Years ago it was all about keeping up with digital screens that were getting bigger. Then they started to shrink. Now we’re all mobile and we want it all instantly, faster, better and appropriate to our device if it’s all the same to you. So, what does this mean for your content, your text, your images, your call to actions? How can you ensure this all works, has an equal amount of impact no matter how or what your content is accessed on. Does it matter anyway? And are you sure you know what the impact of not focussing on this will have on your business...? Our session is designed to help, we want to educate, share our knowledge and give you the power to make an informed decision before you make any investments

3. WHO IS SLIGHTLY
DIFFERENT?

4. INTRO
Design - How?
Marketing - Why?
Business - Benefits

5. DESIGN

6. WHAT IS RESPONSIVE WEB
DESIGN?
“Rather than tailoring
disconnected designs to
each of an ever-increasing
number of web devices, we can
treat them as facets of the same
experience.”
Ethan Marcotte

7. USER CONTEXT
More than screen size
However, mobile context is much more than just screen size. It also needs to factor in the user.

8. CONTEXT
Touch Support
Bandwidth
Gestural navigation such as
touch, slide, pinch and flick.
Mobile connectivity can range from strong
wi-fi signals on the couch to 3G or EDGE
when out and about.
Battery Level
Device Capabilities
Help users by optimising files to
reduce battery drain.
Abilities to tap into the mobile devices
in-built capabilities such as geolocation, camera, accelerometer and audio
input.

9. THREE TENETS OF RWD
Fluid Grids
Flexible Media
Media Queries
Fluid grids adapt to any
Flexible media can be
Check for certain conditions
screen size.
proportionally resized by
and apply different styles
the browser.
accordingly.

10. CONTENT FIRST
“Content precedes design. Design
in the absence of content is not
design, it’s decoration”
Jeffrey Zeldman

11. MOBILE FIRST
“Losing 80% of your
screen space forces you
to focus.”
Luke Wroblewski

12. PROGESSIVE ENHANCEMENT
Ensuring that the most important goals have focus.

13. FUTURE PROOFING
The Post PC Era
Designing responsive sites allows you to be prepared for devices that don't even exist yet because you've
already ensured that your product will scale to any four corners.

14. EXAMPLES
JHC

15. EXAMPLES
Modality Systems

16. EXAMPLES
Truro School

17. MARKETING

18. MARKETING
• Do you need responsive content?
• How can you analyse your need?
• Is it important?

19. YOUR CUSTOMERS ARE
MOBILE
July 2013 – Google/Forbes study of 511 senior execs (US)

20. THEY CONSUME MOBILE
CONTENT
“…72%, report using a
smartphone for product
research during this time…”
July 2013 – Google/Forbes study of 511 senior execs (US)

21. THEY APPRECIATE OPTIMISED
CONTENT
“73% of executives confirm that a bad mobile
experience makes them less likely to engage
with a company”
“66% say a mobile-friendly site makes them more
likely to buy from or engage with a vendor”
July 2013 – Google/Forbes study of 511 senior execs (US)

22. EMAIL IS CHANGING TOO
3 of the top 5 email clients are
mobile platforms (accounting
for 47% of all email)
Over 20% of ‘paid by
work’
phones are now iPhones

23. HOW CAN YOU ANALYSE YOUR
NEED?

24. YOUR MOBILE GROWTH
Is your content seeing a growth in mobile visitors?
• 4000% increase since Oct 2011
• 91% increase since Oct 2012
Mobile only - period: 1st Oct 2011 to 31st Oct 2013

25. WHAT’S THE SPLIT
• Mobile & tablet now 34% of visits
• Desktop = 24% drop
• Mobile alone is nearly a quarter of
• Mobile = 98% increase
all visits
• Tablet = 176% increase
Period: 1st Jan 2013 to 31st Oct 2013 compared to 1st Jan 2012 to 31st Oct 2012

26. WHAT ABOUT YOUR EMAIL?
• Over a quarter of email driven
traffic is mobile
• 15% is smartphone
Period: 1st Jul 2013 to 30th Sep 2013

27. ARE THEY ENGAGED?
19% increase in mobile
Period: 1st Jul 2013 to 30th Sep 2013
61% decrease in mobile

28. ARE THEY CONVERTING?
Mobile conversion rates
are 61% lower
Contribution to conversions…
Period: 1st Jul 2013 to 30th Sep 2013

29. WHAT’S THE BENCHMARK?
“Average mobile
conversion rates are
below 1%...”
“…companies investing in mobileoptimized sites are three times
more likely to be enjoying mobile
conversion rates of 5% or above…”
Adobe 2013 digital marketing optimisation survey

30. BEFORE AND AFTER…
Period: 24th Oct 2013 to 4th Nov 2013 vs. 10th Oct 2013 to 21st Oct 2013

31. IS IT IMPORTANT?
Content:
• Customers using mobile devices = increasing
• Third of all website visits now from mobile/tablet
• Desktop traffic = decreasing
Engagement:
• Affect on engagement = engagement metrics lower on mobile
devices
• Affect on goals/conversions = conversion rates significantly lower
on mobile devices

32. IS IT IMPORTANT?
“Google
recommends”

33. SEM - SEO
Google is serving mobile Google Mobile Bot is
optimised results
crawling your content
Google wants mobile
searchers to be happy
as…

34. SEM - PPC
Mobile optimisation of
Google AdWords
landing pages has
been a factor in your
ad quality score since
2011…

35. BUSINESS

36. RESEARCH
 Research shows that business
decision makers research
products and services largely on
mobile devices initially
 It is believed that the move from
simply researching to action is
imminent
 Research shows that 66% of
people continue to use their
devices whilst at their desks, even
when a PC is available
Source: Forbes Insights

37. WHERE?
Where senior management use their mobile devices to gather business
information:
 On business trips
90%
 During personal time
 While socialising
 While commuting
 In the office during office hours
 While watching TV
 During exercise /recreation
Source: Forbes Insights
78%
71%
70%
66%
60%
41%

38. WHAT ARE THE BARRIERS?
1.Budget:
We’ve just had a new website developed

39. WHAT ARE THE BARRIERS?
2. Need:
We don’t think
we need a
responsive site

40. WHAT ARE THE BARRIERS?
3. But we already
have a mobile site

41. BENEFITS
Improved customer experience
Google recommends
Competitive advantage
Improved customer experience
Improved conversions
Future proofing
(as much as you can with technology that is)

42. SUMMARY
Design
Marketing
Business
What responsive design
Using analytics to justify
Key barriers and benefits
is and looks like
the case

43. QUESTIONS
Saira O’Dwyer
Sales & Marketing Director
saira@slightlydifferent.co.uk
Jody Van Vestraut
Head of Digital Marketing
jody@slightlydifferent.co.uk
Rob Suckley
Head of Design
rob@slightlydifferent.co.uk