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#LocalUp
THRIVING IN
THE MOBILE
ECOSYSTEM
AARON WEICHE
@AaronWeiche
Spyder Trap & LocalU
#LocalUp@AaronWeiche
+
#LocalUp@AaronWeiche
#LocalUp@AaronWeiche
#LocalUp@AaronWeiche
Pigeon Attack
#LocalUp@AaronWeiche
Mobile Search Evolution
2014 vs. 2015 Pigeon Impact
Auto Repair
Car Insurance
Dentist
DUI Lawyer
Hair...
#LocalUp@AaronWeiche
Mobile Search Evolution
2014 Mobile Search Results
Page 1 Google Mobile SERPs in Minneapolis
32% Loca...
#LocalUp@AaronWeiche
Mobile Search Evolution
2015 Mobile Search Results
Page 1 Google Mobile SERPs in Minneapolis
20.2% (+...
#LocalUp@AaronWeiche
Mobile Search Evolution
2014 vs. 2015 Pigeon Impact
Biggest Changes:
Local Results took the biggest h...
#LocalUp@AaronWeiche
Designing Mobile Success
LAND = Website
#LocalUp@AaronWeiche
Mobile-friendly Websites
Choose Your Land Type
Responsive vs. Separate vs. Hybrid
#LocalUp@AaronWeiche
Responsive Websites
2014 Growth of RWD
#LocalUp@AaronWeiche
Responsive Websites
2014 Growth of RWD
#LocalUp@AaronWeiche
Great digital experiences don’t
happen by accident.
#LocalUp@AaronWeiche
Mobile Design Best Practices
Great Digital Products Don’t Happen By Accident
Teehan Lax Design Princi...
#LocalUp@AaronWeiche
1. The Right Team
What Vendor, What Approach, What Tech
What mobile format?
Responsive, Separate, Hyb...
#LocalUp@AaronWeiche
2. Real Problems for Real People
Align Outcomes, Will It Be Used, Will It Be Loved
#LocalUp@AaronWeiche
2. Real Problems for Real People
Align Outcomes, Will It Be Used, Will It Be Loved
#LocalUp@AaronWeiche
3. Measureable Outcomes
What Will Success Look Like & How Will It Be Determined
Lead driven
Experienc...
#LocalUp@AaronWeiche
4. Make Decisions Through Use
Prototype - InvisionApp
#LocalUp@AaronWeiche
4. Make Decisions Through Use
Get Feedback – UsabiltyHub (3 tests in 1)
#LocalUp@AaronWeiche
4. Make Decisions Through Use
Prototype and Get Feedback – UsabiltyHub (3 tests in 1)
#LocalUp@AaronWeiche
4. Make Decisions Through Use
Wayfinding For The Mobile Web - http://goo.gl/J9ZT6F
#LocalUp@AaronWeiche
4. Make Decisions Through Use
Circulation, Spacial Cues, Signage
The Hamburger Menu
http://goo.gl/piA...
#LocalUp@AaronWeiche
4. Make Decisions Through Use
Putting Things In Reach
Image: Brad Frost
#LocalUp@AaronWeiche
5. Iterate & Refactor
No Commitments, It Works Or You Rebuild
.
#LocalUp@AaronWeiche
6. Seamless UX
Great Experiences Sync Across Devices, Use, Sessions
#LocalUp@AaronWeiche
Deep Experiences
AQUATIC = Content & Usability
#LocalUp@AaronWeiche
Content
Mobile Content Doesn’t Mean LESS Content
Content for the mobile user:
Proximity
Utility (Dire...
#LocalUp@AaronWeiche
Usability
Do The Work For Them
#LocalUp@AaronWeiche
Usability
Don’t Fall Victim To “Simple” - But Make Easy, Easier
www.threeventures.com
#LocalUp@AaronWeiche
Tracking The Depths
Page Scroll Tracking
Google Tag Manager:http://andygibson.us/2013/10/track-scroll...
#LocalUp@AaronWeiche
Breathing In Leads
AIR = Google Search
#LocalUp@AaronWeiche
Also feels like…
#LocalUp@AaronWeiche
Mobile Making Headlines
Mobile Headlines Are The Trend, Not Mirage
#LocalUp@AaronWeiche
Paid Mobile Search
Killer Placement & Opportunity
It’s #1 and #2 … then ZERO
CALLS, CALLS, CALLS
Site...
#LocalUp@AaronWeiche
Paid Mobile Search
3 Steps To Optimizing Local Paid Search – Benjamin Vigneron
http://searchenginelan...
#LocalUp@AaronWeiche
Local Mobile Search
Pigeon = Hello Approximate Proximity
Location and proximity matter more than
ever...
#LocalUp@AaronWeiche
Organic Mobile Search
“Mobile friendly” Is The Warning Shot
Google: http://goo.gl/TAe64o
#LocalUp@AaronWeiche
Organic Mobile Search
Google’s Page Speed Insights - Speed
#LocalUp@AaronWeiche
Organic Mobile Search
Page Speed Insights - Usability
#LocalUp@AaronWeiche
Organic Mobile Search
FeedTheBot – www.feedthebot.com/mobile
#LocalUp
THANK YOU!
AARON WEICHE
@AaronWeiche
Spyder Trap
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Thriving in the Mobile Ecosystem - Mobile Web Design

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Veröffentlicht am

My mobile presentation from LocalUp, a joint conference from MOZ and Local University on local search and internet marketing.

This presentation looks into the opportunity of creating and growing the mobile experience between your customers and your brand: one strong enough to delight fingers, change minds, and win hearts. Understand how to best design a mobile website, responsive web design, how Google serves up mobile search results and more.

Veröffentlicht in: Mobil

Thriving in the Mobile Ecosystem - Mobile Web Design

  1. 1. #LocalUp THRIVING IN THE MOBILE ECOSYSTEM AARON WEICHE @AaronWeiche Spyder Trap & LocalU
  2. 2. #LocalUp@AaronWeiche +
  3. 3. #LocalUp@AaronWeiche
  4. 4. #LocalUp@AaronWeiche
  5. 5. #LocalUp@AaronWeiche Pigeon Attack
  6. 6. #LocalUp@AaronWeiche Mobile Search Evolution 2014 vs. 2015 Pigeon Impact Auto Repair Car Insurance Dentist DUI Lawyer Haircut Hardware Store Hotel Pizza Plumber Steak Restaurant A comparison of Mobile SERPS for the following 10 keywords:
  7. 7. #LocalUp@AaronWeiche Mobile Search Evolution 2014 Mobile Search Results Page 1 Google Mobile SERPs in Minneapolis 32% Local 21% Website 18% Directory (Mostly Yelp) 14.8% PPC 12.9% News, Blog posts, In-Depth Articles, Images Mobile “Above The Fold” – First 3 screen lengths 74% Local 14.8% PPC 7.4% Directory (All Yelp, but 1 result was Avvo) 3.1% Website
  8. 8. #LocalUp@AaronWeiche Mobile Search Evolution 2015 Mobile Search Results Page 1 Google Mobile SERPs in Minneapolis 20.2% (+7.3%) News, Blogs, In-depth Articles, Images 18.6% (-2.4%) Website 16% (-2%) Directory (Mostly Yelp) 15.5% (+0.7%) PPC 13.9% (-18.1%) Local (Avg. of 4.4 panes, 12 local results) Mobile “Above The Fold” – First 3 Screen Lengths 35.5% (-38.5%) Local 25% (+21.9%) Website 19.7% (+12.3%) Directory 19.7% (+4.9%) PPC
  9. 9. #LocalUp@AaronWeiche Mobile Search Evolution 2014 vs. 2015 Pigeon Impact Biggest Changes: Local Results took the biggest hit The pain of panes – A UX nightmare Websites and Directories made up the “above the fold” slack for local results declining Paid saw small to moderate gains - Of course More News, Articles type results … but all are located deep down page one
  10. 10. #LocalUp@AaronWeiche Designing Mobile Success LAND = Website
  11. 11. #LocalUp@AaronWeiche Mobile-friendly Websites Choose Your Land Type Responsive vs. Separate vs. Hybrid
  12. 12. #LocalUp@AaronWeiche Responsive Websites 2014 Growth of RWD
  13. 13. #LocalUp@AaronWeiche Responsive Websites 2014 Growth of RWD
  14. 14. #LocalUp@AaronWeiche Great digital experiences don’t happen by accident.
  15. 15. #LocalUp@AaronWeiche Mobile Design Best Practices Great Digital Products Don’t Happen By Accident Teehan Lax Design Principles (are awesome) http://goo.gl/tUE3L2 By Dave Gillis - Partner Just acquired by Facebook
  16. 16. #LocalUp@AaronWeiche 1. The Right Team What Vendor, What Approach, What Tech What mobile format? Responsive, Separate, Hybrid What drives these decisions? Time, budget, resources What experience is there? Especially in a vendor
  17. 17. #LocalUp@AaronWeiche 2. Real Problems for Real People Align Outcomes, Will It Be Used, Will It Be Loved
  18. 18. #LocalUp@AaronWeiche 2. Real Problems for Real People Align Outcomes, Will It Be Used, Will It Be Loved
  19. 19. #LocalUp@AaronWeiche 3. Measureable Outcomes What Will Success Look Like & How Will It Be Determined Lead driven Experience driven Data driven
  20. 20. #LocalUp@AaronWeiche 4. Make Decisions Through Use Prototype - InvisionApp
  21. 21. #LocalUp@AaronWeiche 4. Make Decisions Through Use Get Feedback – UsabiltyHub (3 tests in 1)
  22. 22. #LocalUp@AaronWeiche 4. Make Decisions Through Use Prototype and Get Feedback – UsabiltyHub (3 tests in 1)
  23. 23. #LocalUp@AaronWeiche 4. Make Decisions Through Use Wayfinding For The Mobile Web - http://goo.gl/J9ZT6F
  24. 24. #LocalUp@AaronWeiche 4. Make Decisions Through Use Circulation, Spacial Cues, Signage The Hamburger Menu http://goo.gl/piAm8E 1. Use testing tools 2. Test MENU vs. Burger 3. Test Placement 4. Measure the right stuff
  25. 25. #LocalUp@AaronWeiche 4. Make Decisions Through Use Putting Things In Reach Image: Brad Frost
  26. 26. #LocalUp@AaronWeiche 5. Iterate & Refactor No Commitments, It Works Or You Rebuild .
  27. 27. #LocalUp@AaronWeiche 6. Seamless UX Great Experiences Sync Across Devices, Use, Sessions
  28. 28. #LocalUp@AaronWeiche Deep Experiences AQUATIC = Content & Usability
  29. 29. #LocalUp@AaronWeiche Content Mobile Content Doesn’t Mean LESS Content Content for the mobile user: Proximity Utility (Directions, landmarks, payment) Structure & hierarchy
  30. 30. #LocalUp@AaronWeiche Usability Do The Work For Them
  31. 31. #LocalUp@AaronWeiche Usability Don’t Fall Victim To “Simple” - But Make Easy, Easier www.threeventures.com
  32. 32. #LocalUp@AaronWeiche Tracking The Depths Page Scroll Tracking Google Tag Manager:http://andygibson.us/2013/10/track-scroll-depth- using-google-tag-manager/ Google Analytics: http://cutroni.com/blog/2012/02/21/advanced-content-tracking-with- google-analytics-part-1/
  33. 33. #LocalUp@AaronWeiche Breathing In Leads AIR = Google Search
  34. 34. #LocalUp@AaronWeiche Also feels like…
  35. 35. #LocalUp@AaronWeiche Mobile Making Headlines Mobile Headlines Are The Trend, Not Mirage
  36. 36. #LocalUp@AaronWeiche Paid Mobile Search Killer Placement & Opportunity It’s #1 and #2 … then ZERO CALLS, CALLS, CALLS Sitelinks (clicks, real estate, copy) Mobile landing page
  37. 37. #LocalUp@AaronWeiche Paid Mobile Search 3 Steps To Optimizing Local Paid Search – Benjamin Vigneron http://searchengineland.com/3-steps- optimizing-local-paid-search-213686? 1. Scalable Account Structure 2. Location Bid Adjustments 3. Analyze & Predict Local Ad Spend & Returns
  38. 38. #LocalUp@AaronWeiche Local Mobile Search Pigeon = Hello Approximate Proximity Location and proximity matter more than ever before 1st pane or feel the pain Google is hogging the clicks Calls YES, Website or Directions NO
  39. 39. #LocalUp@AaronWeiche Organic Mobile Search “Mobile friendly” Is The Warning Shot Google: http://goo.gl/TAe64o
  40. 40. #LocalUp@AaronWeiche Organic Mobile Search Google’s Page Speed Insights - Speed
  41. 41. #LocalUp@AaronWeiche Organic Mobile Search Page Speed Insights - Usability
  42. 42. #LocalUp@AaronWeiche Organic Mobile Search FeedTheBot – www.feedthebot.com/mobile
  43. 43. #LocalUp THANK YOU! AARON WEICHE @AaronWeiche Spyder Trap

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