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Responsive content ... because size does matter - Rob Suckley, Head of Design & Saira O’Dwyer, Sales and Marketing Director, Slightly Different (14:00 - 14:30)


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Years ago it was all about keeping up with digital screens that were getting bigger. Then they started to shrink. Now we’re all mobile and we want it all instantly, faster, better and appropriate to …

Years ago it was all about keeping up with digital screens that were getting bigger. Then they started to shrink. Now we’re all mobile and we want it all instantly, faster, better and appropriate to our device if it’s all the same to you.

So, what does this mean for your content, your text, your images, your call to actions? How can you ensure this all works, has an equal amount of impact no matter how or what your content is accessed on. Does it matter anyway? And are you sure you know what the impact of not focussing on this will have on your business...? Our session is designed to help, we want to educate, share our knowledge and give you the power to make an informed decision before you make any investments

Published in: Marketing, Technology, Business
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  • 2. INTRO Design - How? Marketing - Why? Business - Benefits
  • 3. DESIGN
  • 4. WHAT IS RESPONSIVE WEB DESIGN? “Rather than tailoring disconnected designs to each of an ever-increasing number of web devices, we can treat them as facets of the same experience.” Ethan Marcotte
  • 5. USER CONTEXT More than screen size However, mobile context is much more than just screen size. It also needs to factor in the user.
  • 6. CONTEXT Touch Support Bandwidth Gestural navigation such as touch, slide, pinch and flick. Mobile connectivity can range from strong wi-fi signals on the couch to 3G or EDGE when out and about. Battery Level Device Capabilities Help users by optimising files to reduce battery drain. Abilities to tap into the mobile devices in-built capabilities such as geolocation, camera, accelerometer and audio input.
  • 7. THREE TENETS OF RWD Fluid Grids Flexible Media Media Queries Fluid grids adapt to any Flexible media can be Check for certain conditions screen size. proportionally resized by and apply different styles the browser. accordingly.
  • 8. CONTENT FIRST “Content precedes design. Design in the absence of content is not design, it’s decoration” Jeffrey Zeldman
  • 9. MOBILE FIRST “Losing 80% of your screen space forces you to focus.” Luke Wroblewski
  • 10. PROGESSIVE ENHANCEMENT Ensuring that the most important goals have focus.
  • 11. FUTURE PROOFING The Post PC Era Designing responsive sites allows you to be prepared for devices that don't even exist yet because you've already ensured that your product will scale to any four corners.
  • 13. EXAMPLES Modality Systems
  • 14. EXAMPLES Truro School
  • 16. MARKETING • Do you need responsive content? • How can you analyse your need? • Is it important?
  • 17. YOUR CUSTOMERS ARE MOBILE July 2013 – Google/Forbes study of 511 senior execs (US)
  • 18. THEY CONSUME MOBILE CONTENT “…72%, report using a smartphone for product research during this time…” July 2013 – Google/Forbes study of 511 senior execs (US)
  • 19. THEY APPRECIATE OPTIMISED CONTENT “73% of executives confirm that a bad mobile experience makes them less likely to engage with a company” “66% say a mobile-friendly site makes them more likely to buy from or engage with a vendor” July 2013 – Google/Forbes study of 511 senior execs (US)
  • 20. EMAIL IS CHANGING TOO 3 of the top 5 email clients are mobile platforms (accounting for 47% of all email) Over 20% of ‘paid by work’ phones are now iPhones
  • 22. YOUR MOBILE GROWTH Is your content seeing a growth in mobile visitors? • 4000% increase since Oct 2011 • 91% increase since Oct 2012 Mobile only - period: 1st Oct 2011 to 31st Oct 2013
  • 23. WHAT’S THE SPLIT • Mobile & tablet now 34% of visits • Desktop = 24% drop • Mobile alone is nearly a quarter of • Mobile = 98% increase all visits • Tablet = 176% increase Period: 1st Jan 2013 to 31st Oct 2013 compared to 1st Jan 2012 to 31st Oct 2012
  • 24. WHAT ABOUT YOUR EMAIL? • Over a quarter of email driven traffic is mobile • 15% is smartphone Period: 1st Jul 2013 to 30th Sep 2013
  • 25. ARE THEY ENGAGED? 19% increase in mobile Period: 1st Jul 2013 to 30th Sep 2013 61% decrease in mobile
  • 26. ARE THEY CONVERTING? Mobile conversion rates are 61% lower Contribution to conversions… Period: 1st Jul 2013 to 30th Sep 2013
  • 27. WHAT’S THE BENCHMARK? “Average mobile conversion rates are below 1%...” “…companies investing in mobileoptimized sites are three times more likely to be enjoying mobile conversion rates of 5% or above…” Adobe 2013 digital marketing optimisation survey
  • 28. BEFORE AND AFTER… Period: 24th Oct 2013 to 4th Nov 2013 vs. 10th Oct 2013 to 21st Oct 2013
  • 29. IS IT IMPORTANT? Content: • Customers using mobile devices = increasing • Third of all website visits now from mobile/tablet • Desktop traffic = decreasing Engagement: • Affect on engagement = engagement metrics lower on mobile devices • Affect on goals/conversions = conversion rates significantly lower on mobile devices
  • 30. IS IT IMPORTANT? “Google recommends”
  • 31. SEM - SEO Google is serving mobile Google Mobile Bot is optimised results crawling your content Google wants mobile searchers to be happy as…
  • 32. SEM - PPC Mobile optimisation of Google AdWords landing pages has been a factor in your ad quality score since 2011…
  • 33. BUSINESS
  • 34. RESEARCH  Research shows that business decision makers research products and services largely on mobile devices initially  It is believed that the move from simply researching to action is imminent  Research shows that 66% of people continue to use their devices whilst at their desks, even when a PC is available Source: Forbes Insights
  • 35. WHERE? Where senior management use their mobile devices to gather business information:  On business trips 90%  During personal time  While socialising  While commuting  In the office during office hours  While watching TV  During exercise /recreation Source: Forbes Insights 78% 71% 70% 66% 60% 41%
  • 36. WHAT ARE THE BARRIERS? 1.Budget: We’ve just had a new website developed
  • 37. WHAT ARE THE BARRIERS? 2. Need: We don’t think we need a responsive site
  • 38. WHAT ARE THE BARRIERS? 3. But we already have a mobile site
  • 39. BENEFITS Improved customer experience Google recommends Competitive advantage Improved customer experience Improved conversions Future proofing (as much as you can with technology that is)
  • 40. SUMMARY Design Marketing Business What responsive design Using analytics to justify Key barriers and benefits is and looks like the case
  • 41. QUESTIONS Saira O’Dwyer Sales & Marketing Director Jody Van Vestraut Head of Digital Marketing Rob Suckley Head of Design