The Five Questions You Ask On Mobile: Ideas to Guide Your Marketing Strategy

Torrence Boone
Feb 25 · 3 min read

The earliest computers were behemoths that spanned entire floors. Personal computers took that technology and ran with it, shrinking the machines down to a manageable size so that the average man or woman could have one at home. This pattern of “less is more” has continued into the present as personal computers have given way to mobile devices that both fit in your pocket and work wherever you are, no cords or walls of machinery required.

The popularity and efficacy of mobile devices makes them a potential asset for marketers, but this low-hanging fruit is often left to rot rather than picked. And the stakes are high: If a customer has a negative experience on a mobile website, then data show the customers is 62% less likely to make a purchase from the brand in question in the future compared to customers who had a positive experience.

Don’t let a lukewarm mobile experience cost you customers. For guidance on how to transform your current mobile experience into a competitive advantage, Jason Spero — Vice President of Global Performance Solutions at Google — poses five questions for brands in a recent article in Think with Google:

“Is a mobile strategy a company-wide priority?”

It takes a village to achieve an excellent mobile experience, so stakeholders across your entire organization will need to have a hand on the wheel. The c-suite and company leadership should encourage buy-in from operational teams within the organization, like marketers or analysts, so that everyone focuses their energies around mobile success.

“Is your site performance up to speed?”

Users abandon more than half of all visits to mobile websites if the page takes longer than three seconds to load. That’s bad news for brands since the average mobile website takes more than five times longer — 15.3 seconds, to be precise — to load fully. Winning mobile conversions comes down to a survival of the fastest, and your website needs to load quickly if you’re going to compete.

“Are you using the right solutions?”

Take advantage of new technology tools, like Accelerated Mobile Pages (AMP) or Progressive Web Apps (PWA), to optimize your mobile website with beautiful, engaging designs and quick load times. Services like Google Pay can also help you tame the challenges of the checkout process by moving toward a one-click user experience.

“Are you continually testing?”

Don’t assume you know what your customers will respond to; instead, get them to tell you. A/B testing is a well-proven method of presenting your customers with multiple options or paths to checkout and determining which is most effective so that you can maximize the impact of your marketing and customer experience.

“Are you thinking like a customer?”

“Can you really explain to a fish what it’s like to walk on land?” Warren Buffett once asked. “One day on land is worth a thousand years of talking about it.”

You can apply this principle to your mobile strategy by trying to navigate your website from a customer’s vantage point. You can spend a thousand years crunching the numbers on customer attitudes toward your website, but until you’ve walked a mile in their shoes, you might overlook pain points or opportunities to grow your revenue.

Torrence Boone

Written by

Torrence Boone is the Vice President -Global Client Partner at Google. He has 20+ years of experience in his industry.

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