Should Your Website Go Mobile?
If you’re one of the people out there pondering the ‘mobile’ question, then here are a few things to think about. Let’s start by answering question #1: “Should my website go mobile?”
Yes, you do need to optimize your website for mobile devices.
Year after year, mobile usage is growing and it is expanding to include new formats (Apple iPad, HP Slate and the much rumored Google Tablet). The way we interact with these devices will mature as the technologies and devices develop. For now, there a few simple things to keep in mind.
First, if you have a website, then you should absolutely invest in establishing the mobile version of that site. The key to creating an effective mobile site is in the strategy. A good mobile site isn’t just a tiny version of your existing site. A good mobile site needs to focus on addressing your core marketing objectives in a way that is in keeping with the brand experience of your website but is also optimized for mobile screens.
There are two rules of thumb that we try to use as a guide in our mobile website strategy here at Overhaul Media. Both focus on the intended audience and the general tendency of most mobile users today. What we have found is that most mobile users typically fall into these two camps:
* I need information quickly. Directions to that meeting, recommendations on a nearby restaurants, where the closest bus/subway stop is, the phone number of that business, etc. These people need information quickly that’s easy to find that’s only a click away, if that. If the information is too difficult to find or executed poorly, they will move onto the next option (a.k.a. your competitor). Don’t lose your chance to grab their business.
* I have some time to waste. I am waiting for my plane, for my appointment, at my bus stop, for my friends to show up, for my meeting/class to start, at the checkout line, etc. These people want light reading that gives them the general idea, not in-depth reading. They want a series of images to look through or maybe even a light quiz or opportunity to interact with your site. Keep the content relevant, interesting, and engaging.
These basic groups also apply to online marketing campaigns. If you have a marketing campaign in your future, keep in mind that mobile users present you with an opportunity that you don’t get with your typical web audience. Mobile users typically have ‘in-between’ time. They aren’t at home or sitting at their desk tuned into the task at hand having to manage the usual distractions. They want a little distraction and they want opportunities to pick-up new information quickly in an engaging way. These people want to click so don’t leave them out of your next campaign strategy.
Okay, here are the final takeaways for you skimmers:
1. Mobile usage is rapidly growing (in case you’ve been under a rock)
2. A mobile site isn’t a tiny version of a website
3. Mobile sites optimize for a mobile screen experience
4. Make use of a mobile users’ ‘in-between time’ – include them in your strategy
