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Mobile is the New Black


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Mobile is the New Black

  1. 1. Sonny CohenDirector of Internet Marketing StrategyDuo Consulting
  2. 2. How many website visitorsdid you disappoint today?
  3. 3. • Build the business case for mobile• Understand what a mobile website is• Justify budget for the mobile initiative right for your firm
  4. 4. It’s a mobile world• In 2011 the number of smartphones sold exceeded the number of PCs Sold
  5. 5. It’s a mobile world• In a few years, the number of mobile devices will DWARF the number of PCs
  6. 6. It’s a mobile world• Global Internet users will double over the next few years — and most will be mobile • G-20 = major industrial and developing countries
  7. 7. It’s a mobile nation• 113.9 million internet US users – 17%+ from 2011• 106.7 million smartphone US users – 18%+ from 2011MOBILE PHONES WILL OVERTAKE DESKTOP COMPUTERS AS THEMOST COMMON WEB ACCESS DEVICE IN THE WORLD — GARTNER
  8. 8. It’s a mobile nation
  9. 9. Is it a mobile law firm world? • 55% of the Fortune 500 have mobile ―optimized‖ Website* • 28% of the AMLAW 100 offer a Mobile ―Enabled‖ version of their website** BAKER & DLA SKADD LATHAM & KIRKLAND & MCKENZIE PIPER EN WATKINS ELLIS*Interactive Advertising Bureau July 2012**Nancy Slome 1:1 Interactive November 2012
  10. 10. Your firm’s mobile worldAre you comfortablewith consensus? Know your Clients Know your Site Analytics
  11. 11. Mobile Business Case – the DataDesktop vs Mobile Visitors:• Current Visits By Mobile Devices• 1 Year Visitor Trend Line• Bounce Rate• Time On Site• Pages Visited
  12. 12. Take a Snap Shot of November 2012• 10% of visits are mobile• Pages visited - 70% of desktop pages visited• Visit length - 58% of desktop visit length• Bounce rate – 22% higher (bounce rate = only visit 1 page)
  13. 13. What’s the Trend?• October, 2011 – 4000 mobile visitors• October, 2012 – 6614 mobile visitors• 65% Growth in mobile visitors in 12 months• ** (overall visitor traffic stable/flat)
  14. 14. So you want a Mobile friendly website?• ―Mobile Friendly‖ Is Not A Development Term• Neither is Mobile Enabled• Neither is Mobile Optimized
  15. 15. Mobile ≠ Smartphone• Phones • TV• Tablets • Appliances• Game Console • Household Windows• E-Reader • Bathroom Mirrors• Car Dashboard
  16. 16. Mobile friendlinessUnderstanding Stylesheets& Themes Desktop Web Stylesheet Print Stylesheet
  17. 17. Mobile friendliness• Your M.Lawfirm.Com** options: • INSUFFICIENT Auto-mobilizers (Google: ―mobile website‖) • BAD Web stylesheet – static website • OK web stylesheet – integrated with CMS • GOOD custom theme & web stylesheet – integrated with CMS with mobile content • BEST responsive design ** is a convention
  18. 18. Mobile friendliness . For illustrative purpose only
  19. 19. Mobile friendliness• STATIC WEBSITE • Easy to build – hard to manage • Tech skills to maintain• INTEGRATED WITH CMS • ―Flow‖ existing content
  20. 20. Mobile friendliness• Custom Mobile Style Sheet• Integrated with CMS• Location Aware
  21. 21. Mobile friendliness• Information Architecture• User Experience
  22. 22. Mobile Really friendly• Responsive Design
  23. 23. Mobile Really friendly
  24. 24. Mobile Really friendly• Responsive Design • Content decisions • User experience • Information architecture
  25. 25. Mobile Really Friendly Mobile First is the idea that web sitesMobile First should first be designed for mobile devices, including only those tasks/items that website visitors use most. Then as screen real estate increases, add in tasks/features as needed based on user priority.
  26. 26. Mobile Strategy Apps Email Lawyer Services •Document Assembly •Document Storage/collaboration Client Intranet •Time/Billing Entry
  27. 27. Sonny CohenDirector of Internet Marketing StrategyDuo