Mobile: Is Your Mobile Site Hurting Business?


Everyone continues to gravitate toward mobile as the main design and engagement area for business. And line of logic makes perfect sense.

With 85% of all purchase decisions involving word-of-mouth recommendations and 57% of consumers saying they won’t recommend a business with a poorly designed mobile site, why would a business think anything else?

But saying, “Let’s make a great mobile site!” and actually knowing what aspects of mobile design functionality work are two different arenas of thought.

Luckily, a little website called Google has utilized their massive source of data for both search and analytical data to provide direct insights into what customers want and expect from mobile design. They created a 40-page guide, called the Mobile Playbook, covering 5 major questions any marketer should ask when evaluating their mobile site. Oh, and they provide the answers to these questions. Hence the 40 pages.

So, if you have time peruse the entire Google site, go right ahead. Otherwise, here’s a quick recap of the questions and answers.

Q1: How Does Mobile Change Your Value Proposition?

A: Mobile users value in their experience may differ from general customer needs. The idea here is to prioritize (or limit) user interface items based on specific, most-common uses cases.

So, do your research on your site and see where users travel and navigate to. Then, try to makes it as simple as possible and convert to mobile.

Q2: How Does Mobile Impact Your Digital Destinations?

A: You’ve heard it before, but seriously…build mobile first. Then, optimize the web experience for mobile and explore expansion opportunities for desktop (expansion can be more pages, more content, etc.).

Even consider building out a stand-alone mobile app for your best customers, if it will improve transaction completion or raise switching costs.

Q3: Is Your Organization Adapting to Mobile?

A: Just so we are clear, this shouldn’t be answered with, “No”. However, is no one is responsible or accountable for the success of the mobile experience, then it is highly likely your organization isn’t adapting to the changing digital environment fast enough.

Look to add this to your digital initiatives and make it a responsibility either by one or a group to keep an eye on the changing landscape of the digital world.

Q4: How Should Your Marketing Adapt to Mobile.

A: Using contextual markers (where/when) to refine UX elements in real time is a great way to have your marketing adapt to mobile. Likewise, always be testing to understand how mobile drives user behavior in the real world, e.g. directing users to retail stores for transaction completion.  Another component to maintain and place focus on is supporting your brand messaging with small-screen-friendly video and rich media.

Q5: How Can You Connect with Multi-Screen Audiences?

A: A change in perspective really helps here. Do you think the first screen people look at is TV? Or do you think it is mobile?

Build your multi-screen approach from mobile first, as this is the first screen users view. The other screens in your campaign should evolve and connect to the mobile screen.


 Mobile isn’t a new idea and it is something many of us use every day. And gone are the days of“mobile eventually”, as it should be “mobile first” always.

Using these five questions will help you begin your organization’s domination into the mobile world. However, there are many other factors to consider and execute when developing mobile first. So, do you research and always be testing to optimize and perfect your digital initiatives.



Magnani is an experience design and strategy firm that crafts transformational digital experiences to delight users and deliver sustainable competitive market advantages for our clients.


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