Skip to main content

Gartner: 3 Essential Elements to Address for a Results-Driven Mobile Website

Multichannel marketers report that mobile-friendly websites have emerged as a dominant engagement channel for their brands, according to Gartner. In fact, Gartner predicts that, by 2020, mobile marketers will drive 80% of engagements through mobile websites. However, Gartner research has found that too many organizations build their mobile websites without accurate knowledge about, or regard for, their customer's mobile preferences.

“While many marketers recognize the need to design for smaller real estate, intermittent connectivity, and fast, simple interactions, often the needs, goals and expectations of the end users are omitted from mobile strategies,” said Jane-Anne Mennella, Senior Research Director at Gartner. “This results in mobile websites that are just scaled-down versions of desktop websites with identical content and features. Not surprisingly, these mobile sites have high abandonment and low conversion, turning into a source of irritation and frustration for customers.”

The importance of mobile — especially mobile as the primary or only device used to connect to a brand — continues to grow, making a mobile-optimized website an essential requirement for all brands.

To successfully create a results-driven mobile website, Gartner has identified three essential elements that marketing leaders must address:

1. Determine the why, what, how and where

Customer behavior, needs and motivations on mobile devices differ from those on desktops. Marketing leaders should determine what role their mobile site serves for their customers and prospects, what they want to accomplish and how they use their mobile site. Mobile sites that translate this knowledge into focused, validated mobile experiences have high adoption and customer satisfaction levels, and deliver conversions.

2. Make data-driven content choices

A mobile site should never be a condensed version of a desktop site. Marketers must take a data-driven assessment of content to ensure that their mobile site has the amount and type of content and functionality their customers need to accomplish their goals.

3. Research and test beyond speed and performance

Many organizations test their mobile site’s speed and performance but stop their testing efforts after that. Marketing leaders must conduct user research and testing on mobile sites before, during and after development. This will reveal where interactions are confusing, where customer journeys are prolonged or get interrupted by environmental as well as design elements, and where content gaps exist.

“As mobile usage continues to grow, so does the importance of mobile websites. Marketers must understand why customers are visiting their organization’s site and what content they need to accomplish their goals,” added Mennella. “It is only by putting the customer first that going mobile will work.”

Hot Topics

The Latest

According to Auvik's 2025 IT Trends Report, 60% of IT professionals feel at least moderately burned out on the job, with 43% stating that their workload is contributing to work stress. At the same time, many IT professionals are naming AI and machine learning as key areas they'd most like to upskill ...

Businesses that face downtime or outages risk financial and reputational damage, as well as reducing partner, shareholder, and customer trust. One of the major challenges that enterprises face is implementing a robust business continuity plan. What's the solution? The answer may lie in disaster recovery tactics such as truly immutable storage and regular disaster recovery testing ...

IT spending is expected to jump nearly 10% in 2025, and organizations are now facing pressure to manage costs without slowing down critical functions like observability. To meet the challenge, leaders are turning to smarter, more cost effective business strategies. Enter stage right: OpenTelemetry, the missing piece of the puzzle that is no longer just an option but rather a strategic advantage ...

Amidst the threat of cyberhacks and data breaches, companies install several security measures to keep their business safely afloat. These measures aim to protect businesses, employees, and crucial data. Yet, employees perceive them as burdensome. Frustrated with complex logins, slow access, and constant security checks, workers decide to completely bypass all security set-ups ...

Image
Cloudbrink's Personal SASE services provide last-mile acceleration and reduction in latency

In MEAN TIME TO INSIGHT Episode 13, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at EMA discusses hybrid multi-cloud networking strategy ... 

In high-traffic environments, the sheer volume and unpredictable nature of network incidents can quickly overwhelm even the most skilled teams, hindering their ability to react swiftly and effectively, potentially impacting service availability and overall business performance. This is where closed-loop remediation comes into the picture: an IT management concept designed to address the escalating complexity of modern networks ...

In 2025, enterprise workflows are undergoing a seismic shift. Propelled by breakthroughs in generative AI (GenAI), large language models (LLMs), and natural language processing (NLP), a new paradigm is emerging — agentic AI. This technology is not just automating tasks; it's reimagining how organizations make decisions, engage customers, and operate at scale ...

In the early days of the cloud revolution, business leaders perceived cloud services as a means of sidelining IT organizations. IT was too slow, too expensive, or incapable of supporting new technologies. With a team of developers, line of business managers could deploy new applications and services in the cloud. IT has been fighting to retake control ever since. Today, IT is back in the driver's seat, according to new research by Enterprise Management Associates (EMA) ...

In today's fast-paced and increasingly complex network environments, Network Operations Centers (NOCs) are the backbone of ensuring continuous uptime, smooth service delivery, and rapid issue resolution. However, the challenges faced by NOC teams are only growing. In a recent study, 78% state network complexity has grown significantly over the last few years while 84% regularly learn about network issues from users. It is imperative we adopt a new approach to managing today's network experiences ...

Image
Broadcom

From growing reliance on FinOps teams to the increasing attention on artificial intelligence (AI), and software licensing, the Flexera 2025 State of the Cloud Report digs into how organizations are improving cloud spend efficiency, while tackling the complexities of emerging technologies ...

Gartner: 3 Essential Elements to Address for a Results-Driven Mobile Website

Multichannel marketers report that mobile-friendly websites have emerged as a dominant engagement channel for their brands, according to Gartner. In fact, Gartner predicts that, by 2020, mobile marketers will drive 80% of engagements through mobile websites. However, Gartner research has found that too many organizations build their mobile websites without accurate knowledge about, or regard for, their customer's mobile preferences.

“While many marketers recognize the need to design for smaller real estate, intermittent connectivity, and fast, simple interactions, often the needs, goals and expectations of the end users are omitted from mobile strategies,” said Jane-Anne Mennella, Senior Research Director at Gartner. “This results in mobile websites that are just scaled-down versions of desktop websites with identical content and features. Not surprisingly, these mobile sites have high abandonment and low conversion, turning into a source of irritation and frustration for customers.”

The importance of mobile — especially mobile as the primary or only device used to connect to a brand — continues to grow, making a mobile-optimized website an essential requirement for all brands.

To successfully create a results-driven mobile website, Gartner has identified three essential elements that marketing leaders must address:

1. Determine the why, what, how and where

Customer behavior, needs and motivations on mobile devices differ from those on desktops. Marketing leaders should determine what role their mobile site serves for their customers and prospects, what they want to accomplish and how they use their mobile site. Mobile sites that translate this knowledge into focused, validated mobile experiences have high adoption and customer satisfaction levels, and deliver conversions.

2. Make data-driven content choices

A mobile site should never be a condensed version of a desktop site. Marketers must take a data-driven assessment of content to ensure that their mobile site has the amount and type of content and functionality their customers need to accomplish their goals.

3. Research and test beyond speed and performance

Many organizations test their mobile site’s speed and performance but stop their testing efforts after that. Marketing leaders must conduct user research and testing on mobile sites before, during and after development. This will reveal where interactions are confusing, where customer journeys are prolonged or get interrupted by environmental as well as design elements, and where content gaps exist.

“As mobile usage continues to grow, so does the importance of mobile websites. Marketers must understand why customers are visiting their organization’s site and what content they need to accomplish their goals,” added Mennella. “It is only by putting the customer first that going mobile will work.”

Hot Topics

The Latest

According to Auvik's 2025 IT Trends Report, 60% of IT professionals feel at least moderately burned out on the job, with 43% stating that their workload is contributing to work stress. At the same time, many IT professionals are naming AI and machine learning as key areas they'd most like to upskill ...

Businesses that face downtime or outages risk financial and reputational damage, as well as reducing partner, shareholder, and customer trust. One of the major challenges that enterprises face is implementing a robust business continuity plan. What's the solution? The answer may lie in disaster recovery tactics such as truly immutable storage and regular disaster recovery testing ...

IT spending is expected to jump nearly 10% in 2025, and organizations are now facing pressure to manage costs without slowing down critical functions like observability. To meet the challenge, leaders are turning to smarter, more cost effective business strategies. Enter stage right: OpenTelemetry, the missing piece of the puzzle that is no longer just an option but rather a strategic advantage ...

Amidst the threat of cyberhacks and data breaches, companies install several security measures to keep their business safely afloat. These measures aim to protect businesses, employees, and crucial data. Yet, employees perceive them as burdensome. Frustrated with complex logins, slow access, and constant security checks, workers decide to completely bypass all security set-ups ...

Image
Cloudbrink's Personal SASE services provide last-mile acceleration and reduction in latency

In MEAN TIME TO INSIGHT Episode 13, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at EMA discusses hybrid multi-cloud networking strategy ... 

In high-traffic environments, the sheer volume and unpredictable nature of network incidents can quickly overwhelm even the most skilled teams, hindering their ability to react swiftly and effectively, potentially impacting service availability and overall business performance. This is where closed-loop remediation comes into the picture: an IT management concept designed to address the escalating complexity of modern networks ...

In 2025, enterprise workflows are undergoing a seismic shift. Propelled by breakthroughs in generative AI (GenAI), large language models (LLMs), and natural language processing (NLP), a new paradigm is emerging — agentic AI. This technology is not just automating tasks; it's reimagining how organizations make decisions, engage customers, and operate at scale ...

In the early days of the cloud revolution, business leaders perceived cloud services as a means of sidelining IT organizations. IT was too slow, too expensive, or incapable of supporting new technologies. With a team of developers, line of business managers could deploy new applications and services in the cloud. IT has been fighting to retake control ever since. Today, IT is back in the driver's seat, according to new research by Enterprise Management Associates (EMA) ...

In today's fast-paced and increasingly complex network environments, Network Operations Centers (NOCs) are the backbone of ensuring continuous uptime, smooth service delivery, and rapid issue resolution. However, the challenges faced by NOC teams are only growing. In a recent study, 78% state network complexity has grown significantly over the last few years while 84% regularly learn about network issues from users. It is imperative we adopt a new approach to managing today's network experiences ...

Image
Broadcom

From growing reliance on FinOps teams to the increasing attention on artificial intelligence (AI), and software licensing, the Flexera 2025 State of the Cloud Report digs into how organizations are improving cloud spend efficiency, while tackling the complexities of emerging technologies ...