7 convenient-truths-to-capitalize-mobile-web


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Global mobile traffic has more than doubled over the past year and is expected
to more than quadruple by 2015.

As statistics show, mobile monetization and revenue are growing at 129% CAGR (Compound Annual Report Growth)

Yet, shockingly, 79% of large online retailers still do not have a mobile optimized site in place....

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7 convenient-truths-to-capitalize-mobile-web

  1. 1. 7 Convenient Truths to Capitalize Mobile Web
  2. 2. 1 The M Word Today, a one word explosion has taken everything known and loved about the web on desktop and has online marketers scratching their heads all over again: MOBILE. Global mobile traffic has more than doubled over the past year and is expected to more than quadruple by 20151. As a result, a myriad of companies are now desperate to plant their flag and announce that they, too, have set a mobile strategy in place. However, in the midst of their excitement to deviate outside the 20 year realm of desktop and join the mobile ranks, many companies overlook key mobile web attributes, that, when recognized, reveal capitalizing opportunities. As statistics show, mobile monetization and revenue are growing at 129%CAGR (Compound Annual Report Growth) 2. Yet, shockingly, 79% of large online retailersstill do not have a mobile optimized site in place. Global Mobile Traffic as % of Total Internet Traffic, 12/08 - 11/12 15 10 % of Internet Traffic 5 0 12/08 6/09 12/09 6/10 12/10 6/11 12/11 6/12 Mobile traffic makes up 13% of total web traffic, > doubling in the past year alone. 3 (Source: StatCounter Global Stats via SlideShare )
  3. 3. 2Companies today need to start designing and optimizing their online experiences for themobile user. Here, below, are the seven convenient truths about mobile web that everybusiness must process to attract more customers, sell more products, and ultimately cash inon the mobile revolution.1. Mobile web is a brand new animal, and should be bred assuchFrom day one of desktop, web tools and techniques assumed that the online experience fora website visitor usually takes place through the use of three supporting instruments; ascreen, a keyboard, and a mouse. Standards were created to fit specific user behaviors,delivering a smooth and easy internet experience. These include pop-up designs whenusers hover over text, buttons and images that change when pressed, important websitecontent made visible to the user, etc. However, these design patterns and interaction modelsare specific to desktop.Online businesses now need to start from scratch, and should take the opportunity to get to know their mobile users. 2. Mobile web is so much more than just a small screen Mobile websites for a long while essentially became desktop sites crammed unnaturally onto smaller screens. It was believed with all the best intentions that only the screen size had changed, remaining blind to the fact that the fundamentals on which these websites had been built no longer apply.Solutions to stay ahead of the times and advance technology are continually being sought. Ifwhat has been built for desktop continues to be simply plastered on a mobile device, themomentum of users will be lost and mobile functional intelligence will fail to be achieved.Common mobile website usability mishaps include, but are not limited to: Too much text and small font size Links too close together to accommodate finger tapping Cluttered content due to lack of space Small calls to action (CTAs) that need to be more dominant on the page
  4. 4. 3The world of mobile inspires and demands a different approach to engaging smallscreen users.3. The development and quantity of small screen devices isendlessThe launch of the Apple iPhone ushered in a new era of mobile web. Before this sleekdevice emerged on the market, the percentage of traffic coming through mobile devices wasvery limited, and almost no commerce was done on mobile. Through its comfortable UI,easy-to-use features and its sheer “cool factor,” the iPhone truly enabled mobile webbrowsing for the first time.Today, Apple and its numerous competitors are consistently coming out with new models,different sizes and innovative concepts for smartphones, tablets and a myriad of othermobile devices, and consumers are rapidly buying them! Nearly 50% of U.S. adults now owna smartphone and 29% of them own a tablet or eReader4.Mobile web technology needs to be developed in a way that works generically on alldevices, regardless of their look, touch or feel.4. Mobile web is a continually developing platformThe mobile platform is constantly developing and realizing new ah-ha moments related touser behavior. Online companies need to be continually asking questions to keep up withnew customer gestures, new device features, etc. What are mobile users expecting to see?How do they want to use their mobile device to browse the web?Once upon a time, just 10 years ago, WAP(Wireless Application Protocol) promised afully functioning mobile Internet. However,multiple obstacles such as communicationissues, device variability and multipleplatforms resulted in its early demise. Thetouch-based smartphone became itssuccessor. The same types of radicalchanges can happen all over again, and itis important to be ready.The evolution of human touch,aesthetic design and advanced featuresrelated to mobile devices need to beunderstood and this knowledgeintegrated within mobile usability bestpractices daily.
  5. 5. 45. Mobile exposes your brand to a new audience of usersYour company’s market share on desktop does not define your market share on mobile. Dueto the fact that most companies have not yet optimized their website for mobile, this is yourchance to gain the competitive edge. Regardless of how many visitors you had before ondesktop, your mobile site has the power to reach more customers, more frequently,providing you with new money making opportunities.For example, an average performing travel site selling flight tickets on desktop becomesmore successful simply due to its optimized, easy-to-use user interface on mobile. Socialmedia and word of mouth of satisfied mobile customers boost its popularity, even bringingnew traffic to its desktop site.Social sharing plus mobile advertising enables customers to arrive to both yourmobile and desktop websites from a wide range of new original sources.6. The mobile user is constantly mobileAs opposed to being glued to a desk and a chair while using the internet to accomplish dailytasks, mobile users are limitless. They are out and about, standing up in line, biking around,running across the street, all with their mobile device in hand. As an online business owner,it is to your advantage to profit from mobile’s ubiquitous presence and the constant on-the-go access your customers have to your website. Over 51% of smartphone users are morelikely to make a purchase from retailers with a mobile-specific website5.7. Mobile web does not have to be a guessing gameToo many companies today forget how important visitor tracking is and its abundantavailability to analyze and improve the mobile web. Desktop has been tracked andmonitored from day one, and now the same must be done with mobile to an even greaterextent. This is still a relatively unfamiliar territory that has yet to be completely explored.As of today, 40% of mobile users get frustrated when trying to navigate websites on theirmobile devices, while a massive 88% of mobile users are unsatisfied with the mobile webexperience6.Consequently, mobile visitors need to be tracked multiple times a day to observecustomers with different behaviors, experiencing different situations, and revealingdifferent online tendencies.
  6. 6. 5Time to Take ActionMobile commerce sales this year reached $11.6 billion and are expected to almost triple insize by 20157. Companies today need to start designing and optimizing their onlineexperiences for the mobile user. Starting from scratch is not the daunting task it once waswith desktop. As mobile has developed, so too have the tools and tracking solutions thatreveal visitor behavior. Finding out who your users are and what they hope to achieve onyour website involves little more than a bag of popcorn and intuitive analytics. U.S. Mobile Commerce Sales, 2012-2015 ($billion) $31.0 $23.7 $17.2 $11.6 $6.7 $3.5 2010 2011 2012 2013 2014 2015 7 Mobile Commerce Sales are projected to nearly triple by 2015. (Source: eMarketer )During your mobile redesign processes, use these money-making truths. Make sure yourwebsite is consistently part of growing mobile statistics rather than always left inenvy of them.References1 Mashable Mobile Web Stats2 Gartner, eMarketer, Strategy Analytics via SlideShare3 StatCounter Global Stats via SlideShare4 Pew Research Center via SlideShare5 Microsoft Libraries6 Morrissey & Company via MarketingProfs.com7 eMarketer
  7. 7. 6 Next steps… Questions? Like what you read? Want to get started?Tell us what you need Visit our content library Demo tailored to your site’s needs @ Contact Us Learn More Request a Demo About ClickTale ClickTale is the leader in Customer Experience Analytics, the next advance in web analytics, optimizing usability and maximizing conversion rates of any website. Its patented Customer Experience Visualization™ technology allows ebusinesses to see their customers’ true-to-life online experience at all levels of detail, from aggregated views to playable videos of users’ browsing sessions. Unlike traditional analytics platforms that assess page-to-page navigation, ClickTale reveals the customer experience inside the page. ClickTale, an enterprise-class SaaS solution, is fast to deploy and provides immediate ROI. Serving over 80,000 customers worldwide including Fortune 500 ebusinesses, ClickTale is the fastest growing company in its space. www.clicktale.com US 1-800-807-2117 UK 0800-048-8871 © 2012