Creating a Mobile Strategy for Your Customers
2. Look at what devices your customers are using. There's a big difference between a Droid, BlackBerry and iPhone. You need to know what your customers favor. This is a critical point that a lot of folks underestimate. More than one B-to-B company has spent a boatload on an iPhone app only to find out a couple months later that the majority of its customers have BlackBerries or vice versa.
3. Look at what networks your customers are on. Browsing on an iPhone using AT&T is nothing like browsing on a BlackBerry using T-Mobile. Is the network the end-all-be-all? No. However, it's important to note, especially if you're doing a lot of business internationally.
4. Find out what your customers are doing on their phones in general. Are they spontaneously going to your site, or are your email and text messages driving them? There's a big difference between a user who's been driven by your marketing vs. someone who ends up at your site on their own. This is especially true if you're getting a lot of traffic from social media. If your average user is coming from your Facebook page, for example, the last thing they'll want to do is find your app, download your app and then start using it.
5. What do your customers need or want to do on your mobile site/app? Do they want to do research? Compare prices? Read reviews? Watch videos? Customer service? Look up account and order status? Make a purchase? Find a store?
6. How many third-party applications are you using? Performance is a huge issue when it comes to mobile — much greater than a desktop experience. All of those handy add-ons you've made available on your site over the last few years (e.g., reviews, recommendations, analytics, A/B split testing, specialized shopping carts and platforms, affiliate programs, image builders, etc.) have an impact on the mobile experience.