3 Things Every Retailer Should Know About Mobile Visitors
3. Most mobile problems have known solutions, but prioritization is hard. Most marketers worth their salt KNOW that there are 100 things worth improving and 50 things that are flat-out broken on their website. This is doubly so for mobile. It's a tough field to get half-right, let alone perfect.
Your job as a marketer isn't necessarily to fix everything. Some of your fixes will break other things. Your function is to make sure that as many of your visitors can find what they need. As you perform that job, you have time, resource and internal infrastructure constraints.
For you to perform that job at scale, you need to distill your list to five things REALLY worth improving. You need to find the two broken things that will REALLY move the needle. Focusing on everything fixes nothing.
Whether you're implementing a mobile version because visitors would really rather talk to you via their mobile devices, or implementing RWD because your content consumption is the same on mobile as it is on desktops, the idea is to use the data — quantitative and qualitative — to make sure you prioritize and improve where it matters.
Tim Ash is the author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. A computer scientist and cognitive scientist by education (his PhD studies were in Neural Networks and Artificial Intelligence), Tim has developed an expertise in user-centered design, persuasion and understanding online behavior, and landing page testing. In the mid-1990s he became one of the early pioneers in the discipline of website conversion rate optimization. Over the past 15 years, Tim has helped a number of major US and international brands to develop successful web-based initiatives. Companies like Google, Expedia, Kodak, eHarmony, Facebook, American Express, Canon, Nestle, Symantec, Intuit, AutoDesk and many others have benefitted from Tim's deep understanding and innovative perspective.
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