For many business owners, the introduction of the idea that they need to have a mobile website (let alone mobile strategies and tactics) is just one more thing. One more signal trying to punch through the white noise of the ever growing wash of new trends, technologies, and concepts that they’re told they need to adopt if they really want to drive their businesses successfully. So why is the mobile web any different than anything else on that pile? Especially if you already have a desktop website?
Answer: Because customers care. They care a lot.
The Mobile Consumer Environment:
- As of June 2012, smartphone penetration has reached 55% (Nielsen, 2012).
- This means of the 300 million people in the U.S. who carry smartphones, over 150 million of them are smartphone owners.
- 4 out of 5 of those smartphone owners have integrated them into their buying behavior and decision making process. (ComScore, 2012)
- That gives us about 120 million mobile consumers.(as of June 2012 – smartphone adoption continues to grow rapidly!)
How are these mobile consumers integrating mobile into their buying habits?
- 31% research via mobile before making an in-store purchase.
- 40% research via mobile before completing their purchase via a desktop computer.
- 20% research via mobile before making their purchase from that mobile device.
And, So What….?
The key takeaway here is that all of them enter their respective sales funnels through mobile, with over 60% of them making an immediate beeline for a retailer or service provider’s website (Mediative, 2013: “Spotlight On Local Mobile Consumer Search Behavior”). This gives us between 65.5 million and 72 million mobile consumers (and growing!) whose first impression of you, your business, and your brand is shaped by the experience you provide (or don’t provide!) them on their smartphone.
How does that experience impact your brand equity? To what extent does it drive consumer engagement? Most importantly, how much might a poor mobile experience be affecting sales? The recent Google report “Reasons Mobile Matters” offers some insight:
- 66% of respondents said, “If I really like the brand or company, I’m disappointed if the mobile site is a bad experience.”
- 55% said, “A frustrating experience on a website hurts my opinion of the brand overall.”
- 67% said, “A mobile-friendly site makes me more likely to buy a product of use a service.”
- 52% said, “A bad mobile experience makes me less likely to engage with a company.”
- 52% said, “If I don’t see what I’m looking for right away on a mobile site, I’ll quickly move on to another site.”
The full report can be found here: http://www.howtogomo.com/en/d/why-go-mo/#reasons-mobile-matters
Ultimately, providing a poor mobile experience can directly impact lead acquisition and sales. So, don’t do that. I’ll introduce some best practices in next week’s post that can help assure that you’re providing the best mobile experience possible. In the mean time, you can get a feel for your customers’ experience simply by visiting your own website on a smartphone, and see what you think. Is it a good experience? Is it a poor one? Is that experience helping you meet your goals (lead gen, sales, marcomm, ‘other’), or is it handicapping them?
Your customers care about their mobile experience so like it or not, you need to too. For more information about how MoFuse can help ease the stress: Click Here!