Mobile web - for web

Mobilize Your
Website
PREPARED BY:
Alan Hathaway, President
R. Scott Blamey, Director of Development
David Williams, Account Executive

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

Agenda
I. What is “Mobile Web”?
II. Statistics
III. 5 Reasons to Create a Mobile Website
IV. 5 Steps to Get Started

ACU: Mobilize Your Website

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 The metaphor of a funnel has been
replaced by a non-linear, non-sequential path to purchase.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 • 85% of kids own a phone
Americans own a mobile
device • Apple has sold almost 60
million iPhones world wide
• 26.6% of U.S. households
are mobile-only • Over 160,000 Android
phones are activated per
• 85% of handsets sold in day
2010 included a mobile
browser
• 10.3 million tablet users in
2010
– 82.1 million expected by
2015


Usage
• 83 million people use mobile web
82% 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 Mobile-ready Websites
outpacing desktop web content growth
3500000
– 2008: 150,000 mobile-ready websites 3000000

– 2010: 3.01million mobile-ready 2500000
2000000
websites
1500000

• Most websites’ mobile traffic 1000000
500000
grew by 50-100% in 2010 0
2008 2010
• Smart phones now outsell PCs
• More mobile users than web users
expected by 2014
• 8% of total ecommerce sales will
come from mobile by 2014


Local Trends
Mobile Visits as a Percentage of Total Visits
June 2010 vs. June 2011

20%
2010
18%
2011
16%

14%

12%

10%

8%

6%

4%

2%

0%


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

Browsers
40%

38% Opera
35%

Firefox
30%

25% 27% Safari

20%
21%

15%

10%

5%

2% 1%
0%
A i B S W
*As much as 50% of mobile browsing takes place on iPhones


5 Reasons to

CREATE A MOBILE WEBSITE


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 Check
E-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 Site
1. 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


5 Steps to

GET STARTED


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


• 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


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