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Responsive,	
  
Adap.ve,	
  Mobile	
  
Which	
  Path	
  is	
  Right	
  
for	
  Me?	
  
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Agenda	
  
•  Mobile Trends
•  Types of mobile sites
•  Adaptive Web Design verses Client Side Responsive
•  Closing Notes
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Milestone	
  at	
  a	
  glance	
  
Drive online revenue and profitability for our clients
Silicon Valley ~ Chicago ~ India
180 employees ~1500 Clients
Digital marketing software and services for hospitality
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Mobile	
  Internet	
  is	
  
growing	
  fast!	
  
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Understand	
  the	
  user	
  
intent…	
  
§  Desktop User
§  Office hours
§  Research about property,
specials, events, reviews
and detailed information
§  Mobile User
§  Lunch breaks/Starbucks
§  Looking for property location,
maps and directions, click to call
reservations, local area guide
§  Tablet User
§  Evening hours
§  Looking for visual
content about
property and
destination
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Mobile	
  search	
  and	
  
hospitality	
  industry	
  
•  Global smartphone use will
reach 2 billion by 2015
(Bloomberg)
•  Across all industries, mobile
traffic is increasing by 3.5
percent per month (Televox)
•  Of the estimated 30 billion
annual mobile searches, about
12 billion are local searches
(Search Engine Land) – hotel
search is a local search
•  Local mobile searches (85.9
billion) are projected to exceed
desktop searches (84 billion)
for the fist time in 2015
(eMarketer)
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
What	
  are	
  mobile	
  users	
  
doing?	
  
Desktop is a Cash Cow, Mobile is the Rising Star
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Mobile	
  conversions	
  
can	
  be	
  big!	
  
•  Multi screen search behavior
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Mobile	
  visitor	
  
behavior	
  
Use Google Analytics
1. Go into Traffic > Search Queries
2. Select Mobile Filter
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
3	
  op@ons	
  for	
  your	
  
mobile	
  sites	
  
RESPONSIVE CLIENT SIDE
1.  Same website & URL
2.  Different layout but same
elements resized
3.  Same content for desktop, mobile
& iPad
4.  Sites are download heavy
Adaptive Responsive (RESS)
1.  Same URL and website
2.  Different layout, different
elements
3.  Different content /same
content served according to
device for desktop, mobile and
I-pad.
4.  Site speed is good and server
side caching is effective
SEPARATE MOBILE SITE
1.  Different URL
2.  Different layout
3.  Different content for desktop and
different for mobile.
4.  Sites are download heavy
5.  Need canonical and rel=alternate
tags to be implemented
1 2 3
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Breakpoints:	
  
Responsive	
  vs.	
  
Dynamic	
  serving	
  
Client side Responsive/RWD/ Adaptive /Dynamic Server side/RESS
Responsive design is client-side, meaning the whole page is
delivered to the device browser (the client), and the browser then
changes how the page appears in relation to the dimensions of the
browser window
Adaptive design is server-side, meaning before the page is even
delivered, the server (where the site is hosted) detects the attributes
of the device, and loads a version of the site that is optimized for
device type
Same web URL consistent across all devices Same web URL consistent across all devices.
Content stays the same across all devices Same content can be shown across all devices or ability to
customize meta and content shown per device
Both desktop and mobile devices download the entire web page Render only those components viewable on requested device
With responsive, the device itself does the work with media
queries to display the re-sized images and optimized layout
With adaptive, the server does the work and delivers the page
already optimized.
Small images are loaded first and then replace with larger images
designed for broadband/desktop experience.
Images can be further optimized for mobile and tablet experience
Page load time is high Page Loading time can be controlled based on device type
CSS/JS changes require to make site compactable for new devices RESS leaves the heavy lifting to the server rather than requiring
relatively low powered device to do all the work
Require 25-30% more development (compare to RESS) to build and
maintain
The server side approach saves on development time
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Adaptive Responsive
•  Same URL with two options
•  Same Content
•  Different Content
•  Different elements based on
device type
•  Server-side content
optimization to reduce
download time
•  Integrated with CMS and
analytics
Separate Mobile
•  Different URL
•  Different layout
•  Different content for desktop
and different for mobile
•  Integrated with CMS
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Search	
  engines	
  are	
  focusing	
  on	
  	
  
mobile	
  experience	
  
http://googlewebmastercentral.blogspot.in/2013/06/changes-in-rankings-of-smartphone_11.html
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Separate	
  mobile	
  site	
  	
  
•  Desktop Pages – Rel Alternate
(assuming every desktop page has
mobile equivalent)
•  Mobile Page – Rel Canonical tag on
the mobile site pointing back to
desktop site
•  Selectively do 301 redirect for pages
which do not exist on the mobile site
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Responsive	
  Site	
  	
  
Mobile
Tablet
Desktop
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Client	
  side	
  responsive	
  
design	
  
•  Requires multiple CSS
stylesheets so that site
displays correctly on
the following
viewports:
•  320 × 480 Phone
(portrait)
•  480 × 320 Phone
(landscape)
•  480 × 800 Small Tablet
(portrait)
•  800 × 480 Small Tablet
(landscape)
•  768 × 1024 Large
Tablet (portrait)
•  1024 × 768 Large
Tablet (landscape)
•  1280 × 800 Desktop
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Adap@ve	
  Responsive	
  	
  
•  New Gestures
•  Jquery Swiping (photo gallery)
•  Pixel Width of average finger
DESKTOP
SITE
TABLET
SITE
MOBILE
SITE
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Wireframes	
  for	
  
Different	
  Devices	
  
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
How	
  Does	
  Adap@ve	
  
Works?	
  	
  
User goes to website
Server-side script renders HTML referencing the
JavaScript and CSS files for device
Server-side script detects
user’s device type
Tablet.css
Tablet.js
Phone.css
Phone.js
Desktop.css
Desktop.js
We serve
appropriate JS and
CSS based on users
browsing device
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Adap@ve	
  Responsive	
  is	
  preferred	
  
Impact	
  of	
  download	
  @me	
  on	
  conversion	
  	
  
Just One Second Delay In Page-Load Can Cause 7% Loss In
Customer Conversions
1sec = 7%Load Delay Conversion Drop
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Using	
  Page	
  speed	
  
Insights	
  to	
  test	
  
http://developers.google.com/speed/pagespeed/insights/
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Mobile	
  Integra@on	
  
•  Manage desktop, mobile, tablet from one interface
•  Device-specific preview option
•  Option to manage meta tags based on device type
Mobile integration
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Key	
  Take	
  Aways	
  	
  
•  Know your audience search behavior
•  Decide best mobile solution for your business
•  Do not 301 redirect all pages to mobile home
•  If you decide to do separate mobile site, do rel alternate and
rel cononical
•  Do performance testing
•  Adaptive Responsive (RESS) can be good if done carefully
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Know	
  Great	
  People?	
  
http://jobs.milestoneinternet.com
•  Director of Client Services (Chicago)
•  Recruiter (Chicago)
•  Sr. Manager, Paid Search (Chicago)
•  Account Managers (Chicago and
Santa Clara)
•  Social Media Team Lead (Santa Clara)
•  Social Media Account Manager
(Chicago)
Top Reasons to Work for Milestone
•  Great place to learn with
phenomenal growth opportunity
•  Work with a fun, amazing,
talented team
•  Benefits: Medical, dental, vision,
401K, vacation, sick and holiday
pay
•  Exciting and innovative work
environment
•  Breakfast and Happy hour every
Friday
•  Monthly events and quarterly
outings
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Thank	
  You	
  
Questions?
Benu Aggarwal
benu@milestoneinternet.com
www.milestoneinternet.com
blog.milestoneinternet.com
twitter.com/milestonemktg
facebook.com/MilestoneInc
google.com/+MilestoneInternet
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Back	
  up	
  
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Page	
  speed	
  insights	
  
for	
  mobile	
  
•  PAGE ABOVE THE FOLD MUST RENDER UNDER A
SECOND on a mobile network.
•  Majority of users access the page from a 3G network. Typical
breakdown of a second while accessing a page
•  Research shows any delay longer than a second will not keep
user engaged
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
To	
  meet	
  the	
  1	
  sec	
  
criteria	
  
1.  Reliable hosting provider
Server must render the response (< 200 ms) – This is the server
response time that it takes the server to return the HTML. This
factors in the network transport time
2.  Minimize redirects
Number of redirects should be minimized – One additional HTTP
request can add one or two extra network round trips (A good
time to look into all the redirects we are doing)
3.  Use inline CSS above the fold
Avoid external blocking JavaScript and CSS above-the-fold
content
4.  Browser layout and rendering (200 ms)
This is the time required to parsing the HTML, CSS & JS.
5. Optimize JavaScript execution and rendering time
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Java	
  Script	
  and	
  CSS	
  
comparison	
  
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
Mobile	
  website	
  QA	
  
tools	
  
•  Other tools are used for testing
•  User agent switcher for Firefox & Chrome
•  http://quirktools.com/screenfly/ 
•  http://responsivetools.com/site-url/
•  Mobilizer
•  Physical devices Ipad & Iphone
Milestone Confidential
www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg
hTp://quirktools.com/
screenfly/	
  

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Responsive vs. Adaptive

  • 1. Responsive,   Adap.ve,  Mobile   Which  Path  is  Right   for  Me?  
  • 2. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Agenda   •  Mobile Trends •  Types of mobile sites •  Adaptive Web Design verses Client Side Responsive •  Closing Notes
  • 3. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Milestone  at  a  glance   Drive online revenue and profitability for our clients Silicon Valley ~ Chicago ~ India 180 employees ~1500 Clients Digital marketing software and services for hospitality
  • 4. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Mobile  Internet  is   growing  fast!  
  • 5. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Understand  the  user   intent…   §  Desktop User §  Office hours §  Research about property, specials, events, reviews and detailed information §  Mobile User §  Lunch breaks/Starbucks §  Looking for property location, maps and directions, click to call reservations, local area guide §  Tablet User §  Evening hours §  Looking for visual content about property and destination
  • 6. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Mobile  search  and   hospitality  industry   •  Global smartphone use will reach 2 billion by 2015 (Bloomberg) •  Across all industries, mobile traffic is increasing by 3.5 percent per month (Televox) •  Of the estimated 30 billion annual mobile searches, about 12 billion are local searches (Search Engine Land) – hotel search is a local search •  Local mobile searches (85.9 billion) are projected to exceed desktop searches (84 billion) for the fist time in 2015 (eMarketer)
  • 7. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg What  are  mobile  users   doing?   Desktop is a Cash Cow, Mobile is the Rising Star
  • 8. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Mobile  conversions   can  be  big!   •  Multi screen search behavior
  • 9. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Mobile  visitor   behavior   Use Google Analytics 1. Go into Traffic > Search Queries 2. Select Mobile Filter
  • 10. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg 3  op@ons  for  your   mobile  sites   RESPONSIVE CLIENT SIDE 1.  Same website & URL 2.  Different layout but same elements resized 3.  Same content for desktop, mobile & iPad 4.  Sites are download heavy Adaptive Responsive (RESS) 1.  Same URL and website 2.  Different layout, different elements 3.  Different content /same content served according to device for desktop, mobile and I-pad. 4.  Site speed is good and server side caching is effective SEPARATE MOBILE SITE 1.  Different URL 2.  Different layout 3.  Different content for desktop and different for mobile. 4.  Sites are download heavy 5.  Need canonical and rel=alternate tags to be implemented 1 2 3
  • 11. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Breakpoints:   Responsive  vs.   Dynamic  serving   Client side Responsive/RWD/ Adaptive /Dynamic Server side/RESS Responsive design is client-side, meaning the whole page is delivered to the device browser (the client), and the browser then changes how the page appears in relation to the dimensions of the browser window Adaptive design is server-side, meaning before the page is even delivered, the server (where the site is hosted) detects the attributes of the device, and loads a version of the site that is optimized for device type Same web URL consistent across all devices Same web URL consistent across all devices. Content stays the same across all devices Same content can be shown across all devices or ability to customize meta and content shown per device Both desktop and mobile devices download the entire web page Render only those components viewable on requested device With responsive, the device itself does the work with media queries to display the re-sized images and optimized layout With adaptive, the server does the work and delivers the page already optimized. Small images are loaded first and then replace with larger images designed for broadband/desktop experience. Images can be further optimized for mobile and tablet experience Page load time is high Page Loading time can be controlled based on device type CSS/JS changes require to make site compactable for new devices RESS leaves the heavy lifting to the server rather than requiring relatively low powered device to do all the work Require 25-30% more development (compare to RESS) to build and maintain The server side approach saves on development time
  • 12. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Adaptive Responsive •  Same URL with two options •  Same Content •  Different Content •  Different elements based on device type •  Server-side content optimization to reduce download time •  Integrated with CMS and analytics Separate Mobile •  Different URL •  Different layout •  Different content for desktop and different for mobile •  Integrated with CMS
  • 13. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Search  engines  are  focusing  on     mobile  experience   http://googlewebmastercentral.blogspot.in/2013/06/changes-in-rankings-of-smartphone_11.html
  • 14. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Separate  mobile  site     •  Desktop Pages – Rel Alternate (assuming every desktop page has mobile equivalent) •  Mobile Page – Rel Canonical tag on the mobile site pointing back to desktop site •  Selectively do 301 redirect for pages which do not exist on the mobile site
  • 15. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Responsive  Site     Mobile Tablet Desktop
  • 16. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Client  side  responsive   design   •  Requires multiple CSS stylesheets so that site displays correctly on the following viewports: •  320 × 480 Phone (portrait) •  480 × 320 Phone (landscape) •  480 × 800 Small Tablet (portrait) •  800 × 480 Small Tablet (landscape) •  768 × 1024 Large Tablet (portrait) •  1024 × 768 Large Tablet (landscape) •  1280 × 800 Desktop
  • 17. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Adap@ve  Responsive     •  New Gestures •  Jquery Swiping (photo gallery) •  Pixel Width of average finger DESKTOP SITE TABLET SITE MOBILE SITE
  • 18. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Wireframes  for   Different  Devices  
  • 19. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg How  Does  Adap@ve   Works?     User goes to website Server-side script renders HTML referencing the JavaScript and CSS files for device Server-side script detects user’s device type Tablet.css Tablet.js Phone.css Phone.js Desktop.css Desktop.js We serve appropriate JS and CSS based on users browsing device
  • 20. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Adap@ve  Responsive  is  preferred   Impact  of  download  @me  on  conversion     Just One Second Delay In Page-Load Can Cause 7% Loss In Customer Conversions 1sec = 7%Load Delay Conversion Drop
  • 21. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Using  Page  speed   Insights  to  test   http://developers.google.com/speed/pagespeed/insights/
  • 22. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Mobile  Integra@on   •  Manage desktop, mobile, tablet from one interface •  Device-specific preview option •  Option to manage meta tags based on device type Mobile integration
  • 23. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Key  Take  Aways     •  Know your audience search behavior •  Decide best mobile solution for your business •  Do not 301 redirect all pages to mobile home •  If you decide to do separate mobile site, do rel alternate and rel cononical •  Do performance testing •  Adaptive Responsive (RESS) can be good if done carefully
  • 24. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Know  Great  People?   http://jobs.milestoneinternet.com •  Director of Client Services (Chicago) •  Recruiter (Chicago) •  Sr. Manager, Paid Search (Chicago) •  Account Managers (Chicago and Santa Clara) •  Social Media Team Lead (Santa Clara) •  Social Media Account Manager (Chicago) Top Reasons to Work for Milestone •  Great place to learn with phenomenal growth opportunity •  Work with a fun, amazing, talented team •  Benefits: Medical, dental, vision, 401K, vacation, sick and holiday pay •  Exciting and innovative work environment •  Breakfast and Happy hour every Friday •  Monthly events and quarterly outings
  • 25. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Thank  You   Questions? Benu Aggarwal benu@milestoneinternet.com www.milestoneinternet.com blog.milestoneinternet.com twitter.com/milestonemktg facebook.com/MilestoneInc google.com/+MilestoneInternet
  • 27. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Page  speed  insights   for  mobile   •  PAGE ABOVE THE FOLD MUST RENDER UNDER A SECOND on a mobile network. •  Majority of users access the page from a 3G network. Typical breakdown of a second while accessing a page •  Research shows any delay longer than a second will not keep user engaged
  • 28. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg To  meet  the  1  sec   criteria   1.  Reliable hosting provider Server must render the response (< 200 ms) – This is the server response time that it takes the server to return the HTML. This factors in the network transport time 2.  Minimize redirects Number of redirects should be minimized – One additional HTTP request can add one or two extra network round trips (A good time to look into all the redirects we are doing) 3.  Use inline CSS above the fold Avoid external blocking JavaScript and CSS above-the-fold content 4.  Browser layout and rendering (200 ms) This is the time required to parsing the HTML, CSS & JS. 5. Optimize JavaScript execution and rendering time
  • 29. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Java  Script  and  CSS   comparison  
  • 30. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg Mobile  website  QA   tools   •  Other tools are used for testing •  User agent switcher for Firefox & Chrome •  http://quirktools.com/screenfly/  •  http://responsivetools.com/site-url/ •  Mobilizer •  Physical devices Ipad & Iphone
  • 31. Milestone Confidential www.milestoneinternet.com blog.milestoneinternet.com @milestonemktg hTp://quirktools.com/ screenfly/