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9 questions to answer in your mobile strategy

Developing a mobile strategy can be daunting. Here’s 9 questions to answer to help you get started.

1. What are your business goals?

Decide what your goals for mobile are as a part of your overall online strategy. If you’re an
e-commerce business, you’ll want to drive sales. If you’re a brand, it may be to build awareness
and engagement. Whatever kind of company you are, your mobile strategy should meet clear
business objectives.

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2. What levels of mobile traffic are you seeing?

Understanding your existing traffic is essential to getting your mobile strategy right. Once you have
a good understanding of what traffic is actually visiting your site, you can make decisions on
how best to cater for that traffic. Analytics should inform data-driven decisions on what your users
are doing.

 3. Should you concentrate on native apps?

A mobile app is not a full mobile strategy, regardless of how many different OS’s you target. Your
customers still need to find it and download the app before using it. Don’t forget each mobile
ecosystem has its own submission procedures, and each time you update your app, you will run up
against these.
A true mobile strategy embraces all of the mobile devices. Right now, the mobile web is the only
way to reach your entire audience in one fell swoop and updating your site is seamless.

4. What is your budget?

Without a clear idea of budget constraints, it will be difficult to prioritize your mobile strategy.
Native apps need to be promoted and there is a separate development cost for each platform.
Although solutions exist to wrap a mobile web site as a native app, native elements are often
needed and each additional platform means more complexity in interface design, testing and

Developing a good mobile web site versus a native app is almost invariably cheaper, assuming
you’re doing something that “can be done” on the web

5. What should a good mobile site do?

First and foremost it should meet your customers’ needs. In general, a lighter, simpler page results
in a better experience. For mobile, people are more likely to be hunters than gatherers: they know
what they want and the experience needs to quickly get them to where they need to go. On desktop,
users are more likely to browse for things they might like.
A mobile site can include elements not present on the desktop site. Having knowledge of the device
helps make decisions on:
• Using tel: or wtai: hyperlinks, so that the user can click-to-call phone numbers on a page if
the device supports them.
• If the device has GPS, you should ensure that the user’s location is picked up from GPS
rather than forcing them to enter location data in a form.
• Mobile websites should adapt for touchscreens to ensure that items are big enough to be
easily tapped with a fingertip.

6. What devices will your site work on?

If you are outsourcing your mobile strategy to an agency, agree the range of devices it will work on
(and be tested on). This will typically include recent iOS and Android devices but it may be worth
seeking a wider range if you think that your customers are more varied e.g. Windows Phone,
tablets, smart TVs. Web firms who are not up to speed in mobile often take a reductive approach
that just works on iOS and more popular Android phones. Device coverage should always be
validated against your analytics.

7. How will device fragmentation be addressed with one mobile site?

There are multiple approaches to handling diversity. A common approach is to take a small number
of basic templates grouping phones according to their specifications/capabilities, for example
low-end phones, smartphones, and tablets and then further finesse the experience by resizing
images to fit exactly into the resolution in question. Other sites use a more fine-grained
approach that alters every element on the page dynamically according to the access device. But
you need to know what the requesting device is first. Is there a device detection strategy in place?

8. Is there a device detection strategy in place?

Device detection allows any website to accurately identify the capabilities of each accessing device
in real time. This device information allows the site to make decisions about which experience to
show users or how best to format the content before sending it to the user. Google, for example,
optimises page weight for different devices. Having device detection in place allows you to ensure
that the site works well and delivers a much richer experience on different devices and is the
approach favoured by 80% of top Alexa companies. goMobi comes with this included.

9. Should you go for Responsive Web Design?

Responsive Web Design is a much talked about technique to make a website adapt to different devices.
Using the technique it is possible to serve a single HTML document to all desktop browsers and
most smartphones. This attractive concept means only one experience has to be designed and
maintained. However, this one-experience-fits-all approach and a limited range of addressable devices won’t
be suitable for all websites. And it may need a large amount of Javascript and CSS to work, which means it’s often slow to
render on lesser devices or on slower connections. It may involve extra testing and time costs.
Responsive design’s founder, Ethan Marcotte, says it “isn’t intended to serve as a replacement for mobile web sites.”

goMobi offers a best-of-both-worlds approach that can build an optimized mobile and large-screen site, that works on all devices and will perform on any device.

Try goMobi now to build a quick, beautiful, mobile and desktop optimized site so you can reach all your customers no matter what the device.

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