobile marketing opportunity again.

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