Mobile Myth #1

A mobile website is a slimmed down version of your main website. This is because mobile customers have different needs.

Let me set the scene for you – You’re sitting on the couch after a long day in the kitchen of your restaurant. Your desktop PC is in the the other room turned off, your smartphone or tablet… right beside you. You know you’re supposed to check with your meat distributer to decide on tomorrow’s featured dish. After an eleven hour shift of prepping and orchestrating, your body is screaming for rest. Luckily, you remember your salesman has a QR code on his business card which links directly to his Agent-specific Landing Page, where you’re able to access specials, delivery times, your account information, and more.

Upon remembering this, your body sinks further into the couch into a deeper state of relaxation. A cool calmness moves from your head to your toes, and you realize that all the information you need is literally right at your fingertips. You begin swiping through featured cuts of meat while you visualize the potential dishes these cuts offer. After browsing through some Veal and Lamb, you come across the most recent addition, Piedmont Beef. You think back to your culinary training spent in Ventimiglia, Italy – a coastal town about two and half hours south of Piedmont. You’re very familiar with Piedmont Beef, potential dishes are practically making themselves in your head. Buying Piedmont Beef will enable you not only to create a fabulous entree, but also a delicious appetizer in Beef Tartare.

You decide on your order, and proceed back to the front page, where you find the 1-click email button.

“John, I’d like 14 lbs. of your fresh Piedmont Beef for tomorrow. I see that my delivery for tomorrow is between 1:00 – 2:30pm. That’s perfect, thanks!”

And as you submit your order, you get back to where you should be after an eleven hour shift – with your head back on the cushion, legs up and eyelids slowing closing. You begin to drift off, thinking to yourself, “I’m thankful that my food distributer had their entire website optimized for mobile, and not just a slimmed down version (if at all).”

The short example above attempts to recreate just one specific experience. Mobile customers are thought to have a completely different hierarchy of needs from a website. This has grown to a belief because that’s what they’ve been presented. As long as the website is mobile responsive, you ask people what they’d prefer. A slimmed down version, or the real deal.

This example doesn’t to shine light on some mind-boggling statistics, such as 25% of smartphone owners are considered “Mobile Only”, meaning no PC at home and 100% of internet browsing is being done through their smartphone. And as I can testify, as mobile technologies continue to grow the need for PCs will decrease. Smartphones are always with us and are growing evermore capable as complete internet solutions.

“The majority of mobile shopping is done in locations where computers are more readily accessible, such as at home and work.”

- Mashable, 7 Suprising Facts About Mobile Shoppers, 4/19/2012