The mobile web is here. If you are yet to put a strategy in place to develop your mobile presence in order to meet a growing consumer demand, now is the time to act.

I’ve identified the key areas to remember when organising your mobile strategy.

We recently released a research report that revealed almost a third of UK consumers have made a purchase using a mobile website in the last twelve months, and 26% having done so using a mobile app.

The findings also highlighted that 25% of online consumers said they would try a competitor if the mobile website was not working, while 64% said they’d only give a mobile website an average of three chances to work before moving on.

Therefore it’s vital that you meet the challenges faced by consumers or risk losing them to a competitor; below we’ve outlined the key areas to consider in order to ensure your mobile strategy is up to scratch.

Firstly, your online content needs to be repurposed to fit the mobile channel. For example, lengthy descriptions should be avoided, customer typing should be kept to a minimum and user testing for login processes is key.

Using the location of the customer can also add value to the user experience when used in conjunction with personalisation, enabling a retailer to add information about a specific store for example.

Be aware of what happens when you drive traffic to your site, then you can optimise the correct content to reduce bounce back rates. Analytics tools are a great way to see where your customers are coming from, and you can combine this with your personalisation activity to serve the user what they want and need.

With the number of mobile users and apps rapidly increasing, it’s important to consider and use the different devices in the best possible way. Tablet and mobile devices display content very differently, and are used by customers at different places and times.

This could potentially completely alter what information they may be looking for; therefore the content should automatically be repurposed to fit the scenario according to the device.

It’s important to start small rather than attempting to do everything at once, and then to refine your strategy over time. We’ve put together an infographic that clearly shows the findings of our research, and will help you see why the key areas we’ve highlighted above are important.

Maria Wasing

Published 6 January, 2012 by Maria Wasing

Maria Wasing is VP of Marketing Europe at EPiServer and a contributor to Econsultancy. 

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Comments (4)


Nick Stamoulis

The number of people browsing on a smart phone or tablet is only going to increase in 2012. Businesses can't afford to not have a mobile friendly and mobile optimized website. People are making purchases and decisions right from their mobile device. They aren't waiting to use a desktop computer.

over 6 years ago


Peter Maynard

I love infographics but hate grammar mistakes...

"Drop of if the site is hard to use"

over 6 years ago


Ben Blackler

Some of these stats seem a little on the high side when you compare them to other mobile metrics from sources like Ofcom and ComScore. For eg, tablet penetration was 2% as of March 2011 according to Ofcom - a leap to 18% in 9 months doesn't seem realistic.

over 6 years ago


Eldad Sotnick-Yogev

Mobile phone usage to access the Net is touted to pass desktop as early as 2015. So get ready for people coming to you via phones. Remember also that a study shared that mobile queries can end in purchase in an hour, while desktop queries can be over a week for people to come into a store to buy. Guess those people on the move with mobile are really looking for solutions

over 6 years ago

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