I am admittedly weak technologically and far stronger from a business perspective.
We went into mobile sites with little study admittedly. We have a group of smb's under a loose ownership management control with various operators having more significant independence.
I do have to go back through our experiences.
Ultimately for all the businesses as they relate to their websites, we create a presence, have pretty good or better search visibility, and we use various web and non web methods for marketing. They are all local, in different markets. They are of more than one type and have a variety of types of customer demographics to which they appeal.
We have two mobile experiences so far with decidedly different results and I have to look into this in greater depth.
As far as we are concerned one mobile site is working well. Our major determinant on that is in terms of total leads or contacts. From a strict business sense the smb's and that business depend on very large numbers of leads, and then very responsive follow up to effect sales.
One business, as small as it is, and within a tiny niche has a long history and an excellent reputation for what it is.
We had a mobile site developed on an independent host platform. It was expensive, done in a bit of haste with not too much study or review beforehand.
In our terms it is working. The mobile site is generating a lot of leads. Lots. Engagement on the mobile site is dramatically weak relative to the main site/pc site. Engagement is little more than 1 page. It is generating a large number of form leads off the site. The percentages of leads versus total traffic is HIGH, higher than the main site or at least comparable. This smb does not do a great job of in depth tracking off of phone calls, which also generate a lot of leads....but to the extent we are doing it we are getting a large number of calls off of viewing of the mobile site.
On our second mobile site we are having significant problems. We just put it down for a test period.
The site was developed relatively inexpensively using one of the better known mobile site developer groups. They built the site on their own platform. I've been getting this second hand to date, and need to be more involved and will be shortly.
As I understand this issue, we are restricted in adding code to analytics and/or salesforce which the business uses extensively. Not good for us.
Earlier I discovered that the lead function of this second mobile site wasn't working correctly. The first problem was simply that many of the leads were being sent via email to the smb and landing in the spam box. Simple issue, simple correction.
But the problems have been bigger. The site seems to load slowly and in using some mobile devices while clicking on internal links we were losing the site on the mobile.
But the enormous problem is that lead volume plummeted. I've reviewed that extensively. It appears we aren't getting squat off of mobile visitors to the website since the conversion to the mobile site (tablet users land on the main site).
Leads have plummeted based on any objective analysis. And that is a enormous issue. We can clearly sell better or worse, but when lead volume is dramatically lower we will do worse. I can't find any other easily apparent reason for such a drop at least off of analytics, adwords stats, and the types of calls we are getting. But the mobile side of the coin has obviously been doing poorly.
So for the time being we dropped the mobile site for at least a week or 2 or 3 just to check activity on that basis.
This business does receive a constant and vast majority of new customers, new searchers all the time. I'm not worried about having a mobile site and not having it. Also, of interest is that a critical and vital element of its first page and its essential "call to action" on the main site still shows reasonably well from the main site on a mobile. The underlying message is all there.
Guess its time to become mobile smart.
As for me and these particular issues I guess the jury is still out for us as to mobile or not. TBD.