Mobile marketing is a fully-fledged "thing"; so far removed from the baby it used to be and is now commanding as much attention as marketing for desktops. Because the world is so active on Smartphones, there's little confusion as to why so much emphasis is being placed on effective and actionable mobile marketing plans. There are, however, many businesses who aren't falling in line with the best practices for mobile marketing, creating havoc for mobile users looking for a smooth experience.
1. Doing Nothing At All
The worst possible thing you can do is not design, develop or optimize your mobile site for mobile users. So in other words, not having a mobile site available to your users. The inconvenience will very often send them looking elsewhere for your products or services.
2. Exchanging A Mobile Site For A Mobile App
While studies have shown that users prefer the simplicity of native mobile apps to mobile web, it doesn't serve as an excuse to not have a mobile ready website. While there is great merit in having a native app, it should be in conjunction with your mobile friendly website because:
- Not everyone will be able to install your native app
- Any traffic coming to your mobile site will likely go elsewhere when they realize the site isn't tuned in for mobile consumption
3. Assuming Behavioral Patterns
Mobile users don't necessarily behave in the same way that desktop users do and vice versa. Don't build your mobile site for desktop users. Test and analyze your niche before jumping to conclusions about how they'd prefer to have their information served to them. While mobile search has always been based very much on location specific information, a study released by Google in April 2013 suggests otherwise stating that "77% of mobile searches occur at home or at work; 17% on the go."
4. Combining Mobile Tracking As Part Of Overall Traffic
If you're tracking your mobile visitors as a part of your overall web traffic, you're doing it wrong. You'll never learn anything about your mobile visitors if you're not monitoring their actions and movements specifically via mobile specific tracking. Even if you're working with a responsive site, it's imperative that you separate the tracking from desktop version, to tablet to mobile, so as to effectively understand the data regarding each device.
5. Cutting Out The Content
It's common practice to cut out the website content that is less relevant when building a mobile friendly site. It is true that most people aren't interested in reading reams of content on their phones, but it's also true that this doesn't apply to everyone. Bridget's recommendation is intuitive and simple in that the content doesn't need to be cut out and it doesn't need to be included either, just re-structured via intelligent navigation and hide/show functionality. For those who want the simpler version, they've got it for those who want content, it's a click away.
6. Using Pop-ups
Why would you? They're annoying and can potentially cause indexing issues for search engine spiders. Rather opt to advertise discreetly within your mobile site.
7. Disregarding Content Over Layout
While it seems obvious, sometimes content is disregarded in the process of converting a desktop site into a responsive tablet and mobile friendly site. The responsive content must be consistent with the device it is catered to, so you wouldn't want to have something like "View the full desktop site" on your desktop site, or "Navigate to the Specials Tab" when it's been removed from the mobile layout.
8. Faulty Redirects
Regardless of the URL that the user requested, a lot of users are automatically redirected from the desktop site to the mobile home page. This creates an annoying user experience, as they then need to navigate back to the page they originally requested. Place redirects from the desktop site to the most logical and relevant mobile site page.
Don't make your mobile users angry - like that guy in the picture. Any other points you'd like to add here? Share them with us.
Image courtesy of: http://www.floridaseohub.com/mobile-marketing/