4. Agenda
The mobile momentum
Why mobile sites matter
Ten mobile site best practices
Best practices in action
Build a mobile website
Google confidentialand Proprietary
Google Confidential
6. Smartphones Have Gone Mainstream
51%
of mobile
owners in the
UK have a
Smartphone
Source: Enumeration Study, Feb 2012 Google Confidential and Proprietary 6
10. The mobile consumer accesses information all the time
Of all smartphone users:
Use mobile Internet Use mobile Internet
while having a 13% 43% while commuting or
meaningful travelling for work
conversation and to school
89% 77%
Use mobile Internet
for research and to Use mobile Internet
read the news when in a shop
Google Confidential and Proprietary 10
12. Mobile doubles the number of conversion
paths available to consumers
OFFLINE ONLINE MOBILE
RESEARCH
Research on Mobile
and conversion on
Desktop is primarily
driven by poor Mobile
website experience;
PURCHASE
OFFLINE ONLY
1 conversion path
OFFLINE + ONLINE
4 conversion paths
OFFLINE + ONLINE + MOBILE
9 conversion paths
Google Confidential and Proprietary 12
13. Two Thirds of consumers prefer the mobile Web over Apps
Benefits of Mobile Web over Apps:
Easier for consumers to find through Search, Blogs, Twitter
and links in emails.
Increased Market Size. Impressions and clicks higher on mobile
Web than Apps. Anyone has access to your site.
Lower development costs creating a mobile web site vs.
developing a mobile app.
Easier to support & maintain. If changes are made, there is
no need to upgrade because all users see the newest version
Source: Adobe Mobile Experience Survey, Oct 2010
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14. Mobile Site Types
Landing Pages
Transcoded
Full Mobile Site
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15. Which would you prefer to use?
Desktop site viewed on mobile Mobile-friendly website
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16. Mobile users have high expectations
58% of mobile phone users expect mobile sites to load
as quickly or faster than desktop sites.
Mobile users value speed
www.guardian.co.uk Google m.guardian.co.uk Google
38% of users are willing
Ad Slot
to wait 30 seconds or
less to complete a simple
transaction.
Source: Compuware, “Why the Mobile Web is Disappointing End-users”. March 2011
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17. Why invest in a mobile site?
to boost performance:
51% more likely to purchase from retailers
85% increased engagement
to keep customers:
40% would visit a competitor’s site
instead because of a disappointing
mobile experience
Source: Compuware, “Why the Mobile Web is Disappointing End-Users”. March 2011
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18. Ten Mobile Site Best Practices
Google confidentialand Proprietary
Google Confidential
19. Look at your site analytics
Segment traffic by mobile users to prioritise content
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20. Ten mobile site best practices
keep it quick make it easy to convert
help mobile users - design your site
to load quickly and make copy easy focus on information that
to scan. will aid conversion.
simplify navigation make it local
clear navigation, hierarchy and
vertical scrolling aid access to include functionality that helps people
information. find you and get to you.
be thumb friendly make it seamless
design your site so that even large bring as much of the functionality
hands can interact with it easily. of your desktop site to mobile as
you can.
design for visibility use mobile site redirects
give users a choice to go back to the
ensure that your content can be read desktop site, but make it easy to
at arm’s length. return to the mobile site.
make it accessible learn, listen & iterate
ideally, your mobile site should work good mobile sites are user-centric,
across all mobile devices and all meaning they’re built with input from
handset orientations. your audience.
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21. Keep it quick
Reduce large blocks
of text and use bullet
points for easy
reading.
Compress images
to keep them
small for faster Prioritise the content
site loading and features that
mobile users need
most. Use your
desktop site analytics
to see what mobile
users are doing.
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22. Simplify navigation
Have a clear hierarchy
Minimise scrolling and in menus and avoid
keep it vertical only. rollovers
Have a search box
prominently available
on complex sites
Help users navigate
between levels with
clear Back and Home
buttons.
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23. Be thumb friendly
Use large,
centred
buttons
and give
them
breathing
room to
reduce
accidental
Pad smaller
clicks.
buttons to
increase the
clickable area.
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24. Design for visibility
Create contrast between
background and text. Use plenty of negative
space.
Use size and colour to Make sure that content
indicate link/button priority. fits on-screen and can
be read without
pinching or zooming.
Use 3D effects and
shadowing for buttons.
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25. Make it accessible
Use HTML5 for interactivity
and animation.
Adapt your site for both Find alternatives to Flash –
vertical and horizontal it doesn’t work on some
orientations. mobile devices.
Keep users in the same
place when they change
orientation.
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26. Make it easy to convert
Use click-to-
call
functionality
for phone
numbers Keep forms short
and use the fewest
number of fields
possible
Use
checkboxes,
lists and scroll Use HTML5 in form
menus to fields for easier
make data data completion
entry easier
Focus on
information that will
aid conversion
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27. Make it local
Allow users to
check stock at
shops nearby.
Include local
ads and
deals.
Put your
address or
shop locator
on the
homepage. Include maps
and
directions.
Use GPS to
personalise,
when
possible.
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28. Make it seamless
Provide prominent
access to login,
shopping cart and
saved favourites
functionality to make it
easier for users who
go between mobile and Maintain key features
desktop devices. of the site across all
channels as much as
possible.
Display the same key
information for
products and
services.
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29. Use mobile site redirects
Include key
information,
such as your
address or
shop locator, Let users
on the choose which
redirect page version they
prefer to see
on later visits
Give users
the choice to
go back to
the desktop
site, but
make it easy
to return to
the mobile
site
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30. Listen, learn and iterate
Use analytics to Implement and collect user
understand how mobile feedback after launching.
users use your site.
If possible, carry out user Iterate often and
testing before launching a continuously improve your
complex site. site.
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33. kiddicare.com
make it seamless
the mobile site maintains the same look and feel of
the desktop site and offers users a consistent
brand experience. The key features and
functionality offered on desktop are put front and
centre for easy access by mobile users.
simplify navigation
intuitive site navigation features,
including greatly reduced top level navigation for
mobile. kiddicare.com have learned that users will
navigate more on mobile if they are given well
refined results in the end.
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34. kiddicare.com
make it accessible
to ensure a consistently high-quality experience
across mobile devices, kiddicare.com have built
a mobile version of their site which uses no Flash,
despite it being a major feature of their desktop
site.
keep it quick
the mobile site concentrates on delivering content
most likely to drive fast conversions: information
about discounts, easy access to the online price
guide and even compressed videos of the products
in action.
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35. kiddicare.com – Success results
•Recorded first order 4 minutes after launch
•Mobile performance consistent with desktop –
same conversion rate, same categories of
purchases, same average order value
•Increased traffic on mobile by 36% in just
three months
•Projected growth of mobile to 20% of all orders
by end of 2012
“If you can only do one, do mobile website over
app because you can gain a wider reach.”
--Simon Harrow, Technology Officer,
kiddicare.com
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36. Build a mobile website
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Google Confidential
37. Use the GetMoMeter at HowToGetMo.com
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38. Determine the scope and type of mobile site you need
Landing page to Microsite for a product
Full mobile website
generate leads or campaign launch
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