Target Marketing Magazine Webinar - Keys To Success On The Mobile Web and How To Build Your Mobile Site
WEBSITE DESIGN FOR A MOBILE WORLD Strategies and tips for making your website mobile and future friendly.GREG HICKMAN
Greg Hickman• Mobile Marketing Consultant & Coach• Founder & Host of MobileMixed.com• Started In Mobile In 2005• Worked with clients such as • NY Jets • AT&T • 300 Shopping Centers @gjhickman @mobilemixed
What’s the deal yo?• Why bother having a mobile website• 4 key components to a mobile & future friendly site• Responsive design vs. separate site• 6 options for building your mobile site
MOBILE PC 2015By 2015 more U.S. Internet userswill access the Internet throughmobile devices than through PCsor other wireline devices. via IDC: More Mobile Internet Users Than Wireline Users in the U.S. by 2015
These are just a few of channels that drive people to the web on mobile devices.
74% of consumers will wait 5seconds for a web page to loadon their mobile device beforeabandoning the site. via Gomez: http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf
46% of consumers are unlikely toreturn to a mobile site if it didn’twork properly during their lastvisit. via Gomez: http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf
71% of mobile browsers expectweb pages to load almost asquickly or faster as web pageson their desktop computers. via Gomez: http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf
More important for local.• 88% of total search volume for the keyword “restaurant” is from mobile.• 97% for the keyword “bars”• “Restaurants near me” gets 10k searches per month from desktop. 4 times that from mobile.• 90% of local searches result in an action within 1-hour. (call, visit, purchase etc) via Google: http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf
Mobile is driven by theconsumer. Give them whatthey need.
Simplified version of Kristofer Layon’s hierarchy of mobile needs by Brad Frost
Users need to be able to interactwith the content and get around the website. (i.e. navigation)
Performance is underrated. Don’t assume too much about the users context.
Don’t settle on one-size ﬁts allexperiences. Mobile devices arenot desktops. Leverage features & step it up a notch.
Responsive or separatemobile website? Simplified version of Kristofer Layon’s hierarchy of mobile needs by Brad Frost
It depends... (crowd boo’s)• Creating the best mobile experience for your customer is genuinely hard.• It’s NOT a one and done approach.• Your business type.• Your budget.• Your situation
If it were me, I’d go...Separate mobile site if: Responsive site if:• Small business • Content based (i.e.• Retail Boston Globe, Smashing• Service (i.e. Salons, Doctors) Magazine)• Restaurants/Bars/Quick • Agencies Serve • Photography• Entertainment Venues • Brand (i.e.Grey Goose) • Products (i.e.Fork) • Blogs
Google’s opinion... via Google: http://googlemobileads.blogspot.com/2012/07/mobile-websites-vs-responsive-design.htmldf
Ultimately we’re all looking forfuture-friendly experiences.• Check out http://futurefriend.ly
6 options...1. Custom built mobile platform2. Mobile template or plugin from CMS (i.e. Wordpress)3. Transcoding4. D.I.Y. template driven mobile CMS5. Responsive design6. Hybrid mobile website
Mobile template or plugin• Re-formats presenation layer (CSS & HTML) for mobile.• Good if you run a simple blog.• Navigation is usually a challenge & look & feel all depends on the template.• Ex: Wordpress blogs such as www.IWillTeachYouToBeRich.com
Transcoding• Just don’t do this...• Some of the D.I.Y. services that claim you’ll have a site in seconds sometimes leverage this.
DIY template driven CMS• Design a mobile-site from scratch using basic templates.• Good if for coffee shops, hair salons ,some restaurants etc.• Very affordable & quick to implement.• Won’t always update along w/ web version. Very much separate.• Limited creative options.
Responsive design• Dynamically change layout based on screen size.• Flexible images allow for large or small based on resolution/browser.• Great for publishing industry.• Easier to manage content but not necessarily site maintenance.• You’ll likely need more time & $.• I don’t recommend if you’re a small business. At least not yet.
Hybrid mobile site• Combines custom coded, mobile stylesheets and responsive design.• Choose pages to custom tailor for mobile & which should automagically update from your www site.• Good for marketers at mid-size or larger businesses.
Remember - 90% of localsearches result in an actionwithin an hour.Just get started.
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