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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.”

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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.”

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I've spent a lot of time in the channel, and one thing I keep coming back to is this: a partner program is only as good as what it looks like in the field. Many programs look great on paper, but when a partner is in front of a customer navigating a complex hybrid environment or trying to make the case for AI-powered observability, the gap between what a vendor promises and what it actually delivers becomes very clear, very fast ...

Enterprises today operate in a real-time environment where uninterrupted access to trusted data has become a baseline expectation for users, applications and automated systems. Traditional DataOps models, built on manual effort and human triage, cannot keep pace with this always active demand. AI agents are emerging as the operational backbone, ensuring consistent data availability, reinforcing trustworthiness and enabling a level of scale that manual processes cannot achieve ...

For decades, trust in the digital workplace rested on familiar signals. We trusted faces on video calls, voices on the phone, and emails that appeared to come from people we knew. These cues felt human and intuitive. They anchored how decisions were made, approvals were granted, and access was authorized. AI-powered deepfakes have quietly broken that model ...

Cloud migration was supposed to be a one-way door. For most enterprises, it turns out it isn't. Cloud data repatriation is a real and growing trend. A new survey ... finds that 89% of organizations plan to expand their on-premises infrastructure footprint over the next two years — and 75% have already moved at least some workloads back from public cloud in the past 24 months. The findings point to a broad rethinking of where data belongs ...

Over the past few years, large language models (LLMs) have revolutionized the software industry. Given their ability to excel at multi-step reasoning, LLMs have helped enterprises streamline workflows and adapt to the unknown. However, employing such models comes with sky-high costs, latency issues, and limited flexibility. In the realm of IT operations, it is generally wiser to employ smaller, domain-specific models instead ...

For years, DevOps teams operated under a simple assumption: collect enough telemetry, and you can find and fix any problem. That assumption is breaking down. Modern enterprises now operate across microservices, hybrid cloud environments, APIs, Kubernetes, and highly automated delivery pipelines. Releases happen continuously, dependencies shift constantly, and failures spread faster than teams can diagnose them ...

New Relic surveyed IT and engineering leaders from the media and entertainment (M&E) sector to understand what's working — and where challenges persist with their observability practices. The findings reveal how M&E organizations are navigating rising platform complexity, audience expectations, and AI-driven change. Below are five takeaways that stand out ...

Let me start with something I've seen play out more times than I can count. A team hits a wall with the cloud. Costs creep up, then spike. Performance starts to feel inconsistent. Someone in finance asks a simple question like "why did this double?" and nobody has a clean answer ... Maybe this isn't the right place for everything. That realization feels like a breakthrough, like you've identified the problem. In reality, you've just identified the starting line ...

In MEAN TIME TO INSIGHT Episode 24, Shamus McGillicuddy, VP of Research, Network Infrastructure and Operations, at EMA discusses network observability tool sprawl ... 

In cloud-native systems, scaling is often as simple as moving a slider. For on-premise databases, the stakes are different. Over-provisioning hardware is expensive. Under-provisioning leads to performance bottlenecks that are difficult to fix once the equipment is in the rack ...