The Importance Of Using A Mobile-First Strategy In Business


When you’re operating as a business in the digital age, it’s vital to have a mobile-first strategy to keep up with the rest of the competition. But for many business leaders, the concept of ‘mobile-first’ is a new one and not yet part of their marketing or operating strategy.

In this article, let’s discover more about what a mobile strategy is, what its benefits are, and how businesses can take the concept forward.

What is a mobile-first strategy?

Simply put, a mobile-first strategy means prioritising your digital development for mobile web and app capabilities, rather than for desktops. This is vital because customers are now increasingly accessing digital services via their phones, tablets, or wearable devices. For example, the majority of Gen Z customers access websites via their phones – and this figure is growing. Businesses still building digital infrastructure with desktops in mind are at risk of getting left behind or turning customers off.

Why do mobile-first strategies matter?

The heart of the matter lies in UX, user experience, that people are used to now. Now that many people are used to swiping on their smartphones and using the fast navigation of touchscreens, they are now eager to use this technique when browsing online businesses. When coders operate with a mobile-first strategy, they optimise digital builds for mobile devices and let desktop UX experiences follow naturally. The primary focus is on providing a mobile-friendly solution, including cutting-edge developments such as personalised apps, websites and messaging based on purchase history; all things that today’s customers say they want.

Key benefits of a mobile-first strategy

 The good news is that a mobile-first strategy is a natural evolution from a traditional ‘website building’ desktop strategy, in a world where everything is constantly shifting and evolving to incorporate new trends and technologies. If you work with coders, they will naturally be up to date with the latest tools, demand curves and trends in the world of digital development and be ready to build digital assets that meet your customers’ specific needs. Here are just a few benefits of a mobile-first strategy that make it a firm choice for many businesses.

  • It helps create new relationships

According to Statista, research shows that over 5 billion people now use the internet worldwide; that’s over 63% of the population. A mobile-first strategy makes it far easier for you to reach this huge audience and connect with them, as many people now use their mobiles on a daily basis.

Furthermore, by designing for the devices that your customers choose to use, you have a far better chance of engaging effectively with your audience and building profitable new relationships with them.

  • It can help companies create new business channels

Mobile-first strategies allow companies to develop new channels of business and marketing to help them branch out even further. Mobile apps with integrated e-commerce can help businesses to provide their customers with an alternative method of reaching them, rather than just through online browsers.

Top retailers like ASOS, Amazon, and IKEA, utilise mobile apps for their business to provide a smooth and fast shopping experience for their customers. There are many other companies around the world in various industries who use mobile apps to reach their target audience, like Natwest and Monzo for online banking, and LeoVegas Gaming PLC for the latest Pink Casino slots and more on mobile.

Being present on social media platforms can also be beneficial as mobile social media apps can help promote businesses where much of their online customers are having conversations and consuming content online.

  • A mobile-first strategy can increase your online presence

Your audience is already accessing the internet via their mobile devices – and they will increasingly do so. It’s vital that your brand is where your audience is, and visibly present in these digital spaces. If your target audience are young adults, well the majority of people who use their mobiles on a daily basis are the Millennial and Gen Z generations.

Putting mobiles first can help your business better reach this younger audience where they are most active. They are active on popular social media platforms and generally use a range of websites and apps on their mobiles for researching, buying, and talking about brands. Focusing on your mobile users and the mobile-accessibility of your website, can help to improve your online presence in the long run.

  • The importance of assessing your analytics

If you code and build while putting mobile usage first, your developers can ensure that your digital assets have the right analytics embedded for intelligent management and evaluation. Focusing on the proper data management and analytics for your business is key to assessing the ROI of your digital marketing efforts.

Many websites use Google Analytics to assess where their website traffic is coming from. It can be a handy tool to analyse where traffic is coming from and also which browsers or devices your audience are using. If you have a large amount of traffic accessing your website from a mobile device, then it’s important to prioritise this group and see how you can improve their experience. Poor website navigation, accessibility, and UX, on mobile versions of websites can lead to a higher bounce rate.

 Considerations for mobile-first design

 It is important to consider good practices when shifting to this new style of digital development, such as using a simple design with consistent and easy CTAs, in-app messaging features and push notifications for customers’ desired features. Another factor to consider is using feedback routes for mobile app users, this could be via a rating in the app store or an in-app submission form, or perhaps making app onboarding simple, so that you boost retention.

This means keeping information essential, engaging and visual. You should also consider making Beta-test apps before you launch them. This is particularly important where you have integrated e-commerce functionality. Consider the use of chatbots for added service and satisfaction.