Today and in the future the undeniable truth about internet consumption is that the Mobile is one product that is part of life and cannot be ignored by marketers. It is one integral part of almost everyone’s life, regardless of age. And if you think that it’s just so with the youth then I am going to ask you to reconsider that thoughts especially if you are in the medical profession or anything that has to do with medical products and services. But there are other businesses like real estate, hiring and just about everything where the decision makers are experienced 40+ individuals. Just because someone has crossed into their 50’s doesn’t mean they are not using a mobile device. And I must add that an older audience is in more critical need of a mobile experience that is nothing short of excellent. I recently read a very interesting piece about how Pfizer’s strategy to refocus its mobile experience, by prioritizing speed and accessibility to deliver its best customer experiences yet resulted in huge gains.
Why? Why should a multinational like that with massive market presence worry about improving mobile website experience?
Every day you are competing with better digital experiences a consumer is being provided with and hence it is more important than ever to craft experiences that can win over consumers.
The mobile web remains and is going to be the most widely used platform in across the world in the near future. People have more ways than ever before to search, browse, and shop. So while it’s a given that your business must have a rock solid mobile presence, that alone is not enough. Business growth requires fast mobile web experiences that people expect and demand today. They may not say it directly but the increase in bounce rates, drop in time spent on site, lower engagement, checkout drops and many more data points will tell you that you are goofing up with the users mobile time.
Majority of business websites who want to be customer focused seem to have accepted that content is the way forward and Yes that is the correct step too but what about the delivery of this exceptional content. Shouldn’t that meet the consumers need to access it quickly, easily and on their primary medium of consumption – the mobile? While investments in good quality of content writing are a must and many companies employ professional content writing companies, the returns from this investment can only be reaped if the content is consumed by users at blazing fast speeds. Else you will lose out to competition.
Even today, I see websites taking 10-15-20 seconds to load on mobile browsers. Let’s leave aside those that take longer and trust me there are many in that category. So what’s the ideal website pageload time you might ask? The ideal website page load should be less than 5 seconds. Is that possible? Absolutely! There is enough and more tech available to ensure that your business website delivers the perfect mobile web experience that will not only engage your prospects and customers but also have them talking about it and make sure they come back to you for more.
You need to be relevant today and for the near future. With a website that meets mobile speed standards you will be able to make more information accessible quickly which will add value to your website visitors experience.
Let there be no doubt that mobile is just one part of the user experience matrix but today it is a big and important part too. Having said that you will need to think about how it works alongside other marketing channels you might be using like TV, Radio or print. You should not forget that customers interact with a brand in more than one way. And in your attempt to deliver a cohesive experience that will surprise and delight you should not forget the device that is in the hands of your customers.
The very basis of being relevant in the digital world is to understand what will help the customers complete their journey without delay and provide that solution as fast as you can. Your customers are depending on it and so is your success.