Mobile Matters: Leveraging Mobile to Enhance Your Business


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30 years ago, businesses only had to worry about traditional advertising (TV, Print, Radio) but today, the marketing landscape has evolved tremendously.

In this presentation you will learn:

What you need to know about how people are using mobile.
The implications for you as a business owner.
An easy to understand overview on mobile focused design and development.
Best practices & implementation steps for your business getting mobile ready.

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  • Customers can now use smartphones and tablets to interact with businesses 24/7, on the go, people are hyper connected across multiple devices - at home , train, at work and even walking down the street. I do believe its more than just 'going mobile'. A strategy needs to be defined, what happens when scenarios, how to maintain, how to continue iterating the mobile user experience.
  • Does this look familiar? iOS 7 update Last week came out and broke a lot of apps – Major disruption – most companies weren’t prepared. I looked on my iphone app store – 55 app updates Flat design – biggest feature, navigation elements – big rush for developers because Apple moved their release date up Lesson: Always iterating, industry is always changing. Even if that change is driven by an industry innovator. Just having a mobile site isn't enough, but thinking holistically about your site, mobile, adverts, personas  and voice of your products need to make sense while developing a long term solution for growth. Source:
  • Why is mobile not considered online? Online has traditionally been considered as www or desktop/laptop. Mobile has been traditionally viewed as a communication device. Mobile blends both these channels together. Your mobile site will differ from your desktop site not just because of screen size, but because mobile users have a different mindset and may be at different point of the purchase funnel. Mobile offers: Simplicity - Suited for frequent tasks, that require just a few steps Immediacy - It ’ s on 24x7, well suited for delivering content that matters to consumers, when it matters to consumers Context - Leverage mobile to influence purchase/ redemption decisions , i.e using GPS for store location, local deals *As a business owner context is key! Source: Sheila ’ s Slides
  • I tend to think it’s less than one hour, sometimes it’s 15 minutes! It’s not just age specific, anymore. Mobile does matter. So what exactly are the benefits of mobile?
  • Developing an app for your business helps you reach many more customers, than with a traditional Website. It’s Personal – personalization is important – customers can receive relevant information such as personalized messages or special offers It’s Targeted – Customers are able to receive content when it matters most. For example receiving an alert that a nearby store is having a sale It’s Cost Effective – Mobile CPM (cost per thousand impressions) rates are the second lowest among all advertising mediums -- broadcast, print, and digital -- behind only social networks. -- Mobile display advertising CPCs (cost per click) are up to 90 percent cheaper than desktop pay-per-click (PPC) campaigns for major brands. -- CPEm (mobile cost per engagement) for mobile app advertising is one-tenth of the cost of a desktop keyword click. Source: An event apart – pg. 125 (Luke Wrobleski) Source: p://
  • Threadless Case Study Threadless is an online community of artists and an e-commerce website based in Chicago, Illinois. In 2000, co-founders Jake Nickell and Jacob DeHart started the company with $1,000 of their own money.[2] Threadless designs are created by and chosen by an online community. Each week, about 1,000 designs are submitted online and are put to a public vote. After seven days the staff reviews the top-scoring designs. Based on the average score and community feedback, about 10 designs are selected each week Making the amazing Threadless community mobile – their ideas, designs and creations – and connecting their crowd sourced t-shirts and products to anyone, anywhere, on every mobile device. The Problem Its desktop site is perfectly designed for their needs, with an online store, and core community features, like voting on designs, feedback and forums. However, with analytics showing more and more users visiting on mobile devices, Threadless saw an opportunity to capitalize on market needs. Threadless was able to use Mobify to take the core Threadless experience from the desktop site and optimize it for mobile. All the most important features – community, galleries, search, and checkout – were optimized for mobile. Mobify uses a next generation HTML5 platform to keep mobile content identical to the desktop site. Where other mobile providers use scrapers to periodically cull updates and dump them to a database accessed by mobile users, Mobify displays content directly from desktop HTML. This means that the instant the desktop site is updated so is the mobile site. This is essential for online retailers like Threadless, who need to display live product availability and price changes. End users visiting from their mobile device are automatically detected by Mobify and receive the correct mobile version of Threadless. Image galleries, font size, and styling The Results Since being launched, Threadless mobile has seen traffic from iPhone and Android users triple and mobile conversion rates skyrocket. Threadless doubled their mobile sales and reached an ROI in about 3.5 months. For example, mobile users can still discuss and vote on upcoming designs. This community participation, essential to Threadless ’ crowdsourced identity, is present on mobile, helping to maintain a consistent brand across all platforms. Source:
  • Now what are the implications for small business owners who don’t a mobile presence? Today – this is your business, you are all owners of a bakery. This picture happens to be a famous bakery in NJ  You’ve been pretty successful with your retail business but you want to expand and reach people outside and create a stronger brand presence to open additional storefronts. Some of your customers have asked for baking workshops, recipes and you have loyal e-mail customer base. After some research you notice that consumers are: Baking more at home Watching youtube videos on how to make cakes/cookies Getting ideas from cooking shows and even Watching Baking shows/contests on TV (which feature some of your competition)
  • Find examples sites that aren ’ t optimized Small Business + Mobile: 26% have mobile friendly sites 80% abandoned if have poor experience
  • Let’s take a look at two community learning sites. I came across both companies while living in NY and Skillshare was at the forefront of allowing anyone to teach any topic in your local area, the then expanded their digital presence offering online classes via live feed. I was very disappointed to see that they still do not have a mobile optimized site.
  • General Assembly on the other hand skyrocketed in the offline world offering courses in a community work space. Their courses focused mostly on tech and digital topics but now they have a DC campus (yay) and offer several webinar and live feed classes online. Checkout their website and mobile website. So we’ve talked about the important of mobile and implications for smalle business owerns who don’t have a mobile site, let’s get into a brief technical discussion on design and development.
  • So which one do you choose? Mobile web or native app? Interactive: open an app, now go to that sites www. Are two other key reasons why businesses choose mobile websites over apps: it's more cost effective and it's easier to maintain.  This is especially appealing for a small businesses who are operating on a tighter budget and can't afford to invest on a mobile app. The fact that an engineering team can easily tweak existing code to shrink a website down from a desktop format to the mobile web, means that "maintenance is naturally easier as well." DreamScape says there are three other factors that mobile websites have to their advantage: Lack of red tape: add new features on a whim—no need to request permission from Apple, or navigate an approval process. Simpler cross-platform scalability: works across all platforms, while apps are device-specific (i.e. iPhone, Android, etc.), requiring a business to develop an app for each platform.  Analytics-friendly: tracking clicks and behavior is as simple (and insightful) on a mobile site as it is on an old-fashioned webpage. Source: Read more:
  • Let’s take a different approach to understand the difference. Mobile web is like going to a shopping mall and having your choose of various stores to purchase from. You can navigate from floor to floor quickly and purchase a pair of jeans from several of your favorite retailers. You’re navigating from store to store (or mobile site to mobile site) to find the best deal. Native App –is like going to one store – let’s say the gap and spending time trying on not only jeans but tops and belts and shoes. Going deeper into their product offering and going from section to section (similiar to a navigation menu) within the same store.
  • ***Mobile web can now use device features, such as camera feature to scan and upload images** Overall – be clear about why you’re building your mobile site/app: New functionality for your users? Build loyalty and relationships?
  • So what if your Customers are like me and have all of these devices – what do you do? For example amazon let’s you download books to your kindle, android device, phone – several devices that are registered with your kindle store.
  • Responsive Design
  • *Let’s look at the Spectabled Marketer site*** 1. Build for all – but not each. 2. Start small – then move larger. http://bloggingex hp the next web, café evoke, harvard,, starbucks, notre dame site
  • Source: Google – (add the text for each icon) Keep it quick: To help them, design your site to load fast and make copy easy to scan. Prioritize the content and features that mobile users need most. Simplify Navigation:make it easy for customers to find what they’ re looking for Minimize scrolling and keep it vertical only. Use a clear hierarchy in menus and avoid rollovers. Help users navigate between levels with clear back and home buttons. Be thumb friendly: People use their fingers to operate mobile devices – especially their thumbs. Design your site so even large hands can easily interact with it. Use large, centered buttons and give them breathing room to reduce accidental clicks. Good visibility: Mobile users who search for a leading retailer get two options – a paid for PPC ad and an organic listing – both of which lead to the appropriate mobile optimized website. Bad visibility: When iPhone 4 users type, or click an organic search listing they get the full website of a leading airline – the automated redirect doesn ’ t recognize the “ www ” prefix and failed to deliver the mobile site. It ’ s simple: If you don ’ t apply technology to ensure easy access to your mobile content, your mobile users will get lost – and they will tell your business to do the same. Make it accessible: Adapt your site for both vertical and horizontal orientations. Keep users in the same place when they change orientation. Keep in mind different users, visually impaired etc.. Make it easy to convert: No matter what your site’s objective is, your customers need to be able to do it with a virtual keyboard and no mouse. Make it easy to buy something or contact you. Focus on information that will aid conversion (i.e., product details). Make it local: Consumers look for local info on their phones all the time – from locating the nearest gas station to finding an open pizza place. Include functionality that helps people find and get to you. Have your address or store locator on the landing page. Include maps and directions. Use GPS to personalize when possible. Make it seamless: People now use multiple screens throughout the day. Convert as much of the functionality of your desktop site to mobile as you can to create a seamless experience. Allow users to save popular searches and shopping cart contents. Maintain key features of the site across all channels as much as possible. Use mobile sire redirects: Learn, listen and iterate: MOBILE FIRST Good mobile sites are user-centric, which means they’re built with input from your audience. Ask your desktop site users what they want in a mobile website and make testing and optimization an ongoing process.
  • Navigation Navigation menus come in different styles: visual categories, thumbnails, and lists Layout, Content & Functionality Ensure that content is suitable for use in a mobile context. Use clear and simple language. Limit content to what the user has requested. Landing Pages Holistic Digital Experience (across devices)
  • SIMPLE AND SEAMLESS EXPERIENCE (small business) – website/app Holistic Digital Experience (across devices) Save shopping cart items across channels, does it look simliar? Or does users have to learn a new experience for each device? Users become familiar with same look/feel
  • Give an example – own a lemonade stand…timeline Ex: people are watching videos on how to make cakes, cookie Watching Baking shows/contests on TV
  • Michigan based business owners with a passion for baking, founded in 2011 2012 cupcake wars winner (food network) Your customers have seen them on a national stage, when you do a little reserach you see they have a strong mobile presence!
  • Tie back to the 4 things they ’ re going to learn Have a huge data number! You should make this investment because…
  • Get started today: see what your mobile customers see
  • Customer Experience: MOBILE FIRST If users cannot find your mobile content or services, you ’ ve lost their business. For starters, this means automated redirects that recognize mobile users and instantly lead them to the appropriate mobile content. Define your mobile value proposition and determine what your consumer wants to do with your business on mobile Zero in on the features that matter most Your future customers are nearby, mobile can get them to your front door. Never stop optimizing your site, learn from user interactions Make sure there are redirects: if a customer types in -> make sure there is device detection and it goes to a
  • Determine how best to engage with your mobile consumers Search for your brand in mobile as a consumer would – find out what’s working/ what’s not working? Interview them/survey them Other behaviors: Search/find Explore/play Checking/status Edit/create Microtasking: Using the phone for short bursts of activity. Local: Finding out what ’ s around the user. Bored: Utilizing the phone for distraction/entertainment.
  • Benchmark against others in your industry What are the top brands doing? Crumbs Sprinkls
  • Update this slide!
  • We want to keep in touch with you! Please feel free to contact us and share this presentation!
  • Let ’ s take some questions!
  • Let ’ s take some questions!
  • Mobile Matters: Leveraging Mobile to Enhance Your Business

    1. 1. Tyrona Heath Founder, Spectacled Marketer @specmarkteam @tyrona Kristin Bolton-Keys Founder, Digital Moguls @digitalmoguls @kristinbkeys MOBILE MATTERS LEVERAGING MOBILE TO ENHANCE YOUR BUSINESS and present Live Webinar on September 24th at 12 – 1pm EST MOBILE MATTERSLEVERAGING MOBILE TO ENHANCE YOUR BUSINESS and present #MobileMatters
    2. 2. 22 Background Kristin Bolton-Keys is the Founder of Digital Moguls and a Mobile Product Manager at a Fortune 500 Company, responsible for mobile user experience and strategy. She has extensive experience developing and launching products in the mobile channel. Her passion for teaching and helping others is what led her to create Digital Moguls in 2011. Kristin is a digital media fanatic, active in many community initiatives, enjoys playing in coed sports leagues and selling fashion accessories. @digitalmoguls Kristin Bolton-Keys, Founder Digital Moguls is a community providing innovative and inspirational content for the digitally minded. Ultimately, our goal is to help people learn, share and create digital experiences. Digital Moguls covers all aspects of technology from innovation to execution with the purpose of empowering digital novices with technology skills both personally and professionally.
    3. 3. 33 What Will You Learn Today? 1. Understanding Mobile User Behaviors 2. Implications for Business Owners 3. Mobile Technology 101: Design & Development 4. Mobile Best Practices & Implementation
    4. 4. 44
    5. 5. 55 1. Simplicity Suited for frequent tasks, that require just a few steps 2. Immediacy It’s on 24/7, delivering content that matters, when it matters to consumers 3. Context Leverage mobile to influence purchase and redemption decisions 8 Mobile Channel Mobile blends the online world with the offline world. It’s a personal communication and transaction platform. The Mobile Channel
    6. 6. 66 Mobile Matters!
    7. 7. 77 Personal + Targeted + Cost Effective  Customers are searching for your brand using mobile devices  ¼ of US smart phone internet users who searched for local businesses on their phone made purchases  61% said poor performance would cause them to visit mobile sites less  80% said they would use mobile more if performance was better Mobile Benefits Mobile enables news ways to present information and allow customers to interact with your business
    8. 8. 88 Case Study: Threadless Standard Website Mobile Website
    9. 9. 99 This is your Business Is it mobile ready?
    10. 10. 1010
    11. 11. 1111 Skillshare Website Mobile Experience
    12. 12. 1212 General Assembly Website Mobile Experience
    13. 13. 1313 A native application is one that has been programmed for a specific device. Mobile Web vs Native App A mobile web application is built for a web browser using several frameworks such as HTML, CSS, and Javascript
    14. 14. 1414 Retail StoreShopping Mall Mobile Web vs Native App
    15. 15. 1515
    16. 16. 1616 What do you do?
    17. 17. 1717 One Site. All Screens. Multiple Experiences. Responsive design anticipates and responds to your users’ needs by delivering the best customer experience. When you visit a modern web page, its visual layout should take your multi-device and platform into account - and adjust itself to ideally match the size and shape of the screen it’s being viewed on. Designing Responsively
    18. 18. 1818 Responsive Web Design (RWD) Adaptive Web Design (AWD)  Content adjusts based on screen size  Examples: Notre Dame, The Next Web  Content adjusts based on the screen size as well as device capabilities  Example: Screaming Frog RWD vs AWD
    19. 19. 1919 Ten Mobile Best Practices
    20. 20. 2020                       Mobile Best Practices 20 Navigation Landing Page
    21. 21. 2121 Holistic Digital Experience 21 Website Mobile Web
    22. 22. 2222 Is your Business ready to go mobile? 23
    23. 23. 2323 Case Study: Taste Love 22
    24. 24. 2424 Why Mobile Really Matters! 1. Mobile users and behaviors  26% have mobile friendly sites  80% abandoned if have poor experience 2. Implications for Small Business Owners  ¼ of US smartphone internet users who searched for local businesses on their phone made purchases  People abandon when a mobile site is not optimized 3. Mobile Technology 101: Design & Development  Native app vs mobile web (determine based on company strategy)  Responsive web design - another alternative in multi-device strategy 4. Mobile Best Practices/Implementation  Navigation before content 24
    25. 25. 2525  View your site on a mobile device  Define your mobile experience and value proposition  Understand mobile user behavior  Research the competition  Keep up to date on mobile trends  Choose best practices from your favorite apps and mobile websites Get Started Checklist
    26. 26. 2626 Define the Customer Experience
    27. 27. 2727 Understand Mobile User Behavior
    28. 28. 2828 Research the Competition Crumbs Sprinkles
    29. 29. 29 Resource List
    30. 30. 33 Kristin Bolton-Keys Twitter: @kristinbkeys @digitalmoguls Facebook: /DigitalMoguls Instagram: DigitalMoguls Phone: (202)-670-7709 Tyrona Heath Twitter: @tyrona @specmarkteam Facebook: /SpectacledMarketer Phone: (607) 744 - 2757 Share the Love! 1. Check Your Email for a Slideshare Link to this Presentation & the Mobile Matters ebook 2. Share it With Your Followers and Give us a Shout Out by including an @mention to the accounts above! Keep In Touch
    31. 31. 3131 Thank You!
    32. 32. 3131 1. 2. 3. 4. 5. 6. 7. needs-2013-3 8. forleongarticle.jpg 9. 10. design 11. 12. awd.php 13. 14. needs-2013-3 15. 16. Sheila Collins, “The Future of Money: The New Frontier for eCommerce”, June 2012 References