responsive design is not enough: rethinking the mobile ... · rethinking the mobile user experience...

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Responsive Design is Not Enough:Rethinking the Mobile User Experience

2017 NMHC OPTECH Conference & Exposition


IntroductionsModerator:Judy Bellack, Principal, Judith Lawrence Associates

Speakers:Gus Kroustalis, Digital Marketing Strategist, Beacon TechnologiesCandace Weaver, Director of Marketing, Bell Partners, Inc.


❶ The Premise❷ Tough Questions❸ Deeper Analysis❹ Results❺ Next Steps


Rate Your Website’s Mobile Experience.



a. b. c. d.


Visitor Characteristics

Desktop Mobile

Female/Male Ratio 56% / 44% 68% / 32%

18 – 34 year olds 63% 69%

Bounce Rate

Average Time of Site

Online Leasing


Mobile User Trends2014

Desktop Mobile Tablet

33.6% 57.1%

9.3%

2017

Desktop Mobile Tablet

7.4%

43.8% 48.8%


Current Goal Conversion Points• Apply/Lease• Click-to-Call• Contact Us• Email an eBrochure• Get Driving Directions• View Floor Plan Brochure


Tough QuestionsWhy do mobile users convert less frequently?

Should they convert better with the given goals?

What are the appropriate KPIs for mobile users?

How should the website be updated to accommodate mobile users?


Audience PollDo you think a mobile user would generally be more interested in:


Master of Science in Business Analytics

38 Graduate Students• 47% Female; 53% Male

o TEDxYouth event foundero Mobile app designero Biomedical engineero Two military veteranso Numerous start-up entrepreneurs


• Illustrate user device trends.• How have the trends affected goal conversions?• Can a specific mobile strategy be justified?

Provide details.

1) Formal Report2) Presentation of Recommendations

Final Exam with a Real-World Scenario


Great Insights from a Target Demographic


Final Exam Insights

• User account option, for cross-device usage.• Online leasing is not mobile-friendly.• Vary the CTAs based on device.• Different user path for mobile.

I don’t want to fill out that much info

on my phone.

Alert me when I’m close to

your property.

I can’t easily find the content that I’m

interested in.


How Can We Get There?

• Mobile-specific goal points• Unique header link options• Dynamic content elements• New features for users• Collaboration with software team


Overall Takeaway

We need to think of mobile users as a separate audience from desktop users.

The website experience should reflect this.


NOW, Rate Your Website’s Mobile Experience.



a. b. c. d.


Next Steps

1) Gather audience intel

2) Measure your website’s effectiveness

3) Determine necessary updates

4) Assess budget and resource needs


Download this helpful checklist:

bit.ly/checklist-optech

responsive design is not enough: rethinking the mobile ... · rethinking the mobile user experience...

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