How Businesses Can Benefit from Focusing on the Customer for their Mobile Web Site

02/07/2013

If you think that having a mobile strategy begins and ends with a mobile Web site, you are wrong.

A mobile Web site may be a great start for your mobile strategy but you should not stop there. You should ensure that visitors to your mobile Web site has a great experience.

So what are the many benefits of having a mobile Web site and making sure that you give everybody a good experience on it?

1. People are increasingly using mobile data.

According to the Ericsson Mobility Report, mobile data usage has doubled in just a year from the first quarter of 2012 to the first quarter of 2013. At the moment, 9 out of every 10 people in the world has a mobile subscription, or roughly 6.4 billion people worldwide.

What this means is that your customers are already on the mobile Web, so why are you not considering making your presence felt on it?

Also, new customers are now more likely to get introduced to your brand, business, products and services via your mobile Web site. Shouldn't you at least try to put your best foot forward?

2. Having a strong mobile strategy means better customer satisfaction.

Giving the visitors to your mobile Web site a good experience would translate to better customer satisfaction.

This would give them a great brand perception as well as prime them up to buy from you. Just check out what the ForeSee Mobile Satisfaction Index has found out about people who are satisfied with their experience on mobile Web sites:

  • 7 out of every 10 are more likely to buy your products featured on your mobile Web site.
  • 72% would recommend you to their friends and network.
  • Close to 60% would visit you again.

3. Make your mobile Web site really usable.

One benefit of focusing on the user experience with your mobile Web site is that you are able to ensure that your site is up to par as far as being "mobile optimized" is concerned.

What does this mean? Your mobile Web site should:

Load fast. You will need to take out big image files and pare down the code of your mobile Web site to do this.

Feature rich. Your mobile Web site should offer something to your visitors, not just another copy of your product catalog. What's more, you should ensure that the features you have on your site works, no matter what device is used.

Enable you to do some contextual marketing. You should be able to use your site to determine a visitor's context such as their location, the device that they use and even knowing what information they are looking for. Take all of these together to customize your marketing for that particular visitor.

Without a focus on your customer, you will overlook some important facets of the customer experience, making your mobile Web site deliver less than its potential.

As you can see, focusing on your customers' experience with your mobile Web site can help you come up with a site that truly helps you market your business and put your best foot forward. This plus other benefits should take out any hesitations you might have about investing time and money on improving customer experience.