Exploiting mobile - maturity stages

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Mobile Maturity - How to become mobile mature as a company. Traffic to desktop is declining and the use of tablets and smartphones is growing. But most companies are slow to adapt. Conversion rates on smartphones are low. Partly because people do not trust paying on a phone is secure and partly because of poor usability. And digital marketing campaigns are often steered to the wrong KPI's. Most people have started on a task on their phone to complete it on desktop. But hardly anybody has done it the other way around. So smartphones are an important touchpoint for orienting, but not for converting. Therefore last-click cookie-based marketing doesn't work on mobile. Some tips on steering, measuring campaigns and improving landing pages en usability for mobile. In Dutch.

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