So how well are the UK’s leading companies equipped to meet this trend? Who’s mobile-ready, and who’s doing it well? We carried out a survey with Investis to find out.Data from Investis’s bi-annual IQ Corporate Website Ranking of FTSE100 Companies was used to determine the extent and type of mobile support currently provided on the corporate (.com) websites of the FTSE100.The quality of the mobile websites was then assessed using the Magus ActiveStandards™ website compliance monitoring platform, to determine how well they are serving mobile users. http://www1.investis.com/en/our-news-and-views/iq-benchmarking.aspxhttp://www.magus.co.uk/activestandards/
The first thing we discovered was that only a fraction of the UKs top companies have taken steps to support mobile users80% companies had no mobile optimised content detected16 % had selected content - typically Investor Relations, News or Careers mini sites4% had all site content available in a mobile optimised format
And of those that have, most are making basic, preventable mistakes. Only 35% are using device detection to ensure their mobile content is correctly served to mobile devices. The other 65% will be effectively invisible to many users.
Most mobile sites are full of usability errors, due to poor optimisation of content for mobile devices.1. Overlong links (94%)Long links (over 15 characters) can wrap and be difficult to read on screen.2. Overlong headings (70%)Long headings (over 15 characters) can take up several lines, pushing other key content out of view.3. Use of absolute measurements for page layout and fonts (44%)Defining dimensions of objects and fonts in absolute sizes (e.g. pixels) can prevent content scaling effectively. Relative sizes (like ems and percentages) work best.4. Images without width and height specified (40%)Leaving image dimensions unspecified increases download time as it necessitates the browser to reflow the content once the images have been received.5. Overlong page content (39%)Long pages of text are hard to read on small screens.
And many are using unsupported, or poorly supported technologies, which will also detract from the user experience.1. Use of access keys (33%)Access keys can cause keystroke conflicts.2. Use of pop-up windows (21%)Pop-ups can have unpredictable results as most mobile devices cannot display multiple windows on the same screen.3. Use of frames (8%)Not every mobile browser supports frames. Where they are supported, the dimensions of the screen often cause display problems.
Notes:Analysis was based on a sample of up to 200 pages from each mobile website. Many of the mobile sites detected are very small with fewer than 30 pages. Only mobile sites with more than 1 page have been included in the compliance ranking.http://www.theretailbulletin.com/news/customers_are_less_satisfied_with_mobile_than_with_traditional_websites_09-11-11/0-percent-growth-in-mobile-web-usage/
So why such low adoption? And why are even those companies at the forefront struggling to adapt to this new channel?Technology challenge: Dedicated mobile vs Responsive web design. All the companies in our survey had opted for dedicated sites, and most to provide just a small subset of their content in mobile format. But pros and cons to both approaches, and with technology evolving so rapidly companies are taking their time deciding where best to invest.Content challenge: Many of the challenges of mobile deriver from the variety of screen sizes which need to be catered for. Optimising the scope and presentation of your content for mobile is a big challenge.Expertise: Many companies struggling to access mobile specific-expertise, and many are failing to understand what constitutes best practice for the channel.
Mobile web is set for a rapid rise: 62% *of companies that haven’t yet got a mobile site are planning to launch one in the next 12 months.So what can we learn from the mobile pioneers? Creating content with the mobile web in mindCopy created solely with desktop access in mind is the source of many usability issues on mobile websites. Companies need to ensure their content is created with mobile users in mind, both when creating specific content for dedicated mobile sites and also when sharing content across both desktop and mobile sites.Setting mobile-specific standardsOur survey revealed strikingly similar levels of mobile content optimisation issues. This suggests that many web teams are applying the same standards to both mobile sites and desktop sites – a critical mistake. Standards exist which set out best practice for creating effective mobile user experiences – use them. These will ensure any content produced meets all the relevant technical, usability and accessibility requirements, and at the same time will help increase the web team’s expertise. Updating and monitoringJust as desktop sites degrade over time, mobile sites can quickly become error-ridden and out of date. Having processes in place to ensure mobile sites are monitored as carefully as desktop sites will help organisations maintain their brand reputation regardless of the channel. *A study entitled “Mobile Marketing: Plans, Trends and Measurability” by Big Fish Media found that although only third of the 563 companies surveyed currently have an active mobile strategy, a further 62% of companies planning to launch a mobile site over the next 12 months. It’s clear that the mobile trend is set for a rapid rise – and that the field is still very much open for companies to claim the mobile space.
How mobile-ready are corporate websites?
How mobile-ready arecorporate websites?Nicola Thompson, Head of Standards Services, Maguswww.magus.co.uk
The market-leading SaaS solution for website governance and compliance
How mobile-ready are companies today?1. Results of our recent survey of FTSE100 corporate websites2. Key technology challenges3. How to ensure success
Why does mobile matter?• Web visits to mobile sites forecast to overtake desktop access by 2014• Companies that optimise their sites for mobile devices outperform those that don’t by 80%• Mobile accounts for 10% of all UK sales for eBay• In the US, content marketing across mobile channels generated more than $39 billion in revenue for businesses in 2011For companies with the ability to get there earlyand get it right the opportunities are huge.
Survey of FTSE100 corporate websites IQ Corporate Website Ranking of FTSE100 companies Extent and type of mobile support Web governance & compliance platform Quality of the sites detected
1. Most companies have yet to go mobile 16% Companies without mobile sites 4% Companies with dedicated mobile sites (full content) Companies with dedicate mobile sites (selected content) 80%Only 20% FTSE 100 corporate sites havemobile optimised content
2. Most mobile sites are invisible! Failure to use device detection 65%
3. Most mobile sites are full of usability errors 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% % of pages failing mobile content standards
4. Many sites are using inappropriate technologies 35% 30% 25% 20% 15% 10% 5% 0% % of pages using inappropriate technologies
4. Plus errors on desktop sites are here too! 70% 60% 50% 40% 30% 20% 10% 0% % of mobile pages with general errors
FTSE100 mobile compliance rankingRank # Website Ave. errors / page Pages Errors 1 WPP Group (Mobile) 1.46 24 35 2 Imperial Tobacco Group (Mobile) 2.78 193 537 3 SABMiller (Mobile) 2.88 200 575 Ave. 4.25 mobile optimisation errors / page =4 =4 BAE Systems (Mobile) Rolls-Royce Group (Mobile) 3.0 3.0 7 8 21 24 5 BT (Mobile) 3.01 200 601 6 Hammerson (Mobile) 3.44 109 375 = over 21 usability issues / visit 7 Kingfisher (Mobile) 3.56 200 712 8 Land Securities Group (Mobile) 3.71 197 731 9 SSE (Mobile) 3.83 6 23 Consumers rate mobile sites 66/100 compared 10 Tullow Oil (Mobile) 4.1 84 344 to 71/100 for desktop sites (ForeSee) 11 12 Vodafone Group (Mobile) 3i Group (Mobile) 4.12 4.19 200 27 824 113 13 Aviva (Mobile) 4.44 200 887 14 Investec (Mobile) 4.53 200 906 15 Shire (Mobile) 5.72 200 1144 16 British Land Co (Mobile) 5.87 121 710 6.15 17 Prudential (Mobile) ARM Holdings (Mobile) 13 80 7.13 18 ARM Holdings (Mobile) 200 1425 19 ICAP (Mobile) 10.58 12 127
3 big hurdles 1. 2. 3. Technology Content Expertise
Ensuring success62% of companies planning to launch a mobilesite in 20121. Create content with the mobile web in mind2. Set mobile-specific standards3. Monitor and measure