Juicy Topics

Do You Have Fat Finger Syndrome?

Posted on: April 26th, 2012

Mobility Functionality + Addressing Customer Needs = Success

Fat finger syndrome. It’s the frustrating situation when a cell phone user’s iPhone usage is limited by the size of their fingers. That’s because typical websites aren’t made to work easily within the tight frame of a mobile device.

Mobile sites are a specialty of Appleton Creative, and a valuable tool in connecting businesses to the on-the-go customer. When it comes to mobile web design, functionality and a focus on customer needs is not just a good idea, it’s the difference between a ho-hum site and a successful company tool.

PROBLEM: Mobile Site Needs Improvement

Six years into having a mobile site, 1-800-FLOWERS.COM’s mobile site wasn’t the hit with users they had projected it may be.

According to Amit Shah, Director of Mobile and Social Media at 1-800-FLOWERS.COM in an article from Google Mobile Ads Blog, “Trying to bring all of your desktop site to mobile misses the picture. You need to bring the right things to mobile.”

SOLUTION: Mobile Site Sees Success

To address the issue, Shah launched a strategic mobile initiative.

Recent updates to the 1-800-FLOWERS.COM mobile website includes user-friendly features such as the ability to purchase orders on-the-go. Mobile website users may now shop for flowers by categories including birthdays, anniversaries, get well and same-day delivery. The successful option had long been included on the 1-800-FLOWERS.COM website, and customers missed the option on mobile.

According to a case study released as part of Google’s “GoMo” initiative, the strategic revamp to the 1-800-FLOWERS.COM mobile website resulted in:

  • a 53% reduction in cart abandonment
  • an increase on the average order value on mobile
  • an increase in conversion rate and 25% increase in average time spent on site, despite decrease in steps to complete a purchase

What Does This Mean For My Business?

A mobile site can be a great asset to any business; however, without analyzing customer behavior and producing a functional, easy-to-use interface, your mobile site may never reach full potential.

Want more information about the benefits of a strategic mobile web site? Appleton has been leading the market in mobile development for the past five years. Call Appleton at (407) 246-0092 x7# or email amy@appletoncreative.com to find out how your company can benefit from this trend.

Appleton Creative is an award-winning Orlando advertising and marketing agency that provides marketing solutions through web, video, and print—all in-house.

Appleton Creative – at the Core of Innovative Marketing and Advertising.