How is the ski industry optimising for mobile?

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Presentation delivered at Brighton Social Media, July 2014 meet up.

Looking at mobile take up and the need for optimisation, looking specifically at UK ski tour operators.

Published in: Technology, Business
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How is the ski industry optimising for mobile?

  1. 1. How is the ski industry optimising for mobile? @skipedia
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  5. 5. • 32% of consumers make at least a monthly purchase by mobile • Google gives preference to sites with mobile accessibility • Half of websites report at least 30% of their traffic is from mobile @skipedia Mobile isn’t coming, it’s here…
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  12. 12. How well have the UK’s ski companies optimised for mobile? • Research conducted 30 June to 03 July using Google Developers PageSpeed Insights and Samsung Galaxy. • Speed and User Experience scores provided by Google • Results may vary by device @skipedia
  13. 13. Crystal Holidays No. 1 in the market, largest ski company in the UK Speed: 42/100 User Experience: 76/100 Our Score: 2/10 Font size is legible, but tap links too small. Overall unsuitable for mobile viewing. @skipedia
  14. 14. Neilson Ski Summer and winter specialist. No.3 in the UK ski market. Speed: 53/100 User Experience: 59/100 Our Score: 2/10 Font size is legible, but tap links too small. @skipedia
  15. 15. Ski Esprit Specialist family ski operator. 4th largest ski company in the UK. Speed: 45/100 User Experience: 62/100 Our Score: 2/10 @skipedia
  16. 16. Skiworld Largest independent in the UK market – 5th largest overall. Speed: 47/100 User Experience: 65/100 Our Score: 2/10 @skipedia
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  18. 18. Inghams No.2 in the market, but no.1 on mobile Speed: 48/100 User Experience: 98/100 Our Score: 8/10 Hurrah! A ski company that has optimised for mobile… @skipedia
  19. 19. Inghams • Clear navigation • Large icons • Consistent through the site @skipedia
  20. 20. Inghams • Call to Action evident • Clear instructions • Large font size, easy to read • More complicated at booking stage @skipedia
  21. 21. Ski Beat Medium-sized independent. Speed: 41/100 User Experience: 88/100 Our Score: 7/10 This was slow to load, but easy to use. @skipedia
  22. 22. Ski Beat • Easy to navigate • Nice big icons to click on • Contact us option • Clear instructions and navigation • Large easy to read fields @skipedia
  23. 23. Le Ski Medium-sized independent. Speed: 58/100 User Experience: 87/100 Our Score: 7/10 Fastest speed score, optimised for mobile, but no call to action on home page. @skipedia
  24. 24. Le Ski • Individual property pages more clear • Price panel easy to view • ‘Book online now’ icon clear • Includes floor plan • Simple booking process @skipedia
  25. 25. @skipedia ‘How is the ski industry optimising for mobile?’ Presented by Iain Martin Skipedia Travel Marketing July 2014

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