next gen mobile aug 2013 scotland
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TRANSCRIPT
going mobile
Presented by:
Sandra Luther, Solutions Manager – Blackbaud Europe @sandraluther
the rise of mobile…
should you bother?
Would you be willing to use a smartphone to make a donation through a browser?
Gen Y 36.4% Gen X 25.3% Boomer 6.1% Mature 2.9%
By 2015 mobile will outpace desktops as the #1
method for accessing the web
- Source: Morgan Stanley
UNDERSTANDING THE MOBILE USER
meet mr. multi-tasker
• 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)
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)
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)
CONTENT
PRIMARY
SEARCH LINK1 LINK2 LINK3
LINK4 LINK5 LINK6
FEATURED CONTENT
FOOTER
CONTENT SECONDARY
PROMO PROMO PROMO PROMO
LOGO LINK1 LINK2 LINK3 LINK4
LINK4 LINK5 LINK6
LINK5
FEATURED CONTENT
usability
Easy to
Reach
Stretch
• 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
mobile website design considerations
• Landscape
• App vs. website
• Microsite vs. full site
• Responsive Design
• Portrait
• Javascript vs. Flash
• Flicking vs. scrolling
• Tap vs. :hover
• Finger vs. cursor
VARIETY OF APPROACHES TO MOBILE
3 main approaches to mobile
Designated Mobile Site
Full Site Mobile
Replication
Responsive Design
Increasing Complexity & Costs
responsive
- Infographic Source: www.monetate.com
designated mobile site
• Helps you make the most of mobile quickly
• Adapts to a smaller screen size
• Puts a priority on specific content
• Minimise input requirements on web forms to keep it user friendly
• Minimises load time – maximising web speed
• All of this leads to an increase in conversions
designated mobile sites:
single page just the basics microsite
HOW DO I KNOW IF I NEED A MOBILE OPTIMISED WEBSITE?
ask google!
Click Advanced Segments
google analytics
Choose “All Traffic” and
“Mobile Traffic” and click
Apply
measure mobile traffic
“All” vs. “Mobile” traffic is
now included everywhere.
In this case 6.27% of total
visits come from mobile.
what about your supporters?
“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?
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
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
mobile site best practices
• Keep it quick as users are on the move
• Simplify navigation
• Design for visibility
• Make it friendly and easy to use
• Make your content relevant for mobile users
• Make the brand seamless
• Use mobile site redirects for device detection
And most importantly: Test, Listen, Learn and Modify
FOR TIPS ON MOBILE OPTIMISATION
http://mobilewebbestpractices.com/