Creating mobile websites with more than just a responsive template set. Use RESS and tracking to provide the best user experience. Here is the overview, some basic infos how to do it and some links to tools you will need as a developer to create nice websites.

1. Beyond Responsive
Ralf Schwoebel
www.tradebit.com

2. Hi, I am Ralf
• eCommerce Zombie since 1995
• SEO since 2001
• Pubcon since 2006
• CEO of a German/American Company
• Developer, System Admin, Online Enthusiast, German
• App development since early 2014:
www.secryptor.com

3. Responsive has more aspects!
We have to rethink
„traffic & conversion“, because:
•The device and its usage is different
•The process of conversion is different (no keyboard!)
•The speed of the browser is different
Plain template based „responsive“
is not enough:
What about the content?
@mobile__martin
puts it like:

4. Where is the money?

5. How most peole use responsive
bad, really bad!

6. How do the big guys do it?
iPhone:
74 requests
490 Kilobytes
1.04 seconds
Chrome:
250 requests
1.1 Megabytes
2.14 seconds

7. How do the big guys do it?
iPhone:
44 requests
1.4 Megabytes
1.06 seconds
Chrome:
218 requests
2.4 Megabytes
4.78 seconds

8. Conversion, Conversion
Mobile converts better
(for me):

9. RESS(T) : done right!
REsponsive design and Server Side components and Tracking
•Responsive Templateset
•Dynamic page creation
•Use cookies & HTML5 storage db
to track the user (asynchronous JS!)
•In detail user agent analytics on the fly
•IP analysis and language (cultural content)
There is also a
vineyard called RESS

10. We need to optimize content and layout!
Visitor
Source
User Agent
OS, language, IP
Cookies
Source
User Agent
OS, language, IP
Cookies
Your Server
Template & CSS
Content
Call(s) to action
Tracking
The Page
The Page
&
AJAX
&
AJAX
tracking RESS
HTML5 Storage for
HTML5 Storage for
tracking

11. RESS(T) : the logic for coders
$defaultTemplate= ...
$header = ...
$introBlock = ...
$call2action1 = ...
$textBlock1 = ...
$adBlock1 = ...
$footer = ...
$page = sum of above...
• Check cookies
• Check useragent (lang, OS, etc.)
• Check IP
-> Build Page
• Asynchronous Javascript: check resolution,
maybe add call 2 action
• Set Cookie, set local storage DB for tracking
Useful:
• User agents and resolutions
• IP database with origins
• Templates

12. RESS(T) : with Amazon
Same page, Chrome

13. RESS(T) : with Amazon
Emulating the iPhone4
Logged in
I see 1 call to action
and one more thing...

14. Conclusion
For maximum efficiency of your content to perform (aka attract users
and convert them) on all platforms:
•Mutate the content, not just the layout
•Do it with RESS, bandwidth is less than you think
•Track the user to satisfy, not just to upsell
•Use the „Conversion philosophies“ (search for Tim Ash or Roger
Dooley on slideshare) => focus on the minimum!
„Hopefully there will be framesets soon to ease the pain of
development and maintenance!“

15. Thank you very much!
Ralf Schwoebel
Tradebit, Inc.
www.tradebit.com
E-mail: puzzler@tradebit.com
Twitter: @trabit
„... let‘s code something great!“
This is online at: http://www.slideshare.net/extremelongusername