Lets face it, mobile isn’t going anywhere. In fact, a recent Time article says that of the worlds estimated 7 billion people, 6 billion have access to a mobile phone. Only 4.5 billion have access to a working toilet.
Understanding these numbers also means that screens, not much bigger than 3.5 inches are the new calling card for today’s savvy business service or product. These days pixels push more business than paper, so don’t put so much stock in your eggshell white with 16 pt. Times Roman font when you could be answering your customers’ every question through your mobile site.
So how can you do this better than anyone else?
Well, let’s be clear on what not to do. We’re not talking about free mobile websites that are used to lure you into buying another product or service but give you no substantial information. Nor are we talking about the mobile “friendly” shortcuts that have you clawing at your mobile screen to find the information they need.
The best practise is to create a custom-designed mobile website that is optimized from the start and delivers only the content your consumers need at the time that they are accessing it.
These mobile sites can be created through responsive design or can be optimized specifically to deliver the information your customers need when they are ‘on-the-go’. They add value by giving your consumers the information they need–when, where and how they need it.
A carefully considered mobile site leaves your audience with a clear and easy to navigate route that leads right to the core of your brand. And if you make it easy for them, they’ll come to you.
A recent example of a responsive site is the Be Well Winnipeg campaign site created by Tactica. Click on the site and you’ll have a great user experience no matter if you access it from your desktop or smartphone.
Why would you have your audience pinching their way to specifics like some Kids in the Hall character, when you could be converting them through convenience?