This is part two in a series on Reinventing the Web to Win the Mobile Moment. Here's part one, a Drunk History Of Mobile Strategy.
For 20 years we have optimized the web as a big billboard broadcasting everything about a company. Marketing owns the public site, and cares more about acquisition than utility. Product teams own the private sites and are faced with an ever-escalating array of digital touchpoints. Is it any wonder firms, aided by their digital agency and web content management software, have built one-size-fits-all reponsive websites and punted on the responsiblity to make them great?
"Why can't they all just use our app," I hear you say. Alas, few customers and even fewer prospects will use your app. But they will visit your website on their phones, particularly when they search or link their way to it. Sadly, when they arrive, their experience — even on your new responsive site — is awful. Why?
- Your one-size-fits-all responsive retrofit isn't mobile-first . . . While responsive web design solves a litany of problems — including making your site visible on Google Search — it doesn't magically deliver desktop conversion results. REI told us, "When we went to responsive web design, we celebrated for a minute. Then we asked, ‘Is our responsive website enough?'"