MOBILE FIRST OR BUST?
We are all witness to a world which has most definitely gone mobile first. The challenge for business now is to transition quickly enough. Otherwise you risk becoming a 2nd class brand, or worse – out of the game!
It’s quite a statement but that’s the direction the world is travelling in and its mobile. As we’ve seen, the last few years have introduced mobile-friendly marketing and now we’re in the mobile-first era.
How do I prepare?
Preparing for this requires businesses to establish smart strategies that meet the needs of customers and search engines alike. The goal is not how businesses cope with the new mobile environment, but how to capitalise on it.
As we all know, most customer interaction takes place on smartphones and tablets. According to a recent study by Google and the research company Purchased, people are twice as likely to have a brand experience on a mobile device than they are to interact in person in store, through the TV or through a PC.
Ensuring that the whole customer journey from acquisition activities, through to the onsite experience, the conversion process and beyond into the building and maintaining of relationships needs to be fully considered.
This is not simply about delivering a shiny new website built upon old business operations or principles. It’s about looking at everything from a users experience on a mobile device and making things better, easier, more enjoyable from start to finish.
Truths of Why Mobile First Is Important
To better understand how people’s brand experiences can build or damage brand equity here are some fundamental stats you need to know:
2X more brand experiences happen on mobile than anywhere else, including TV, in-store, etc.
Over half (54%) of all mobile brand experiences are image or video-based.
89% of people are likely to recommend a brand after a positive experience on mobile
When people have a negative brand experience on mobile, they are over 60% less likely to purchase from that brand in the future than if they have a positive experience
What consumers described as “helpful” interactions with brands on mobile are 1.5X as likely to lead them to purchase as well as recommend that brand, compared to interactions they don’t find helpful
The 3 most common positive descriptors of mobile brand experiences were: easy, helpful, and convenient
The 3 most common negative descriptors of mobile brand experiences were: neutral, interruptive, and predictive
46% of the time people had an interruptive mobile experience, they said they would not purchase from that brand in the future
High expectations need to be met, or people bounce
As you can see from some of the basic facts, there’s a lot to take into account and consider when trying to create a mobile first journey and experience.
Now more than ever, people have higher expectations for the experiences they have with brands on their smart phones. We call these interactions ‘mobile moments’, and guess what? They matter. Every time a user has a positive experience, it increases their expectations from others but when that moment was neutral (according to Google), “it can have serious effects on your brand”.
Online conversion is still a challenge for many brands, but those who invest resources in optimising user experiences on mobile are actually one step closer to completing the consumer journey. When potential customers use mobile to search for products and services they’re also 51% more likely to make a purchase.
For a start, speed – Making speed a priority for your business is critical. In fact, 53% of mobile site visits are abandoned if pages take longer than three seconds to load
Discovery is key on mobile – Inspiring brand experience, simple navigation and site search save people time, allowing them to filter by what they’re looking for.
Mobile marketing strategy must be focused on the user, the experience and SEO. 79% of mobile users have admitted to searching for another site if the first one fails to meet their expectations. It’s now important than ever to get it right, otherwise you’re entirely off the brand menu.
There’s so much more to a mobile-first model but if you don’t move on it, prepare to lose out. Capitalise on it and win.
To discover more about how to capitalise on winning on mobile visit www.mobylise.com