Mobile device usage has dramatically increased, with 64% of American adults now owning smartphones. Websites and emails need to be optimized for mobile to have the best chance of engagement. A/B testing of website designs for a nonprofit found that simplifying the message and calls-to-action increased conversions by over 100%. Proper design helps ensure organizations make a good first impression on mobile and that users have a positive experience.

1. What
Pixels
Know

2. Marisa Porter Meg Delagrange
web architect creative director
@virtuallymarisa @coloringspirit

3. First, let us take a group selfie.
#humansareawesome
Stand up and put your hands in the air

4. The Extent
of Mobile Use
A Case Study
Or Two
Power up
With Design

5. 64% of American adults now own a smartphone of some
kind, up from 35% in the spring of 2011. For many, these
devices are a key entry point to the online world. /The Pew Report

6. 64% of American adults now own a smartphone of some
kind, up from 35% in the spring of 2011. For many, these
devices are a key entry point to the online world. /The Pew Report
67% use their phone to share pictures,
videos, or commentary about events
happening in their community, with
35% doing so frequently. /The Pew Report

7. 70% of mobile searches lead to action on websites
within one hour. That’s assuming that the website
is mobile-friendly, otherwise 40% will choose
another result. /TechCrunch Report
72% of web page views are on smartphones.
People searching online using a smartphone will increase
from 800 million to 1.9 billion users in 2015. /Business2Community Report
70%
A Few Mobile Search Statistics

8. 75% of Gmail users access their accounts on mobile
devices. Gmail now has 900 million users. /Google Report
91% of consumers check their email at least once per day
on their smartphone, making it the most used functionality.
/ExactTarget “Mobile Behavior Report
If an email does not display correctly,
71.2% will delete it immediately.
91%
75%
71%
A Few Responsive Email Statistics

9. You have 3-5 seconds on mobile
to get a user’s attention.
55% of visitors spend fewer than
15 seconds on your website.
Every second counts.

10. 48% of users say that if they
arrive on an organization’s site
that isn’t working well on mobile,
they take it as an indication
of the organization simply not caring.
/MarginMedia
?

11. Customers are five times more likely
to visit a competitor after having
a frustrating mobile experience.
/npENGAGE
5x

12. Mobile Giving is Growing
Among 343 nonprofits studied, an average of
9.5 percent of donations came via mobile devices.
For the top one-fourth of nonprofits with the
highest mobile-to-desktop giving ratio,
that average climbed to 17.8 percent.

13. 47% of donors give up
because the online journey
is too cumbersome and complicated.

14. “If you’ve created an urgency
for your donors to act,
don’t let a conversion slip away
because your website is not
optimized for mobile.”
/npENGAGE

15. Let’s talk about design.

16. First impressions are 94% design-related.
94%

17. Visuals are processed 60,000X
faster in the brain than text.

18. This allows viewers to make their own decisions
without feeling pressure from your organizations.
Visuals show your mission
without telling people about it.

19. This breaks through the
overwhelming clutter
of online content.
Good design
expresses ideas quickly
- in a snapshot.

20. Building thoughtful websites with
clear intentions shows that you care,
makes choices more comfortable,
and leads to a better overall experience.

21. It’s been found that 68% of users
who give up did so because
they think you don’t care about them.
(Which we know isn’t true!)

22. People engage with attractive, newsworthy content. 53% of what
people share on social media are news articles and blog posts.
60% of people are more likely to click on an organization
whose images appear in search results.
Posts with visuals receive 94% more page visits and
engagement than those without.
53%
94%
60%

23. An anynomous third party case study
showed how one organization’s re-design
of only 3 key elements on their homepage
saw a conversion increase of 106%.
1 0 6 %

24. 1
2
3
They swapped a vague headline with a clear headline and
sub-headline that clearly answered “Who, What, Where, and Why”.
They placed a clear call-to-action button above the fold, Something as
simple as changing a call-to-action button from “See Plans and Pricing” to
“Get Started Today” increased their conversions by 252%.
They combined information to create beautiful white space for
the eye to rest and added quality images and graphics that
clearly communicated their message.

25. 1
2
3
They swapped a vague headline with a clear headline and
sub-headline that clearly answered “Who, What, Where, and Why”.
They placed a clear call-to-action button above the fold, Something as
simple as changing a call-to-action button from “See Plans and Pricing” to
“Get Started Today” increased their conversions by 252%.
They combined information to create beautiful white space for
the eye to rest and added quality images and graphics that
clearly communicated their message.

26. 1
2
3
They swapped a vague headline with a clear headline and
sub-headline that clearly answered “Who, What, Where, and Why”.
They placed a clear call-to-action button above the fold, Something as
simple as changing a call-to-action button from “See Plans and Pricing” to
“Get Started Today” increased their conversions by 252%.
They combined information to create beautiful white space for
the eye to rest and added quality images and graphics that
clearly communicated their message.

27. “You never get
a second chance
to make a first impression.”
—Oscar Wilde

28. Email Case Study
Before:

29. Email Case Study
After:
The number of
people who clicked
through links on
the CiviCRM email
increased by 40%
after the mobile
responsive design.
/CIVI Newsletter Stats
40%

30. Website Case Study
Before:

31. Website Case Study
After:

32. Wanna ask questions?

33. Marisa Porter Meg Delagrange
web architect creative director
@virtuallymarisa @coloringspirit