While they are happy as always with their web leads and customer engagement, the website is responsive enough and filled with customer engagement widgets such as chat, usp's and calls to action, the looming decision to maintain their responsive website vs. create a full mobile app suite looms and continues to bite us like a thorn in our throats.
Notice the obviously increasing number of mobile and tablet audiences amounting to more than half of the desktop viewership and 35% of all traffic.
Now this post is less of a lecture, but more of a rhetoric and a ramble. Since most businesses are left with a few choices. I wonder what would work better for specific industries.
Revising the web template into a mobile responsive one might do the trick, it is quick to do and a lot more affordable. But would it be sustainable enough to cope with the channel (desktop to mobile) changes? Can it even address the issues customer engagement and user interphase at all? Is it just a small patch and does not address the root cause of a problem?
Going full on and hiring a team to design and create a full mobile website or a mobile app may seem to be a long term fix, but it runs the website into a risk of converting it into a different, non efficient, and non effective animal after all. What about the branding, specific user interphase functions, and conversion best practices that may be lost? Sure, advanced analytics data, goals, funnels, a/b tests and heat maps can be applied. But do we all just leave the new mobile design into chance and hope for the best. Before anyone moves forward can simply optimising the already responsive design solve the issue and keep it sustainable?
It's a chicken or egg question actually, but I would like to hear your thoughts.