Creating a Mobile Strategy for Your Customers

5. What do your customers need or want to do on your mobile site/app? Do they want to do research? Compare prices? Read reviews? Watch videos? Customer service? Look up account and order status? Make a purchase? Find a store?

6. How many third-party applications are you using? Performance is a huge issue when it comes to mobile — much greater than a desktop experience. All of those handy add-ons you've made available on your site over the last few years (e.g., reviews, recommendations, analytics, A/B split testing, specialized shopping carts and platforms, affiliate programs, image builders, etc.) have an impact on the mobile experience.