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Mobile application optimization—3 tips

14 Apr, 2011 McKell Naegle

Mobile web is not always the easiest to design for (or even to strategize for).

That is why we love when great information comes out on how to do mobile right!

Fluid Studio has worked locally in Salt Lake City, Utah, with many organizations creating strategy and tactics for the best mobile experiences.

We recently noticed that Knotice created a whitepaper detailing how you can dip into the power of the mobile Web. It is great!

In the introductory notes, they state that “over the next decade, the mobile Web will be a key conduit for your customer relationships, and foundational to your overall mobile strategy.”

Below are three of Knotice’s suggested strategy considerations for preparing a mobile initiative, all of which are important:

Choose the right “connectors.” The methods you use to engage the user in your mobile campaign (SMS text, Foursquare, etc.) can depend on demographics, context, media, cost, reach, adoption rate—even the customer lifecycle.

Today’s mainstream mobile connectors often include Quick Response (QR) codes and SMS texting. Which is best? Consider what you are trying to do:

::SMS is the most understood, but it can cost a lot and may require carrier approval (depending on what you are trying to do).

::QR codes are growing in popularity and can create multiple responses (e.g., viewing an image or video, initiating a file download, downloading contact information, etc.). You can put codes on print ads or products with no carrier fees!

Don’t mistake “connectors” for the destination. In mobile strategy, emphasis is often placed on the TYPE of connector instead of the destination or HOPED FOR ACTION the customer will perform.

Consider these things (the “why” before the “how”): QR codes are novel and growing in popularity, but what doe you want your users to get from them? What is the intended action users will take? Is the experience both smooth and enjoyable? Can you do it more simply through other means?

Be personable yet brief. Mobile web users are on the go. They are multi-taskers, always on the go. Give the most important information up front and be brief. Make sure load time on the handheld is minimized. Engage quickly. Boil it down to the nitty-gritty, and deep six the rest.

Again, ask yourself: What desired action do I want the user to take? Answer that, and the other things turn to fluff.

What other suggestions do you have for optimizing the mobile experience? Leave them in the comments below.

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