Many of our clients are asking if they need a mobile website or app to accommodate the increasing number of users surfing the web via smart phones and tablets (iPad, Android Pad, Blackberry PlayBook, etc.). To help determine if that strategy is right for your business consider the following questions.
1. Does your business offer a service or product that customers will want to access while on the go or sitting at home on the couch surfing their tablet?
For example, are you selling something that customers will want to buy quickly anytime and anywhere (ie. Amazon, Barnes and Noble, iTunes)?
2. Is there a specific task that you would like to make easier for your customers to complete?
Many of today’s apps focus on tasks that save people time. For example, there are apps that allow you to check in for your flight, locate a great recipe, pay a bill and much more.
3. How are your customers using your current website via mobile devices?
Are you a B2B business and customers are doing some general qualification and/or looking for contact information?
Are customers trying to complete a purchase online and your current website is making that task take longer due to unneeded graphics, navigation and content?
Once you have evaluated the questions above check your answers against the strategies below.
Mobile Friendly Website
Any site created should be 90-100% accessible on mobile devices. This includes avoiding Flash unless necessary on the majority of the website so users have seamless experience regardless of device. If Flash is used a backup should be in place for users that do not have Flash. This is the cost effective approach and what any business should be doing whether they feel they need a mobile strategy or not.
Mobile Version of Your Website
Many of the large companies have invested in mobile versions of their websites. If you access their site via a mobile device the browser will display the mobile version which may vary depending on whether you are on a smart phone or tablet. The tablet versions are more robust taking advantage of the user interface and making it easier to read and access the content. If you check sites on a smart phone versus a tablet you can see the difference in what is displayed. Try out Barnes and Noble, ESPN, Zappos and Yahoo to see the differences and user optimized experiences.
Mobile App
A mobile app comes in to play when you have a specific task that you want to make easier and streamlined for customers to complete. There are tons of apps developed everyday and the usage stats drop off significantly after download unless they address a critical need. The apps that perform better tend to have a cost to download them and serve a niche market. You also have to consider which smart phones and tablets your app should be compatible with and which variations to develop. The current leaders are the iPhone, Android and iPad.