blaise nutter & cameron corda - understanding & building mobile engagement

© 2012 Blue State Digital | Proprietary and Confidential

Understanding & Building Mobile Engagement

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Cameron Corda, Director of ProductionBlaise Nutter, Senior Strategist

© 2012 Blue State Digital | Proprietary and Confidential

Introduction to Mobile

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Introduction to Mobile: Worldwide

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There are over 5.9 billion

mobile subscribers.

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Introduction to Mobile: Nationwide

25% access the web solely by cell phone.

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44% of mobile

subscribers

have a smartphone.

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Introduction to Mobile: Universe-wide

a few years from now “almost everyone at Facebook will focus exclusively on mobile.”

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What We’ve Seen at BSD

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Introduction to Mobile: BSD

On average, nearly 13% of traffic from mobile devices

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4.96% 15.88%

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Introduction to Mobile: BSD

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High-profile moments DRIVE mobile traffic

20.5% mobile ( +120%)12.5% mobile ( +11%)

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Introduction to Mobile: BSD

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higher bounce rate

fewer visits to conversion pages

fewer conversions

However, mobile users currently underperform:

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How are we planning for the mobile future?

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Building for Mobile

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How do we design for mobile experience?

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Basics of Mobile Web

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server

Mind sending me

blah.com?

mobile device

No problem. What’s your device like?

Ok. Here’s some tiny files on a mobile grid.

I’m a phone with

a tiny screen and

browser.

Whatever. Here’s some GIANT FILES and GIANT GRID that’ll surely be a pain

to render. I pray you’re on wifi. Godspeed.

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Mobile Apps: BSD’s Position

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•Few need mobile apps•Too expensive, too time consuming•Web apps should be fine for most, if not all•But a mobile app worked well here

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Building for Mobile: m.domain.com

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m.yelp.comyelp.com

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Building for Mobile: m.domain.com

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What am I missing?

mobile user mobile web admin

Maintaining

two sites

blows.

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Building for Mobile: What Matters?

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Survey: What is the most common problem you’ve encountered accessing websites or applications on your mobile phone?

“Slow to load” (38%)“Crashed/froze received an error” (18%) “Formatting made it difficult to read and use” (15%)

Speed matters more than aesthetics.

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Mobile Optimization

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Creating a good mobile experience: File size and load times should be small.

UX & IA are crucial for good mobile experience.

The number of clicks should be limited.

Building for Mobile: Optimization

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Creating a good mobile experience: Minimize requests

Optimize images

Use a CDN

Google Page Speed can help identify areas to improve

Building for Mobile: Optimization

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Building for Mobile: Optimization

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The bare minimum = renders well but not mobile optimized.

No Flash Quicker downloads Testing Detailed coding

<input type=”tel” />

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Responsive Design

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Building for Mobile: Responsive Design

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Building for Mobile: Responsive Design

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Increased planning, documentation, design, and implementation.

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Building for Mobile: Responsive Design

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While the costs are not minimal, the benefits are clear:

•Reach mobile audience•Maintain one site•“Future proofs” the design and functionality

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BSD’s Approach

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BSD’s Approach: Mobile-Friendly Emails & Donation Forms

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BSD’s Approach: One-Click Donate

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Uses saved transactions and opt-in sign-up.

Makes mobile emails and SMS texts much more likely to convert.

Speaking of SMS...

© 2012 Blue State Digital | Proprietary and Confidential

SMS - The Next Generation

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SMS is a fantastic complement to other

channels.

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SMS: Mobile Strategy

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Text to Give is great for large volume campaigns. Too expensive otherwise.

Use text alerts sparingly or only with your most committed supporters.

We’ve found success pairing text alerts with our new Quick Donate feature.

© 2012 Blue State Digital | Proprietary and Confidential

Three things to leave you with:

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It’s a multi-device world. It’s not going away.

Focus your efforts. Make your action pages fast, make sure they work … then think about responsive design, apps.

Every communication should be oriented to action, no matter what device receives it.

© 2012 Blue State Digital | Proprietary and Confidential

Questions?

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