Mobile Web Sites May Not Be Sexy But They Sure Are Useful
Posted on 14. Jul, 2010 by Brian Fluhr in Blog, Mobile Marketing, Mobile Websites
Web designers and marketing team are used to creating a traditional web site experience that is that is full of brand elements, stunning design and tons of bells and whistles to engage your site visitors and to lead them along a carefully constructed path to achieve a “conversion.” Perhaps that conversion is a white paper download, or information request, or sales call request or the holy grail: a product purchase. And while it seems that there is a focused sales funnel leading to that conversion – there are often many possible distractions along the way – a banner ad here, a video there, a blog post there – yes all these elements may help you to engage with your site visitors on their widescreen desktop monitors, but what happens when a prospect visits your web site from their mobile phone?
Let’s take a look at American Airlines well traveled web site: AA.com.
Here is how AA.com looks in a desktop web browser:
Here is how AA.com looks on an Iphone when viewed in Full HTML mode:
You can see there are a lot of options that are work perfectly fine for desktop viewing but not so great on a mobile phone. You can accomplish most of the same tasks you can with the desktop version, except, for a user to navigate the site on their mobile phone, they will have to pinch, stretch and scroll around a lot. Not a real friendly experience. This is an example of how your web site may appear in a mobile browser if it has not been optimized for mobile.
Here is the mobile web site for AA.com
A couple of things to point out here.
1. Typing aa.com into the Safari mobile browser takes you right into the mobile web site rather than the full web site. Mobile device detection is used – immediately recognizing that I was asking to view on AA.com on my Iphone, as a result, the mobile web site was presented (all without me having to request a specific URL on my own)
2. This mobile web site is not sexy. It is not beautiful. It is not stunning. It is however very useful. Very useful for accessing the exact information customers need while they are on the go.
The key take away is not that mobile web sites should be ugly or that they shouldn’t contain brand elements because they can indeed represent your company and brand in a positive way – but the end goal is to ensure that your prospects and customers can interact with your web site while on the go – quickly and efficiently. In doing so, you will be providing a positive experience for your customers, that will ultimately benefit your company.
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About the Author
Brian Fluhr Has Written 77 Articles For Us!
Brian is the strategic marketing and advertising driving force behind MarketingOC and the sales driving campaign strategies and tactics the agency provides to its clients. Brian lives in the O.C. and loves his family, his dogs and his Ipad.Related posts:
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