Mobilize Your Website PREPARED BY Alan Hathaway President R Scott Blamey Director of Development David Williams Account Executive Agenda What is Mobile Web Statistics 5 Reasons to Create a Mobile Website ID: 742314
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"Social Media: Is It Worth It?" ACU panel
Mobilize Your Website
PREPARED BY:
Alan Hathaway, PresidentR. Scott Blamey, Director of DevelopmentDavid Williams, Account ExecutiveSlide2
Agenda
What is “Mobile Web”?Statistics5 Reasons to Create a Mobile Website5 Steps to Get Started
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What is “Mobile web”?
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Old-School: Desktop Web
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Desktop Web on a Mobile Device
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New-School: Mobile Web
“When people are on their desktop, they are in research mode. But when they are on their mobile device, they just want to ask one thing and get an answer.”MobileMarketer.com, 2011“Mobile is unique because it is both a channel and a connective tissue. The metaphor of a funnel has been replaced by a non-linear, non-sequential path to purchase. Only mobile can shepherd consumers through this new labyrinth to conversion.”
Paul Gelb, vice president and mobile practice lead at Razorfish, New York.
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Mobile Web on a Mobile Device
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New Capabilities
GPSlocation awarenessInstant Dialinge.g. from web pageCamera
QR code readersUPC readers
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Statistics
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Why So Many Mobile Devices?
Improved mobile networks (+3G, 4G)Lower cost of mobile dataImproved application and mobile web usabilityACU: Mobilize Your WebsiteSlide11
Proliferation
Over 300 million Americans own a mobile device26.6% of U.S. households are mobile-only85% of handsets sold in 2010 included a mobile browser10.3 million tablet users in 201082.1 million expected by 2015
85% of kids own a phoneApple has sold almost 60 million iPhones world wideOver 160,000
Android phones are activated per dayACU: Mobilize Your WebsiteSlide12
Usage
83 million people use mobile web82% have used their mobile phones in a store55% in a doctor’s office or hospital17% during a movie at the theater14% while flying on a plane
7% during church service17% of mobile users have shown a clerk in a store a picture of a product on their mobile phone, saying in effect, “I want this please”45% check their mobile devices first thing in the morning
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Trends
Mobile web content growth is far outpacing desktop web content growth2008: 150,000 mobile-ready websites2010: 3.01million mobile-ready websitesMost websites’ mobile trafficgrew by 50-100% in 2010
Smart phones now outsell PCsMore mobile users than web usersexpected by 20148% of total ecommerce sales will
come from mobile by 2014ACU: Mobilize Your WebsiteSlide14
Local TrendsMobile Visits as a Percentage of Total Visits
June 2010 vs. June 2011ACU: Mobilize Your WebsiteSlide15
Most Popular Platforms
as a percentage of U.S. sales March-May 2011
ACU: Mobilize Your Website
*As much as 50%
of mobile
browsing
takes place
on
iPhones
Browsers
Opera
Firefox
SafariSlide16
Create a Mobile Website
5 Reasons toACU: Mobilize Your WebsiteSlide17
1. Your Website Looks Bad and Functions Poorly on Mobile
“Full” websites are difficult to navigate, hard to view, and require significant scrolling; some simply don’t work in a mobile
browserFlash and video content render unreliably or not at all on mobile platformsPoor user experience hurts customer satisfaction and quickly eliminates potential leads
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2. Reach More Customers
83 million mobile web usersSmartphone web browsing is growing so rapidly that it will exceed desktop web browsing in 2014!People no longer wait for access to a desktop computer
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3. Stay Ahead of Your Competitors
If you don’t, they will!Mobile searches for mobile sitesMobile search is still in its infancyRelatively small indices =
significantly fewer sites to compete withEasier to rank high
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4. 43 Million People Check
E-mail Daily via MobileWhen your customers click on a link to your website from a mobile e-mail client, will it be visible, accessible, and
optimized?If you have your customer’s attention in their inbox, catch them in the moment and allow them to tap your links in their inbox and immediately see your mobile-optimized website
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5. Customer Satisfaction
Significantly increase your audience loyalty by being available wherever and whenever they want to access your siteIf you don’t have a mobile website, your customers can only view your website when they are sitting downHow much of your day are you on your feet or on the move?Up to 50% of users may never return to a website if it offers a poor mobile experience
(according to Gartner)ACU: Mobilize Your WebsiteSlide22
4 More Reasons to Create a Mobile Site
More SalesPeople are buying via their phones, but only if the experience is pleasant and efficientToo slow? Too difficult? They’ll go elsewhere, but they sure aren’t going to wait until they get home.
Mobile sites create the perception of a reputable and trusted businessImprove communication interaction between your business and your customer’s with content that has a specific call to action
Give customers a “direct dial” link into your business for support from their mobile phoneACU: Mobilize Your WebsiteSlide23
Get Started
5 Steps toACU: Mobilize Your WebsiteSlide24
1. Know Your Audience
Who currently uses my website?How can I get to know them better?Why would someone access my website while on the go?ACU: Mobilize Your WebsiteSlide25
1. Know Your Audience
In general, why do people access the mobile web?Get contact information or addressComparison shopShare purchases with othersAccess calendars/event informationCatch up on news, info, entertainment
Find facts fastACU: Mobilize Your WebsiteSlide26
2. Determine Your Focus
Use “most visited” pages as a starting pointSet clear metrics for successThink “billboard,” not “magazine”“Call to action” is streamlinedMinimize marketing messages per page
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3. Develop Site Map
Determine most relevant info/pagesView stats/analyticsAsk usersThink
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3. Develop Site Map
Think about ease of navigationSplit content into multiple pagesConsider having “navigation only” pagesPlace most relevant or most used pages/information first
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3. Develop Site Map
Modification not duplicationYou don’t need everything from your full site on your mobile siteYou might put content on your mobile site that you don’t have on your full site
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4. Design Considerations
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Think “thin”
Think “tall”
Think “slow”
Think “rule of thumb”
Think differentlySlide31
4. Design Considerations
Most important information first/top Use bottom for links to “other stuff”
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4. Design Considerations
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Reduce multi-column layouts to single columnsSlide33
4. Design Considerations
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Remove unnecessary imagesSlide34
4. Design Considerations
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We
navigate with thumbs, not mice
!
The “rule of thumb”Slide35
4. Design Considerations
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Avoid Flash or 1/3
of
mobile viewers will see:Slide36
4. Design Considerations
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Link from mobile site to full siteSlide37
4. Design Considerations
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Simplify navigation links (when appropriate)Slide38
4. Design Considerations
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Leverage mobile specific capabilitiesSlide39
5. Content
WordsCut and cut some more; be clear, concise300-500 words per pageMake text “actionable” and “
scanable”Organize information in listsImages
Use only contextually relevant imagesConsider graphics for navigationIcons can effectively organize informationKeep page weight to 20 kb maximumACU: Mobilize Your WebsiteSlide40
Resources
How To Build A Mobile Websitehttp://www.smashingmagazine.com/2010/11/03/how-to-build-a-mobile-website/Apple Leads Smartphone Race, while Android Attracts Most Recent Customershttp://blog.nielsen.com/nielsenwire/online_mobile/apple-leads-smartphone-race-while-android-attracts-most-recent-customers/A Comprehensive Website Planning Guide
http://www.smashingmagazine.com/2011/06/09/a-comprehensive-website-planning-guide/Mobile-friendly Web content explodes as number of mobile sites exceeds 3Mhttp://www.mobilemarketer.com/cms/news/research/8216.html
Apple's Smartphone Market Share Grows As Android Stalls Outhttp://www.fastcompany.com/1764325/whos-driving-increasing-smartphone-sales-in-the-us-hint-not-googleDefer Secondary Content When Writing for Mobile Usershttp://www.useit.com/alertbox/mobile-content.html
ACU: Mobilize Your Website