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Five Common Mobile Web Mistakes – And How to Fix Them
by Lorenz Jakober gomez
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It’s been well documented that today’s mobile users expect superior web experiences and highly satisfying, convenient, on-the-go mobile sites regardless of their mode of access.

In our research, we’ve identified 5 common mobile web mistakes companies frequently make on the road to mobile success. Below is a discussion of the first 2 common mistakes as well as strategies for overcoming these obstacles to better capitalize on mobile web opportunities.

Mistake 1: You don’t see your mobile service from your customer’s perspective
It’s too easy to feel cozy and warm behind the comforts of your firewall where everything from web servers to load balancers seems to be running okay. But that’s not how your customers see things at all.

The service they receive (or not) comes at the end of a complex mobile application delivery chain that includes major ISPs, third party services, content delivery networks, local ISPs, mobile carriers, mobile devices and more. Problems at any point in the chain result in frustrations your customers may experience.

As many as two-thirds of all performance failures occur outside the firewall. That’s why you need to ask the kind of questions that expose your mobile performance the way your customers experience it:

  • What do customers want from your mobile service? Is your content optimized to perform well on mobile devices with widely different capabilities, or is it creating unintended frustrations? For example, reducing the number of HTTP requests or using simple tools to optimize images can have a major, favorable impact on performance.
  • Where do customers access your service? Does your service perform well regardless of geographic location or network? Remember, in a globally-connected world, it’s always “business hours” somewhere – your service must be available 24/7 in all locations.
  • How do customers use your service? Does your mobile site render correctly regardless of device, be it an iPhone, a Droid or a BlackBerry? Are your third party partners delivering the service levels they promised, or are they generating performance issues impacting your customers?

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