As a marketer, if you want to earn consumers' interest, patronage, and long-term loyalty, you need to ensure that their online interactions anticipate and address their needs, as expected.
Today, delivering on audience expectations means enabling them to engage with your business on their terms–whenever, wherever, and however they want to connect. And, increasingly, those consumers are relying on mobile devices–phones, tablets, wearable devices, and the like–for their inquiries and explorations, as well as to take action on the information they find.
Want proof of just how essential it is for marketers to deliver stellar mobile experiences? A Pew Internet study found that 19% of Americans who own a smartphone have limited or no other high-speed Internet access. And a "micro-moments" report from Google even found that 82% of smartphone users consult those devices to gather information about purchases they’re about to make –while they are already in the brick-and-mortar store.
What are the top frustrations that users experience when browsing on mobile?
These busy consumers rely on your website for information, and a poor experience could drive them right into the arms of your competitors. If your digital experience isn’t designed with a mobile-first approach, you are being negligent of their needs.
What does it mean to be "responsive"?
It used to be enough to just say your website was workable for mobile viewing: As long as users could pinch, zoom, scroll, and squint to get your page to fit their smaller screens, your job was done. But today, users expect a mobile-first experience–one that doesn't just work on a hand-held device, but is specifically designed for accessibility and ease of use.
By way of a simple definition, a responsive website adapts to the dimensions of the viewer's screen – regardless of the platform, operating system, or device they are using. But a fully responsive design can go far beyond simply scaling down to fit smaller screens. For example, newer developer techniques and technologies can now enable your site to recognize the user's particular viewing platform, display different fonts and images to make the site more readable, automatically adjust features and functionality, and a whole lot more.
If you haven't done so already, it's high time for you to enhance your digital presence so that consumers can find your business, explore your offerings, get the information they need, and complete their intended tasks quickly, without even having to think about it.
Here are a few pointers to keep in mind:
A mobile-first digital experience is a must for brands to remain competitive in their respective industries and relevant to their consumers. If you’re looking to incorporate responsive features and functionality into your site, or build a fully adaptive, mobile-first experience from the ground up, Prove’s multi-talented team can assist. Our content, design, and developer teams work cohesively to keep key elements, such as user experience and business goals, top of mind when planning and producing your site. If you’re interested to know how your brand’s mobile digital user experience can be improved, let’s talk.
Prove is a new kind of customer acquisition, retention, technology and analytics agency. We are redefining the way marketing works, by having a single-minded focus on results. Our approach minimizes marketing risk and maximizes short-term and long-term results through a disciplined process. Our philosophy is to leverage the power of Mass Personalization to increase ROI while reducing marketing costs.
We call it Acqretention™, the process of converting an anonymous audience that is always just a click away from the competition into Connected Prospects. In this way, we support direct response results, but we retain the engagement of prospective customers who are earlier in the buying cycle.
Our approach involves a framework that ensures marketing success we call Little Bets. We get into market quickly and generate learnings through extensive testing, then go big with the winning ideas, messages, offers, channels and technologies. We'd like to do that for you.
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