5. Trust Only the
It's impossible to truly understand how your mobile website and applications are performing, unless you have direct insight into your customers' experiences around the world. There are a large number of variables—both within and beyond your direct control—that impact what your customer ultimately experiences, including ISPs, carriers, devices, browsers and application designs. Only the customer perspective holistically encompasses all of this complexity and enables marketers to proactively identify and address performance bottlenecks—ideally before mobile users are impacted.
For example, you may detect a slowdown for a particular segment of customers and trace the source of the problem to your mobile site content—it needs to be lightened. Or, you may find a slow Internet infrastructure in a particular region of the world is the problem. In this case, you can enlist the help of a content delivery network (CDN) to expedite content delivery. Today's CDNs excel in delivering content to the mobile Web just as they do for the traditional Web.
6. Leverage Benchmarks
Use benchmarking as a foundation for your mobile Web performance optimization efforts. Benchmarking is a valuable tool in today's competitive online marketplace, because you can't efficiently improve mobile website or app performance without first understanding previous performance levels or performance in comparison to your key competitors and industry leaders.
Today's benchmarks offer an expanded view of how businesses perform across a variety of mobile platforms, while also compiling metrics into a summary view so marketers can easily see how their performance stacks up. You can also use this information to galvanize support across your organization for mobile website performance optimization initiatives.
The tremendous marketing opportunities presented by the mobile Web increase the stakes for being able to deliver a high-quality customer experience. Have you ever looked aimlessly for a product in a store, only to leave in frustration because you can't find a salesperson to help you? This is exactly the impression you'll leave with customers if your mobile website is slow, unreliable or fails to render content properly.