This morning I was up early and making breakfast for the boys before shuttling them off to school (daycare, really, but we call it school). They were eating and for the moment they were pretty quiet. In that moment of rare and relative silence I thought it might be nice to turn on Morning Edition on the local NPR station. I stopped for a second to think about that because we don’t have a radio in the house. Looking at my phone I decided to try the local station’s web site, KUOW.org, because I’m pretty sure they have a mobile app for listening to the station. So I tapped the url into my phone’s ever-present Google search bar on the phone’s home screen. Why I didn’t open the phone’s browser directly and type in the URL, which I know, I’m not quite sure.
What I got was search results and KUOW was the first result, as expected:
I then simply tapped the link to KUOW News and Information – the top search result – and was taken to their NON-mobile web site! What?? I was a confused as well as frustrated because I thought they had a mobile site.
Grr.. Well, I was here so I zoomed in, panned around and didn’t see any sort of promotion for the mobile app. I did see a “Listen Now” link on the top of the page and tried that but the only options were to use iTunes, Real Player (!!?), or Windows. Out of time, I bailed out and just enjoyed the quiet kitchen.
What could have saved this campaign?
Before outlining a potential solution I want to point out that KUOW actually does have a mobile app and even has a mobile site, pictured below.
In fact, the mobile site was EXACTLY WHAT I WAS LOOKING FOR. I just wanted to listen to what was playing on-air and the mobile site features that functionality front-and-center.
So what gives? Here’s what’s going on:
1) If you tap “www.kuow.org” directly into your phone’s browser (I use Chrome) their site automatically re-directs you to “m.kuow.org”. This is good. However if you search for ‘KUOW” using Google or Bing on your phone the top search result, which most would choose, points to “www.kuow.org/news”. But if you go directly to that URL with your phone you don’t get re-directed to the mobile site. In other words, you only get their mobile site if you go to the very top-level of their site, “www.kuow.org”. But the search engines aren’t sending people there! They need to implement re-direction on all their non-mobile pages.
2) Give the mobile app a prominent home on the non-mobile site, preferably near the top of the page and not buried – as it is now – in the pile of footer links way down at the bottom of the page. And use the term “Mobile App” instead of just “Mobile”.