Jason Milstead of WhitePages - Keeping up with the Mobile World at SIC2013
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Jason Milstead of WhitePages - Keeping up with the Mobile World at SIC2013



Keeping up with the Mobile World: Best Practices for Responsive Design Across Platforms ...

Keeping up with the Mobile World: Best Practices for Responsive Design Across Platforms

A recent study found that only six percent of the web’s most trafficked properties have optimized their websites for mobile users. While Google has made it clear that they will punish sites that are not optimized for mobile, perhaps the more important thing for a company, large or small to consider is, how the absence of responsive design across platforms could be impacting their bottom line. In this presentation, Jason Milstead, General Manager of WhitePages, a company that is currently investing in a complete overhaul of its web and mobile properties, will discuss how enabling responsive design has not only created a better user experience for its 50 MM monthly unique users (mobile + desktop) but has also increased revenue across platforms.



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  • Over 7 billion mobile-connected devices by the end of the year

Jason Milstead of WhitePages - Keeping up with the Mobile World at SIC2013 Jason Milstead of WhitePages - Keeping up with the Mobile World at SIC2013 Presentation Transcript

  • Responsive Web Design Jason Milstead @jason_milstead @whitepages #sicResponsive
  • More devices than humans on earth 2
  • Mobile search to exceed desktop volume 3
  • 6% of Fortune 100 sites are mobile friendly 4
  • Not just a trend “2013 is the Year of Responsive Web Design” – Mashable 5
  • The Company & The Consumer Site Top 40 web property + over 2B searches/year + Largest & most trusted consumer directory 55 million monthly unique web users 50 million iPhone & Android app downloads 6
  • 2x Growth from Phone and Tablet 7
  • 1/3 visit on tablet or mobile phone 8
  • Responsive benefits • • • Unified experience across all access points Monetize shifting mobile and tablet traffic Common web platform 9
  • Responsive challenges • • • Building and testing four views at once Not just a design project Ad partners need to support mobile traffic 10
  • Web team • Product Management • • Design Developers 12
  • How we work • • Lean and Agile development process Limited documentation, focus on direct communication • • Design spec as starting point Project sprints for responsive design 13
  • DESIGN 14
  • Four breakpoints based on screen size 15
  • Flat, modern design 16
  • Touch-friendly search forms 17
  • Search results card layout 18
  • Reorganized details page 19
  • Grid layout – Tablet & Desktop 20
  • Grid layout – 7in Tablet and Phone 21
  • Native Advertising • People search native ads • • Responsive design • Key to monetizing mobile traffic “Sponsored by” content returned by partner APIs
  • Custom and standard display ads 23
  • Rebuild Rails architecture Old: Rails 2.1 Responsive: Rails 4 Address Railcar Biz Railcar People Railcar Phone Railcar Ad Railcar: Native & Display Line: CSS & Static Content 25
  • Optimizely and Google Analytics • • • A/B tested old site vs responsive design Optimizely – fast, simple, pay as you go Compare key metrics (Bounce rate, CTR, PV/Visit) 26
  • NewRelic app monitoring • • • Upgraded Rails 4 app for site speed Measure app performance by browser type and request NewRelic to monitor entire technology stack with alerts 27
  • SEM – Enhanced Campaigns • Responsive design allows site to adjust to user’s screen size, improving advertising ROI 28
  • SEO – HTML sitemaps 29
  • Responsive rollout • • • Q1: Homepage, navigation & footer Q2: People search Q3 – Q4: – Reverse Phone – Reverse Address – Business Search • Constant design iterations to improve user engagement and ad performance 30
  • Key metrics from responsive • Pageviews/Visit up 15% • Ad revenue up 20% – Mobile native ad CTR higher than desktop • Bounce rate declined 26% – Page speed dropped 5 seconds 31
  • Learn from our experience • Mobile traffic to your site will double • Responsive design is more than “design” • Test your way to a successful rollout 33
  • Thanks!jmilstead@whitepages. com