Across the internet, mobile traffic is on the rise and fast approaching the tipping point over desktop, even when it comes to search. And while most marketers are aware, the majority of even the internet’s top 100,000 sites have yet to provide mobile users with optimized mobile experiences.
Over two thirds of these sites are providing mobile-friendly experiences, with images and text sized to the smaller screen. But as internet users become more reliant on their mobile devices, offering mobile users experiences that are simply mobile-friendly is no longer enough. Optimizing for mobile moments is critical.
“The customer is going mobile, and they’re expecting more from us,” reflected Moovweb CEO, Ajay Kapur on stage at the recent Gartner Digital Marketing Conference where he and Petco Head of Mobile Trevor Collins co-hosted the presentation, “Beyond Mobile-Friendly: Optimizing Your Customers’ Mobile Experiences.”
The questions their presentation addressed are key: What is ‘mobile optimized’? And what can marketers do to provide their sites' mobile customers with optimized mobile moments?
Petco’s mobile optimization story provides some great insights!
Petco's Mobile Challenge
Initially Petco focused on just fitting their desktop experience on a smaller screen, using a screen scraping technique. They simplified their pages, creating a better mobile UI that included more tap-friendly designs.
This was a great first step. But changes to the desktop site caused problems with the mobile site and maintaining two separate versions of their site, one desktop and one mobile, quickly became an operational nightmare.
With mobile contributing about half of their traffic, finding a seamless way to provide their mobile customers with better mobile optimized experiences was critical for Petco.
They needed a more robust and flexible way to deliver to mobile. And they needed a solution they could implement quickly.
The Mobile Optimization Solution
Via Moovweb, Petco was able to launch new mobile experiences quickly and eliminate the operational headaches of keeping mobile and desktop in sync.
But more importantly they were able to innovate and focus on key components of mobile optimization, including mobile-specific features, device-specific UI and UX and improved performance.
At launch, Petco implemented a new design and streamlined the entire process. They focused on incremental changes to provide their mobile visitors with better customer experiences.
The Key to Optimizing for Mobile Moments
Which brings us to the key takeaway for all companies looking to provide their customers with better optimized mobile experiences: It’s about making your mobile experiences relevant to the customer flow and incrementally testing to optimize those experiences.
Petco was guided by the question: how can we improve our customers’ ‘mobile moments’?
For any company, ‘mobile moments’ are those “points in time and space when someone pulls out a mobile device to get something they want in their immediate context.”
For Petco, some great examples of mobile moments include:
- E-commerce: customers looking for the fastest way to shop for anything from dog treats to fish food
- Loyalty: customers needing a quick way to check their loyalty points and even scan their pals rewards card
- Find a Store: customers just needing to find a store, for everything from pet food supply emergencies to grooming appointments
Whatever their mobile moment, Petco’s optimized experiences deliver what their customers need, in the moment they need it.
Petco's Mobile Success
Petco's commitment to improving their mobile experiences via incremental changes, not only benefited their customers, it contributed to a whopping 2x growth in mobile revenue year-over-year and a more than 50% year-over-year increase in their mobile conversion rate.
Want to learn more about Petco's success with mobile optimization and how you can optimize for your customers' mobile moments? Take a look at the presentation below or watch the video here.