mobile web - for web

"Social Media: Is It Worth It?" ACU panel

Mobilize Your Website

PREPARED BY: Alan Hathaway, President

R. Scott Blamey, Director of Development

David Williams, Account Executive

ACU: Mobilize Your Website

Agenda

I. What is “Mobile Web”?

II. Statistics

III. 5 Reasons to Create a Mobile Website

IV. 5 Steps to Get Started


WHAT IS “MOBILE WEB”?


Old-School: Desktop Web


Desktop Web on a Mobile Device

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 The metaphor of a funnel has been replaced by a non-linear, non-sequential path to purchase.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.



Mobile Web on a Mobile Device

New Capabilities

• GPS– location awareness

• Instant Dialing– e.g. from web page

• Camera– QR code readers– UPC readers



STATISTICS


Why So Many Mobile Devices?• Improved mobile networks (+3G,

4G)

• Lower cost of mobile data

• Improved application and mobile web usability


Proliferation

• Over 300 million Americans own a mobile device

• 26.6% of U.S. households are mobile-only

• 85% of handsets sold in 2010 included a mobile browser

• 10.3 million tablet users in 2010– 82.1 million expected by

2015

• 85% of kids own a phone

• Apple has sold almost 60 million iPhones world wide

• Over 160,000 Android phones are activated per day


Usage

• 83 million people use mobile web82% have used their mobile phones in a store

55% in a doctor’s office or hospital

17% during a movie at the theater

14% while flying on a plane

7% during church service

17% 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


Trends• Mobile web content growth is far

outpacing desktop web content growth– 2008: 150,000 mobile-ready websites

– 2010: 3.01million mobile-ready websites

• Most websites’ mobile trafficgrew by 50-100% in 2010

• Smart phones now outsell PCs

• More mobile users than web usersexpected by 2014

• 8% of total ecommerce sales willcome from mobile by 2014

2008 20100

500000

1000000

1500000

2000000

2500000

3000000

3500000

Mobile-ready Websites


Local TrendsMobile Visits as a Percentage of Total VisitsJune 2010 vs. June 2011

Banks

(+51

0%)

Ente

rtain

men

t (+69

5%)

Fitne

ss (+

259%

)

Hospi

tals

(+32

1%)

Malls

(+17

2%)

Manuf

actu

rers

(+26

4%)

Marke

ting

(+56

0%)

Prof

essio

nal S

ervi

ces (

+10

...

Scho

ols (+

239%

)

Seni

or C

are

(+47

5%)

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%2010

2011


A i B S W0%

5%

10%

15%

20%

25%

30%

35%

40%

38%

27%

21%

2%1%

Most Popular Platformsas a percentage of U.S. sales March-May 2011

*As much as 50% of mobile browsing takes place on iPhones

Browsers

Opera

Firefox

Safari


CREATE A MOBILE WEBSITE

5 Reasons to


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 browser

• Flash and video content render unreliably or not at all on mobile platforms

• Poor user experience hurts customer satisfaction and quickly eliminates potential leads


2. Reach More Customers

• 83 million mobile web users

• Smartphone 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


3. Stay Ahead of Your Competitors• If you don’t, they will!

• Mobile searches for mobile sites– Mobile search is still in its infancy

– Relatively small indices =significantly fewer sites to compete with

– Easier to rank high


4. 43 Million People CheckE-mail Daily via Mobile• When 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


5. Customer Satisfaction

• Significantly increase your audience loyalty by being available wherever and whenever they want to access your site

• If you don’t have a mobile website, your customers can only view your website when they are sitting down– How 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)


4 More Reasons to Create a Mobile Site1. More Sales

1. People are buying via their phones, but only if the experience is pleasant and efficient

2. Too slow? Too difficult? They’ll go elsewhere, but they sure aren’t going to wait until they get home.

2. Mobile sites create the perception of a reputable and trusted business

3. Improve communication interaction between your business and your customer’s with content that has a specific call to action

4. Give customers a “direct dial” link into your business for support from their mobile phone


GET STARTED5 Steps to


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?


1. Know Your Audience

• In general, why do people access the mobile web?– Get contact information or address

– Comparison shop

– Share purchases with others

– Access calendars/event information

– Catch up on news, info, entertainment

– Find facts fast


2. Determine Your Focus

• Use “most visited” pages as a starting point

• Set clear metrics for success

• Think “billboard,” not “magazine”– “Call to action” is streamlined

– Minimize marketing messages per page

3. Develop Site Map

• Determine most relevant info/pages– View stats/analytics

– Ask users

– Think


3. Develop Site Map

• Think about ease of navigation– Split content into multiple pages

– Consider having “navigation only” pages

– Place most relevant or most used pages/information first


3. Develop Site Map

• Modification not duplication– You don’t need everything from your

full site on your mobile site

– You might put content on your mobile site that you don’t have on your full site


4. Design Considerations


• Think “thin”

• Think “tall”

• Think “slow”

• Think “rule of thumb”

• Think differently

4. Design Considerations• Most important information first/top

– Use bottom for links to “other stuff”




• Reduce multi-column layouts to single

columns



• Remove unnecessary images



• We navigate with thumbs, not mice!

• The “rule of thumb”



• Avoid Flash or 1/3 of mobile viewers will see:



• Link from mobile site to full site



• Simplify navigation links (when appropriate)



• Leverage mobile specific capabilities


5. Content

• Words– Cut and cut some more; be clear, concise– 300-500 words per page– Make text “actionable” and “scanable”– Organize information in lists

• Images– Use only contextually relevant images– Consider graphics for navigation– Icons can effectively organize information– Keep page weight to 20 kb maximum

Resources• How To Build A Mobile Website

– http://www.smashingmagazine.com/2010/11/03/how-to-build-a-mobile-website/

• Apple Leads Smartphone Race, while Android Attracts Most Recent Customers

– http://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 3M– http://www.mobilemarketer.com/cms/news/research/8216.html

• Apple's Smartphone Market Share Grows As Android Stalls Out– http://

www.fastcompany.com/1764325/whos-driving-increasing-smartphone-sales-in-the-us-hint-not-google

• Defer Secondary Content When Writing for Mobile Users– http://www.useit.com/alertbox/mobile-content.html


http://www.fastcompany.com/1764325/whos-driving-increasing-smartphone-sales-in-the-us-hint-not-google




http://www.useit.com/alertbox/mobile-content.html



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