Mobile Web (Websites) - FDL ACU presentation by BrownBoots Interactive

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  • 55% of U.S. mobile phone sales were smartphones over the last three monthsUp from 34% a year ago
  • dotMobi study: 2008-2010 = 2,000% growth“The rate of global mobile web content growth over two years has outpaced the growth of the desktop Internet over that same period, according to dotMobi’s Mobile web Progress study.” (MobileMarketer.com, 2011)
  • Overall: 314% increase in mobile visits
  • Operating Systems (Source: Apple's Smartphone Market Share Grows As Android Stalls Out, Kit Eaton, Thu Jun 30, 2011, http://www.fastcompany.com/1764325/whos-driving-increasing-smartphone-sales-in-the-us-hint-not-google)
  • Before you can determine what belongs on your mobile site and how it should work, you need to figure out who is likely to access your mobile site and for what reasons.The leading demographic for mobile web users are the younger generations, those who are comfortable exploring new technology. However, as smart phones and other devices push the mobile web further and further into the mainstream, you should expect more mobile traffic from visitors of all ages and backgrounds.In other words, you shouldn’t build your mobile site for some stereotypical user, but rather take a look at your specific audience demographics:Who currently uses my website?Understanding the types of people who will come to your website is a critical component when planning for new full site or redesigning an existing one. It’s equally important—if not more important—when planning for a mobile site.Are your visitors young and hip and “natural born-multi-taskers”? Are they more mature and potentially less techy? Business-centric? Are your products or services mass market or niche? Are you catering to an internal audience, perhaps employees or members only?How can I get to know them better?Maybe you don’t have a good grasp on your audience. Reviewing web analytics is one way to get some insight into their interests and behavior. A more direct approach is asking them directly through face-to-face conversations, if possible, or surveys. Find out what they use on the full site and ask what they would take advantage of on your mobile site.Why would someone access my website while on the go?Google Analytics can show you the most-visited web pages on your full site, which gives you insight into the habits of your visitors and, therefore, a starting point when planning for the mobile site.
  • Use “most visited” pages as a starting pointOnce you know whom you are talking to, you can focus on what you want to say to them. Use your “most visited” pages as a starting point for determining where your visitors will want to go—quickly and without hassle.Set clear metrics for successAs with a full website, it is important to set concrete goals—which could be increasing RSVPs for events or increasing sales. Make sure your goals align with mobile users’ expectations. (For example, you’re not likely to get someone to fill out a long form using a phone.)Think “billboard,” not “magazine”Since you’ll almost never have a visitor’s full attention on your mobile site, you can’t afford to waste even a few seconds of their time. A full website might contain several calls to action on the homepage, with many marketing messages sprinkled throughout the subpages. A mobile site must be much more streamlined. The homepage is no longer a magazine cover riddled with flashy promotions, but rather a billboard with a straightforward message and call to action. The same philosophy holds true for subpages.

Transcript

  • 1. Mobilize Your Website PREPARED BY: Alan Hathaway, President R. Scott Blamey, Director of Development David Williams, Account Executive"Social Media: Is It Worth It?" ACU panel
  • 2. AgendaI. What is “Mobile Web”?II. StatisticsIII. 5 Reasons to Create a Mobile WebsiteIV. 5 Steps to Get StartedACU: Mobilize Your Website
  • 3. WHAT IS “MOBILE WEB”?ACU: Mobilize Your Website
  • 4. Old-School: Desktop WebACU: Mobilize Your Website
  • 5. Desktop Web on a Mobile DeviceACU: Mobilize Your Website
  • 6. New-School: Mobile Web• “When people are on their desktop, they are in research mode. But when they are on their mobile device, they just want to ask one thing and get an answer.” – MobileMarketer.com, 2011• “Mobile is unique because it is both a channel and a connective tissue. The metaphor of a funnel has been replaced by a non-linear, non-sequential path to purchase. Only mobile can shepherd consumers through this new labyrinth to conversion.” – Paul Gelb, vice president and mobile practice lead at Razorfish, New York.ACU: Mobilize Your Website
  • 7. Mobile Web on a Mobile DeviceACU: Mobilize Your Website
  • 8. New Capabilities• GPS – location awareness• Instant Dialing – e.g. from web page• Camera – QR code readers – UPC readersACU: Mobilize Your Website
  • 9. STATISTICSACU: Mobilize Your Website
  • 10. Why So Many Mobile Devices?• Improved mobile networks (+3G, 4G)• Lower cost of mobile data• Improved application and mobile web usabilityACU: Mobilize Your Website
  • 11. Proliferation• Over 300 million • 85% of kids own a phone Americans own a mobile device • Apple has sold almost 60 million iPhones world wide• 26.6% of U.S. households are mobile-only • Over 160,000 Android phones are activated per• 85% of handsets sold in day 2010 included a mobile browser• 10.3 million tablet users in 2010 – 82.1 million expected by 2015ACU: Mobilize Your Website
  • 12. Usage• 83 million people use mobile web 82% have used their mobile phones in a store 55% in a doctor’s office or hospital 17% during a movie at the theater 14% while flying on a plane 7% during church service 17% of mobile users have shown a clerk in a store a picture of a product on their mobile phone, saying in effect, “I want this please” 45% check their mobile devices first thing in the morningACU: Mobilize Your Website
  • 13. Trends• Mobile web content growth is far Mobile-ready Websites outpacing desktop web content growth 3500000 – 2008: 150,000 mobile-ready websites 3000000 – 2010: 3.01million mobile-ready 2500000 2000000 websites 1500000• Most websites’ mobile traffic 1000000 500000 grew by 50-100% in 2010 0 2008 2010• Smart phones now outsell PCs• More mobile users than web users expected by 2014• 8% of total ecommerce sales will come from mobile by 2014ACU: Mobilize Your Website
  • 14. Local TrendsMobile Visits as a Percentage of Total VisitsJune 2010 vs. June 201120% 201018% 201116%14%12%10%8%6%4%2%0%ACU: Mobilize Your Website
  • 15. Most Popular Platformsas a percentage of U.S. sales March-May 2011 Browsers40% 38% Opera35% Firefox30%25% 27% Safari20% 21%15%10% 5% 2% 1% 0% A i B S W *As much as 50% of mobile browsing takes place on iPhonesACU: Mobilize Your Website
  • 16. 5 Reasons toCREATE A MOBILE WEBSITEACU: Mobilize Your Website
  • 17. 1. Your Website Looks Bad andFunctions Poorly on Mobile• “Full” websites are difficult to navigate, hard to view, and require significant scrolling; some simply don’t work in a mobile browser• Flash and video content render unreliably or not at all on mobile platforms• Poor user experience hurts customer satisfaction and quickly eliminates potential leadsACU: Mobilize Your Website
  • 18. 2. Reach More Customers• 83 million mobile web users• Smartphone web browsing is growing so rapidly that it will exceed desktop web browsing in 2014!• People no longer wait for access to a desktop computerACU: Mobilize Your Website
  • 19. 3. Stay Ahead of YourCompetitors• If you don’t, they will!• Mobile searches for mobile sites – Mobile search is still in its infancy – Relatively small indices = significantly fewer sites to compete with – Easier to rank highACU: Mobilize Your Website
  • 20. 4. 43 Million People CheckE-mail Daily via Mobile• When your customers click on a link to your website from a mobile e-mail client, will it be visible, accessible, and optimized?• If you have your customer’s attention in their inbox, catch them in the moment and allow them to tap your links in their inbox and immediately see your mobile- optimized websiteACU: Mobilize Your Website
  • 21. 5. Customer Satisfaction• Significantly increase your audience loyalty by being available wherever and whenever they want to access your site• If you don’t have a mobile website, your customers can only view your website when they are sitting down – How much of your day are you on your feet or on the move?• Up to 50% of users may never return to a website if it offers a poor mobile experience (according to Gartner)ACU: Mobilize Your Website
  • 22. 4 More Reasons to Create aMobile Site1. More Sales 1. People are buying via their phones, but only if the experience is pleasant and efficient 2. Too slow? Too difficult? They’ll go elsewhere, but they sure aren’t going to wait until they get home.2. Mobile sites create the perception of a reputable and trusted business3. Improve communication interaction between your business and your customer’s with content that has a specific call to action4. Give customers a “direct dial” link into your business for support from their mobile phoneACU: Mobilize Your Website
  • 23. 5 Steps toGET STARTEDACU: Mobilize Your Website
  • 24. 1. Know Your Audience• Who currently uses my website?• How can I get to know them better?• Why would someone access my website while on the go?ACU: Mobilize Your Website
  • 25. 1. Know Your Audience• In general, why do people access the mobile web? – Get contact information or address – Comparison shop – Share purchases with others – Access calendars/event information – Catch up on news, info, entertainment – Find facts fastACU: Mobilize Your Website
  • 26. 2. Determine Your Focus• Use “most visited” pages as a starting point• Set clear metrics for success• Think “billboard,” not “magazine” – “Call to action” is streamlined – Minimize marketing messages per pageACU: Mobilize Your Website
  • 27. 3. Develop Site Map• Determine most relevant info/pages – View stats/analytics – Ask users – ThinkACU: Mobilize Your Website
  • 28. 3. Develop Site Map• Think about ease of navigation – Split content into multiple pages – Consider having “navigation only” pages – Place most relevant or most used pages/information firstACU: Mobilize Your Website
  • 29. 3. Develop Site Map• Modification not duplication – You don’t need everything from your full site on your mobile site – You might put content on your mobile site that you don’t have on your full siteACU: Mobilize Your Website
  • 30. 4. Design Considerations• Think “thin”• Think “tall”• Think “slow”• Think “rule of thumb”• Think differentlyACU: Mobilize Your Website
  • 31. 4. Design Considerations• Most important information first/top – Use bottom for links to “other stuff”ACU: Mobilize Your Website
  • 32. 4. Design Considerations• Reduce multi-column layouts to single columnsACU: Mobilize Your Website
  • 33. 4. Design Considerations• Remove unnecessary imagesACU: Mobilize Your Website
  • 34. 4. Design Considerations• We navigate with thumbs, not mice!• The “rule of thumb”ACU: Mobilize Your Website
  • 35. 4. Design Considerations• Avoid Flash or 1/3 of mobile viewers will see:ACU: Mobilize Your Website
  • 36. 4. Design Considerations• Link from mobile site to full siteACU: Mobilize Your Website
  • 37. 4. Design Considerations• Simplify navigation links (when appropriate)ACU: Mobilize Your Website
  • 38. 4. Design Considerations• Leverage mobile specific capabilitiesACU: Mobilize Your Website
  • 39. 5. Content• Words – Cut and cut some more; be clear, concise – 300-500 words per page – Make text “actionable” and “scanable” – Organize information in lists• Images – Use only contextually relevant images – Consider graphics for navigation – Icons can effectively organize information – Keep page weight to 20 kb maximumACU: Mobilize Your Website
  • 40. Resources• How To Build A Mobile Website – http://www.smashingmagazine.com/2010/11/03/how-to-build-a-mobile-website/• Apple Leads Smartphone Race, while Android Attracts Most Recent Customers – http://blog.nielsen.com/nielsenwire/online_mobile/apple-leads-smartphone-race-while-android-attracts-most- recent-customers/• A Comprehensive Website Planning Guide – http://www.smashingmagazine.com/2011/06/09/a-comprehensive-website-planning-guide/• Mobile-friendly Web content explodes as number of mobile sites exceeds 3M – http://www.mobilemarketer.com/cms/news/research/8216.html• Apples Smartphone Market Share Grows As Android Stalls Out – http://www.fastcompany.com/1764325/whos-driving-increasing-smartphone-sales-in-the-us-hint-not-google• Defer Secondary Content When Writing for Mobile Users – http://www.useit.com/alertbox/mobile-content.htmlACU: Mobilize Your Website