A Short Guide to Mobile-First Strategy Articles in English / Customer Experience / Digital

It happened – almost half or more of your website’s traffic is on mobile.  Reports & statistics explode: number of smartphones is rocketing, percentage of mobile sales is increasing, applications are taking over… It’s time to act … but don’t rush into it.

#1 Are applications the holy grail?

Many businesses are currently giving the priority to mobile apps. Sure, applications DO target the most loyal and engaged clients, and you don’t want to disappoint them. Keep in mind, that the website is fundamental.  Mobile sites serve as a recruiting point for new clients, as a search destination, as a contributor to offline and online sales, not even to mention the brand awareness and image. If you are sure about your mobile website, you can focus your budget and efforts on developing and optimization the application. Otherwise balance it between the two and dedicate some time to brush up your mobile site.

#2 Design is key

What to choose: responsive design or a dedicated mobile site? There is no absolute truth on this one. If your desktop website is heavy, full of multimedia content and consists of way too many pages – go for a dedicated website with lighter content.  If you plan to launch a brand-new website or fully redesign an existing one, and you are looking for a similar experience both on desktop and mobile, and you are ready to optimize your content strategy – consider responsive.

#3 Be user-centric

User behavior can be a lot different in between devices. On mobile, you might just want to quickly look up some specific information right before going to the store, whether on desktop you would spend time to discover new products. Therefore, your clients might need different features to be pushed on different devices. You might want to look into your analytics or perform some user tests in order to better understand if the relevant mobile services are accessible and easy to use.

#4 Search is the entry point

Here, it means both – SEO and the internal search engine of your website. A mobile device nowadays is a new type of I-Know-It-All friend, supposing to quickly provide all the answers.

Local search optimization is essential for mobile search result visibility. Consider other reasons than products that people might search for, such as local information in a new city/state.

For the internal search, make it visible on all pages, but better – make your internal search box appear on the SERP. You will find more information here.

#5 Analyze data

Same as mobile users might need specific features more than the others, they might also be interested in certain products or categories.  Mobile buyers tend to purchase “safe-choice” items that do not require a long decision-making process or that they already know or tried. Dig into your analytics data in order to obtain the difference in products that are consulted /added to basket and purchased in order to understand what works better on mobile.

#6 Deals

Mobile-only offers are a good way to break the ice and the hesitation that users still feel about purchasing on mobile. It can also be a part of your marketing plan for a promotion of an app launch or a new feature release. Just be careful not to get too excited and use this tool very frequently so that you don’t cannibalize your desktop sales or jeopardize your brand image.

#7 Consumer journey

Even if we are talking mobile first in here, don’t forget that the user journey in real life does not happen on one and only device and consists of multiple on and offline touchpoints. Work on your performance measurement strategy in order to make sure you can get consistent and reliable data and identify users between platforms and devices. This can be obtained by improving the number of logged-in sessions and by using solutions such as Data Management Platforms.


Avatar de Ekaterina Pavlova
Ekaterina Pavlova

MSc in marketing from ESCP Europe business school, Ekaterina joined Equancy in 2014 while completing her next degree, an MBA in web management and digital marketing at INSEEC Supdepub. Ekaterina holds a solid experience of working with international accounts. Before arriving to Equancy, she was a part of Nissan EMEA account team at TBWA/G1. Here at Equancy, Ekaterina works on a range of strategic marketing and web analytics missions for such clients as Cartier, Michelin, Disneyland Paris and Sephora. She is also running the AB testing and Conversion Optimisation Stream for Michelin.

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