2. Design for Their Devices
The sheer number of mobile browser and device combinations in use today makes it impossible for marketers to optimize mobile websites for each and every user segment around the world. The key is to prioritize.
Track your mobile site views and which browsers and devices represent your heaviest site traffic. Make sure your content renders (i.e., "fits" and displays) properly and downloads as quickly as possible on those devices. There also are tools available that provide a quick view of how your mobile website content is rendering on the most popular mobile platforms. It's not critical that you optimize your mobile website for the latest, most advanced smartphone to hit the market—your customers may still be using BlackBerry devices or Sidekicks.
As devices and browser versions continue to proliferate, you can leverage detection logic to pinpoint the specific mobile devices visiting your site and send the best version of your site to that browser. This will ensure you're not sending full site content to devices that can't accommodate it.
3. Speed Over Functionality
In most industries, mobile website speed still trumps feature-richness when it comes to the overall quality of the user experience. Before adding any "heavy" content to your mobile website—video, product catalogs or graphics—know how the user experience may be impacted on your customers' preferred devices/browsers and decide if the richer content is worth the potential trade-off in speed.
4. Optimize Mobile Applications
Mobile applications offer marketers another opportunity to connect with customers, particularly by pushing coupons and sales. Mobile apps that are slow or unreliable might mean the loss of fleeting sales opportunities, or worse, create an opportunity for a competitor whose apps reach customers faster. It is imperative that you measure and optimize the performance of your mobile apps as part of your overall mobile Web strategy, particularly in anticipation of heavy deals and incentive periods like the holidays.