As mobile devices continue to capture both a greater percentage of sales and consumer’s daily attention, it is critical for brands to continue their investment in mobile.
At last month’s Mobile Firstlook conference, leaders in the digital and mobile space shared their views on mobile strategy, case studies, key learnings, results and their evolving approach within their organizations. The message was clear – mobile is the future – but brands need to continue the journey of defining, implementing and refining their mobile strategies. Here are some of the top take-aways from the day.
LET THE PHYSICAL WORLD INFLUENCE THE DIGITAL
Tom Daly, Global Group Director for Coca Cola, shared his prediction that the companies who are able to optimize and find linkages between mobile advertising + location + beacons + payments, will be the most successful moving forward. The ideal solution is to use the physical world to influence the digital world while creating a path that seamlessly leads to a transaction. For example, a brand can leverage mobile ads that drive to specific retail spaces, then use beacon technology to deliver a contextually relevant and timely message to drive purchase. The growth in mobile payments can then enable a frictionless purchase experience within the retail. The challenge is for brands to leverage their owned and borrowed assets to create this linkage and optimize their own mobile experiences.
HAVE AN APP + STRATEGY
According to Julie Ask, VP and Principal Analyst at Forester Research, your app ins’t going to be enough to win in mobile – you need an App + strategy. The average person looks at their mobile devices between 150-200 times a day (better known as mobile moments), and spends about 78% of those moments within apps. However, only 12 categories of apps make up over 72% of those mobile moments. Retail, banking, and travel apps combined only make up approximately 12% of mobile moments. So, in order to increase your count of mobile moments within daily lives, you must incorporate additional solutions to complement your app – an a App + strategy. Some key examples of App + Strategies are :
- App + Omnichannel – making an app invaluable across multiple use cases, e.g. Delta Airlines app allows you to book flights, contact customer service, and board your flight
- App + Messaging – using notifications and badges to deliver relevant content to consumers without requiring them open then app is a way to create value and incremental mobile moments.
- App + Fragments – integrating disparate apps or services to create consumer value, e.g. ordering Domino’s pizza from Twitter or ordering an Uber from the United Airlines app.
APP DESIGN TIPS – A RULE OF THUMB
Extremely intriguing were the key learnings and approaches to app design shared by HSN and Overstock. Mobile users are task oriented and will leave an app if they are unable to complete their task within :30. Here a few tips and best practices to implement in your mobile strategy:
- Place the most used features of your app within ergonomic zones of the device. Most people use a single hand to navigate mobile devices and as phones tend to get larger, it’s more important to place the most popular features where they are accessible by a single hand.
- Don’t forget to make use of swiping gestures to improve the usability and speed. Swiping features can enable a broad list of other features, rather then just “delete”.
- Make it easy on your user by making tap targets extra large so users don’t need to try multiple times to trigger an in-app object.
- Lastly, forms are the enemy of mobile; reduce the number of individual form fields to help optimize the user flow or use third-party verification tools such as Facebook Connect or Apple Pay to pre-fill consumer information.
There was a lot of discussion on whether “responsive design was dead”. While better than the alternative of “unresponsive design”, responsive cannot be the end to your mobile strategy. Let the creative and marketing idea drive the form. Mobile for mobile’s sake won’t help achieve results; rather look at the insights and mobile behaviors of your audience and develop an intentional mobile strategy.
– Christa and John