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The right content strategy for your mobile site

Dec 07, 2011   |   Andrew Kamphuis Recommended for:   Marketing, Ecommerce, Tasting Room & Hospitality
Mobile Content Mobile Content

Developing the correct content strategy for your mobile site can be a bit confusing. It's still early in the game and we are seeing consultants offer different strategies on what content belongs on a mobile website.

Should you limit content?

Should you limit the content displayed on the mobile version of your website?  

How about the number of products? Should that be limited?         

Originally, our team here at Vin65 thought the answer should be yes. Mobile phone screen sizes are small, the 3G data speeds are slower than regular broadband, and customers visiting your mobile site typically want to do something quickly, such as calling your winery or locating your winery.

Now that our mobile platform is more than a 1.5 years old, the above answer should be "no". Here's why.

1) Users need to see your content.

16-20% of emails are opened on a mobile device. A customer opens your email on a mobile device, they click a link - where does that take them? Hopefully to a mobile optimized version of a page. Unfortunately, more often than not, mobile websites are built as a "light" version of a brand's site and the mobile content is an after-thought - and the email link doesn't work.

More than 350 million Facebook users access Facebook through their mobile device (source). People "like" and share your content all the time. Similar to the email scenario, users on mobile devices need to be able to click links and see the mobile version of that content. Unlike the email scenario, you can't control the links people are sharing and if you only have a "light" version of your mobile site, the shared links won't work.

2) Mobile is not a second class citizen.

The problem with limiting content on your mobile site is you now have two sites to manage. Every time you add a page to your regular site, you have to decide if you should add it to your mobile site. It's extra work, and you often forget or neglect the content on the mobile site. (Our first version of our mobile had two sets of page content and wineries constantly let the mobile site go stale).

So what is the correct strategy?

We recommend that all of your content, all of your products, everything on your primary website should also exist on your mobile site. Every URL on your primary site has to work from a mobile phone (you don't control what other people are sending out, linking to, etc). You create a page, you add a product, etc - it should just work on your mobile site. This way, if a customer on a mobile phone views an email, reads Facebook, clicks on a tweet, all of the links, pages, etc. will just work.

We also recommend that the navigation on your mobile site be different than your primary website. People who come directly to your mobile phone do so with purpose - primarily to call, get your address, or look up a product. Screen size on a mobile phone is limited, and you want to promote the content that people are most likely to be seeking on their mobile phone.

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Do you have a mobile optimized website? How do you decide what content to display?

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