Valentine’s Day is right around the corner and while love is in the air, the most romantic day of the year is also a great time to re-evaluate any less-than-stellar relationships in your life, like, say, the one your business has with its mobile website. How do you know if it’s time to call it quits or stick it out?
For retailers questioning the state of their union this Valentine’s Day, we offer 10 signs you should break up with your mobile website:
1. Your eye has started to wander
Are you finding yourself spending a little too much time scoping out competitors’ mobile sites and admiring their eye-popping design and intuitive UX? If your head is being turned by hipper, younger sites, it’s a safe bet that your customers’ heads are turning, too. If you’ve decided that the grass is greener on someone else’s screen, it’s time to rethink your relationship.
2. It doesn’t get along with your friends
Everyone can remember a time when someone in their social circle was dating a significant other who just didn’t fit in with the group and how awkward that can make socializing. Does this scenario describe your mobile presence? If it doesn’t provide a shopping experience that seamlessly integrates with your in-store and desktop offerings and is the odd man out in terms of cohesive customer experience, it might be time for a mobile upgrade. After all, partners come and go, but friends are forever.
3. It won’t commit
Everything is swell. You’re spending lots of time together. You’re learning about each other’s likes and dislikes. It feels like you’re growing closer by the day. Things seem like they’re really getting serious, but when push comes to shove, your mobile site just won’t put its money where its mouth is — literally. Shopping cart abandonment is a key pain point for retailers, with almost ¾ of online shoppers ditching their potential purchases before checking out. If this sort of commitment phobia sounds familiar, why not seek solace and practical guidance in our 9 Common Causes of Mobile Cart Abandonment resource?
4. It lacks ambition
They say opposites attract, but if you’re a go-getter and your significant other is the laidback kind, expect some friction in your relationship. When it comes to your customers, they’re expecting you to be Type A all the way. If your mobile site is a slacker, it shows. Almost 70% of consumers say it is somewhat or very important that companies they interact with are seen as technology leaders and, among Millennials, the tech you use when interacting with them carries more clout than your brand name. If your site’s tech specs aren’t up to par, consider calling it quits.
5. It keeps you waiting
The movie starts in 10 minutes. You’ve been ready to go for half an hour and your date is still deciding what to wear. Sound familiar? Whether or not you believe time is money, feeling as if someone is wasting yours is invariably a frustrating experience. And if the frustrated party is your customer, don’t expect them to be patient with your site’s dawdling ways. Almost 50% of shoppers expect a page to load in two seconds or less and 40% would abandon a site that took more than three seconds to load. In 2013, Mobify found that slow load times were costing top retailers up to $600M annually. Isn’t it time to find yourself a more punctual partner?
6. It’s not there for you when you need it
It’s easy to be a good partner when things are running smoothly, but what about when stresses start to pile up? Is that when your mobile site chooses to go MIA and leave you hanging? If you’ve ever found yourself in Best Buy’s shoes on Black Friday, you realize how bad being let down by the one you trust feels.
7. There are issues with honesty
We all try to put our best foot forward at the beginning of the relationship. Maybe we even exaggerate a little to make ourselves look better (You did finish that 5K back in 2005, so you can definitely call yourself a ‘runner’), but when you realize you’re dating someone who has a regular habit of stretching the truth, your trust naturally take a hit. If your mobile site isn’t driving revenue or conversions in line with your pre-launch business case or it fails to live up to the impressive performance benchmarks that your external solution provider led you to expect, it might be a red flag your relationship is lacking in the honesty department.
8. It’s too needy
We’ve all met couples who are joined at the hip and found ourselves wondering how they manage to spend all of their time together without losing their minds. It’s nice to be needed, but it also nice to be able to turn your phone off for an afternoon and not be met with a dozen increasingly frantic texts demanding to know where you are. Is your mobile website not giving you a moment’s peace? If you’re devoting significant resources to site maintenance issues or making design or UI changes involves a time-consuming, convoluted process that depends on the availability of outside contractors, it might be time to consider a more low-maintenance, independent option.
9. It’s living in the past
Some people just can’t let the past go. When your other half won’t throw out that t shirt from high school or insists on regularly revisiting triumphs from a decade ago, it can feel a little like you’re trapped in a Springsteen song. Time has moved on, but your partner hasn’t moved with it. Does this describe your mobile site, too? If you’re still relying on a m.dot site, it does. While cutting edge in the early days of the mobile web, m.dot sites are steadily losing market share to responsive or adaptive options in the here and now. If you’re still serving your customers a mobile website that was technologically current back when Avatar was ruling the box office, it’s time to join the rest of us in 2015.
10. It’s kind of a penny pincher
Being thrifty is a virtue, but being cheap is an outright turn-off. We’re not saying you’re a gold digger (Thanks, Kanye!), but you do have a right to expect your mobile site is going to step up and treat you right. If your mobile conversion rates are lagging behind the average for your industry, it might be time to trade in your ramen reality for a Michelin-starred experience.