Mobile Web: A Forgotten Channel in Travel & Hospitality | WillowTree
Summary
By taking the time to treat mobile web as its own unique channel, your brand can more effectively tap into this potential revenue stream - one that will continue to grow significantly over the next decade as more people enter the consumer class and plug into the global economy directly from their smartphone. In order to drive conversion and simplify the booking process, brands should seek to reduce the cognitive load placed on users by removing rarely used or superfluous information from key screens. While it’s tempting to replicate the desktop experience on mobile, doing so can result in slow load times and poor performance for users that don’t have access to cutting-edge 5G networks. That type of approach to a major consumer channel is a big driver of the outdated workflows and poor user experiences that are common across the industry. When we work with our clients, we recommend that they embrace an agile, optimization-focused approach to product strategy and development, and that philosophy applies just as much to optimizing the mobile web experience as it does when you’re building a fully-native app.
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