They Want It All, And They Want It Now: A Mobile Mindset for Your Business
In recent years, catering to mobile visitors has become vitally important for online business presence. In 2014, the percentage of visitors consuming online content via mobile devices and apps surpassed desktop, and that percentage has increased every year since. Mobile consumption rates are so high that Google updated its algorithm in 2015 to deprioritize search results for sites that weren’t optimized for mobile.
This mobile-shift yields a significant impact for businesses who rely on digitization to drive traffic and convert sales. Living and breathing a mobile-friendly mantra requires more than just responsive design; it demands that you review and revise all of your existing digital marketing strategies to better cater to the mobile mindset of today’s consumers. Interactions with their mobile device influence consumer behavior, sentiment, spending, social engagement etc.
What Is a Mobile Mindset?
A mobile mindset is a belief held by consumers that information should be easily and instantly accessible on a mobile device the second it’s needed. If a consumer wants to check the price of a plane ticket for an upcoming trip while waiting at a red light on their way home from work, they should be able to accomplish the task before the light turns green.
The most successful mobile sites and apps are those that simplify tasks for the consumer. For example, most major airlines now offer mobile apps that send a notification when a scheduled flight is delayed. Instant notifications decrease the likelihood that the flyer will arrive at the airport several hours early, wasting personal time, unaware that their flight will not leave on time. In fact, personalized experiences derived from instant notifications, custom alerts, preferences etc., are very powerful features driving the mobile mindset.
Catering to consumers with the mobile mindset means making a mobile shift in the way you think about and conduct business. Your digital strategy must consider more than just how you’re going to satisfy a customer’s need; you have to consider how you can satisfy that need in the quickest and simplest way possible.
Mobilizing the Customer Journey
A great first step in the mobile-first customer experience journey is identifying your current and potential customers’ mobile needs. A customer journey map can be a huge asset in this process:
- Start by defining three or more customer types (personas) that are likely to use a mobile device to access information, products, or services offered by your company.
- Determine what needs your personas have that could potentially drive them to or encourage them to use your website and apps on a mobile phone. These are your mobile moments.
- Create a timeline that details the steps your personas will take before, during, and after those mobile moments. Are there other micro-mobile moments that can stem from this experience? This timeline will help you identify potential digital touchpoints with your company.
- Identify customer pain points in your timeline. Where do they struggle to find information? Where are the steps over complicated and time consuming? Then align these pain points with the power of mobile devices to alleviate some of their concerns through faster, reliable, on-the-go technology.
- Review your list of mobile moments and pain points—these are your opportunities for simplification.
Once you’ve compiled your list of mobile moments and pain points, you’re ready to consider how your existing systems are performing. Determine if there are ways you can simplify your existing mobile sites or apps—or even create new mobile systems—that will guide customers more easily through their interaction with your company.
Today’s consumers want access to information instantly, and they’re more likely to engage with mobile apps and sites that make fulfilling their needs as quick and painless as possible. By identifying what needs drive customers to your business and making the process of fulfilling those needs incredibly simple, you’ll be set up for success in the new mobile-first world.
To keep the mobile-first mindset at the forefront of your planning, revisit your journey map frequently to look for new opportunities to simplify access to needed information, products, or services.
Simply creating a mobile experience that caters to your consumer’s needs is not enough; you must live it, breathe it, and promote it in order to be successful. Increases in mobile usage are not just a fad: a 2016 report published by Ericsson found that mobile traffic “is expected to grow at a compound annual growth rate (CAGR) of 45 percent through 2021".
That's a 10-fold increase in the coming 6 years
By moving to a mobile-first mentality, you’ll be well positioned to satisfy your customers’ needs now and in the future.
Simplifying the experience of interacting with your company can be a great way to acquire new customers, but it can be an even better way to retain existing customers. Give them something they can’t live without, and they’ll be customers for life.