Mobile responsive becomes Mobile-Priority

Just as companies are now realising the importance of their website being mobile friendly and responsive, in reality the mobile version should now be the priority and the fall back should be the desktop version. It is impossible to ignore the pace of this shift and although the change of perspective will be uncomfortable and daunting it has to be a high priority.

Mobile now accounts for 50% to 70% of all consumer interactions between brands [Adobe Digital Index], so we have already passed the tipping point and there is no sign of it slowing down. With bigger screens, faster processors, widespread online connectivity and entry level pricing it is inevitable we are moving to a heavily weighted mobile web environment. Much as we have seen the demise of desktop computers with laptops now comparable in performance with additional benefits, mobile devices will inevitably continue this trend.

Typically, the trend has been customers researching products and services via a mobile device then completing their transactions on their laptop/desktop computer. However, this inconvenience is not a decision, it is a necessary step as the functionality and user experience is not enabled for customers to confidently complete their purchase by mobile. Companies that invest in their mobile website to enhance this will undoubtedly see a sharp increase in conversions as users have the confidence to truly ‘buy now’.

Investing in location based technology to engage with mobile devices is also a massive opportunity, providing an intelligent personalised customer experience has many benefits. Primarily, being able to make a customer’s decision to buy from you smoother and quicker, also utilising real-time data to deliver highly personalised and relevant content. Apple, typically are embracing this in their use of iBeacons in their stores. Delivering a page on trade-in prices for iPhones when a customer is browsing the iPhone display table. Walmart also display an in-store version of their website when customers are connected to their free wi-fi.

Considering that we are already seeing a majority of users viewing via mobile, it is surprising how behind the large retailers are, a result of the sheer pace of the change of viewing preferences. This isn’t a prediction to watch out for or something that is happening, it has happened and will continue in this direction at pace. Perhaps the lack of action is due to the solution not being a simple one and technology to enhance the experience is still emerging.

However, it is vital that the change is accepted as real and steps taken to address whatever possible with a roadmap to achieve mobile-priority as soon as possible.