A Need for Speed: Responsive Design in a Mobile World

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Online success in a mobile world requires website pages that download and are ready to operate in less than 5 seconds. And faster works even better. But research shows that websites are working …

Online success in a mobile world requires website pages that download and are ready to operate in less than 5 seconds. And faster works even better. But research shows that websites are working slower, not faster, That's a recipe for marketing weakness.

The first goal of content strategy before responsive design: reduce website content by at least 50 percent. It can be done.

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  • 1. Bob Johnson Consulting, LLC 1 A NEED FOR SPEED: RESPONSIVE DESIGN IN A MOBILE WORLD ©ROBERT E. JOHNSON, PH.D. 2013 Bob Johnson, Ph.D. President, Bob Johnson Consulting Partner, Customer Carewords, Ltd J.Boye Web & Intranet Conference Aarhus, Denmark November 5-7, 2013
  • 2. Bob Johnson Consulting, LLC 2 COMPLETE A TOP TASK… Major reason people visit your website Almost always… 3 to 5 top tasks
  • 3. Bob Johnson Consulting, LLC <5 SECONDS TO CONNECT… The Golden Rule 3
  • 4. Bob Johnson Consulting, LLC 4 PERFORMANCE IS A PRIORITY… “It’s possible to address performance concerns... most people don’t.” Tim Kadlec, Implementing Responsive Design
  • 5. Bob Johnson Consulting, LLC 5 SPEED… THE ACHILLES’ HEEL OF RESPONSIVE DESIGN “Unfortunately, performance is treated as an afterthought on many projects.” Tim Kadlec, Implementing Responsive Design
  • 6. Bob Johnson Consulting, LLC 6 Trend to bigger, slower web pages… Radware for Fall 2013 at… http://bit.ly/H0uNaV
  • 7. Bob Johnson Consulting, LLC Result: longer time to interact… Increases bounce rate, decreases conversions 7
  • 8. Bob Johnson Consulting, LLC Slower on every browser… Web Performance Today at http://bit.ly/1525Y7P 8
  • 9. Bob Johnson Consulting, LLC 9 10 fastest business sites… <4seconds Web Performance Today http://bit.ly/1525Y7P
  • 10. Bob Johnson Consulting, LLC 10 Tablet users have high expectations… http://bit.ly/HUPxPj (March 2012 research)
  • 11. Bob Johnson Consulting, LLC That are not being met… 11
  • 12. Bob Johnson Consulting, LLC 12 UC San Diego on a PC… 2.69 seconds http://www.webpagetest.org/
  • 13. Bob Johnson Consulting, LLC 13 RD vs. mobile download speed… http://mobitest.akamai.com/m/index.cgi Top RD website… 3.57s (average of 3 tests) Top mobile website… 1.80s
  • 14. Bob Johnson Consulting, LLC 14 Mobile site speed leader… 12 requests
  • 15. Bob Johnson Consulting, LLC 15 RD site speed leader… 28 requests
  • 16. Bob Johnson Consulting, LLC 16 AFTER THE RESPONSIVE HOME PAGE? Some desktop pages are not “mobile friendly”…
  • 17. Bob Johnson Consulting, LLC 17 Not very “responsive” for humans…
  • 18. Bob Johnson Consulting, LLC 18 GOING FORWARD: MOBILE FORCES FOCUS… “Mobile first… helps you to focus on key components of your site…” Tim Kadlec, Implementing Responsive Design
  • 19. Bob Johnson Consulting, LLC 19 REMOVING CONTENT… “The alarming trend of hiding content on mobile devices…” Tim Kadlec, Implementing Responsive Design
  • 20. Bob Johnson Consulting, LLC 20 PORTABLE CONTENT… “How do we make content more portable?” Tim Kadlec, Implementing Responsive Design
  • 21. Bob Johnson Consulting, LLC 21 CUSTOM CONTENT… “Some suggest that custom content should be written for each site.” Tim Kadlec, Implementing Responsive Design
  • 22. Bob Johnson Consulting, LLC 22 Get priorities in order… http://bit.ly/1aVCAiZ • Start with mobile expectations… 1. 2. 3. 4. 5. Create a simple design Highlight important info (AKA: identify top tasks) Feature calls-toaction Keep sites quick Optimize for screen size
  • 23. Bob Johnson Consulting, LLC 23 If you were starting RD from scratch… Build from mobile up… If from desktop down… • Less content • Eliminate garbage • Fewer images • Not all content is • Cleaner design “ready for responsive” • Wait to launch until all key pages are ready • Does everyone understand “speed”? • Faster operating site
  • 24. Bob Johnson Consulting, LLC RESOURCES… 24
  • 25. Bob Johnson Consulting, LLC 25 The case for speed… http://www.copyblogger.com/website-speed-matters/
  • 26. Bob Johnson Consulting, LLC 26 Testing for “real world” performance… http://www.guypo.com/uncategorized/real-world-rwd-performance-take-2/
  • 27. Bob Johnson Consulting, LLC Tim Kadlec’s book… http://www.implementingresponsivedesign.com/ 27
  • 28. Bob Johnson Consulting, LLC Problems and solutions… http://vimeo.com/49194960 28
  • 29. Bob Johnson Consulting, LLC 29 Available on SlideShare… http://www.slideshare.net/tsalcedo/higher-ed-web-ne-presentation
  • 30. Bob Johnson Consulting, LLC Testing mobile sites… http://mobitest.akamai.com/m/index.cgi 30
  • 31. Bob Johnson Consulting, LLC THANKS FOR BEING HERE IN AARHUS! Bob Johnson, Ph.D. bob@bobjohnsonconsulting.com www.bobjohnsonconsulting.com @highedmarketing 31
  • 32. Bob Johnson Consulting, LLC ADDENDUM 1 Speed tests, Mobile Sites vs. Responsive Design Sites 32
  • 33. Bob Johnson Consulting, LLC 33 8 higher education RD websites +1…
  • 34. Bob Johnson Consulting, LLC 9 higher education mobile sites… 34