There are multiple parties involved in the B2B purchase decision. While several parties have the ability to influence the purchase decision (e.g., purchasing personnel), those with the ability to make the decision are typically very busy, often spending significant time on the road, in airports, in meetings. They may not be tethered to their laptop, but most are inseparable from an iPhone or BlackBerry.
While these decision-makers may not initiate purchase research, they often receive purchase recommendations of others via email, and these emails contain links to sellers’ sites. What could be easier than clearing some emails or doing a couple quick searches with Google Mobile while waiting for the next plane? In the next 10 minutes, an executive could form her initial perceptions of your firm based on what she sees on her iPhone. Are you happy with what she’ll find? Do you even know what she’ll find?
Last spring, the Pew Internet and American Life Project released a study on the use of mobile devices. As of December 2007, 19% of respondents had used their mobile device to access the internet; 7% said they did so regularly, on a typical day. Certainly, these numbers have gone up dramatically since then, and they’ll continue to do so.
If you don’t know what mobile users will experience when they visit your site, you should take the next five minutes to find out. How does your site display? Are there features of your site that don’t even load? Is your site’s primary content easily accessible to mobile users?