masshousing’s mobile website communications/it joint session: is your website mobile friendly?...
TRANSCRIPT
MassHousing’s Mobile Website
Communications/IT Joint Session: Is Your Website Mobile friendly?
NCSHA Annual Conference September 29, 2015
Presented by Eric GedstadCommunications Director, MassHousing
64 percent of Americans own a smartphoneSource: Pew Research
Between 2013 and 2019, there will be a 10x increase in amount of data accessed by mobile
Source: Ericsson Mobile
44% of smartphone users have used their phone to look up real estate information, and 40% to look up government services or information
Source: Pew Research
http://www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/
Smartphones are the primary -- if not only way -- to access information online for
o 15% of users age 18-29
o 13% of households earning less than $30,000 annually
o 12% of African-Americans
o 13% of Latino-Americans Source: Pew Research
Why a mobile website?
• Regular website on small screen can frustrate users
• Smartphone users are impatient and move on if website can’t be viewed
MassHousing’s experience
• Our process began by envisioning a mobile app
• An app developer persuaded us that a mobile website was simpler and less expensive
• Apps must be developed for each platform (iOS, Android etc.) and require expense, maintenance and third-party participation
• We chose to build the mobile site for homebuyers as opposed to the rental side of the business
• The full site is available with one click
• We were able to do it in-house
Technical Challenges
• How to determine if a visitor was coming from a mobile device, PC or tablet?
• How could we stay current and test with new devices and browsers across different carriers and operating systems?
Device DetectionThe company 51degrees provides lists of more than 28,000 mobile devices and also code to detect devices to make sure content is delivered in the right format• We use the premium version that distinguishes
between phones and tablets• $499/year per server
https://51degrees.com/
Testing and SupportThe company BrowserStack offers emulators so you can test your site using multiple devices, operating systems and browsers• $179 per month or $2,148 per year
https://www.browserstack.com/mobile-browser-emulator
The mobile experience for those visiting masshousing.com on a mobile device
• Mobile users automatically directed to mobile site• Content has been condensed, fonts enlarged for easy
scanning• Content speaks to consumers at different stages of the
home buying process, same as full site• Key links are right there: lenders, homebuyer educators,
income limits etc.• Included are links to view the full website and a link to call a
MassHousing staff person
Samsung S5 – via Browserstack HTC One – via Browserstack iPhone – via XCode
Results
Site launched in August 2014
First three months Today
50 % Increase
276 average page views
per day
185 average page views per
day
93,000+ page views since launch
Analysis so far• No technical issues so far• Rewarding and cost-effective to do it in-house• Good collaboration between Communications and IT
Lessons Learned / Advice for others• Everything takes longer than you think it will• Decide on tablets: mobile vs. desktop site• Prepare for discussion on what content to offer on mobile,
what to leave off• Mobile sites are so small, only room for so much• Is your IT infrastructure capable of hosting mobile?• Browserstack was sometimes sluggish
Thank you!
For more information:
Eric GedstadCommunications [email protected]
Deepak KaramchetiPortal Administrator / Communications [email protected]