Did you know that there are over 20.3 million active mobile users with internet access in Australia? In 2014, having an effective mobile-optmised website that engages your audience has never been more important then it is today. For this presentation, James will show you how to craft a mobile-optmised responsive website experience that engages your audience, which will lead to more sales, leads or conversions from your website. James will also demonstrate how effective mobile web experience influences Google search, and how you can use this to your advantage by getting your website to rank higher than your competitors.

1. How to create an engaging
mobile web experience that
drives conversions
http://web3.com.au

4. 20,300,000Active Australian mobile subscribers with internet
access as of Dec 2013

5. 90%Search for local info
via their mobile

6. 78%Research products
via their mobile

7. “Google will develop for mobile devices
first and all other devices secondarily”
Eric Schmidt. Mobile World Congress 2010.

8. “Apple is a mobile devices company”
Steve Jobs. iPad Launch Keynote 2010.

12. In general, mobile web
user-experience is terrible.

15. You could have the greatest
website in the world, but if no
one can find it, then it is
absolutely pointless.

17. COMPATIBILITY
1. Kill Flash. If your phone doesn’t display Flash, Google will not show
flash sites in your results.
2. Replace Flash with CSS3, or failing that, Javascript/jQuery
3. Use responsive design over mobile sub-sites.
“Sites that use responsive web design, i.e. sites that serve all devices
on the same set of URLs, with each URL serving the same HTML.
This is Google's recommended configuration.”
Find out more: http://goo.gl/ejdh5j

19. “It wasn't since Caffeine in 2010 that the
Google Algorithm was updated so deeply.”
Amit Singhal – Senior VP & engineer at Google

20. “Sites that are not mobile-friendly will
see a negative impact on their
rankings in the mobile search results.”
Matt Cutts. October 2013.

21. FOCUS
1. Plan, build, test and launch websites with a clear primary
objective to achieve
2. Structure your website’s content around this primary objective
3. Apply mobile-first planning, design & development techniques
“Hummingbird signifies Google's move to put mobile search
first, ahead of desktop search.”

22. SPEED
1. Load only what is necessary. Remove scripts that are not being
used in themes. For WordPress, use wp_deregister_script.
2. Lazy load the rest. http://luis-almeida.github.io/unveil/?
1. Use HandBrake & Firefogg (Firefox extension) to compress videos.
Get before/after figures. 63% reduction
“If your site is slow on mobile phones, Google is less likely to rank it.”

24. EMOTION
“The brain makes decisions based on emotion.
However, it justifies the decisions with logic.”

25. “I’ve always said there are three keys to
the hearts of consumers:
Mystery, Sensuality and Intimacy. Here’s
how they come alive: Sight, Sound and
Motion.”
Kevin Roberts. CEO of Saatchi & Saatchi.

26. EMOTION
1. Use Video

28. THE NUMBERS
Avg. Visit Duration: 158% increase
Overall bounce rate: 19% reduction

29. EMOTION
2. It is okay to use GIFs

32. THE NUMBERS (MOBILE & TABLET)
Avg. visit duration: 328% increase
Overall bounce rate: 44% reduction
Avg. enquires per day: 200% increase

33. INTERACTION
“Google uses over 200 ranking signals, updates its
algorithm over 500 times a year, and employs
thousands of engineers. We often get so caught up
in the small details of the search algorithm that we
forget all this effort serves a single purpose…”

34. SATISFY THE USER

35. INTERACTION
1. Have a satisfying user-interface
Remove the barriers

36. TOP 5 COMMON BARRIERS
1. Splash/welcome pages. Present your most important
content for your users immediately.
2. Force registration/data capture popups
1. Having important content deeply nested in the site’s
navigation
2. Unclear/difficult to find contact details
1. Not having tap to call

38. <a href="tel:0731946316"><span itemprop="telephone">(07) 3194 6316</span></a>

39. TOP 5 KEY ACTION ITEMS
1. Kill flash & mobile sub-sites. Use responsive design.
2. Focus your website around a primary objective
1. Load only what is necessary. Lazy load & compress
the rest.
2. Use video & don’t be afraid of GIFs
1. Remove the barriers

40. 2010

42. 8 Million
Active mobile subscribers

43. 2011

45. 11 Million
Active mobile subscribers

46. 2012

48. 17.4 Million
Active mobile subscribers

49. 2013

51. 20.3 Million
Active mobile subscribers

52. 2014 ?

53. 0
5
10
15
20
25
2010 2011 2012 2013
Australian Mobile Subscribers 2010-2014

54. “We believe that now is the time to close that
knowing versing doing gap. It is time to take action
and not just do mobile, but to do mobile right”
The Google Mobile Playbook 2014

55. facebook.com/Web3Brisbane
twitter.com/web3official
web3.com.au/blog
http://web3.com.au
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