It seems with every passing year, ‘experts’ claim “this is the year of mobile.” Whether or not 2014 is THE year – a mobile** strategy should be part of your online marketing mix this year.
**For clarification, when I reference “mobile” I am talking about mobile phones only. If a user is browsing on a tablet, they are usually looking for the same browsing experience that they would get on a desktop.
Let’s take a look at some mobile stats from a website we monitor and manage. 16% of their visitors in the last 30 days were on a phone.
For another site we manage, it’s 27% of their monthly traffic.
Head into your Analytics software and check out your stats. Better yet, compare those stats to the previous year.
This client’s mobile traffic increased over 80% for both phone and tablet traffic when comparing 2013 against 2012. Desktop traffic decreased slightly, probably due to more people adapting to mobile and tablet devices.
I bet we can expect similar trends for 2014 – which is why we shouldn’t overlook these users. A traditional desktop viewing, browsing and purchasing experience is much different on a phone than it is on a tablet. All devices and phone sizes should be accounted for.
When deciding your mobile strategy for 2014, there are some metrics you need to look at and understand, first.
- Mobile Traffic
- Mobile Time on Site
- Mobile Conversions
- Mobile Intention – not necessarily a metric you can track, but you can look at the top page views from mobile device users.
Before we talk about mobile options – it’s important not to overlook the simple fact that mobile users are mobile. Therefore, they could be expecting entirely different results and their intention is different than that of desktop visitors.
Choose Your Mobile Strategy
1. Build a Separate Mobile Website
The user is redirected to a completely different website (ex: m.domain.com).
2. Build a Dynamic Serving Website
The server response with different HTML/CSS on the same URL depending on the device type: desktop or mobile.
3. Build a Responsive Website.
Serves the user the same website (same HTML code) but uses CSS to alter the layout of the page dependent upon device.
Google recommends having a responsive website, and in most cases – we agree.
Responsive web design (RWD) creates an optimal viewing and browsing experience for any device. With RWD, the website adjusts gracefully to fit any screen and has a layout suited for all sizes of devices. For reasons as to why RWD is important to your business, sign up for our newsletter. We published an article that outlines the importance of RWD and why it should be your mobile strategy for 2014.
Is RWD part of your mobile web strategy this year?