Douglas Borenstein is a consultant in Slalom’s User Experience Practice. He specializes in visual design and user interface development with an emphasis on mobile projects.
There are many benefits to optimizing a website for mobile and non-traditional devices. The primary advantage to optimizing a site is to create a better customer experience—75% of people prefer a mobile optimized site, while 96% say they have been to sites that are not optimized for mobile. Customers won’t return to a site, recommend a brand, or make purchases if they have a negative experience. While more than half of the Fortune 500 companies have a mobile app, less than 30% have optimized their site for mobile. This presents a huge opportunity for those companies that consider their customers’ needs and optimize their sites to present the best experiences.
While apps can be an important part of a mobile strategy, this paper focuses on the mobile web aspect due to the web’s presence on so many devices. Mobile web, which is simply the web on non-PC or small-screen devices, introduces many new challenges and may cause companies to rethink some of their online goals and strategies. But having a mobile web strategy and incorporating it into all projects will ultimately create better experiences for everyone and lead to success in the form of sales, conversions, and an improved brand impression.
The first consideration when crafting a mobile web strategy is determining where to start. While it would be great to completely redesign sites from scratch, this often isn’t possible due to time, budget, and other constraints. Rather than wait for the perfect opportunity to redo the site (which rarely occurs), make incremental updates whenever and wherever possible. Read more of this post