Malphurs

At Malphurs Interactive, the question we are asked most is “Do I need a mobile version of my site?” Since part of what our firm’s services include mobile website development, it would be easy for us to just say “Yes”. But, as our clients know, we are strategic partners, not salesmen. So, how do you determine whether or not you do need a mobile site?

We like to define the necessity of a mobile site by asking three key questions:

1. Does your audience need a mobile-optimized site?
2. When using mobile devices, do your visitors have to swipe, pinch or pull to view your site?
3. Do your competitors offer a mobile-optimized version of their site?

Let’s review these questions one at a time.

Do 90 Million Users Equal Your Audience?

There will be 91.4 million mobile Internet users in the US by the end of the year (source). However, this doesn’t matter if none of these users are among your target audience. By taking a simple look at your existing site and its statistic package, it is easy to determine how many mobile visitors you are getting as well as more in-depth statistics such as the platform they are using and where they are visiting from. Let your audience be your guide to this question.

Finger Calisthenics or User Aggravation?

Let’s imagine that you answered yes to the first question: “I am getting mobile traffic to my site.” Then, the next question can easily be answered by performing a simple test. Ask someone who has never seen your site to look at it on their mobile device. Are they busy pinching and pulling in order to see the site more clearly? Are they having to swipe through page after page to read the site’s content? Are they squinting while performing the most basic of tasks?

If you notice any of the above, your site is not meeting the needs of your audience. Mobile-site navigation should be simple enough to understand and use at first glance. Content should be condensed and optimized to provide the most relevant information first and foremost. Graphics and text should be of a size that is easily viewable on even the smallest device screen.

Falling Behind or Setting a Trend?

If we are still answering yes, then we face the third question. For this one, we can let the competition do the work: simply go to your competitor’s sites and see if they offer a mobile version. If many do, take a look at what are they offering in terms of content. This is a key indicator of not only whether you need a mobile site, but also what you should put on it. Nobody wants to fall behind their competition, so it is most likely time for you to catch up – if not exceed – your competition.

Yet be careful: do your competitor’s not have a site because they (and maybe your industry) are slow adopters? If so, let your audience again be your guide. If you are getting mobile traffic to your existing site, then it is time to become an industry trend-setter. Then you get the joy of watching everyone play catch up to you!

Conclusions

By answering the three questions above, you are methodically answering key business needs. You now know whether you need a mobile site, have a  general idea of the kind of content it should include, and discovered whether you’re an industry trend setter or just playing catch-up to your competition.

Regardless, you are now in a better position to serve the needs of your customers and – in turn – improve your mobile brand presence.