The Business Case for Mastering the Mobile Experience
We love mobile. It’s incredibly convenient and provides access to a world of information anytime, anywhere. CIOs, CMOs, and other business leaders have a vested interest in satisfying mobile customers in pursuit of core business objectives:
- Increase revenue
- Improve customer engagement and loyalty
- Protect and grow brand value
- Speed time to market for products and services
- Reduce IT cost and complexity
Satisfied mobile customers...
The more channels that customers use to interact with retailers, the more they tend to spend.
- Spend more time on apps
- Browse more pages
- Transact more frequently
- Spend more money on products
- Share their positive experiences with family, friends, and on social media
- Abandon sites and mobile apps
- Lose trust in a brand
- Engage less readily
- Express their disappointment with friends, family, and on social media
Building the foundation to deliver great mobile experiences has significant challenges, however. There are three major roadblocks to delivering the high-performing, rich, engaging experience that today’s mobile customers expect:
The sheer number of devices, browsers, and operating systems available has resulted in fragmentation — approximately 24,000 mobile device types (and counting) access Facebook every day. In today’s landscape, there are countless permutations of customers accessing content, with each one expecting high-quality performance.
Location impacts connectivity. Whether hardwired, broadband, Wi-Fi, or cellular, each network connection type presents distinct challenges. With more customers accessing information from disparate locations across the globe, connectivity suffers, especially on unreliable cellular networks and spotty Wi-Fi connections.
Today’s websites are larger, and mobile apps more complex than ever before, due to the increased use of video, images, and other code-heavy features designed to engage customers. As a result, page load time is increasing, now averaging an unacceptable (for many customers) 15 seconds. Meanwhile, sites and apps are more difficult and expensive to develop, especially as new content must be added quickly and continuously.
How to Drive Better Business Results Through Mobile
When your mobile apps and websites provide consistently high performance, even in bandwidth-challenged environments, customers are more engaged and the business wins. Companies must choose the mobile deployments that best support their business goals, and they need a cloud delivery platform that optimizes apps and sites of all designs.
Most organizations must deliver the mobile experience in two ways: native mobile apps and websites tuned for mobile access.
Optimize for fast mobile apps
Mobile apps stimulate engagement. Customers spend 18x more time on a native app than a mobile site, meaning you can engage a captive audience and turn them into loyal customers. Apps can strengthen your relationships with existing customers, tie them to your brand, encourage them to spend more money, and turn them into ambassadors who promote your brand on social media.
Mobile apps communicate primarily through application programming interfaces (APIs), which allow applications to talk to other apps without human interaction. By accelerating API interactions, you can reduce latency, payload size, and "round-trip" times to improve app performance, reliability, and customer experience. Optimizing image requests and displays can also dramatically improve mobile app performance.
A North American bank optimized for apps and saw a 52% performance improvement over cellular connections and a 71% improvement over Wi-Fi.
Optimize for fast mobile sites
While mobile apps provide faster, more satisfying customer experiences, mobile sites remain essential for maximizing reach. It’s easier to build large audiences on the web, and mobile sites cast a wider net than apps to attract prospects and turn them into new customers. They enable you to reach more customers who are not yet a captive audience and who are not likely to download an app.
Optimizing your mobile site, using techniques such as caching, data routing, and other techniques, will accelerate content delivery, reduce infrastructure requirements, and simplify development.
A retail company that employed mobile web optimizations saw a 125% performance increase on its mobile site.
There’s no time to waste mastering mobile. If you aren’t already on your way to delivering high-performing mobile experiences to your customers, you may be losing out to your competition and putting your business at risk. Seek out a trusted partner with the platform — infrastructure, tools, and services — to optimize content delivery to every device and engage every prospect and customer.
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