responsive content ... because size does matter - rob suckley, head of design & saira o’dwyer,...

WHO IS SLIGHTLY DIFFERENT?

INTRO

Design - How?

Marketing - Why?

Business - Benefits

DESIGN

WHAT IS RESPONSIVE WEB DESIGN?

“Rather than tailoring

disconnected designs to

each of an ever-increasing

number of web devices, we can

treat them as facets of the same

experience.” Ethan Marcotte

USER CONTEXTMore than screen sizeHowever, mobile context is much more than just screen size. It also needs to factor in the

user.

CONTEXT

Battery LevelHelp users by optimising files to reduce battery drain.

Device CapabilitiesAbilities to tap into the mobile devicesin-built capabilities such as geo-location, camera, accelerometer and audio input.

Touch SupportGestural navigation such as touch, slide, pinch and flick.

BandwidthMobile connectivity can range from strongwi-fi signals on the couch to 3G or EDGEwhen out and about.

THREE TENETS OF RWD

Fluid GridsFluid grids adapt to

any

screen size.

Flexible MediaFlexible media can be

proportionally resized by

the browser.

Media QueriesCheck for certain

conditions

and apply different styles

accordingly.

CONTENT FIRST

“Content precedes design. Design

in the absence of content is notdesign, it’s decoration” Jeffrey Zeldman

MOBILE FIRST

“Losing 80% of yourscreen space forces

youto focus.”Luke Wroblewski

PROGESSIVE ENHANCEMENTEnsuring that the most important goals have focus.

FUTURE PROOFINGThe Post PC EraDesigning responsive sites allows you to be prepared for devices that don't even exist yet

because you've

already ensured that your product will scale to any four corners.

EXAMPLESJHC

EXAMPLESModality Systems

EXAMPLESTruro School

MARKETING

MARKETING• Do you need responsive content?

• How can you analyse your need?

• Is it important?

YOUR CUSTOMERS ARE MOBILE

July 2013 – Google/Forbes study of 511 senior execs (US)

THEY CONSUME MOBILE CONTENT

“…72%, report using a smartphone for product research during this time…”


THEY APPRECIATE OPTIMISED CONTENT

“73% of executives confirm that a bad mobile experience makes them less likely to engage with a company”

“66% say a mobile-friendly site makes them more likely to buy from or engage with a vendor”


EMAIL IS CHANGING TOO

3 of the top 5 email clients are

mobile platforms (accounting

for 47% of all email)Over 20% of ‘paid by

work’phones are now

iPhones

HOW CAN YOU ANALYSE YOUR NEED?

YOUR MOBILE GROWTH

Mobile only - period: 1st Oct 2011 to 31st Oct 2013

Is your content seeing a growth in mobile visitors?• 4000% increase since Oct 2011• 91% increase since Oct 2012

WHAT’S THE SPLIT

Period: 1st Jan 2013 to 31st Oct 2013 compared to 1st Jan 2012 to 31st Oct 2012

• Mobile & tablet now 34% of visits

• Mobile alone is nearly a quarter of all visits

• Desktop = 24% drop• Mobile = 98% increase• Tablet = 176% increase

WHAT ABOUT YOUR EMAIL?

Period: 1st Jul 2013 to 30th Sep 2013

• Over a quarter of email driven traffic is mobile

• 15% is smartphone

ARE THEY ENGAGED?

19% increase in mobile


61% decrease in mobile

ARE THEY CONVERTING?

Mobile conversion rates are 61% lower


Contribution to conversions…

WHAT’S THE BENCHMARK?

“Average mobile conversion rates are below 1%...”

Adobe 2013 digital marketing optimisation survey

“…companies investing in mobile-optimized sites are three times more likely to be enjoying mobile conversion rates of 5% or above…”

BEFORE AND AFTER…

Period: 24th Oct 2013 to 4th Nov 2013 vs. 10th Oct 2013 to 21st Oct 2013

IS IT IMPORTANT?Content:

• Customers using mobile devices = increasing• Third of all website visits now from mobile/tablet• Desktop traffic = decreasing

Engagement:

• Affect on engagement = engagement metrics lower on mobile devices

• Affect on goals/conversions = conversion rates significantly lower on mobile devices

IS IT IMPORTANT?

“Google recommends”

SEM - SEOGoogle is serving mobile optimised results

Google Mobile Bot is crawling your content

Google wants mobile searchers to be happy as…

SEM - PPC

Mobile optimisation of Google AdWords landing pages has been a factor in your ad quality score since 2011…

BUSINESS

RESEARCH Research shows that business

decision makers research products and services largely on mobile devices initially

It is believed that the move from simply researching to action is imminent

Research shows that 66% of people continue to use their devices whilst at their desks, even when a PC is available

Source: Forbes Insights

WHERE?Where senior management use their mobile devices to gather

business

information:

On business trips 90% During personal time 78% While socialising 71% While commuting 70% In the office during office hours 66% While watching TV 60% During exercise /recreation 41%

Source: Forbes Insights

WHAT ARE THE BARRIERS?

1.Budget:We’ve just had a new website

developed


2. Need:We don’t thinkwe need aresponsive site


3. But we already

have a mobile site

BENEFITS

Improved customer experience

Competitive advantage

Improved conversions

Google recommends

Improved customer experience

Future proofing(as much as you can with technology that is)

SUMMARY

DesignWhat responsive

design

is and looks like

MarketingUsing analytics to

justify

the case

BusinessKey barriers and

benefits

Saira O’Dwyer Jody Van Vestraut Rob SuckleySales & Marketing Director Head of Digital Marketing Head of [email protected] [email protected] [email protected]

QUESTIONS