Perhaps your corporate site is already mobile, great job! Welcome to the 10% of companies who are deemed mobile-ready. By 2014 mobile internet will take over desktop internet usage [i]. So how do we take advantage of this market? The secret ingredient to a successful mobile strategy is to focus on what your users want. Let’s break it down.
Mobile Sub Domain or Responsive Design
While this could be a topic in itself, you have a couple options when going mobile. You can host a separate mobile sub domain of your website, or go with the new craze of responsive web design.
In short, responsive design provides architecture which optimizes your website for desktop viewing and has the flexibility to adapt to mobile devises, providing an “app-like” experience. A centralized location of coding eases the need to manage two separate websites. A site built around responsive design renders the appropriate preview based on the screen size of the device.
While responsive web design offers perks such as the single code base that delivers to any device, saving you in time and resources; the success is in the hands of the designer to deliver the mobile experience. Your goal is to optimize your current website to a customized mobile experience, providing relevant information and quick access to those on-the-go.
Overall, responsive design is great for companies with a large amount of site content, videos, or photos. As the publisher world evolves, responsive design becomes a trendy topic of conversation. However, currently there is no repercussion for creating a separate mobile domain site. Mobile sub domains get the job done fast and affordably. If you already have a fine tuned, optimized website and plan on taking it mobile, consult with other stakeholders to weigh the rewards of your investment to determine which avenue is best for you.
On-the-Go Information
Begin your mobile strategy with the basics. Ask yourself, “What information does my audience want on-the-go?” Providing all access to your website could be an overwhelming amount of information, making it difficult to navigate.
To start the thought process, review your current web analytics to identify your top landing pages. Cross reference your findings with the life cycle of the user. In result, you should have brainstormed what pages are essential for your audience to access on-the-go: search a particular status, maps and directions, contact phone/email, and account login should be top of the list.
A Stellar User Experience
According to Google, 48% of mobile users said if a website didn’t work well on their smartphone it made them feel like the company didn’t care about them! Providing a bad user experience can damage your brand and reputation. Mobile-ready is not a one-size-fits-all situation. It is a custom version of your company website, shrunken down to a handheld size. If your readers are squinting to read the copy and don’t find it thumb-friendly then there are some optimization needs in your mobile strategy.
A stellar user experience provides a flawless navigation and engaging experience. Something so good, they trust your site, they rely on your site, they are a return visitor, and they are spreading the good word of their experience.
Instant Access
Accelerate your mobile strategy with a sense of urgency. Slow loading times can result in high bounce rates. Even worse, users could leave your page to visit a competitor. Cutting edge users expect for the page to load in 3 seconds or less, while nearly 60% of mobile sites achieve this.
Mobile and UX Talent
At this point, if your company is not mobile then it is time to evaluate your online strategy. Ask your Digital Marketing Manager to review your mobile bounce rate to assess how many potential customers you are losing. The demand for mobile UX talent has created a shortage of available talent. Unemployment rates do not apply to this job title, they are well sought after.
Dependent upon years of experience, job seekers in the mobile community are bringing in $60-65k/yr at a junior level, $80-85k/yr at a mid-level, and $95k+/yr at a senior level. Working with a specialized recruiting agency like Profiles can ensure that you acquire the most talented individuals for any mobile development, design or strategy needs.
About Profiles
Profiles is a unique staffing firm specializing in Marketing employment, Creative, and Web & IT jobs. Since 1998, we have served the needs of our Clients and Talent by matching the best candidates with the best companies in the Mid-Atlantic region: Baltimore, MD, Washington, DC, Philadelphia, PA and Richmond, VA.
Author Name – Polly Brady
Title – Marketing Manager
Location – Baltimore, MD
Twitter – @PollysNews
Byline – Polly Brady spearheads the Marketing department for the Mid-Atlantic offices of Profiles. She has traveled and gathered over 7 years of Digital Marketing experience from successful startups in San Diego, CA to national organizations in Washington, DC.
[i] Careerbuilder.com
