Mobile Site Usability


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How to make mobile websites more user-friendly to encourage mobile conversion and ROI.

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  • But mobile marketing is tough!
  • Mobile Site Usability

    1. 1. MobileSite Usability:16 Mistakes to Avoid<br />Sydney, 2011<br />By: Cindy Krum, Mobile Moxie<br />@MobileMoxie on Twitter<br />
    2. 2. Overview<br />User Experience Is Key<br />Too Many Rendering Possibilities <br />Hard to Track on Mobile<br />People Can Convert without Clicking<br />Conversion Can Happen On and Off Line<br />
    3. 3. The First Mobile Phone<br />
    4. 4. 1. Using a Different Domain<br />dotMobi is Dead<br />Confusing for Users<br />Bad for SEO<br />Stick to Primary Domain<br />Subdomain<br />Subdirectory<br />Just ‘m’ is Fine<br />dotMobi<br />
    5. 5. 2. Changing Major Site Elements<br />Keep a the Same/Similar Buttons & Navigation Structure (Mostly)<br />Keep the Same/Similar Look and Feel<br />Include Top Visited Content from the Traditional Site<br />If Major Elements are Missing Acknowledge It<br />
    6. 6. 3. Missing Elements<br />Heavy Code Slows the Load<br />JavaScript & AJAX Might Not Work<br />Navigation Could Display in Full<br />Inability to Hover<br />Images May be Missing<br />Flash Probably Won’t Work<br />Unpredictable Rendering Situations<br />Pop-Ups Crash Mobile Browsers<br />
    7. 7. 4. Cramming Everything onto a Page<br />Pages Get Long Fast<br />Load Time is Always a Concern<br />3 Column Strategy & Sideways Scrolling Sux<br />
    8. 8. 5. Skipping Site-Search<br />Keep it at the Top<br />Good if Site Elements (Especially Nav) are Broken<br />Faster than Drop-Down Nav for People in a Rush<br />Good Work-Around if You Limit Mobile Navigation<br />
    9. 9. 6. Broken Images<br />Background Images May Not Show<br />Button Images May Not Show<br />Images May Be Stacked<br />Text in Images is Unreadable<br />Especially Problematic for ‘Sale’ Images<br />Images May Be Re-Sized<br />
    10. 10. Mobile Scroll #1<br />MobileScroll #2<br />Mobile<br />Scroll #3<br />Traditional Web Page<br />
    11. 11.
    12. 12. 7. Confusing the Call to Action<br />Mobile Users Need Clear Instructions<br />Mobile Users Need Clear Calls to Action<br />17 Seconds to Convert<br />About 137 Characters (Average for All Phones)<br />Top of the Page - Nothing Beyond 4 Scrolls<br />Bail Out Options:<br />Complete This Transaction Over the Phone<br />We will Send You a Text Message<br />We will Send You an Email<br />
    13. 13. 8. Broken Forms<br />Forms are Generally JavaScript<br />Uhhh We just Covered this…..<br />Test All Forms on Multiple Phones<br />Be Clear<br />Field Descriptions<br />Required Fields<br />Error Messages<br />Include Confirmation Notifications<br />Track Errors<br />
    14. 14. Traditional Page<br />Mobile Page<br />
    15. 15. 9. Forgetting Mobile-Specific Features<br />Link Phone Numbers<br />Include a Store Finder, Written Driving Directions & Links to Maps<br />Include Hours of Operation<br />Link to Application Downloads<br />Include Mobile Coupons & Redemption Codes<br />
    16. 16. 10. Not Creating Online Mobile & Traditional Synergy<br />Use Browser Detection & Redirection<br />Mobile To Traditional<br />Traditional to Mobile<br />Do it on All Pages, Not Just the Home Page<br />Include a Link in the Upper Left Corner<br />With A Picture<br />Text that Says ‘Mobile’<br />Links go Page to Page, not Page to Home Page<br />Encourage Signup & Account Creation on Web, and Make it Work on Mobile<br />
    17. 17.
    18. 18. 11. Not Creating Offline Mobile Synergy with Traditional Media<br />Promote Mobile Content in Existing Marketing<br />Promote on TV & Radio<br />Use SMS to Promote:<br />Links to the Mobile Site<br />Mobile Apps<br />Offline Promotions<br />Promote Mobile In-Store<br />Image Recognition or Barcode Scanners<br />
    19. 19. 12. Trusting a Platform with SEO<br />Most Endeavors Start with A Search<br />Rankings Matter<br />MANY Mobile Platforms are Bad for SEO<br />Dynamic or Temporary File Names<br />Omission of Meta Data<br />Lack of Integration with Traditional Site<br />Different Domain<br />Bad Internal Links<br />No External Links<br />
    20. 20. iPhone<br />Traditional Computer<br />
    21. 21. 13. Ignoring Local-Mobile Search<br />Submit to Local Search Engines<br />Address & Phone Number<br />Pictures<br />Reviews & Star Rankings<br />Directions<br />Submit to Local Search Apps<br />
    22. 22. Mobile Ranking<br />iPhone in Denver<br />Traditional Computer<br />iPhone UA Profile on Traditional Computer<br />
    23. 23. 14. Not Integrating with Social<br />….Duh!<br />Social is What People Do on their Phones<br />Facebook<br />Facebook Connect Makes it Easy<br />Include Mobile Promotions on your Fan Page<br />Twitter<br />Link to Mobile Versions of Your Pages<br />Tweet Promotion Codes & SMS Contests<br />
    24. 24. 15. Not Integrating with Email<br />Not as Hard as it Sounds<br />Collect Phone Numbers & Email Addresses<br />Don’t have to Abandon HTML Emails<br />No Platform Changes Necessary<br />Super Secret Technique<br />Hard to Explain in One Slide<br />Prevent Deletion in Mobile Email Reviews<br />Reach your Most Loyal Customers<br />
    25. 25. Traditional Email<br />Mobile Email<br />
    26. 26. 16. Letting Apps Market Themselves<br />App Marketplaces are Search Engines<br />Your App Can also Rank Directly in Google<br />You can Drive PPC Traffic to Your App<br />You Should Promote Your App from Your Site<br />Media Placement & In-App Ads can Drive Downloads<br />
    27. 27.
    28. 28. Cindy Krum<br />CEO & Founder<br /><br />IM/Skype/Twitter: Suzzicks<br />Follow @MobileMoxie<br />720-231-7277<br /><br />