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Seminar: Digital Design for a Mobile Marketplace
 

Seminar: Digital Design for a Mobile Marketplace

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Did you know that more people view their email on their phones than on their computers? It's true. And the proportion of web traffic originating from smartphones and tablets has now surpassed that of ...

Did you know that more people view their email on their phones than on their computers? It's true. And the proportion of web traffic originating from smartphones and tablets has now surpassed that of desktop computers. Further, statistics show that more than half of all searches are conducted on mobile devices, especially in the case of location-specific searches. Consequently, it's critical for companies to optimize their websites and marketing emails for viewing on these smaller, touch-enabled screens.

Developing for mobile involves careful analysis and design of your website from a mobile perspective. Mobile devices are smaller. They have different screen resolutions and are connected to slower wireless networks. Mobile users also demonstrate different behaviors that tend to be more goal-driven with a heightened desire to get to what they are looking for fast. Mobile users convert differently; because they are in many cases holding a device that is also a phone they many times prefer to call. They don’t have tolerance for long forms requiring difficult input.

Mobile also involves search strategies. Mobile search phrases tend to be different, and a growing number are being input via voice recognition. Different development methods can impact the search volume you see on both the mobile site and the desktop site. Top Floor has an expert team that has navigated these issues many times, and we are here to help ensure that your business succeeds in the growing mobile marketplace.

Join us as Top Floor's Director of Interactive Design, Clay Konnor, discusses the importance of mobile design, the unique challenges and opportunities it entails, and how users' experiences and expectations change when interacting with your brand on their mobile devices.

Topics will include:

Why mobile is important to the digital strategies of B2B and B2C brands
Methods of mobile development
Challenges of mobile-friendly design
Mobile user experience
"Mobile first" strategies
Mobile commerce
Examples of good (and bad) mobile developments
Mobile’s impact on search

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    Seminar: Digital Design for a Mobile Marketplace Seminar: Digital Design for a Mobile Marketplace Document Transcript

    • DIGITAL DESIGN FOR A MOBILE MARKETPLACE SEPTEMBER 26, 2013 Monday, September 30, 13
    • ABOUT TOP FLOOR TOP FLOOR MAINTAINS DEDICATED TEAMS: • MARKETING STRATEGY • DIGITAL DESIGN • DIGITAL DEVELOPMENT • INTERNET MARKETING • SEARCH AND ANALYTICS • BRANDING • INTEGRATED MARKETING SERVICES 14 YEARS OF DELIVERING DIGITAL MARKETING RESULTS Monday, September 30, 13
    • ABOUT ME PHOTO (329W X 357H) • 20 YEARS DIGITAL MARKETING EXPERIENCE • HUNDREDS OF WEBSITE DESIGNS • MAJOR GLOBAL BRAND EXPERIENCE • FEATURED NATIONALLY AS SPEAKER • UX DESIGN AND OPTIMIZATION FOR LARGE, GLOBAL BRANDS SUCH AT THE GAP, BOMBAY COMPANY, FARMERS INSURANCE, NORTHWESTERN MUTUAL, GE HEALTHCARE, MOTOROLA, ETC. CLAY KONNOR DIRECTOR OF INTERACTIVE DESIGN Monday, September 30, 13
    • MEET THE TEAM JIM BERNTHAL CEO MAURA SCHAEFER PROJECT MANAGEMENT DENNY YUNK MARKETING PHOTO (876W X 553H) PHOTO (876W X 553H) PHOTO (876W X 553H) SHANE FELL VP SALES JO STUMPNER INTERNET MARKETING JUSTIN KERLEY SEARCH MARKETING PHOTO (876W X 553H) PHOTO (876W X 553H) PHOTO (876W X 553H) Monday, September 30, 13
    • ABOUT YOU • NAME • COMPANY • WHAT DOES YOUR COMPANY DO? • ROLE AT COMPANY PLEASE INTRODUCE YOURSELF Monday, September 30, 13
    • WHY MOBILE? A WORD ABOUT THE TITLE OF THIS SEMINAR Design is not only the way a site looks and feels, but is the entirety of what goes into a site from strategy through surface. Monday, September 30, 13
    • WHY MOBILE? A WORD ABOUT THE TITLE OF THIS SEMINAR surface skeleton structure scope strategy visual design interface design user experience information architecture content requirements technological requirements user needs marketing objectives concrete abstract Monday, September 30, 13
    • WHY MOBILE? Monday, September 30, 13
    • WHY MOBILE? DATA COST/BENEFIT ANALYSIS WHAT DOES THE DATA TELL US ABOUT: • MOBILE USAGE • BEHAVIORS • WHAT DOES MOBILE COST? • FUTURE-FRIENDLY DESIGN COMPETITION SOCIAL CONSIDERATIONS • WHAT IS YOUR COMPETITION DOING IN MOBILE? • CREATE BRAND ALLEGIANCE • GETTING AHEAD OF EVEN THE LARGE COMPETITION • PROVIDING EQUAL ACCESS TO INFORMATION DATA Monday, September 30, 13
    • WHY MOBILE? DATA All Internet Searches 54% Mobile 46% Desktop Monday, September 30, 13 (Source: Microsoft Tag)
    • WHY MOBILE? DATA Searches with local intent 60% Mobile 40% Desktop Monday, September 30, 13 (Source: Microsoft Tag)
    • WHY MOBILE? DATA Email - Initial open/read 55% Mobile 45% Desktop Monday, September 30, 13 Source: Campaign Monitor 2013 Desktop includes both web browser and email client - mobile email opens increased 34%, while webmail and PC opens decreased by 11% and 9.5%, respectively.
    • WHY MOBILE? DATA Monday, September 30, 13 Source: Campaign Monitor 2013
    • WHY MOBILE? DATA 0 23 45 68 90 18-24 25-34 35-44 55-64 64+ SMART PHONE OWNERSHIP BY AGE Monday, September 30, 13 Source:  Nielson  survey  2012
    • WHY MOBILE? DATA SMART PHONE OWNERSHIP BY AGE & INCOME Monday, September 30, 13 While  higher  income  bracket  is  more  likely  to   purchase  a  smartphone,  low  income  is  much   more  likely  to  use  a  smart  phone  as  their  ONLY   internet  access Source:  Nielson  survey  2012
    • WHY MOBILE? DATA How do people get online? 45% Don’t use phone 55% Use phone sometimes 17% Use phone EXCLUSIVELY Monday, September 30, 13 Source:  Nielson  survey  2012
    • WHY MOBILE? DATA 0 25 50 75 100 18-24 25-34 35-44 55-64 64+ Laptops Tablets Monday, September 30, 13 Introduc6on  of  Microso9  Surface  and  other  tablet/keyboard  combina6ons  have  created  a  whole  new  class  of   Source:  Nielson  survey  2012
    • WHY MOBILE? DATA • Tablet sales have now outpaced laptop sales • Introduction of products like Microsoft Surface that include a tablet and keyboard have created a whole new class of product reliant on touch and gesture Monday, September 30, 13 Introduc=on  of  Microso@  Surface  and  other   tablet/keyboard  combina=ons  have  created  a   whole  new  class  of  
    • WHY MOBILE? DATA • Google Analytics will show you actual mobile statistics including traffic and bounce rate • Top Floor clients have seen mobile traffic of between 7% and 27% in the last year • Design for future - the trend is clear Monday, September 30, 13
    • WHY MOBILE? DATA • An average of 29% of B2B traffic is coming from mobile devices • 73% increase year-over-year and a 244% increase from 2011 • 28% of B2B executives use their mobile phones or tablets to research business purchases and decisions online A WORD ABOUT BUSINESS TO BUSINESS Monday, September 30, 13 According to Walker Sands’ “Quarterly Mobile Traffic Report,”
    • WHY MOBILE? DATA What are people using in the US? 50.5% Apple iOS 40.2% Android 2.5% Blackberry 6.7% Other Monday, September 30, 13 Google
    • WHY MOBILE? DATA What are people using in the Europe? 35% Apple iOS 55% Android 2% Nokia 8% Other Monday, September 30, 13 Google
    • WHY MOBILE? DATA - WHAT ARE PEOPLE DOING ON MOBILE? 0 20 40 60 80 Web Apps Social Games Text US Europe Monday, September 30, 13 Comscore  2012   WEB  MEANS  WEB  BROWSING
    • WHY MOBILE? DATA COST/BENEFIT ANALYSIS WHAT DOES THE DATA TELL US ABOUT: • MOBILE USAGE • BEHAVIORS • WHAT DOES MOBILE COST? • FUTURE-FRIENDLY DESIGN COMPETITION SOCIAL CONSIDERATIONS • WHAT IS YOUR COMPETITION DOING IN MOBILE? • CREATE BRAND ALLEGIANCE • GETTING AHEAD OF EVEN THE LARGE COMPETITION • PROVIDING EQUAL ACCESS TO INFORMATION Monday, September 30, 13 Lis6ngs  type  template
    • WHY MOBILE? COMPETITION Digital interactivity now represents the center of the marketing universe. Today’s marketer must view their marketing strategies and tactics with an eye on growing the online center and radiating beyond with spokes that facilitate most of the offline transactional functions that support sales and service. While lead generation used to consist of broadcasting messages it must now rely heavily on being found in the right place at the right time. Monday, September 30, 13
    • MOBILE DESIGN COMPETITION • When they visited a mobile-friendly site, 74% of people say they’re more likely to return to that site in the future • 67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service MOBILE SITES TURN USERS INTO CUSTOMERS Monday, September 30, 13 2012 GOOGLE SURVEY http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html
    • MOBILE DESIGN COMPETITION • 61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d quickly move on to another site •79% of people who don’t like what they find on one site will go back and search for another site •50% of people said that even if they like a business, they will use them less often if the website isn't mobile-friendly NOT HAVING A MOBILE-FRIENDLY SITE HELPS YOUR COMPETITORS   Monday, September 30, 13 GOOGLE SURVEY http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html
    • MOBILE DESIGN COMPETITION • 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly • 36% said they felt like they’ve wasted their time by visiting those sites • 52% of users said that a bad mobile experience made them less likely to engage with a company • 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business NON-MOBILE FRIENDLY SITES CAN HURT A COMPANY’S REPUTATION Monday, September 30, 13 GOOGLE SURVEY http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html
    • WHY MOBILE? COMPETITION • Internet users develop allegiance to a brand that provides the best user experience • Currently less than 17% of B2B businesses provide a mobile-optimized experience • This provides great opportunity to step ahead of even large competition Monday, September 30, 13 46% of consumers are unlikely to return to a mobile site if it didn't work properly during their last visit. (Source: Gomez)
    • WHY MOBILE? COMPETITION • First rule of marketing: Be present and in front of your audience • The audience is on mobile and wants mobile performance Monday, September 30, 13
    • WHY MOBILE? COMPETITION • An optimized mobile experience will make it easier for new and existing customers to forge deeper relationships with your business, resulting in more purchases or revenue. Monday, September 30, 13 46% of consumers are unlikely to return to a mobile site if it didn't work properly during their last visit. (Source: Gomez)
    • WHY MOBILE? COMPETITION Monday, September 30, 13
    • WHY MOBILE? COMPETITION Monday, September 30, 13
    • WHY MOBILE? COMPETITION Monday, September 30, 13
    • WHY MOBILE? COMPETITION Monday, September 30, 13
    • WHY MOBILE? COMPETITION • 72 percent of users said that mobile-friendly sites were important to them • 74 percent of respondents said they’re more likely to revisit mobile-friendly sites • 67 percent are more likely to buy or convert after a visit to a mobile-friendly site • 61 percent say they’ll abandon a non-mobile site • 55 percent said a frustrating experience on a mobile website would damage the perception of the brand Monday, September 30, 13 Source: Google survey -
    • WHY MOBILE? DATA COST/BENEFIT ANALYSIS WHAT DOES THE DATA TELL US ABOUT: • MOBILE USAGE • BEHAVIORS • WHAT DOES MOBILE COST? • FUTURE-FRIENDLY DESIGN COMPETITION SOCIAL CONSIDERATIONS • WHAT IS YOUR COMPETITION DOING IN MOBILE? • CREATE BRAND ALLEGIANCE • GETTING AHEAD OF EVEN THE LARGE COMPETITION • PROVIDING EQUAL ACCESS TO INFORMATION Monday, September 30, 13
    • WHY MOBILE? COST / BENEFIT • Creating a “future friendly” website will minimize the possibility that the site will need to be fully redesigned in the next five years • Certain platforms and frameworks can hold cost of mobile down • There is no substitute for experience when building a mobile site • The cost is greater to not have a mobile site - loss of current and especially future business Monday, September 30, 13
    • WHY MOBILE? COST / BENEFIT - MOBILE LEADS TO MORE CONVERSIONS Time Inc. Responsive Redesign • Pages per visit, across mobile, tablet and desktop are up considerably. • Mobile is up 23% compared to what it had been. • Homepage uniques are up 15%, and time spent is up 7.5%. • The mobile bounce rate decreased by 26%. Monday, September 30, 13 Source: direct analytics from Data Monday - LukeW Digital
    • WHY MOBILE? COST / BENEFIT - MOBILE LEADS TO MORE CONVERSIONS O’Neill Clothing Responsive Redesign • 65.7% conversion rate increase on iPhone/iPod • 101.2% revenue growth on iPhone/iPod • 407.3% conversion rate increase on Android devices • 591.4% revenue growth on Android devices • 20.3% conversion rate increase on non-mobile devices • 41.1% revenue growth on non-mobile devices Monday, September 30, 13 Source: direct analytics from Data Monday - LukeW Digital
    • WHY MOBILE? COST / BENEFIT - MOBILE LEADS TO MORE CONVERSIONS Zurb B2B product designers • 22% revenue growth on all devices • 13.6% conversion rate increase • 377.6% revenue growth on iPhone • 71.9% conversion rate increase on iPhone • 44.6% increase in duration • 23.3% lower bounce rate Monday, September 30, 13 Source: direct analytics from Data Monday - LukeW Digital
    • WHY MOBILE? DATA COST/BENEFIT ANALYSIS WHAT DOES THE DATA TELL US ABOUT: • MOBILE USAGE • BEHAVIORS • WHAT DOES MOBILE COST? • FUTURE-FRIENDLY DESIGN COMPETITION SOCIAL CONSIDERATIONS • WHAT IS YOUR COMPETITION DOING IN MOBILE? • CREATE BRAND ALLEGIANCE • GETTING AHEAD OF EVEN THE LARGE COMPETITION • PROVIDING EQUAL ACCESS TO INFORMATION Monday, September 30, 13
    • WHY MOBILE? SOCIAL CONSIDERATIONS • Does your brand aspire to serve content equally to everyone? • Mobile site is closest thing to universality • For more and more people the internet is a mobile device • Careers, for example, may only reach the audience through mobile Monday, September 30, 13 Source: Google survey -
    • MOBILE DESIGN Monday, September 30, 13
    • MOBILE DESIGN CHALLENGES MOBILE WEBSITE OR NATIVE APP? • SCREEN SITE • THE INTERFACE • USER EXPERIENCE • CONTENT DEVELOPMENT • HAVE A SITE FIRST • WHAT IS THE NATURE OF YOUR BUSINESS? • IS THERE A UNIQUE FEATURE OF BUSINESS THAT WORKS AS AND APP? WHAT USERS WANT IN MOBILE • A MOBILE SITE THAT IS FRIENDLY • TO FIND WHAT THEY WANT QUICKLY AND EASILY METHODS OF DESIGN & DEVELOPMENT • DEDICATED MOBILE SITE • RESPONSIVE DESIGN CHALLENGES Monday, September 30, 13
    • MOBILE DESIGN CHALLENGES - SCREEN RESOLUTION Monday, September 30, 13
    • MOBILE DESIGN CHALLENGES - SCREEN DIMENSION & RESOLUTION Monday, September 30, 13 http://screensiz.es/phone
    • MOBILE DESIGN CHALLENGES - INTERFACE DEVICE Monday, September 30, 13
    • MOBILE DESIGN CHALLENGES - CONTENT DEVELOPMENT Monday, September 30, 13
    • MOBILE DESIGN CHALLENGES - USER BEHAVIORS Monday, September 30, 13 Point of conversion - phone number Quick scan, stacking of elements
    • MOBILE DESIGN WHAT USERS WANT Monday, September 30, 13 Paring down content to most crucial components following a known and studied user path to user goals Navigation       Narrowing  down  to  essential  elements  (2lickr  60  vs.  6)       CTA       Back  button?       Make  it  obvious  and  easy       Maintaining  context  is  challenging
    • MOBILE DESIGN CHALLENGES MOBILE WEBSITE OR NATIVE APP? • SCREEN SITE • THE INTERFACE • USER EXPERIENCE • CONTENT DEVELOPMENT • HAVE A SITE FIRST • WHAT IS THE NATURE OF YOUR BUSINESS? • IS THERE A UNIQUE FEATURE OF BUSINESS THAT WORKS AS AND APP? WHAT USERS WANT IN MOBILE • A MOBILE SITE THAT IS FRIENDLY • TO FIND WHAT THEY WANT QUICKLY AND EASILY METHODS OF DESIGN & DEVELOPMENT • DEDICATED MOBILE SITE • RESPONSIVE DESIGN Monday, September 30, 13
    • MOBILE DESIGN WHAT USERS WANT 0 10 20 30 40 0 2 4 6 8 10 ABANDONMENT% LOAD TIME IN SECONDS Monday, September 30, 13 These devices tend to have slower processing capabilities and are generally connected to slower connections, yet users use them EVERYWHERE which adds to unpredictability. Source: Google MOBILE USERS EXPECT SITES TO LOAD IN UNDER 5 SECONDS
    • MOBILE DESIGN WHAT USERS WANT - TOP BUSINESS SITE BEHAVIORS Get Location Call Business Browse Offerings Contact Form Social Info Video Download App 0 20 40 60 80 Monday, September 30, 13 GOOGLE SURVEY NOICE DOWNLOAD AN APP - SUGGESTS DEMAND FOR APP mobile user sophistication is growing quickly and expectations of mobile sites are also rising. http://marketingland.com/google-survey-what-users-want-from-mobile-sites-22606
    • MOBILE DESIGN WHAT USERS WANT - TOP BUSINESS SITE BEHAVIORS • Check account balances: 77 percent • Get directions or operating hours: 65 percent • Log into an account: 61 percent • Pay bills: 51 percent • Transfer money: 51 percent DEMANDS VARY BY INDUSTRY - BANKING & FINANCE Monday, September 30, 13 GOOGLE SURVEY NOICE DOWNLOAD AN APP - SUGGESTS DEMAND FOR APP mobile user sophistication is growing quickly and expectations of mobile sites are also rising. http://marketingland.com/google-survey-what-users-want-from-mobile-sites-22606
    • MOBILE DESIGN WHAT USERS WANT - TOP BUSINESS SITE BEHAVIORS • Get directions or operating hours: 74 percent • Contact the store: 64 percent • Find product information: 61 percent • Make a purchase or order a service: 50 percent DEMANDS VARY BY INDUSTRY - RETAIL Monday, September 30, 13 GOOGLE SURVEY NOICE DOWNLOAD AN APP - SUGGESTS DEMAND FOR APP mobile user sophistication is growing quickly and expectations of mobile sites are also rising. http://marketingland.com/google-survey-what-users-want-from-mobile-sites-22606
    • MOBILE DESIGN WHAT USERS WANT - TOP BUSINESS SITE BEHAVIORS • Contact the company: 84 percent • Get directions or operating hours: 64 percent • Find product information: 61 percent • Make a purchase or order a service: 50 percent DEMANDS VARY BY INDUSTRY - MANUFACTURE Monday, September 30, 13 GOOGLE SURVEY NOICE DOWNLOAD AN APP - SUGGESTS DEMAND FOR APP mobile user sophistication is growing quickly and expectations of mobile sites are also rising. http://marketingland.com/google-survey-what-users-want-from-mobile-sites-22606
    • MOBILE DESIGN CHALLENGES MOBILE WEBSITE OR NATIVE APP? • SCREEN SITE • THE INTERFACE • USER EXPERIENCE • CONTENT DEVELOPMENT • HAVE A SITE FIRST • WHAT IS THE NATURE OF YOUR BUSINESS? • IS THERE A UNIQUE FEATURE OF BUSINESS THAT WORKS AS AND APP? WHAT USERS WANT IN MOBILE • A MOBILE SITE THAT IS FRIENDLY • TO FIND WHAT THEY WANT QUICKLY AND EASILY METHODS OF DESIGN & DEVELOPMENT • DEDICATED MOBILE SITE • RESPONSIVE DESIGN Monday, September 30, 13
    • MOBILE DESIGN MOBILE WEBSITE OR NATIVE APP • Rule #1: have a mobile website first - it’s where people find you first and where they look for your app • Do you need an app at all? • If you have a single service, probably not • If you have a unique configurator-like behavior, then an app may work well • If there is a web activity that can be continued in an app, then yes • Commerce is an edge-case. The more unique your product is, the more the case for an app is made Monday, September 30, 13
    • MOBILE DESIGN MOBILE WEBSITE OR NATIVE APP • Apps can tie very closely to other OS related items. • If your use case involves geolocation, maps, audio, camera, etc. then an app is a good bet. Monday, September 30, 13 Example: photo recognition of a part
    • MOBILE DESIGN MOBILE WEBSITE OR NATIVE APP 0 15 30 45 60 October November December January App Web Combined RETAIL SALES Monday, September 30, 13 Amazon, E-Bay, Walmart, Target, Best Buy -- Amazon sees about 15% of sales coming from mobile whereas all other brands in this study see about 5% GOOGLE SURVEY Source: Nielson Survey 2012 holiday season http://techcrunch.com/2012/03/12/when-it-comes-to-shopping-mobile-web-trumps-apps-led-by- amazon-says-nielsen/
    • MOBILE DESIGN CHALLENGES MOBILE WEBSITE OR NATIVE APP? • SCREEN SITE • THE INTERFACE • USER EXPERIENCE • CONTENT DEVELOPMENT • HAVE A SITE FIRST • WHAT IS THE NATURE OF YOUR BUSINESS? • IS THERE A UNIQUE FEATURE OF BUSINESS THAT WORKS AS AND APP? WHAT USERS WANT IN MOBILE • A MOBILE SITE THAT IS FRIENDLY • TO FIND WHAT THEY WANT QUICKLY AND EASILY METHODS OF DESIGN & DEVELOPMENT • DEDICATED MOBILE SITE • RESPONSIVE DESIGN Monday, September 30, 13 Lis6ngs  type  template
    • MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT TWO PRIMARY METHODS: • Dedicated mobile site • Responsive site Monday, September 30, 13
    • MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT DEDICATED MOBILE SITE: Monday, September 30, 13
    • MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT DEDICATED MOBILE SITE: • Has different URL for mobile such as m.yoursite.com • Used: • When retrofitting an existing site • When there is a drastically different IA and UX • When mobile website is emulating an app by offering just a portion of content with a different UX Monday, September 30, 13
    • MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT DEDICATED MOBILE SITE: Monday, September 30, 13
    • MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT DEDICATED MOBILE SITE: Monday, September 30, 13 One layout goes to all mobile devices! Once size fits all?
    • MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT RESPONSIVE SITE: Monday, September 30, 13
    • MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT RESPONSIVE SITE: • Has the same URL as desktop site • No possible conflict with search • Method endorsed by Google • Majority of new developments benefit from responsive • Future ready to adapt to newly introduced screens and devices Monday, September 30, 13
    • MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT RESPONSIVE SITE: Monday, September 30, 13
    • MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT RESPONSIVE SITE: Monday, September 30, 13
    • MOBILE DESIGN METHODS OF DESIGN & DEVELOPMENT RESPONSIVE SITE: Monday, September 30, 13
    • MOBILE AND SEARCH Monday, September 30, 13
    • MOBILE DESIGN MOBILE & SEARCH GENERAL SEARCH ISSUES • Mobile device search strings can be different • Voice entered search strings are different • Mobile sites can use different ad networks such as AdMob • Local search impact Monday, September 30, 13
    • MOBILE DESIGN MOBILE & SEARCH GENERAL SEARCH ISSUES • Proprietary search results can eliminate PPC and other sponsored link options • Proprietary search results eliminate ads Monday, September 30, 13
    • MOBILE DESIGN MOBILE & SEARCH GENERAL SEARCH ISSUES • Half of all searches are performed on mobile • Percentage is much higher as goal of search becomes more local • Mentioning a location in mobile ads and search results can increase click-through rates up to 200%. Monday, September 30, 13
    • MOBILE DESIGN MOBILE & SEARCH USE YOUR ANALYTICS • How has mobile traffic to your website changed? • What is the mobile bounce rate and how has it changed? Monday, September 30, 13
    • MOBILE DESIGN MOBILE & SEARCH USE YOUR ANALYTICS • Which sources are my mobile visitors coming from? Monday, September 30, 13 If 7.70% of visitors are coming from a referring website then was that referring website mobile friendly? Don’t let your site be the stumbling block. Anything coming from Twitter is much more likely to be mobile. QR Codes
    • MOBILE DESIGN MOBILE & SEARCH USE YOUR ANALYTICS • Check organic search traffic Monday, September 30, 13 A 420% increase in traffic to the website from people who have searched using a non-brand related search phrase in Google through a mobile device.
    • MOBILE DESIGN MOBILE & SEARCH USE YOUR ANALYTICS • What are mobile visitors looking for in particular? Monday, September 30, 13 So if the majority of your mobile traffic is coming from search engines, as the above data shows, then what are they searching for there are a mix of information based search terms and location based search terms. The location based search terms could be on-site engineers, influencers, buyers who require spares or support offices and are looking to buy immediately, therefore need to know where the nearest stockist is located. Through the use of an app which uses Google Maps it is possible to then also provide driving directions to the local stockist.
    • MOBILE DESIGN MOBILE & SEARCH USE YOUR ANALYTICS • If you are developing an app or responsive site what devices (resolutions) will you develop for? Monday, September 30, 13 Also check what is converting best
    • CONCLUSION Monday, September 30, 13
    • MOBILE DESIGN CONCLUSION You may have the greatest solution for your audience, but if your target audience doesn’t know about you, can’t find you, or can’t engage with your product, then it doesn’t matter. Are you missing a massively growing number of visitors trying to access your site via mobile? Monday, September 30, 13
    • THANK YOU. ANY QUESTIONS? Monday, September 30, 13