What is “mobile-friendly”?

A mobile-friendly website is one that displays correctly on hand-held devices such as smartphones, iPhones, iPads, and tablets. It also has these features :

i. Loads fast – bloated sites cost more money to access
ii. Easy to read – mobile phone screens are 1/5th the size of desktop computers
iii. Easy to navigate – menus have limited space on mobile devices
iv. Minimal scrolling – not just vertically but also horizontally
v. Avoids using Flash – because Apple products do not support Flash

The DNA of a successful mobile web strategy :

If your site is as dependent as most websites are on search engines to deliver traffic, and/or if there is a likelihood that potential customers are likely to search for/access your site when they are not sat in front of a PC, e.g. when commuting, shopping, on the sofa or engaging with your billboard, print or TV campaign, then your site needs to be mobile–friendly.

Now we explain six Steps this will help you get your priorities right. See below :

1.Who should own and manage the project?

The project should be owned by a single member of the board or senior management of the company.  And who preferably internal to the company, with suitable stature and authority to enable them to make decisions, without needing to get time-wasting approvals from each stakeholder (marketing, sales etc.) at every stage.

2. What are the objectives? Are they realistic? Are they measurable?

A mobile-friendly site (or app) is not an end; it is a means to that end. Define your business objectives, these might include: create more awareness or improve knowledge of the company, products or services; improve customer engagement; generate more sales leads; sell more product online; drive more traffic instore.

Different stakeholders are likely to have different objectives. Once the objectives are agreed, then ask how mobile technologies can help to deliver on these objectives. Never lose sight of these objectives. Put them on the wall.

3. Who is the audience?

Will the site service existing customers or potential customers? How old are they? How rich are they? Where do they live? Where will they be when they use the site? How do they find the site – search? What device are they using? How do they behave on the site?
Answering these kinds of questions will help you build user profiles of your typical or target mobile visitor. It is very useful (for everyone in the business) to create personas representing each category of typical customer.

4. What need are you servicing?

Establish what your mobile users want from your site. For each of your personas, create use cases. Web analytics’s tools and surveys deliver useful insights into user behaviour, objectives and pain points.

Consider how your customers use mobile devices. Focus on context: Where will they be? What will they be doing? What do they want to know? What do they want to do?

5. Should you outsource or keep in-house?

Apart from the aforementioned project leader, your mobile-friendly web project will require a team of experts, with skills that include strategy, project management, user experience, developing, testing and business analysis.

So start your site with a responsible company where these all expertise exists (such as Ablion) to develop a mobile-friendly web project.

6. How do you keep it real – with realistic expectations; timescales and results?

All projects have the potential to spiral out of control, with constantly changing specifications, costs, broken deadlines and unforeseen problems.
Risks can be minimized with careful pre-planning and a comprehensive strategic plan which outlines the goals, key performance indicators (KPIs), time scales and what is needed in terms of manpower and budget for every element of each stage.
The key stages are:
i. Strategy (why the project is required).
ii. Discovery/analysis (what needs to be done).
iii. Planning (how it will be done e.g. UX, prototyping, testing).
iv. Production (doing it, testing it, redoing it, testing it).
v. Launch (taking it to market e.g. promotional campaign).
vi. Servicing (maintaining and improving it).
The project needs to be agile, but can’t keep adding bells and whistles, according to stakeholder whim.

Conclusion :

Asking these six questions will help you get your mobile web project off on the right track. Whether you keep the project in-house or approach with  Ablion it pays to have your objectives and reasons straight.
Like anything else in business, if your project isn’t built on firm foundations, the risk of failure is an order of magnitude higher.


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