Mobile’s First Impression is the Most Important One

By aiwpadminJuly 25, 2016

By Shahnaz Mahmud.

 

What’s that adage about first impressions? In the lead gen world, “mobile is the first impression”, as Joel Harvey, Chief Operations Scientist at Conversion Sciences so aptly expresses.

Harvey will be dissecting mobile during a Path2Conversion session at the upcoming LeadsCon conference in New York, August 22-24. His session, “Better Outcomes with Mobile Optimization,” sets about to challenge your ways of thinking as you create your mobile strategy.

One challenge Harvey will pose to attendees is on how responsive web design might be a detriment. Of course, it’s all in how you handle it. In a blog post on the Conversion Sciences site, he writes that the mobile device is the singular means in which consumers, nowadays, rely on to provide pertinent information for a product, thusly leading them to your (mobile) door.

“In the beginning, when people are in tire-kicking mode, at the very top of the funnel, they’re using their mobile device to figure out what they want and who might be able to provide it for them,” Harvey says. “The key is making sure that you are positioned to make a great first impression and putting yourself in a position to be the website that they come back to whenever they’re actually ready to make a decision about who to buy from or who to submit their information to.”

The trick is not to treat the mobile device as a desktop – understand that this is a completely different animal. The industry saw a rush to use responsive templates, which can be damaging. “The truth about responsive templates is that they make decisions for you and, unfortunately, those decisions are not always good,” says Harvey.

Within the blog post, Harvey points to a critical misstep of one brand who elected to create a mobile landing page inset over the desktop landing page. In doing so, the company logo went missing from the entire page due to the responsive template.

“The most important trust-builder on the page has been removed – the logo. This initial credibility and trust builder has been amputated by the responsive design. This responsive template made a decision to simply remove the company’s logo,” he writes.

Moreover, responsive web design can be much slower. According to the blog post, which cited a study conducted by Internet Retailer: “For large responsive e-commerce sites, the average load time just for the homepage was 18.24 seconds.” Harvey notes that’s essentially 16 seconds too long. With today’s on-the-go consumer, they don’t have time to waste. Nor do they want to waste time. It’s Game Over.

The optimal solution is to use adaptive web design solely dedicated to mobile.

But above everything else, Harvey recommends that marketers use the behavioral data that should be readily accessible to help create the most user-friendly mobile site you can to capture those consumers. Harvey stresses the importance of the following:

  • User Testing

  • Surveys

  • Web Analytics

  • AB Testing Results

The main take away is test and retest and understand that mobile site visitors require something completely different from desktop users.

Click here to register for Path2Conversion and LeadsCon New York 2016.

 

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