This is a webinar I did for Target Marketing Magazine about having a successful mobile website and how to build one.

1. WEBSITE DESIGN FOR A
MOBILE WORLD
Strategies and tips for making your website
mobile and future friendly.
GREG HICKMAN

2. Greg Hickman
• Mobile Marketing Consultant & Coach
• Founder & Host of MobileMixed.com
• Started In Mobile In 2005
• Worked with clients such as
• NY Jets
• AT&T
• 300 Shopping Centers
@gjhickman
@mobilemixed

3. What’s the deal yo?
• Why bother having a mobile website
• 4 key components to a mobile & future
friendly site
• Responsive design vs. separate site
• 6 options for building your mobile site

4. So, like, OMG, mobile
is a big deal.

5. MOBILE
PC
2015
By 2015 more U.S. Internet users
will access the Internet through
mobile devices than through PCs
or other wireline devices.
via IDC: More Mobile Internet Users Than Wireline Users in the U.S. by 2015

6. These are just a few of channels that drive people to the web on mobile devices.

7. 74% of consumers will wait 5
seconds for a web page to load
on their mobile device before
abandoning the site.
via Gomez: http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf

8. 46% of consumers are unlikely to
return to a mobile site if it didn’t
work properly during their last
visit.
via Gomez: http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf

9. 71% of mobile browsers expect
web pages to load almost as
quickly or faster as web pages
on their desktop computers.
via Gomez: http://www.gomez.com/wp-content/downloads/19986_WhatMobileUsersWant_Wp.pdf

10. How does this affect me on a
local level?

11. More important for local.
• 88% of total search volume for the keyword “restaurant”
is from mobile.
• 97% for the keyword “bars”
• “Restaurants near me” gets 10k searches per month
from desktop. 4 times that from mobile.
• 90% of local searches result in an action within 1-hour.
(call, visit, purchase etc)
via Google: http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf

12. Mobile is driven by the
consumer. Give them what
they need.

13. Simplified version of Kristofer Layon’s hierarchy of mobile needs by Brad Frost

14. Access is giving people what
they want.

15. Users need to be able to interact
with the content and get around
the website. (i.e. navigation)

16. Performance is underrated. Don’t
assume too much about the
users context.

17. Don’t settle on one-size fits all
experiences. Mobile devices are
not desktops. Leverage features
& step it up a notch.

18. Responsive or separate
mobile website?
Simplified version of Kristofer Layon’s hierarchy of mobile needs by Brad Frost

19. It depends... (crowd boo’s)
• Creating the best mobile experience for your customer is
genuinely hard.
• It’s NOT a one and done approach.
• Your business type.
• Your budget.
• Your situation

20. If it were me, I’d go...
Separate mobile site if: Responsive site if:
• Small business • Content based (i.e.
• Retail Boston Globe, Smashing
• Service (i.e. Salons, Doctors) Magazine)
• Restaurants/Bars/Quick • Agencies
Serve • Photography
• Entertainment Venues • Brand (i.e.Grey Goose)
• Products (i.e.Fork)
• Blogs

21. Google’s opinion...
via Google: http://googlemobileads.blogspot.com/2012/07/mobile-websites-vs-responsive-design.htmldf

22. Ultimately we’re all looking for
future-friendly experiences.
• Check out http://futurefriend.ly

23. So how in the heck do I
make my site mobile?

24. 6 options...
1. Custom built mobile platform
2. Mobile template or plugin from CMS (i.e. Wordpress)
3. Transcoding
4. D.I.Y. template driven mobile CMS
5. Responsive design
6. Hybrid mobile website

25. Custom built mobile platform
• Custom built using XHTML/
HTML,CSS,Javascript and a
custom back-end.
• Good if you have a lot of time and
unlimited budget.
• A lot of testing on various devices
• Examples: LinkedIn, Facebook,
Twitter.

26. Mobile template or plugin
• Re-formats presenation layer (CSS
& HTML) for mobile.
• Good if you run a simple blog.
• Navigation is usually a challenge &
look & feel all depends on the
template.
• Ex: Wordpress blogs such as
www.IWillTeachYouToBeRich.com

27. Transcoding
• Just don’t do this...
• Some of the D.I.Y. services that claim you’ll have
a site in seconds sometimes leverage this.

28. DIY template driven CMS
• Design a mobile-site from scratch
using basic templates.
• Good if for coffee shops, hair
salons ,some restaurants etc.
• Very affordable & quick to
implement.
• Won’t always update along w/ web
version. Very much separate.
• Limited creative options.

29. Responsive design
• Dynamically change layout based
on screen size.
• Flexible images allow for large or
small based on resolution/browser.
• Great for publishing industry.
• Easier to manage content but not
necessarily site maintenance.
• You’ll likely need more time & $.
• I don’t recommend if you’re a small
business. At least not yet.

30. Hybrid mobile site
• Combines custom coded, mobile
stylesheets and responsive design.
• Choose pages to custom tailor for
mobile & which should
automagically update from your
www site.
• Good for marketers at mid-size or
larger businesses.

31. Remember - 90% of local
searches result in an action
within an hour.
Just get started.

32. Join My E-Mail Newsletter
Get the latest mobile marketing strategies, tips
and interviews.
http://www.mobilemixed.com/target
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sig n up
Connect With Me:
Interview w/ Louis Gump of CNN
@gjhickman
@mobilemixed
greg@mobilemixed.com
http://www.targetmarketingmag.com/channel/think-mobility Mobile Mixed TV - How To Videos

33. Questions?