The document discusses the considerations and options for building mobile websites, highlighting the importance of a tailored mobile user experience to improve customer retention and conversions. It presents various solutions including device-specific designs, responsive layouts, and mobile-friendly designs, each with their pros and cons, while emphasizing the need for scalability and robustness. The document also encourages e-commerce vendors to think ahead and utilize analytics for better mobile engagement and ROI.

1. Mobile Web sites // Options and Ideas

2. Building a mobile Web site
requires thought and consideration
• Plethora of options makes it confusing to establish a clear way
forward
• Is there a business case for it?
• What are the exact options available?
• How can I ensure my choice will be scalable and robust for the
long term?

3. Mobile: A global trend Customer satisfaction
Over 15% of global traffic today is generated A customised mobile user experience has been
from mobile devices. shown to be an effective way to retain the
attention of your mobile audiences for longer
Understanding your current mobile audience and increase their likelihood of converting.
and visitations are essential for establishing
immediate and longer term ROI metrics and Understand how a mobile user experience can
creating a relevant mobile centric user enable smarter interaction with your audiences
experience – use your current analytics as a on the move.
starting point.
Mobile Web sites // Some thoughts
eShops Build for the future
For eCommerce vendors, the ROI case is simple The mobile space is changing fast. Using
– mobile visits are already there, so providing techniques and solutions that are scalable will
them with a mobile centric user experience will allow you to minimise redevelopment needs
increase conversions. over time and attain greater ROI.
Providing your customers with a simple HTML 5 is now commonplace for creating Web
shopping and checkout process should be the sites which function identically on both
starting point for enabling a fuller mobile desktop and mobile devices. Tools like
experience between your brand and Netbiscuits can ensure that the mobile ‘long
customers. tail’ (older devices) are also catered for.

4. So, what are the
choices?

5. Device specific solution
A device specific solution allows you to
deliver a tailored user experience per
device.
The example shown here shows the full
Caritas Web site and mobile friendly
version which introduces a simpler user
experience (the main menu only presents
Learn, Act & Donate options).

6. Responsive solution
Responsive layouts use intelligent code to
detect the screen size and repurpose the
same content to the screen size.
The example shown here shows the same
content being presented with a 3, 2 and 1
column grid layout depending on the
device used to visit the site.

7. Mobile friendly design
Mobile friendly designs are created with
mobile visitations in mind (e.g. large
buttons), but use the same design across
all devices.
The site shown here uses the same layout
across all devices and has been build with
HTML 5 (as opposed to Flash) to ensure
interactive elements like the banner work
on mobile.

8. Summary
Mobile friendly design Responsive layout Device specific
Pros • Cheap (design only) • Cost effective solution (uses • Delivers a user specific mobile
same functionality across all solution
devices)
Cons • Does not offer a mobile • Limited mobile user • Can be costly
centric user experience experience
• Does not deliver mobile
specific functionalities
Good for… • Web sites with no • Web sites with limited mobile • Web sites with specific
specific mobile user user needs mobile user needs
needs
Bad for… • Web audiences with • Web audiences with specific • Web audiences with limited
specific mobile needs mobile needs mobile user needs
Cost • Low • Medium • High

9. Next steps
Reactive has experience delivering a wide
range of mobile solutions – why not give us a
call to discuss your options.
Perspectives 2012
Our latest edition of Perspectives 2012 covers
responsive layouts in great detail. Why not
request a copy or download a copy from here:
http://slidesha.re/I84TQI
Contact
Jason Ross – General Manager
M: 04 88012336
E: jasonr@reactive.com