Mobile devices are changing the way donors and prospective donors are accessing your website. Are you ready?

1. GOING MOBILE
Sandra Luther
Internet Solutions Manager, Blackbaud Europe
@sandraluther
Sandra.Luther@blackbaud.co.uk

2. AGENDA
• Facts & Figures
• How Do I Know if I Need a Mobile Optimised Website?
• Design Considerations
• Going Forward

3. YOUR SUPPORTERS ARE…
On the go
Impulse driven
Have a shorter attention span
Increasingly use social
networks
More demanding
Want more personalisation
Want more visibility
Want more more more...

4. YOUR SUPPORTERS ARE… YOUR ORGANISATION…
On the go
Impulse driven
Have a shorter attention span
Increasingly use social
networks
More demanding
Want more personalisation
Want more visibility
Want more more more...
Must be accessible from new channels
Must catch people in the moment
Needs impactful messages and
collateral
Needs to go where they are
Needs to adapt to new demands and
utilise new tools

5. FA C T S & F I G U R E S

6. This year, i.e.
!2013!
Mobile will outpace desktops as the
#1 method for accessing the web

7. AND IT DOESN’T STOP AT YOUR WEBSITE
Email is increasingly becoming more popular for email reading
Source: Litmus –”Email Analytics” (Jan 2013)

8. MAIN DEVICE USAGE – MOBILE PHONES AND TABLETS
December 2012

9. MOBILE USAGE IS INCREASING YEAR ON YEAR
• 64% of mobile users have a smartphone
• 82% of new phones acquired in December 2012 were
smartphones
• 8 million people in the UK access the Internet from their
smartphone every day – source: comScore, Sept 2011
• 1/3 of all UK page views is now from mobiles and tablets

10. HOW DO I KNOW IF I NEED A MOBILE
OPTIMISED WEBSITE?

11. ASK GOOGLE!
Click Advanced Segments

12. GOOGLE ANALYTICS
Choose “All Traffic” and
“Mobile Traffic” and click
Apply

13. MEASURE MOBILE TRAFFIC
“All” vs. “Mobile” traffic is
now included everywhere.
6.27% mobile

14. ARE YOUR SUPPORTERS USING MOBILE DEVICES?
“Returning” visitors are your
supporters - they keep
coming back to your
website. How many of your
supporters are using a
mobile device to access
your site?

15. D E S I G N C O N S I D E R AT I O N S

16. UNDERSTANDING THE MOBILE USER
• Views the website in a different context on mobile devices vs.
desktop
• Has different needs and goals
- The primary task for an airline desktop site is to book flights,
whereas the primary task for the mobile site is to check flight
status.
• Knows what they want and want it quickly
- Maps and directions, contact
information (81% of users)
- Social Networking
(76% of users)
- Finding local information
(73% of users)

17. UNDERSTANDING MOBILE DESIGN
•
•
•
•
•
Portrait
Javascript vs. Flash
Flicking vs. scrolling
Tap vs. :hover
Finger vs. cursor
•
•
•
•
Landscape
App vs. website
Microsite vs. full site
Responsive Design

18. OPTIMISING PRESENTATION
• A design that works well for a desktop
is not optimised for mobile browsing
• Desktop resolutions are on the
increase (1990 = 800x600 pixels;
2000 = 1024x768
• Mobile device resolutions are smaller
(iPhone = 480x320)

19. OPTIMISING PRESENTATION
• A design that works well for a desktop
is not optimised for mobile browsing
• Desktop resolutions are on the
increase (1990 = 800x600 pixels;
2000 = 1024x768
• Mobile device resolutions are smaller
(iPhone = 480x320)

20. THE HITCHHIKER’S GUIDE TO MOBILE DESIGN
SEARCH
LOGO
11 LINK2 2 LINK3 LINK4
LINK
LINK LINK LINK3
Stretch
LINK LINK LINK
LINK44 LINK5 5 LINK6 6
CONTENT
FEATURED CONTENT
PRIMARY
LINK5
FEATURED CONTENT
CONTENT SECONDARY
Easy to
Reach
PROMO
FOOTER
• Know your sweet spots
• Recognise the space
• 85% of people are right handed
Easily within a thumb’s reach
Stretch to get thumb here
Within reach, but can be awkward

21. WHAT TO PRESENT YOUR MOBILE WEBSITE USERS?
Single Page
Just the Basics
Microsite

22. G O I N G F O RWA R D

23. WHAT HAPPENS IF YOU DON’T GO MOBILE?
• In a recent survey of mobile web users:
- 48% of users say they feel frustrated & annoyed when they
get to a site that’s not mobile-friendly
- 52% said that a bad mobile experience made them less likely
to engage
- 50% of people said even if they like a business, they will use
them less often if the website isn’t mobile-friendly
- 34% said they’d likely visit a competitor’s mobile site instead
Source: GoogleThink Research, What Users Want from Mobile, September 2012

24. HOWEVER, DOING IT RIGHT...
• A site optimised for mobiles is able to generate almost twice
the average traffic per user than sites which haven’t
• On average, visitors are 51% more likely to actually
do business with an online retailer if it has a mobile site
Source: KISS Metrics

25. SOME BASIC MOBILE SITE BEST PRACTICES
• Keep it quick
• Make it accessible
• Simplify navigation
• Make it easy to convert
• Be thumb-friendly
• Make it seamless
• Design for visibility
• Use mobile site redirects
And most importantly: Listen, Learn and Iterate

26. QUESTIONS?
For more information on how Blackbaud Europe can help you
mobilise your website please contact:
solutions@blackbaud.co.uk
0845 658 8590
Watch a short video about Mobile Optimisation in BBNC:
https://www.youtube.com/watch?v=FjLirCEDw6c
Check out tips @ http://mobilewebbestpractices.com/