Mobile App Optimisation

Top 5 mobile optimisation tips for marketing managers

6th December 2013

As a brand or marketing manager, it’s always great to be surrounded by forward thinking people within an innovative company. You’ll have thousands of customers who interact with you and rely on you for thought leadership via desktop web UI. Now you’re looking to expand that interaction into the world of mobile. Developing successful apps for mobile is not about adopting a hit and run approach. In fact the key component of your app project is the marketing. Today we’re going to explore the top 5 tips for optimising your mobile presence.

1.) Get Started

There has never been a better time for marketing managers to embrace mobile. We’ve been working with early adopters and forward thinking, mobile-savvy brand managers for 5 years. We’ve seen them reap the rewards of early entry into the market. we’ve also learnt a few things about how not to do mobile. The key thing is to get involved now. Very soon, sales of tablets alone will overtake sales of desktop PC’s. So whether you’re starting completely from scratch in mobile development or refreshing a desktop web UI, the time to start is now.

2.) Experiment

The core component of mobile optimisation is experimentation. But not arty experimentation. We’re talking about proper scientific experimentation. It’s the difference between treating your website like a creative easel and a scientific laboratory. We’re not interested in the arty creative stuff. We’re interested in viewing your mobile optimised site as a scientific laboratory where you do certain things and optimise them in order to meet your business goals. Generating revenue, engaging users and enhancing your brand. Whatever those goals might be. Be the scientist, not the artist.

3.) Fail

It’s easy to do the wrong thing well. It’s much harder and more valuable to do the right thing badly. Of course the aim is to do the right thing well, but that doesn’t always come overnight. When it comes to the science of CRO (conversion rate optimisation) failure is just part of the experimentation process. You have to do the wrong things well, or the right things badly, before you establish a sweet spot. This fundamentally comes down to split testing, or A/B testing as its known. Take the core elements of your mobile optimised design and split them. Focus on elements of the site that will directly influence conversion performance like the size, shape, colour and form of your contact us button. Mess stuff up and try again. Do more of the stuff that works and less of the stuff that doesn’t. Really simple.

4.) Learn

Learning what’s right and wrong in mobile comes down to careful examination of your analytics. Once you’ve conducted your split tests, you need to establish the most effective actions to pursue. The only way to do this is by learning how to read the data and act upon it in a meaningful way. Let the data be your guide and underpin all of your mobile decision making. Find out where your visitors are coming from, how they found you, which web browser they use and what keywords they searched to learn about your site. Learning through failure, experimentation and use of detailed analytics is key. Let the data be your learning guide.

5.) Repeat

Mobile optimisation is like the squeaky wheel on the bike. It can be annoying sometimes. The noise starts to irritate you. But you have to keep on pedalling to get to your destination. Do not ever let the wheels fall off your optimisation machine, you must always keep pedalling even if you feel you’re going in the wrong direction. Repetition is key. You cant do something in optimisation well and then stand back and admire your hard work. It’s not something you do intermittently. Optimisation is an ongoing process that needs to become easily repeatable and totally predictable.

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