E-commerce Link: The m.Web Experience
As our mobile obsession grows, so do the number of devices and browser types used to access the mobile Web. And, it turns out, we're putting all those devices to excellent use. In fact, mobile browsing is set to outpace desktop browsing in the next three to five years. Yet, the landscape of the mobile Web leaves something to be desired. Most organizations have only a single website intended for the traditional Web, and now—by default—it's inadequately serving mobile users as well. Don't fall into that trap.
1. Know Your Users
It's no surprise to hear a usability professional harping on the importance of knowing one's audience. While this is an oft-repeated mantra in the design of standard sites, it's even more important for the mobile Web where screen real estate is at a premium. Most mobile users fit into one of three different groups:
• Casual surfers are a curious bunch with a few minutes to kill. They might be waiting to meet friends or on the train during their evening commutes. They're not necessarily interested in any one thing, but they're a temporarily captive audience and open to browsing. Support these users with bite-sized chunks of information that will keep them engaged on the go. If your content is sticky enough, the casual surfer might come back for more.
• Repeat visitors are customers returning for news or information. Some sites, like those with weather or sports scores, lend themselves to the repeat visitor better than others. Regardless, if you know what content is bringing repeaters back, you can surface it to the top-level pages of your mobile site.
• Urgent information seekers need something now. Whether it's a phone number, instructions on how to jumpstart a dead battery, or tracking information on a package, identify the most important needs of your customers and make that content available with a minimum number of clicks. Check your analytics for which pages get the most mobile traffic—and which devices traffic comes from.