It makes sense to promote your business where the market is. This logic is why websites are so important – with almost 90% of Australians using the Internet as their first point of call for finding information on a product or service, unless your market is the small percent of people who do not search the Internet, your business needs an online presence to grow. The same logic is why you will need a mobile website in the near future – with mobile Google searches expected to surpass desktop Google searches next year, in the not too distant future more people will be visiting your site from a mobile device.
If you’ve read this blog before, you’ll know that we are big believers in the future potential mobile devices can offer business. Back in 2010, Michael wrote an article about the emerging importance of mobile devices in e-commerce and retail, and more recently a checklist to consider when developing your mobile site.
We have previously discussed the growing importance of having an effective mobile-optimised website. Depending on the industry that your business operates in, consumer demand for a mobile solution could already be at a critically important level. Google has recently reported that mobile searches already record a significant percentage of total online searches within some industries. For example, the locksmith industry already averages 34% visitation from mobile devices with the auto repairs (31%) and health and beauty (22%) industries also receiving a growing number of mobile visits.
Growth in Internet-enabled Smartphones in Australia. Source: Telstra
So we know that online search trends are certainly shifting towards mobile. The question is not only how can your business take not only advantage of this growing demand, but also avoid losing valuable mobile traffic in the future? Recent research on online shopping behaviours in the United States reported that mobile customers had nearly 50% higher bounce rates in comparison with desktop clients, primarily because most websites were not optimized for mobile screens, so the experience for mobile shoppers was poor in general.
One of the main tips for an effective mobile site was to “Build on the advantages mobile devices offer.” Here is a showcase of companies and organisations who have developed an impressive and effective mobile website that goes beyond the basic ‘3 page site’.
Travel and Tourism
In the travel and tourism industry, Mariott Hotels and Resorts as well as New York City attraction guide, NYC Go, understand what their most valued mobile content is and have been successful in making this content available for mobile visitors to access. Additionally, these businesses have been effective in appropriately applying imagery to sell their products and services, which can be difficult to deliver in a mobile environment.
Qantas provides a local example of a model that increases its level of customer service using mobile technology. Qantas’ mobile customers have the ability to view and manage their bookings, look over flight status details, check-in and board as well as quickly get in direct contact with the company. Qantas understands that their customers currently utilise the mobile format to catch rather than to book their flights and have developed their site accordingly.
Hospitality/Food and Beverage
Businesses within the food and beverage industry should take note of Panera Bread’s simple, yet effective showcase of direct links to its latest specials, two varieties of menus, store locations and links to its social media pages within one click of its on-the-go customers. It is also worth noting the website’s deliberate prioritisation of essential information over appetising imagery.
Locally, Domino’s Pizza Australia also possesses a particularly effective mobile website model. This website prioritises the online ordering component together with its assistance features such as, the store menu and locations finder as well as the nutritional make up of their products. Due to its unique mobile design, Domino’s are also able to highlight their ‘eClub’ customer retention initiative, current specials and even information relating to store franchising opportunities to mobile visitors.
Retail
Retailers Advantage Bridal and British supermarket giant, Sainbury’s, have been clever in their ability to deliver a functional online shop within the constraints of mobile device. The success behind this website functionality is related from their deliberate intention to limit the use of imagery until the visitor has drilled down to more specific search pages.
Finally, ANZ’s mobile website prioritises the mobile banking needs of its customers by providing easy access to its internet banking section, branch and ATM locations and contact links for its customers. Additionally, this mobile site provides a direct link to the download of its Android and Apple Apps for enhanced smart phone usability and banking security.
If you are interested in the checklist we use when developing a Mobile site for a client, I suggest reading Michael’s recent article on 3 tips to develop an effective mobile site.
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