There is no question your customers are going mobile. And as they rely more on mobile, consumers expect more from mobile experiences.
According to Forrester, 62% of consumers expect a brand to have a mobile-friendly website. And 57% of of users a business with a poorly designed mobile site.
The resulting challenge you and every company with an online presence face is to create mobile experiences that effectively engage your mobile customers during their moments of need.
As mobile traffic grows, two questions that become critical for marketers to answer are: How well is your site delivering to mobile? How does your mobile experience compare to your competitors’?
The Mobile Challenge
Over ⅔ of the web’s top websites are already mobile-friendly. But delivering optimized mobile experiences perfectly aligned with customers' moments of need is something with which the web as a whole is still struggling.
Overall, conversion rates for mobile are lagging, with a 71% conversion rate gap between mobile and desktop. There are a number of contributing factors, including usability issues and mobile experiences that are not tailored to customers’ mobile moments and their contexts.
As Ajay noted, “There is a significant gap between mobile visitors’ expectations and what they want to be able to do on mobile and what they’re actually able to do.”
This presents a valuable opportunity for companies that are able to optimize for mobile moments to get ahead of the curve and better understand how their customers interact with their company throughout their customer journeys.
How to Measure Mobile: What are the Criteria?
Taking a data-driven approach to delivering better mobile experiences obviously requires that one find a way to evaluate one's mobile experience.
But how does one go about measuring mobile? What factors should be considered?
In the webinar, Data Engineer Naseem Makiya walked us through the criteria for a good mobile experience.
Speed: One of the first criteria everyone considers is speed. Questions to consider include: How fast is my site showing up? When are users starting to engage with the content? Factors include page size, page speed, page construction, content compression and asset packaging.
Responsiveness: Another key factor is responsiveness. Not only are there a huge variety of devices out there but there are tons of different screen sizes for those devices. Questions to ask include: Are you using mobile-specific styling/scripting? Is page zoom disabled? How well do you deliver experiences tailored to each of those devices?
SEO: One of the key factors to take into account when evaluating a mobile experience is SEO. Questions to consider here include: Is your site mobile-friendly in Google search? Is your SEO configured for dynamic content? Is it aggregated across devices?
In addition to the 3 very quantifiable factors above, there are 3 additional, more qualitative factors which Moovweb considers when evaluating mobile experiences.
Usability: This includes looking at various aspects that answer basic questions such as: Are the buttons big enough for your users? Is everything spaced out properly? Is the font readable? Are forms mobile optimized?
Content: Content is important for both user experience and SEO. Questions one asks in evaluating content include: Did you deliver the content the user was looking for? Is the content high quality and constantly being updated? Is the text/image balance correct? Are images retina/HD quality? Do animations guide attention?
Engagement: Users are coming to a site, but how active are they? How often do they come back and what is their conversion rate? These are the guiding principles behind the engagement metric. Specific questions include: Are CTAs active and in view? Is checkout flow optimized? Are app banners used optimally?
A Handy Tool
Most companies don’t have an in-house mobile expert who is solely focused on analyzing their mobile data day in and day out. And even those that happen to have one don’t have the benefit of insights into mobile trends across a number of websites in the same industry.
The good news is there’s a handy tool you can use to evaluate a mobile experience according to the criteria outlined above - and all you need is the page’s URL.
And you can also generate a free report that shows the overall score for that mobile experience, as well as an individual score for each of the following criteria: speed, responsiveness and SEO.
How Does Your Mobile Experience Stack Up?
The second important question in evaluating your mobile experience is to figure out the answer to the question: How does your mobile experience compare to those of your competitors?
Certain industries are further along the mobile maturity curve than others, with a greater percentage of sites that are mobile-friendly. In the retail industry, for example, about ⅔ of sites are mobile-friendly, as opposed to the education sector, where only about ⅓ of sites are mobile-friendly.
If you’re like 99.99% of marketers, you’re probably curious to know how you compare to your competitors.
That’s also where the Mobile Health Report tool that comes in handy. Moovweb crawls the mobile experiences of thousands of companies to measure their mobile experiences and categorizes the results by industry. And when you generate a report for a given mobile experience, you are able to see how it compares to both the industry average and to industry leaders.