bluetrain_Mobile Marketing Guide

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5 things to consider before building your mobile website
Mobile Marketing Guide

If you’re a professional marketer or web designer looking to build
a truly optimized mobile website or simply improve the site you
already have, this best-practices guide is for you! Building a
mobile site isn’t always as simple as taking your desktop website
and shrinking it down to fit in a smartphone screen. Before diving
in, there are 5 things you should consider that will help you
develop and refine your mobile strategy. Read on to learn more.

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bluetrain_Mobile Marketing Guide

  1. 1. 5 things to considerbefore building yourmobile websiteMobile Marketing GuideIf you’re a professional marketer or web designer looking to builda truly optimized mobile website or simply improve the site youalready have, this best-practices guide is for you! Building amobile site isn’t always as simple as taking your desktop websiteand shrinking it down to fit in a smartphone screen. Before divingin, there are 5 things you should consider that will help youdevelop and refine your mobile strategy. Read on to learn more.
  2. 2. We are @bluetrainmobile onp: 1.888.595.2583e: info@bluetrainmobile.coma: 29 Camp St, Cambridge, MA 021405 Things to Consider Before Building Your Mobile Website Page 2Your first consideration should be your target audience and what they need from a mobile experi-ence. Are they visiting your mobile site because they’re on the go and planning a visit to your location?Are you expecting your visitors to be accessing your site as part of a paid search or email campaign?Perhaps you don’t have enoughinformation on your mobile audi-ence and the full potential theymay offer your business, but youknow that mobile is becomingincreasingly important to yourcustomers and prospects, and yourecognize that your mobile webexperience is falling short.If you’re ready to think abouthow you can create a mobile sitethat engages your prospects andcustomers, creates new business,and communicates your uniquebrand and value proposition,but you want to be sure you arethinking about your mobile webstrategy correctly, you’re in theright place. We think these fiveconsiderations will help yougrow your mobile business re-sults and delight your customerswith superior mobile experiences.Whether you’re looking to improve your existing mobile website oryou’re starting from scratch,it’s important to consider several thingsbefore getting started.Introduction
  3. 3. We are @bluetrainmobile onp: 1.888.595.2583e: info@bluetrainmobile.coma: 29 Camp St, Cambridge, MA 02140Page 35 Things to Consider Before Building Your Mobile WebsiteThis is cardinal rule #1. Mobilevisitors should see the essenceof your messaging and your mostimportant calls-to-action assoon as they land on the page.It’s harder to be concise, but be-ing disciplined and prioritizingwhat you really want to say toyour mobile audience will helpyou improve the effectiveness ofyour messaging and marketinginitiatives, including your desktopsite. Transcoded and responsivesolutions to mobile site designoften fall short in this area, be-cause they simply pull 100% of1. Think “MobileFirst” and Don’t JustCopy/Pastethe desktop content to use on themobile site–word for word, imagefor image, screen-for-screen–without regard to the uniqueneeds of the mobile audience.Mobile FirstAn alternative approach is tothink about your web contentfrom a “mobile-first” point of view.This is called “Mobile-First WebDesign,” and we’re all for it. Inthis approach you start with themobile audience and determinethe content, functionality, andcalls-to-action that are necessaryand motivating for your mobilevisitors. You then expand andbuild out your mini-tablet, tablet,and desktop experiences withincreasingly rich and relevantcontent that complements thebrowsing styles unique to theseplatforms as well as the informa-tion needs and use cases associ-ated with visitors to the desktopsite. Of course, many marketershave a legacy desktop site theyare not ready to redesign, butthis does not mean you can’tthink about your mobile site asthe core of your messaging. Webelieve that the most successfulmarketers will be those who areadept at targeting and engagingaudiences on all the devices thatare in use today. In the post-PCworld, the web is no longer “onesize fits all.”
  4. 4. We are @bluetrainmobile onp: 1.888.595.2583e: info@bluetrainmobile.coma: 29 Camp St, Cambridge, MA 02140Page 45 Things to Consider Before Building Your Mobile WebsiteWe recommend trimming contentdown to 75-110 words per page.And really, it’s not that difficult.Look at the first paragraph onany given page – does it containintroductory language? If so,eliminate it. Mobile means get-ting to the point and top-loadingyour content. Think of it as writ-ing a news story or press release;put the important informationat the top of the page, and if theContentYou almost never want to takeall the content from your desktopsite to mobile. What’s wrong withthis method? Well, oftentimes,you’re transferring four or fiveparagraphs with anywhere from250-450 words per page to ascreen that typically displays 90-100 words per page. If you simplyduplicate your desktop pages,think of all the scrolling it willmean for your mobile readers.“I have only made this letter longer because Ihave not found the time to make it shorter.”Blaise Pascal (1623 – 1662),Lettres ProvincialesIt’s no surprise that viewing apicture on desktop is quite differ-ent than viewing the same imageon mobile. And no matter howappealing that group shot of yourteam looks on the desktop web-2. A Picture is Worth aThousand Words –Unless You Can’t See Itsite’s “About Us” page, you will allbe roughly the size of ants whenyou try to fit that same image ona smartphone screen.You may also want to swapout your homepage’s backgroundimage or resize some of yourlocation or product shots. Besure to consider the 90˚ rotationin aspect ratio between a 4:3desktop monitor or laptop screento the ~5” vertical screen of thereader wants to learn more, orhas time to keep reading, putthe nice-to-know content at thebottom. Finally, don’t say in threesentences what you could easilyconvey in one. It might take a redpen and some creative editing,but ultimately your mobile visitorwill be the one who thanks youby following through on a call-to-action.
  5. 5. We are @bluetrainmobile onp: 1.888.595.2583e: info@bluetrainmobile.coma: 29 Camp St, Cambridge, MA 02140Page 55 Things to Consider Before Building Your Mobile Websiteaverage smartphone. Yes, smart-phone users will occasionally fliptheir phone into landscape modeto watch a YouTube video or playa game, but more often than not,smartphones are upright for webbrowsing. Keep this in mind whenchoosing focus images, or elseyou’ll be doing a lot of cropping.A more advanced way to en-sure your images look great onany device is to use techniquessuch Responsive with Server SideComponents, which uses devicedetection to determine what sizeimage to deliver on a webpage.If your mobile website platformoffers this functionality, you’ll beYou want to rethink yournavigation as carefully as yourethink your content. Many peoplejust use the full sitemap fromtheir desktop website for theirmobile site in order to ensurethat everything gets included.However, you need to rememberyour mobile user has differentneeds from your desktop user, andtherefore, should have a navi-gation system tailored to theirneeds and behaviors. People whoare on their smartphones need toquickly reference information, andyour navigation structure shouldgive them the ability to do justthat. Usability studies offer basicguidelines on how to optimizemobile website navigation, suchas menu buttons with nestednavigation.When you’re determining whatpages to include on your mobilesite, ask yourself,“How often willa mobile user need to access thiscontent and why do they needit?” For instance, here at BluetrainMobile we chose not to includeour Press Kit on our mobile site,because we assume press andmedia audiences typically filetheir stories on a desktopcomputer. Don’t be afraid to makethese kinds of decisions—ultimately they will lead to an3. Navigation: Not AllDesktop Pages MeritMobile Versionseasier navigation experience foryour mobile users.In addition to eliminatingpages, you’ll notice that multiplepages on your desktop websitecould be combined into onemobile page. Do your “About Us”and “Brand Story” pages sharesimilar information? If so, werecommend consolidating them.While streamlining your websitefor mobile, you may even realizethat certain desktop pages aresuperfluous.able to add one high-res imageto a page and it will automati-cally resize based on the screensize of the device accessing thepage, be it smartphone, tablet, ordesktop. This helps optimize loadtime and performance acrossall devices.
  6. 6. We are @bluetrainmobile onp: 1.888.595.2583e: info@bluetrainmobile.coma: 29 Camp St, Cambridge, MA 02140Page 65 Things to Consider Before Building Your Mobile WebsiteCreating and rethinking yourcalls-to-action for the mobileuser is one of the most importantsteps to delivering a truly opti-mized experience. Your mobilewebsite should be a finely-tunedlead generation tool.For example, if downloading abrochure or company overview isthe main call-to-action (or CTA)on your desktop site, chances area smartphone user accessing thehomepage of your mobile sitewill be less interested in read-ing a longer document, even withthe option of having it emailed.Perhaps more action-orientedoptions such as “Sign up for OurNewsletter” or “Like Us on Face-book” are better lead generatingoffers for someone who’son-the-go.You also want to think aboutyour overall lead generationflow or funnel. Let’s say you’rea university or local communitycollege, and your “Admissions”page on your desktop site has aCTA button that launches visitorsdirectly into a form where theprospective student can requestmore information and also sharevaluable targeting informationfor the admissions team, theirbackground and fields of interest.That may be an easy and friction-less process for desktop users, butunless your form was designed towork on a smartphone, you maybe dropping mobile visitors into afrustrating user experience.Instead, what if your mobilesite offered a shorter form thatallows the visitor to providetheir name, email address, and asimple checkbox selection froma list of intended majors? Youcould then send your prospect anemail with detailed informationon their intended programs ofstudy that they could open later,perhaps when they are workingon a desktop PC. Always keep theengagement model or user flowacross device platforms in mind,and decide how it might look ondifferent screens, such as smart-phone, tablet, or PC.4. All Calls-To-Action AreNot Created EqualFinally, don’t forget to takeadvantage of mobile-specificCTAs. Utilize click-to-call buttonsor map links to provide userswith turn-by-turn directions toyour location. If you’re a localbusiness, these types of CTAsoften belong right on the mobilehomepage.
  7. 7. We are @bluetrainmobile onp: 1.888.595.2583e: info@bluetrainmobile.coma: 29 Camp St, Cambridge, MA 02140Page 75 Things to Consider Before Building Your Mobile WebsiteMobile is offering entirely newways to engage website visi-tors, showcase your brand, andmarket to potential and existingcustomers. More than anything,now is the time to think about allthe things you can do on mobilethat you can’t do (or you can’toffer as easily) on desktop – andthat means thinking outside themonitor-shaped box.For example, do you have ex-cellent user-generated videos youwant prospects to see? Consideradding a video gallery, but besure you offer this on a high per-formance platform so the experi-ence is optimized. Do you wantto increase the number of peoplewho attend specific events? Put aprominent mobile homepage linkto your event page and automati-cally update the event content viayour backend systems. Do youwant to share special informa-tion to event attendees who willundoubtedly have their mobilephone with them? Post a QRcode on signage at the event or aunique URL on your event bro-chure and provide your attendeesa special offer, a donation page,or perhaps an event survey. Theywill be converting before theyeven leave your event!Don’t let the blank page or thenewness of mobile intimidateyou. As more and more peoplebegin accessing your website viamobile devices in the months andyears to come, your mobile sitewill soon be your first interactionwith customers. So start thinkingabout mobile strategically, andyou may very well find yourselfahead of the game.In ConclusionBefore you get started on all thisgood advice, we need to sharea sixth best practice, which is afundamental consideration. Atthe outset of this Guide we saidthat paramount to your mobilesuccess is knowing your targetaudience and the context for theirmobile experience.To gain insight on current userexperiences on your mobile site,you need to determine whatpages on your website are mostviewed by your mobile visitors.Not only will this help you pri-oritize content on your mobilewebsite, it will also help youobserve trends and ultimatelymeasure changes and visitor traf-fic. Google Analytics is the mostpopular analytics tool on themarket, and it enables you to drilldown to discover your mobiletraffic fairly easily. Mobile is nowincluded in their standard report-ing, however we encourage youto set up a custom report to seetop website pages viewed on mo-bile devices (not included in theirstandard report).Alternatively, if you’re look-ing for a quick and easy way tomonitor your mobile traffic, trackyour top desktop pages viewedon mobile devices, and see themost popular device types arriv-ing on your website, check outBluetrain’s Mobile Dashboard, ourfree mobile analytics tool. Thisis a great place to start beforeplanning your mobile website!5. Be Innovative

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