Interestingly (and sadly) it was recently reported that Millenials find their mobile device more important to them than their toothbrush or deodorant.
Our clients are seeing (on average) 30-50% of total traffic coming from mobile devices. There is no doubt that mobile is becoming more and more important with each passing day – to each of us, in every demographic.
And there’s certainly no argument that every business should have had a mobile strategy in place by now, and should continue building their digital experience around mobile.
The question we are asked so often is: “Where should I be focusing my core mobile experience?”
To optimize the core of your mobile experience, you have some choices:
A site built via “responsive design” consists of one website with one content platform that is coded to display content differently (depending on the device it’s being viewed on).
- Pros: With “responsive design,” your website can be a mobile site on any type of device or platform, ultimately maximizing your development investment. One content management system can control all of your content, regardless of the device it appears on. Also, it’s easier to drive traffic through SEO and through paid advertising.
- Cons: Mobile experiences tend to suffer, as responsive sites are not primarily built with the mobile experience in mind.
A site built exclusively for mobile, completely independent of desktop.
- Pros: This type of site is customized for the mobile experience and requires less maintenance and cost than a native app.
- Cons: A “mobile site” has a separate content management system, which is harder for SEO efforts.
An application program that has been developed for use on a particular platform or device.
- Pros: Engagement on apps is almost always higher. Smartphone users spend more time using apps than the web. As of 2013, users spent an average of 30 hours per month with apps. “Native apps” are built to work well, no matter the speed of the device.
- Cons: “Native apps” are often costly to produce and must be built for different platforms. Additionally, it is hard to drive downloads/traffic via native apps.
In choosing which type of mobile site (or the combination of options) to use, the first step is to start with your customer. (How do they engage with you now? How do they want to engage with you? How can you help make their life a little bit easier?)
When you’re a multi-location retailer, you’ll likely want a mobile site that is equipped with a “Location Finder,” in addition to your desktop site. (Keep in mind that although your needs can be served by a “responsive site,” multi-location retail web traffic is always highly mobile, so you’ll want to optimize that experience.)
Multi-unit restaurants and hospitality companies, for instance, could indeed benefit from “native apps,” as these make it easy for users to find locations, review menus, place orders and make reservations.
Any business with “Account Management,” “Customer Log-ins” and customized CRM is always best served with an app.
If you're a B2B company or professional service firm that primarily interacts through in-person meetings or phone calls, then you probably do not need a mobile app – unless you can offer some new features or functions that aren’t available on an app today.
You will likely benefit from a “responsive design” website. If you have customer log-ins or a CRM program, however, you’ll want to supplement that responsive site with an app.
Ultimately, you may find that a single solution (or a combination) will maximize your investment and resources for your mobile experience.
HAVE MORE QUESTIONS ABOUT YOUR MOBILE STRATEGY?
If so, contact The EGC Group today and we will help you find the solution that’s best for you.