Global mobile traffic has more than doubled over the past year and is expected to more than quadruple by 2015. As statistics show, mobile monetization and revenue are growing at 129% CAGR (Compound Annual Report Growth) Yet, shockingly, 79% of large online retailers still do not have a mobile optimized site in place....

1. 7 Convenient Truths
to Capitalize Mobile Web

2. 1
The M Word
Today, a one word explosion has taken everything
known and loved about the web on desktop and has
online marketers scratching their heads all over
again: MOBILE. Global mobile traffic has more
than doubled over the past year and is expected
to more than quadruple by 20151. As a result, a
myriad of companies are now desperate to plant their
flag and announce that they, too, have set a mobile
strategy in place.
However, in the midst of their excitement to deviate
outside the 20 year realm of desktop and join the
mobile ranks, many companies overlook key mobile
web attributes, that, when recognized, reveal
capitalizing opportunities. As statistics show, mobile
monetization and revenue are growing at 129%
CAGR (Compound Annual Report Growth) 2. Yet, shockingly, 79% of large online retailers
still do not have a mobile optimized site in place.
Global Mobile Traffic as % of Total Internet Traffic, 12/08 - 11/12
15
10
% of Internet Traffic
5
0
12/08 6/09 12/09 6/10 12/10 6/11 12/11 6/12
Mobile traffic makes up 13% of total web traffic, > doubling in the past year alone.
3
(Source: StatCounter Global Stats via SlideShare )

3. 2
Companies today need to start designing and optimizing their online experiences for the
mobile user. Here, below, are the seven convenient truths about mobile web that every
business must process to attract more customers, sell more products, and ultimately cash in
on the mobile revolution.
1. Mobile web is a brand new animal, and should be bred as
such
From day one of desktop, web tools and techniques assumed that the online experience for
a website visitor usually takes place through the use of three supporting instruments; a
screen, a keyboard, and a mouse. Standards were created to fit specific user behaviors,
delivering a smooth and easy internet experience. These include pop-up designs when
users hover over text, buttons and images that change when pressed, important website
content made visible to the user, etc. However, these design patterns and interaction models
are specific to desktop.
Online businesses now need to start from scratch, and should take the opportunity to
get to know their mobile users.
2. Mobile web is so much
more than just a small screen
Mobile websites for a long while essentially
became desktop sites crammed unnaturally
onto smaller screens. It was believed with all
the best intentions that only the screen size
had changed, remaining blind to the fact that
the fundamentals on which these websites had
been built no longer apply.
Solutions to stay ahead of the times and advance technology are continually being sought. If
what has been built for desktop continues to be simply plastered on a mobile device, the
momentum of users will be lost and mobile functional intelligence will fail to be achieved.
Common mobile website usability mishaps include, but are not limited to:
Too much text and small font size
Links too close together to accommodate finger tapping
Cluttered content due to lack of space
Small calls to action (CTAs) that need to be more dominant on the page

4. 3
The world of mobile inspires and demands a different approach to engaging small
screen users.
3. The development and quantity of small screen devices is
endless
The launch of the Apple iPhone ushered in a new era of mobile web. Before this sleek
device emerged on the market, the percentage of traffic coming through mobile devices was
very limited, and almost no commerce was done on mobile. Through its comfortable UI,
easy-to-use features and its sheer “cool factor,” the iPhone truly enabled mobile web
browsing for the first time.
Today, Apple and its numerous competitors are consistently coming out with new models,
different sizes and innovative concepts for smartphones, tablets and a myriad of other
mobile devices, and consumers are rapidly buying them! Nearly 50% of U.S. adults now own
a smartphone and 29% of them own a tablet or eReader4.
Mobile web technology needs to be developed in a way that works generically on all
devices, regardless of their look, touch or feel.
4. Mobile web is a continually developing platform
The mobile platform is constantly developing and realizing new ah-ha moments related to
user behavior. Online companies need to be continually asking questions to keep up with
new customer gestures, new device features, etc. What are mobile users expecting to see?
How do they want to use their mobile device to browse the web?
Once upon a time, just 10 years ago, WAP
(Wireless Application Protocol) promised a
fully functioning mobile Internet. However,
multiple obstacles such as communication
issues, device variability and multiple
platforms resulted in its early demise. The
touch-based smartphone became its
successor. The same types of radical
changes can happen all over again, and it
is important to be ready.
The evolution of human touch,
aesthetic design and advanced features
related to mobile devices need to be
understood and this knowledge
integrated within mobile usability best
practices daily.

5. 4
5. Mobile exposes your brand to a new audience of users
Your company’s market share on desktop does not define your market share on mobile. Due
to the fact that most companies have not yet optimized their website for mobile, this is your
chance to gain the competitive edge. Regardless of how many visitors you had before on
desktop, your mobile site has the power to reach more customers, more frequently,
providing you with new money making opportunities.
For example, an average performing travel site selling flight tickets on desktop becomes
more successful simply due to its optimized, easy-to-use user interface on mobile. Social
media and word of mouth of satisfied mobile customers boost its popularity, even bringing
new traffic to its desktop site.
Social sharing plus mobile advertising enables customers to arrive to both your
mobile and desktop websites from a wide range of new original sources.
6. The mobile user is constantly mobile
As opposed to being glued to a desk and a chair while using the internet to accomplish daily
tasks, mobile users are limitless. They are out and about, standing up in line, biking around,
running across the street, all with their mobile device in hand. As an online business owner,
it is to your advantage to profit from mobile’s ubiquitous presence and the constant on-the-
go access your customers have to your website. Over 51% of smartphone users are more
likely to make a purchase from retailers with a mobile-specific website5.
7. Mobile web does not have to be a guessing game
Too many companies today forget how important visitor tracking is and its abundant
availability to analyze and improve the mobile web. Desktop has been tracked and
monitored from day one, and now the same must be done with mobile to an even greater
extent. This is still a relatively unfamiliar territory that has yet to be completely explored.
As of today, 40% of mobile users get frustrated when trying to navigate websites on their
mobile devices, while a massive 88% of mobile users are unsatisfied with the mobile web
experience6.
Consequently, mobile visitors need to be tracked multiple times a day to observe
customers with different behaviors, experiencing different situations, and revealing
different online tendencies.

6. 5
Time to Take Action
Mobile commerce sales this year reached $11.6 billion and are expected to almost triple in
size by 20157. Companies today need to start designing and optimizing their online
experiences for the mobile user. Starting from scratch is not the daunting task it once was
with desktop. As mobile has developed, so too have the tools and tracking solutions that
reveal visitor behavior. Finding out who your users are and what they hope to achieve on
your website involves little more than a bag of popcorn and intuitive analytics.
U.S. Mobile Commerce Sales, 2012-2015 ($billion)
$31.0
$23.7
$17.2
$11.6
$6.7
$3.5
2010 2011 2012 2013 2014 2015
7
Mobile Commerce Sales are projected to nearly triple by 2015. (Source: eMarketer )
During your mobile redesign processes, use these money-making truths. Make sure your
website is consistently part of growing mobile statistics rather than always left in
envy of them.
References
1
Mashable Mobile Web Stats
2
Gartner, eMarketer, Strategy Analytics via SlideShare
3
StatCounter Global Stats via SlideShare
4
Pew Research Center via SlideShare
5
Microsoft Libraries
6
Morrissey & Company via MarketingProfs.com
7
eMarketer

7. 6
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