Wiggle: Mobile web, QR codes and user experience
Following on from yesterday’s post about Mothercare and the 10% level of mobile traffic they are experiencing to their website, today we talked with wiggle.co.uk’s Steffen Cope who is responsible for their mobile strategy.
It’s clear from Steffen’s comments that usability is king, “Currently mobile is a growing market for us and we wish to achieve the best possible user experience to convert those browsers when they are on the move.”
However, it is clear that Cope faces the same challenges that most retailers in the UK face today; namely a lack of mobile website. While many companies’ first step into mobile is an iPhone app, closely followed by one on Android, in my opinion, the first port of call should be to create a mobile optimised version of your website.
Concentrating on the 100% of mobile users that access your site first, before developing apps for the small but growing percentage of appoholics makes total sense. A good mobile website can form the bedrock of your mobile strategy and will enable retailers to explore the other possibilities that mobile offers, while still ensuring a good user experience to all that connect with your brand on mobile.
Wiggle’s Steffen Cope concurs, saying “I really want to use QR codes in our marketing strategy for UK and Japan but until we have a good mobile site it is not worth the effort.”
Wiggle.co.uk will be attending the Mobile Retail Masterclass on 15th March 2011 in London, an event that is free to attend for retailers.
We are continuing the series with Publishing, Hospitality, Travel, Automotive and Banking/Finance. For more details on sponsoring one of the Mobile Masterclass events please contact John Owen.