Last week, we started a discussion about the benefits of mobile apps, mobile sites, and the increasing importance of utilizing these delivery channels. Today, we look more in-depth into what factors contribute to increased audience engagement, and what the current and future landscape of mobile might look like.
Simplicity and Ease Are The All Stars of Mobile
In the last post, we saw that today, only about 40% of businesses publish to a mobile app. In the next three years, the number who plan to do so jumps to 65%. Similarly, while today only 39% publish to a mobile site, in the next three years that number jumps to 38% (1). This is a great move can create spikes in engagement and sales.
There are a few reasons that contribute to this. As MediaPost provides, “Mobile shoppers put ease of use foremost when it comes to mobile shopping sites, with 48% of respondents citing it as the most important quality of a mobile site they visit. Fast-loading pages are tops with 20%, and 12% most appreciate not having to search around for the search bar itself.” (2) Even though mobile screens have gotten larger over the last few years, the reason for this consideration should be apparent to any of us who owns or has used either a tablet or smartphone. With less screen real estate and less complete keyboard, every part of the page must pull its weight and display properly. As a smaller computer with less processing power, load times may seem exacerbated, and the context of being on-the-go can make it worse. Further, typing on these screens can be cumbersome, and the less input necessary to get to the next page or put an order through, the less frustration, and the less likely a customer or audience will abandon the task at hand or search for a site that provides a simpler solution.
While intuitively, we can deduce the truth of this, this idea that ease of customer input can drastically affect engagement and sales has data to back it up. “More than 23% of cart abandonment on mobile is attributable to clunky and un-optimized checkout and payment paths” (3). This idea may account for comparatively lower numbers of businesses who chose to publish to mobile, when compared to print, PDF, or regular html. When the application of the delivery channel is not fully utilized for its platform, it should come as no surprise that the efficacy of the format may seem lower than its true potential.
So How Else Do We Improve Efficacy?
At least one solution exists that will increase efficacy of content not only on mobile, but from any source being used to access your website. Responsive web design, as google developers called it, provides for much more efficient design and development for webpages by working in a format that adjusts the way it appears to the audience automatically. When accessing the site from your phone, you view the same exact site, but automatically designed to be best viewed on that phone.
This allows a few advantages; namely that any content published need only be published to a single website, utilized both for desktop and mobile users. Further, rather than having to maintain separate pages optimized each for a tablet viewer, mobile user, or a desktop user, only one site needs to be updated.
Whatever reason businesses or marketers might have for holding out on going mobile, clearly the proper utilization of a mobile site or app increases sales leads and engagement. This also reinforces an exceptionally important point; customer experience can never be underestimated. When a business builds themselves toward what best serves the customer, they are rewarded. In the case of going mobile, that fact hasn’t changed, but not all of us have.
A Customer Centered Mobile Experience
A recent study conducted by CMI shows that 49% use a mobile app, but only 47% say it’s effective (4). Because simplicity is something customers look for and a simple clear message will keep a customer around, there is no doubt that the efficacy of mobile apps can be improved. By paying closer attention to the needs of the audience, we will find simple areas that can provide significant increases in engagement. And by simple, it really couldn’t be more simple. Customers most often want nothing more than a clear message.
At the end of the day, it comes down to the customer’s experience with you on every channel they engage with you through. Certainly, more and more people are using and hope to use their mobile devices to conduct more business, do more research, and fulfill more transactions. If we meet our customers on their own terms, and provide an easily navigated design and a clear compelling message, our mobile strategies can vastly improve both the experience for customers, and the reach of your business.
Next post, please join us for the conclusion of our discussion about the trend in mobile, and how it works into our strategies as a delivery channel.
- DCL Inc, 2016 Trends Survey: Infographic, http://dclab.com/resources/surveys/dcl-cidm-trends-survey-2016
- MediaPost, Make It Easy: M-Shoppers Active But Impatient, http://www.mediapost.com/publications/article/207924/make-it-easy-m-shoppers-active-but-impatient.html
- Forbes, Connecting With Customers: The Future Of Mobile Payments, http://www.forbes.com/sites/groupthink/2013/08/13/connecting-with-customers-the-future-of-mobile-payments/#416a8aaf5619
- Content Marketing Institute, 2016 Enterprise Report
- KoMarketing, 2015 B2B Web Usability Report