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Mobile Site Usability


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

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

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  • But mobile marketing is tough!
  • Transcript

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