I like to think that I am pretty good at the whole mobile thing. I know I am not exactly the mobile expert but I can get around pretty well on a smartphone and love apps. There are some things that I would rather do on a mobile device rather than my laptop. I use my tablet all the time for things like surfing the web, email and apps. I even have a few apps that I have on both my tablet and smartphone. One such app is the US Bank mobile banking app. For starters the mobile app is easier to use than the website. Another thing is I like to be able to check the funds in the bank on the go. Helps keep me from over spending. Mobile is just becoming easier to use for some things.
Google has this really cool new service called GOMO that will rate your mobile site. To give the service a spin I thought I would check out and see how US Bank rated. It was easy. I entered the URL into the system and ran the test. The website came back and ask a couple of question and then gave me results. The service is way cool and easy to use and not only that but it gave me good information, told me how the site rated and gave tips and tricks to improve the mobile experience.
In the case of US Bank they score a 5 out of 6 on the mobile-friendliness scale. Which is good. The report show the 6 categories that they look at and tell you how the mobile site did. Looking at the results I felt the test was fair and accurate. I think this is a great tool and because its Google it was FREE and free is my favorite price.
The six categories are as follows:
- Image Handling
- Navigation or Designed for thumbs
- Conversion – Easy To Use.
US Bank did really well on everything except it did not have another means of contact on the mobile site. Location is a very big key to having a successful mobile campaign. In a blog post by Max Starkov on the HeBS Digital Blog he talks about the growing importance. Now I know that a bank is not a hotel but the same issues hold true, people need to be able to find a location. Some type of location mapping to the nearest brank would make the site that much better.
One of the areas that US Bank’s Mobile website did well on was “Thumb” navigation. In a blog post by Kate, on the Success Aligned blog she talked about maps and location but it put it in context of having “Thumb” navigation. Kate said “Then make it easy for them with a mobile website that features “Click to call”, GPS directions directly to your business, and they information they’re looking for in a easy “thumb navigation click” format.” The whole point with mobile is it must be usable and truly be mobile. Meaning you can get up and go to an actual location. Let’s face it, even with mobile banking consumers still have a need to go to a local branch.
Loading speed is one that I always think about when planning out mobile marketing mainly because I can’t control how fast someone’s mobile wireless speeds are. That being said it still hits the bottom line. In a blog post on KISSMetrics it stated “If an e-commerce site is making $100,000 per day, a 1 second page delay could potentially cost you $2.5 million in lost sales every year.”If you think of speed in these terms then you can see that speed counts. Anything you can do to make the loading time a short as possible is worth the effort.
All-in-all US Bank’s mobile site and apps are pretty good and rate well. Adding a location finder to the site would make it that much better. So the question is: how does your mobile site rate? Go to GOMO and find out, it could make you money.
Max Starkov, Hotel Mobile Marketing & Distributions Do’s and Dont’s, Hune 18th, 2012, HeBS Digital Blog (http://www.hebsdigital.com/blog/topics/mobile-marketing/)
Kate, “What Is Mobile Marketing?”, Success Aligned (http://successalignedmarketing.com/what-is-mobile-marketing/)
Sean Work, April 28th, 2011, “Hwo Loading Time Affects Your Bottom Line”, KISSmetrics blog (http://blog.kissmetrics.com/loading-time/)