In a recent report by EPiServer entitled “Mobile Commerce: What Consumers Really Want”, studies show in the report that mobile websites and applications are no longer on the leading edge of new and emerging technology, and should be the new standard for how you market and optimize your products, website and services via the web. With this report in mind, here are some ways that you can help to ensure that customers are receiving a positive mobile experience when they visit your site on their table or other mobile devices.
Mobile Website vs. Mobile Application
In the study, mobile website proved to only slightly more popular than apps when viewed daily with a percentage difference of only 3%. The mobile website also leads to more purchases on a monthly or more regular basis.
So what can we take from this information?
Mobile applications, while being useful and easy to access, were not necessarily the driving point for someone to purchase a product from a business. Instead, customers chose the mobile website of a company to finish the purchasing cycle. Something to consider when thinking about creating a mobile website and application for your company is what you want each of them to achieve. Would you like the mobile app to be used more as a social sharing platform and the website as the place where purchasing happens, or vice versa? This is important to factor in to your mobile marketing strategy, as it can affect the way customers will view your business.
Mobile Devices Are Now the Go-To Source For Information
Although the survey was published using stats from the U.K., we can still get a sense that the numbers were vary only little, if the survey was conducted in the United States. In the study they found that most access to the internet and websites was done in the home. This can lead us to believe that gone are the days of booting up the desktop computers and laptops in your home to find a website or visit a social network, and a business’s website should reflect this in the simple, fast loading layout and design of their mobile website. Users are no longer clicking around a website to find a product or service, instead each page should be mobile and search optimized for the growing amount of consumers that are searching for their products via tablets and smart phones.
Align Your Mobile Application and Website With Your Desktop Knowledge
Some of you may have years of data and knowledge from your desktop website via Google Analytics. Share this information with your designers and developers when creating your mobile application and website, as this will help to give them, as well as yourself, a better understanding of what is important and what should be on or removed from the mobile application and website in efforts to provide a clean and fast loading page and better user experience. If you lack the access to data from your website or if you are a new business, consult your customers on what they would like to see in a mobile site or application, look at your competitors pages and applications, and consult with your team to find out what is important to you and the company, so that you convey both a good and established company, along with one that is not afraid to change with the times.