Think you survived Mobilegeddon? Think again.

Think again.


Your site is slow.

Thousands of visit­ors each month land on or reach error pages, ‘out of stock’ messages, empty URLs and dead ends.

Visitors frequently find the wrong products or services when they search, or content with incor­rect or outdated inform­a­tion. They find pages targeted at the wrong coun­try, currency or context.

Thousands of search­ers don’t reach you at all, because you’re not speak­ing their language (liter­ally, or meta­phor­ic­ally).

Everything you say, and every word on every page, is the bare minimum effort that you can put in to scal­ing the harry­ing of people into convert­ing.

Your check­out process – or your hyper-​aggressive sales messaging – confuses and irrit­ates every single one of your custom­ers, so big chunks of them shop else­where.

Your retar­get­ing is aggress­ive, unsoph­ist­ic­ated, and persists after purchase.

Your messaging, systems, products and brand aren’t consist­ent between territ­or­ies – or between digital and the high­street – and the exper­i­ence is disjoin­ted; disap­point­ing.

You’re fail­ing to under­stand how to support, educate, empower and amaze your audi­ence – or fail­ing to deliver upon that under­stand­ing.

But you didn’t get hit by mobilegeddon.

Even though your mobile exper­i­ence is crap.

When getting it right is tech­nic­ally, concep­tu­ally simple.

When there are clear bene­fits to getting it right, and every blog and news outlet in the industry has spent months produ­cing cookie-​cutter busi­ness cases, best prac­tice examples, and resources to help you to provide a great exper­i­ence.

Here’s the thing…

None of these factors exist in isol­a­tion. ‘Mobilegeddon’ is part of a larger ques­tion around how well you serve your audi­ence what they want or need, in a format which is suit­able to their situ­ation, in a way which builds a posit­ive brand exper­i­ence.

If you’re already getting that wrong in a thou­sand small ways, then maybe Google improv­ing the way in which they meas­ure one small part of it might not have a huge effect – not if you’re already scor­ing low across the board.

Not when you’re already provid­ing a poor exper­i­ence. When your compet­it­ors are provid­ing a poor exper­i­ence, too.

Imagine how much is on the table, in your space, for the first brands to win. To care. To surprise. To just get it right. To invest more than the minimum viable effort to survive the latest wave of algorithm updates.

So here’s the plan.

Sort your mobile exper­i­ence out first. This week. Build a busi­ness case around the oppor­tun­ity cost of boun­cing visit­ors, check­out aban­don­ments, and wasted media spend. Propose that all of your domains, pages and content is delivered respons­ively, react­ively, or a hybrid of these as best fits your audi­ence. Deliver the pitch whilst it’s topical, and whilst Mobilegeddon is all over the media which senior manage­ment are consum­ing. Strike while it’s topical, and while people are engaged.

Manage the imple­ment­a­tion through, and meas­ure the impact against the same metrics. Estimate the amount of money you’ve made. Be a hero.

Now go and fix everything else, or risk continu­ing to play Buckaroo with your brand.

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