Did you know that three out of every ten mobile searches result in valuable business outcomes such as a consumer visiting a store, purchasing an item from a mobile website, or calling a business?[i] As smartphones become increasingly popular, they are also becoming reliable, go-to methods of accessing the Internet. Mobile consumers can now use smartphones, tablets, and computers to interact with businesses from anywhere in the world at any time. This creates a huge opportunity for businesses to connect with consumers in creative ways.

In this post, we’re addressing four key questions you should ask yourself when developing a strategy for your small business’s mobile site.

Why build a mobile product that caters to the same needs of a desktop user?

Simple. With a mobile app, you can build features that make shopping your site easier. Take Home Depot’s mobile app as an example. It allows users to access real-time store inventory and pricing as well as aisle location for merchandise in any given Home Depot store. The app also allows customers to buy directly through the app and pick up the products in a store near them. This saves customers valuable time and lets them shop on the go.

How should I invest in mobile to benefit my small business?

Keep in mind that you don’t need a huge budget to build a mobile site these days. As a Domain.com customer, you have the option of creating a mobile app for your site through our goMobi Site Builder.  According to goMobi, 67% of mobile visitors are unlikely to return to a site if they’ve had trouble. Through our services, your mobile site will have faster load times, easier navigation, and a clean, professional look. For more information, check out goMobi today.

Which specific features does our mobile site need to focus on?

Accessing a site through mobile is very different from accessing it through desktop. Your brand’s mobile strategy needs to include creative design features that are intuitive to touch screens. Below are four important features that should be included in your mobile app display:

1. Simple Interface

The best performing mobile apps are those with intuitive and clean interfaces.

2. Touch

Remember that mobile is the only medium where people are “touching” your brand to engage with your message. Keep this in mind when building your app and don’t forget to incorporate thumb scrolling, swiping, and tapping to navigate your app.

3.  Location

Integrating a map or a button that opens the map feature on your phone helps customers bridge the gap between your brand and the physical world.  This feature is important for small businesses that have actual store fronts.

4. Social

Mobile users have daily access to social networks. Linking your app to your brand’s social networks helps engage consumers. It also helps with sharing and spreading your brand’s unique message.

Should I create a mobile website or a mobile app for my brand?

This is a common question for small business owner’s who have an established website. Our answer is to first decide which will be more useful to your business. If you have loyal users who will download your app to easily interact with your brand, then focus on that. Otherwise, we suggest creating a mobile site that is easily accessible to anyone with a smartphone.

It doesn’t hurt to look at your competitor’s mobile site. According to a survey done by Google, 40% of users have turned to a competitor’s site after a bad mobile experience.[ii] Your focus should be in creating a mobile-optimized website that is accessible by users across all screens.

If you have questions or if there’s something we didn’t cover in this post, please feel free to comment below or tweet us @domaindotcom.


1 Google and Ipsos. “Our Mobile Planet: Understanding the Mobile Consumer.” May 2012 http://www.ourmobileplanet.com

2 Compuware. “What Users Want from Mobile.” 2011. http://www.gomez.com/resources/whitepapers/survey-report-what-users-want-from-mobile/