For this blog, I will select a company and discuss how their
website is accessed by their customers via a mobile device. The company I will
use for this exercise is Bank of America. I will provide my analysis in the
form of responses to the following questions:
Question 1: How would a user on a mobile device use your
company's website differently than a user on a laptop or browser? What
tasks might they want to accomplish?
What a
customer is able to accomplish using a mobile phone can be duplicated on the
computer. Utilizing a smartphone is more about the convenience factor.
Customers may want to gain instant access to their accounts and conduct
business with the touch of a button.
Mobile phone users may also use the website to pay bills, find the
nearest ATM, and transfer funds.
Question 2: Has your company done
anything to improve the mobile website experience?
Bank
of America has developed an app that their customers can download to their
smartphone or tablet. Utilizing this app offers the same fraud protection and
encryption that online users benefit from.
Question 3: How might your company
measure the mobile experience on their site? What tools or data should
they look at?
If Bank of America wanted to conduct measurements for mobile
activity on their website, they could use a tool like Google Analytics. With
this particular tool, the company can select “Mobile Traffic” as one of its
segments. Some particular types of data they should look at might include: the
number of visits and sources; search engine keywords; and the type of phone
carriers being used by customers.
Question 4: What are your
recommendations for how they might entice more mobile traffic and make the
mobile user experience better?
Bank of America should promote the how secure online
banking can be with a mobile phone with the benefit of convenience. Customers
will be more apt to use a tool if it can save them time and they know their
information is being transmitted safely. Being able to conduct business from
anywhere in the world with the security and privacy of being in your own home
should be a key selling point. This type of streamline banking would provide a
cost savings to both the customers and the company. With the potential savings,
Bank of America could offer some sort of cash incentive for all of their
customers that sign up for mobile banking.
Do you feel that those using the site for mobile content will need to do things differently than those on the desktop. It seems that those on a mobile browser would do more standard banking however desktop users would be more likely to use the site for new loans and checking rates.
ReplyDeleteConsidering the difference in usage would it make sense to customize the mobile site to cater to this difference?
Mobile Bank is a great idea. It is convient and easy to use and check. I use Bank of American and it has a new function, Scanning Check. That is amazing.
ReplyDelete