Talk onMobile Friendly Websites

by Michal Spěváček of SPĚVÁČEK vzdělávací centrum

AmCham Marketing & Communications Committee

June 25, 2015

Companieswith mobile friendly websites :-)

Le Palais Art Hotel Prague Assessment Systems

Media Education CEE UNIFER ALFA

Schönherr Grayling Czech Republic

SPĚVÁČEK vzdělávací centrum …

How important is a company websitefor marketing and sales in…

Airlines Food Products, Beverages & Tobacco Media - Broadcast and Publishing

Architecture Furniture Nonprofit, Foundation

Arts Health Care & Pharmaceuticals Petroleum Industry

Consultancy Hotels and Restaurants Private Equity

Consumer Goods Human Resources Real Estate

Educational Services Information Technology Security Services

Energy Language Services Telecommunications

Engineering, Construction Law companies Transporting, Moving, Warehousing

Event Management Manufacturing Travel and Leisure

Finance Marketing and Public Relations Wholesale and Retail Trade

• B2C and B2B

Your company website serves for…

• Promoting your brand• Educating, Providing information• Generating prospects (i.e. SEO)• Promoting your goods/services

(converting prospects to customers)• Selling on-line (via form or e-shop)• Providing pre-sales and service support• Getting feedback (forms, chat, …)

Is it worth to invest intoresponsible web design?

• What’s the ratio of your mobile/desktop audience

(now, in future)?

• What’s your competition doing?

• How important is your website for your marketing and

for your sales?

• Visiting your favorite brand• Studying topics you are curious about• Doing research about product you want• Reading specification of product you want• Buying on-line• Trying to ask some specific question

(you haven't found in FAQ)• Filling up forms, chatting,…

Imagine yourself using your website on mobile device when…

How to choose the right platform and supplier?

• Who decides it? Can you influence it?• Can you use the current platform?

Are you satisfied with your current suppliers?• Can IT department help you?• Can you use some open platform solution?• Which one?• Company or Freelancers?

Which specialists do you need?

• Webmaster / Programmer• Graphics designer• Content architect / Copy Writer• SEO Expert• UX Consultant• Students (testing, data feeding,…)• …

How to get the right feedback?

• Ask your audience when doing particular activity on your web (forms)

• Do surveys (on-line or paper-based)• Ask your customers for reviews• Use analytic tools– Google Analytics, AdWords, Webmasters tools

• Set up a focus group

What to measure? (Google Analytics)

• Metrics– Total Visits, Unique Visitors, Page Views, Pages per Visit,

Time per Visit, Bounce Rate

• Comparison– In time, 2 objects (i.e. websites), object vs. standard

• Dimensions– OS, Device, Screen size– Location, Source, lending/leaving pages…

How to satisfy robots and usersat the same time?

• Content vs. Graphics• Users vs. Robots• Google vs. Seznam

What are the trends in web graphics and user experience?

• Responsive design• Large visual headers (static or moving)

http://www.microsoft.com/cs-cz/windows

• Long scrolling siteshttp://www.marketingfestival.cz/cs

• Split screenshttp://eightandfour.com/

• Storytelling• Hidden menus

http://ewebdesign.com/

www.huffingtonpost.com/larry-alton/7-web-design-trends-youll_b_6933974.html

5 Web design best practices

• Compelling Layout Design• Balanced Use Color, Graphics and Multimedia• Well Organized Content• Easy, Error-Free Navigation• Good Overall Functionality– For Desktop computers– For Mobile devices

What is my best practicefor (mobile) friendly website

• Your visitors are important (not you)• Website hierarchy should match the way users

search• Most important …. comes first• Don't forget about robots• Do it for tomorrow not for today• Ask your visitors to help you do your best …• …

Thank you for your attention

• Questions?• Contact:

Michal SpěváčekSPĚVÁČEK vzdělávací centrummichal.spevacek@spevacek.info