1 – Store Finders.

The scenario: Here I am out doing errands when it hits me, I need that new super product you’re selling but where is your store again?

If you have any sort of retail presence be it your own stores or retailers you sell through it’s absolutely essential that people can quickly locate them using a mobile device. Google Maps is a great tool but when someone really wants to find one of your stores there’s a good chance they’ll end up on your site looking. If they can’t get around game over.

Example:

- Here’s target.com from my iphone. As you can see the store locator is one of very few options.

- On the other hand here’s blockbuster.com where I have to zoom in and pan around just to find the link. It works but it’s not optimal, it’s not user friendly.

2 – Product Description, Ratings & MRSP.

The scenario: I’m talking about making a purchase and a friend recommends a competitor’s product. Being the smart shopper I want to get the scoop on what you sell and what they talk about.

If you sell products people want to be able to learn about them. This use to mean pulling up to the home computer and doing some research but there’s no longer any need to dock to a monitor. Now consumers are doing research on their couch with a 4-inch screen or even more importantly, while they stand in a store ready to make a purchase. Every company needs to show their listings, what they cost and ideally what people think of them. This is comparison shopping at the point of purchase.

Example:

- I’m looking to buy a BluRay player but don’t like the selection at Walmart. Luckily bestbuy makes it easy to compare a few options.

- On the other hand I’m lost with Costco and have to search around, scroll and try to understand what if anything they offer.

3 – Customer Support.

The scenario: I’m on the road headed to my flight and the snow starts kicking up… do I turn around or keep going? [While at the side of the road] I pull up your mobile site to get a hold of a human.

Mobile is all about actions and customer service is all about accessibility so mirroring up the two is a no brainer. Most sites already have service numbers but if a mobile user can’t find it in a click or two it may as well no exist. Just as importantly the information you present needs to be actionable – phones highlight numbers they can identify so be sure yours is in a common format using text.

4 – Drop the flash.

Scenario: I’m looking up show times for the new hit film you just released but there’s no way for me to get to it on your site – all I see is a big box with a question mark icon. Next activity.

Flash isn’t going away but it also isn’t really something mobile has got down yet and while we will be there one day it’s never going to work the same as it does on a desktop (screen size people). If you can’t build a true mobile site you need to insure the one you have works without flash, with minimal javascript and without any sort of crazy dropdowns or validation.

5 – Search & PPC.

Scenario: I’m googling your company and the first listing is for an offer only when I click it I get to a landing page that’s 3 pages long on a normal monitor. Next.

The whole point of having a mobile site is to make it easy for mobile users to get to it without having to do research. So while you may be promoting your mobile site in every email what really matters is that your normal site detects mobile and redirects to it automatically. Otherwise what’s the point.

Example:

- In California I get directions from Sigalert who has both mobile and iphone optimized options.

- United Airlines has a whole set of mobile features but as my iphone shows, I don’t get to them unless I know the special url.

Wrapping it all together.

Today mobile is about quick tasks, simple information and moving from a to b. The 5 features I’ve mentioned are all important parts of any mobile site but they mean nothing if your mobile site isn’t mobile friendly to start with. The biggest part of designing mobile is to make it light and friendly… yes phones are getting smarter and can view more and more content but that doesn’t mean they should be made to. If your site is optimized for a new 20” monitor with 9 navigation options they’re going to be the size of a pinky on an iphone or blackberry which means that clicking them will require multiple levels of zooming. Fail.

Keep your mobile site basic. Use a simple logo, a few colors and links that are to features people want. That’s all you need – not fancy promotions, not cool looking designs, function first, aesthetics that support it.

And one more thing, since more phones can support full site browsing be sure to let people get back to your main site so they aren’t jailed in mobile forever.