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Fortune 100 Brands Missing the Mobile Opportunity [Study]

  |  October 11, 2013   |  Comments

Coca-Cola and FedEx received the highest scores in a recent study of Fortune 100 company mobile best practices, though some others have a long way to go.

A new scorecard from The Search Agency compares what some of the biggest brands are doing (or not doing) when it comes to delivering a mobile experience for users.

While no one company in the Fortune 100 received a perfect score of 5, brands with the top scores included:

  • Coca-Cola and FedEx tied in with 4.49
  • TIAA-CREF and Walgreens tied with 4.24
  • Liberty Mutual scored 4.19

The average score for all companies in the study was 2.31 out of 5.

average-mobile-experience-the-search-agency

The Search Agency measured the Fortune 100 mobile practices against five factors:

  • Load speed
  • Calculated download speed
  • The site's format
  • Presence of an app
  • Social media presence.

They created a scorecard that looked something like this:

mobile-scorecard-the-search-agency

Here's a sampling of the Fortune 100 brands that ranked the highest in The Search Agency's scorecard:

fortune-100-mobile-experience-score

Surprisingly, many of the brand's websites had slow load times--much slower than Google's recommendation of sites loading in one second or less for the mobile experience.

average-speed-time-the-search-agency

The Search Agency offered several tips in its report for delivering a stellar mobile experience, including:

  • Upholding your brand by carrying over the visually significant elements of it from the desktop site to the mobile site.
  • Focusing the message by placing the most essential information at the top of the page, because this is where viewers spend the majority of their time.
  • Consider using responsive web design as it allows a single, dynamic site which allows traffic, authority, and link value to be consolidated to one site and easily sorted, tracked, and measured through popular analytics packages.
  • Optimize navigation with touch-friendly buttons and links.
  • Segment pages with granularity.
  • Use breadcrumbs, filters, and jump links to improve user experience.
  • Use large fields to help users more easily see and fill in questionnaires to impact completion rate.

Download The Search Agency's Fortune 100 mobile scorecard for more insights.

This article was originally published on Search Engine Watch.

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ABOUT THE AUTHOR

Jessica Lee

Jessica Lee is a marketer specializing in web content strategy and B2B/B2C writing. Since 2005, Jessica has been in the business of content and communications, with the past several years focused on the web marketing space.

Prior to launching her consulting business, bizbuzzcontent, Jessica was responsible for content strategy, development and marketing for Bruce Clay Inc. – a global SEO firm, where she served small businesses and Fortune 500 clients. Jessica's background also includes positions in traditional marketing, communications, broadcasting and publishing.

Jessica has a bachelor's in communications and public relations from San Diego State University. She also contributed to the book “Search Engine Optimization All-in-One For Dummies” 2nd edition.

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