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Do you have a Mobile Campaign?
Have you ever tried to answer this question: “Do you have a mobile campaign?” It may not be as easy to answer as it seems. Assuming you know what is planned and going on with your site, think twice before you say “no”. Sure you may have decided against a mobile app or a mobile site for various reasons:
· Mobile is not relevant to your audience
· No budget for dedicated mobile efforts
· No mobile use case
· Desktop site is good enough
· Current system doesn’t support mobile optimization
Thus you might as well have no mobile campaign.
But assuming your B2C or even B2B audience is mainstream (not even just concentrating on the 25-35 year old demographic) there is a pretty good chance you’ll find mobile browsers and operating systems in your log files of your desktop site. It might only range from 2-15%. Or odds are it may be more. For those visitors you essentially have a mobile campaign, whether you want it or not! They might be cursing and struggling with some interaction principles or just zooming and panning more than necessary, but they are using your site as a mobile experience because they can or need to do so. Essentially, they’ve decided for you that you must have a mobile campaign.
With that in mind, here are three things to do:
1. Ask your daughter, friend and co-worker across the hallway to hand you their devices for two minutes to take a sample of two or three different mobile browsing experiences of your desktop site. Understand what it takes to complete the most obvious use case for your site (find directions or your address, research a product, request support, or – god forbid – a transaction, etc.) using a mobile browser.
2. Get the browser and OS statistics for your site and do a little math to see if that absolute number of requests matters to you or not.
3. Do this again next quarter.
If you begin thinking about mobile and next steps, here is some more food for thought:
· Are you sending out emails with landing page desktop site URLs?
· Can you read paragraphs without panning left and right for each line?
· Are there use cases on your desktop site that are only needed while on a desktop?
· Can you fill out more complicated forms and submit them?
· What are the top 5 most important items on your site? Can you reach them easily using mobile?
In fact, there might be just a few tweaks here and there to improve your site considerably for mobile users.
Happy Ending
If you said “no” at the beginning of this post, you certainly avoided the biggest mistake in mobile: siloed experiences, i.e. disconnected experiences for different devices! You can count yourself lucky to keep the experience for your visitors connected and coherent across all devices. You just need to honor it and adapt the experience to the device they are choosing.
Most importantly do quick iterations of changes. Things are changing quickly in mobile.
Gunnar Klauberg
Product marketing
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