Guide to Successful Mobile Strategy

TL;DR: Mobile product strategy

Developing a successful mobile product strategy requires shifting the focus from simply launching an application to establishing a continuous cycle of discovery, integration, and performance measurement. The key steps involve: 1) conducting a deep analytical audit to align mobile metrics (like conversion rate, engagement) with the business P&L; 2) defining a complementary customer experience (CX) model that maps the mobile website for acquisition and the app for loyalty; and 3) prioritizing internal organizational readiness, particularly appointing a dedicated Product Manager and ensuring seamless integration with core enterprise systems (CRM, ERP) to prevent technical bottlenecks during execution.

Phase 1: Strategic discovery and de-risking the investment

Before writing the first line of code or creating the first prototype, a successful strategy must be anchored in data and competitive context. This phase is about minimizing risk by validating assumptions.

1. Conduct a foundational business and traffic audit

Any new mobile strategy must start by quantifying the existing mobile performance. Look beyond basic traffic numbers.

• Internal goal alignment: scrutinize your medium- and long-term business goals. What is the precise gap or obstacle that the mobile channel is uniquely positioned to solve? If the goal is loyalty, an app is the answer; if it’s awareness, mobile web is the priority.
• Deep analytics review: dive into current web analytics. Compare conversion rates and engagement metrics between desktop and mobile web. Critical data shows that mobile apps convert users at a significantly higher rate: 160% more users compared to mobile browser traffic, and 43% more users in comparison with desktop traffic. If your existing mobile web traffic is high but conversion is low, you have a clear case for investment.
• Resource assessment: understand the organizational resources available. The PM needs to know if the internal team can handle the required integrations or if a reliable external partner is necessary to accelerate delivery and validate the prototype.

2. Map the Competitive Landscape and User Intent

A mobile strategy does not exist in a vacuum. Your product’s value is defined by what the market – and your users – expect.

• Competitive benchmarking: study disruptors and established incumbents. How are they leveraging mobile features like augmented reality (AR) for virtual try-ons (e.g., Sephora) or location-based services (e.g., Walmart's in-store maps)? This is about learning from best practices to shape your own unique value proposition.
• Identify target group needs: define the specific needs of your potential app users. How, when, and where do they use mobile devices? The core principle must be to provide distinct added value that cannot be easily replicated on the desktop, such as enabling offline functionality or integrating device hardware features.

Phase 2: Defining the customer experience model

A mistake Product Managers often make is treating the mobile website and the app as parallel projects. They must be planned as complementary components of a single customer journey.

• Mobile web for acquisition: a highly responsive and optimized mobile website is your primary funnel for new leads and brand awareness. Its role is at the top of the funnel. Remember that 82% of mobile users search for a local business; the mobile web is the initial touchpoint for driving traffic to physical stores.
• Native app for retention and CX: the app’s primary function is to deepen customer engagement, personalization, and loyalty. Features like one-click purchases, push notifications, and access to loyalty schemes solidify the customer relationship.
• The seamless hand-off: ensure the strategy accounts for fluid movement between the two. The mobile web should clearly prompt and incentivize app download when the user is ready to move into the loyalty phase. Thinking about this integration upfront ensures a cohesive brand experience, preventing friction points later on.

Phase 3: Execution, system readiness, and continuous iteration

This is the phase where strategy meets reality. For the Product Manager, this means setting up the project for success by anticipating organizational bottlenecks and establishing clear development governance.

1. Secure project ownership and internal buy-in

Development can only run smoothly if accountability is clear and the internal organization is ready.

• Designate a Product Manager (PM): a dedicated PM must be responsible for the mobile strategy and product development from end-to-end. This person serves as the crucial link, cooperating between the internal stakeholders and your technology partner’s team, ensuring timely decision-making.
• Organizational readiness and integration: this is frequently the biggest point of failure. The app will communicate with your existing back-end infrastructure (e.g., e-commerce platform, CRM, ERP). The organization must be ready for this deep, bi-directional integration. Planning the API layers and data communication before development starts is essential to manage technical debt and eliminate future blockages.

2. Prioritize prototype validation over full-scale launch

To de-risk the investment, the full-scale project should be preceded by a period of concept validation.

• Partner for prototype: partnering with an experienced software development company to create a working prototype allows for early validation of the core value proposition and technical feasibility. This minimizes the risk of building an expensive, fully-featured app that misses the mark.
• Launch planning and internal communication: a product launch extends beyond the App Store. If you operate brick-and-mortar stores, the team must be informed and trained to encourage app adoption (e.g., promoting special deals or loyalty programs linked to in-store purchases).

3. Establish a data-driven iteration loop (KPIs)

The ultimate measure of the strategy’s effectiveness is not the download count but the impact on business KPIs.

• In-app analytics: define the specific data you will collect from the start. This data should go beyond vanity metrics and help you understand customer behavior, informing future backlog priorities. KPIs should track retention, engagement (sessions/user), conversion rates through the app, and ultimately, its direct impact on revenue.
• Continuous development: mobile platforms change rapidly and user expectations evolve. Relying on past success is a recipe for stagnation. A successful strategy mandates an ongoing process of listening to user feedback, observing mobile trends, and dedicating resources to continuous improvements in the backlog.

There are still so many nuances that are worth being discussed individually, though. If you want to find out how we helped both online and offline businesses develop their mobile strategies and products, get in touch.