By now it's obvious that the effects of a poor mobile experience are both immediate and far-reaching for business. A frustrating and not-so-user-friendly mobile interaction with your site could mean loss of brand loyalty and potential business.
How can you offer a mobile user-centric experience that will serve your customers both in the present and future? A responsive website is definitely a good start. But before you consider native or hybrid apps, take a step back and think about what would be the best fit for your business.
Planning the Right Mobile Strategy
The challenge is to carefully plan and execute on a long-term mobile strategy. This means doing research on your customers who are using mobile devices. In your mobile strategy research, consider some of these specific factors:
- Demographics - Who are the people you are serving, and what are their habits or preferences? Consider this: only 12% of Brazil’s population regularly browses the web on their mobile devices (as opposed to 40% for the 11 other countries in the survey). Many companies want to build a mobile app or make their site mobile-friendly, but a certain mobile strategy that works for one demographic might not work for another.
- Expectations - What are your visitors' expectations and how are they going to use the app? Maybe your product needs to be available in places where connectivity is a problem, or maybe you want native device capabilities like GPS. Knowing how users interact with you will help you determine whether to invest your efforts and resources into developing a certain app.
- Multiscreening - How does your web experience render across various touchpoints? According to a Google study, many customers are using a multi-device path to complete a transaction. Try to prioritize the strategy of providing a consistent experience across devices; when developing a mobile app, make sure it integrates with other touchpoints. This omnichannel approach is a must for modern mobile strategy and will encourage a more successful customer journey with your company.
Being able to address and answer these sorts of questions will give you a better idea of what you may or may not need to do in your unique mobile strategy creation.
We’ll be diving deeper into mobile strategies and development tools at the Liferay Symposium in Chicago. (We’ll also be featuring workshops on Liferay Screens and Mobile SDK). If you haven’t already, we highly encourage you to register and gain some great insight about the mobile experience.