How to make mobile websites more user-friendly to encourage mobile conversion and ROI.

1. MobileSite Usability:16 Mistakes to Avoid Sydney, 2011 By: Cindy Krum, Mobile Moxie @MobileMoxie on Twitter

2. Overview User Experience Is Key Too Many Rendering Possibilities Hard to Track on Mobile People Can Convert without Clicking Conversion Can Happen On and Off Line

3. The First Mobile Phone

4. 1. Using a Different Domain dotMobi is Dead Confusing for Users Bad for SEO Stick to Primary Domain Subdomain Subdirectory Just ‘m’ is Fine dotMobi

5. 2. Changing Major Site Elements Keep a the Same/Similar Buttons & Navigation Structure (Mostly) Keep the Same/Similar Look and Feel Include Top Visited Content from the Traditional Site If Major Elements are Missing Acknowledge It

6. 3. Missing Elements Heavy Code Slows the Load JavaScript & AJAX Might Not Work Navigation Could Display in Full Inability to Hover Images May be Missing Flash Probably Won’t Work Unpredictable Rendering Situations Pop-Ups Crash Mobile Browsers

7. 4. Cramming Everything onto a Page Pages Get Long Fast Load Time is Always a Concern 3 Column Strategy & Sideways Scrolling Sux

8. 5. Skipping Site-Search Keep it at the Top Good if Site Elements (Especially Nav) are Broken Faster than Drop-Down Nav for People in a Rush Good Work-Around if You Limit Mobile Navigation

9. 6. Broken Images Background Images May Not Show Button Images May Not Show Images May Be Stacked Text in Images is Unreadable Especially Problematic for ‘Sale’ Images Images May Be Re-Sized

10. Mobile Scroll #1 MobileScroll #2 Mobile Scroll #3 Traditional Web Page

12. 7. Confusing the Call to Action Mobile Users Need Clear Instructions Mobile Users Need Clear Calls to Action 17 Seconds to Convert About 137 Characters (Average for All Phones) Top of the Page - Nothing Beyond 4 Scrolls Bail Out Options: Complete This Transaction Over the Phone We will Send You a Text Message We will Send You an Email

13. 8. Broken Forms Forms are Generally JavaScript Uhhh We just Covered this….. Test All Forms on Multiple Phones Be Clear Field Descriptions Required Fields Error Messages Include Confirmation Notifications Track Errors

14. Traditional Page Mobile Page

15. 9. Forgetting Mobile-Specific Features Link Phone Numbers Include a Store Finder, Written Driving Directions & Links to Maps Include Hours of Operation Link to Application Downloads Include Mobile Coupons & Redemption Codes

16. 10. Not Creating Online Mobile & Traditional Synergy Use Browser Detection & Redirection Mobile To Traditional Traditional to Mobile Do it on All Pages, Not Just the Home Page Include a Link in the Upper Left Corner With A Picture Text that Says ‘Mobile’ Links go Page to Page, not Page to Home Page Encourage Signup & Account Creation on Web, and Make it Work on Mobile

18. 11. Not Creating Offline Mobile Synergy with Traditional Media Promote Mobile Content in Existing Marketing Promote on TV & Radio Use SMS to Promote: Links to the Mobile Site Mobile Apps Offline Promotions Promote Mobile In-Store Image Recognition or Barcode Scanners

19. 12. Trusting a Platform with SEO Most Endeavors Start with A Search Rankings Matter MANY Mobile Platforms are Bad for SEO Dynamic or Temporary File Names Omission of Meta Data Lack of Integration with Traditional Site Different Domain Bad Internal Links No External Links

20. iPhone Traditional Computer

21. 13. Ignoring Local-Mobile Search Submit to Local Search Engines Address & Phone Number Pictures Reviews & Star Rankings Directions Submit to Local Search Apps

22. Mobile Ranking iPhone in Denver Traditional Computer iPhone UA Profile on Traditional Computer

23. 14. Not Integrating with Social ….Duh! Social is What People Do on their Phones Facebook Facebook Connect Makes it Easy Include Mobile Promotions on your Fan Page Twitter Link to Mobile Versions of Your Pages Tweet Promotion Codes & SMS Contests

24. 15. Not Integrating with Email Not as Hard as it Sounds Collect Phone Numbers & Email Addresses Don’t have to Abandon HTML Emails No Platform Changes Necessary Super Secret Technique Hard to Explain in One Slide Prevent Deletion in Mobile Email Reviews Reach your Most Loyal Customers

25. Traditional Email Mobile Email

26. 16. Letting Apps Market Themselves App Marketplaces are Search Engines Your App Can also Rank Directly in Google You can Drive PPC Traffic to Your App You Should Promote Your App from Your Site Media Placement & In-App Ads can Drive Downloads

28. Cindy Krum CEO & Founder Cindy@MobileMoxie.com IM/Skype/Twitter: Suzzicks Follow @MobileMoxie 720-231-7277 www.MobileMoxie.com