Think through goals for a mobile site, says expert

An expert has claimed that those who are creating a mobile site need to make sure they thoroughly think about the goals they want to achieve from it beforehand.

James Ramsey, the CEO of digital creative agency Fiddlefly, was talking to this week. He said that marketers needs to make sure they decide what they want their outcome of their site to be so that they can “build a path” in order to achieve this.

Talking about this, the expert said: “Once you understand your objective, the outcome you want from your visitors, build a path and they will follow.”

He continued: “When your path is built with your visitor in mind you will be astounded by the compliance rates.

Typical goals Ramsey said that firms could have include increased traffic, promotion, enhanced engagement and revenue/commerce.

Considering that it was reported earlier that mobiles and tablets were responsible for nearly six per cent of all retail sales last year, according to research from IMRG, it is no wonder that many companies are now opting for mobile-first marketing campaigns.

Writing for this week, contributor Devika Girish claimed there are a number of areas marketers can concentrate on when they are organising a mobile-first campaign. These include focusing on local content and understanding mobile search intent.

Grirsh said that recent research shows 40 per cent of all mobile searches are carried out with local intent and said that those planning to understand mobile search intent should try using Google Analytics to find out what keywords customers have searched for.