Digital Business Strategy Mobile Marketing


Mobile Friendly : a digital strategy

User friendly, mobile first, User eXperience (commonly called UX) … Many terms we are using in our Web Marketing Jargon. You certainly have seen these terms on your twitter feeds or even on digital blogs. Why UX is also trendy? Probably because Businesses just realized that they need to be user-centric: being only business-centric is not an option anymore.

In this new digital era, we need to differentiate ourselves, especially on the Internet where thousands of webpages and apps are created and screened every day. To do so, BtoB or BtoC companies need to bring satisfaction to their customers. And user experience is all about that: improve the level of satisfaction for each touch point of the brand or the business.

And one of the many topics we need to look at is to have a good User Interaction (also call UI), whatever the device we use.

How can we make the difference between an App, a Website and a mobile website?

One key point we need to clarify: a mobile website is not an App! With all this jargon, a concrete example will be the best way to explain it. Let’s have a look to the case of Airbnb.


In this example, Airbnb created a dedicated App we can upload on App Store or Play Store (according your smartphone, iPhone or Android). All the content and the interface is completely different compared to the desktop website.

On the other hand, Airbnb developed a website, available on laptop, and they adapted the web design according to the device: tablet, mobile or PC. These two interfaces (computer and mobile version) look quite similar, but the menu and the structure are finally different. The mobile website is completely adapted to the mobile usage.

What are the differences between “mobile first” and “mobile friendly”

The term “Mobile friendly” is generally associated with a website well-designed for a mobile device. Actually, the website interface has to respect responsive design principles in order to structure the content and allow simple and comfortable navigation.

Mobile first & friendly are both about usability and readability. The difference is about the design process:

  • Mobile friendly is the original website which adapts the interface according to the device. As a starting point, the website was initially designed for a desktop and the display looks different
  • Mobile first is a dedicated website, completely designed for mobiles. This is mainly a content strategy approach, allowing to adapt the structure and the amount of information according to a mobile usage.

From the Airbnb example, the computer website and the mobile website have a similar Look and Feel, but the main menu has been minified and adjusted according to the device. This is what we call a mobile-first website.

Why websites should be all mobile-friendly?

Mobile usage is still growing!

Nothing new: smartphones are our new “handy”, as German called it. It allows us to be connected everywhere in (almost) any circumstances! According to Global Web Index, mobiles are performing better than laptops in some online activities (chat, social network etc.)

Infographics of Online Activities

It’s good for your SEO

That is a point we should not neglect: among the many Google Bot criteria, the responsiveness of the website is an important element.

Why? Because the Google algorithm & SEO are all about user-experience. It’s actually quite simple: a good SEO is a content designed for users, with a content hierarchy, good key words and titles, clear URLs, optimization and readability!


[#TOOLS] How to check if your site is mobile-friendly?

Don’t hesitate to share your tools in comments 😉


The most efficient insight come from a user point of view. A simple test on the right device is essential. We can also put in place different user tests, such as guerrilla testing, to make sure that the navigation is intuitive.

Leveraging mobile for you web strategy: definitely worth considering

Web strategy is a complex environment: usage is different, devices are different, customers and behaviour are different. But mobile trend is absolute and a cross-device strategy need to be implemented.

To know more about mobile:

About the author



Junior project manager in apprenticeship at Schneider Electric. Freelance in my spare time :
Enthusiastic & passionate with digital matters, UX, content marketing & more.
Student in the MS Digital Business Strategy for 2016/2017 !