Being mobile friendly is not enough anymore. It has not only become the industry norm but also the fundamental standard by which the mobile ecosystem operates. Your mobile marketing strategy needs to be mobile optimised at the very least, and mobile responsive to win users over. Let’s first explore each one in turn.
Mobile friendly websites are often just a slimmed and trimmed version of the desktop website that squeezes into the smaller screens on mobile. However, trying to fit all the content from desktop onto mobile screens usually renders text hard to read, which does not even equate to mobile friendly at all. The term mobile friendly is often given much more credit than it deserves. While it is good enough for Google robots in a sense that your website on Search is listed as “mobile friendly” and pushed up the ranks, it is definitely not good enough for mobile users. Mobile friendly is the very bare minimum design that your mobile website should have. Ironically, it is by no means friendly for users at all.
Mobile optimised websites are restructured based on the screen it is viewed on, not simply a shrunken down version of the desktop website. Instead of having to constantly zoom in and out, as well as swipe side-to-side to view the full text, mobile optimised websites are “thumb friendly” and allow the users to view text clearly and easily, simply scrolling down to read on. All mobile optimised websites are mobile friendly, but not all mobile friendly websites are optimised.
If your website is only mobile friendly, it is time to take the next step into mobile optimisation. The goal of mobile optimisation is to provide a frictionless experience for mobile users. Your users are seeking the quickest, most efficient and convenient way to do research and find answers. Optimising your mobile websites makes it easy for users to navigate and more likely to stay on your website longer.
Responsively designed websites goes one step further than mobile optimisation. Mobile responsive website automatically reformats and restructures desktop websites according to the specific device, regardless of the screen size. The layout of the website scales from small screens such as smartphones, to standard desktop, to larger widescreen monitors. It involves significantly more user flexibility and usability on mobile devices, essentially doing exactly as the phrase suggests; it “responds”. Having a responsive mobile website is the only way to guarantee that it will look good on any screen and provide optimised usability on any device.
The easier it is for mobile users to navigate your website, the more likely they will convert. The additional optimisation in functionality, creativity and usability offered by a mobile responsive website provides higher ROI than a site that is just mobile friendly. Furthermore, coupled with an integrated brand experience not only through mobile, but also desktop and other communication channels can significantly increase user appeal and ultimately, brand affinity.
YOOSE is a global audience intelligence platform that aims to connect marketers with their most valuable consumer segments. We have been delivering innovative and powerful mobile campaigns for global brands since 2008. Evolving beyond location based solutions, YOOSE understands how a combination of location and audience profiling is changing the way brands interact with their consumers. We combine cutting edge innovative technology with deep expertise, experience and passion to help global brands and advertisers capture the opportunities of this fast-paced, ever-changing world of location based mobile advertising.
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