7 mobile best practices for business owners

transcript

Mobile (Tablet/Smartphone)

Best Practices for Business Owners

Hello LaunchFest!March 20, 2013

EXPERIENCE

EFM | PLACEMENTS MEDIA: Capabilities |

Finance Education Beauty/Skincare eCommerce

HealthcareJobs/OtherHome Services

Diet & Wellness

ConsumerElectronics

Automotive

“MOBILE” ISN’T ONE THING

Don’t forget that mobile is

Tablets and Smartphones

MOBILE BEST PRACTICES |

DIFFERENT BEHAVIORS

Tablet Smartphone

Growth 35% in 2013 18% in 2013

Traffic Ratios* 8% 7%

Favorite Activities** Reading, email, apps, social networking

GPS, music, photos/videos, chat

Experience Slight modification from Website acceptable

Major modification required

Purchasing 13.5% of all transactions!Spend less than 50% compared with Tablet

* Source: 2013 Adobe Digital Index ** Source: Rosetta

PERFORMANCE

Ad Impression Ratios

Advertising CTRs

Conversion Rate

Average Order size

Desktop 100% 100% 100% 100%

Tablet 4% 115% 104% 91%

Smartphone 32% 183% 62% 17%

Source: SearchEngineLand.com

6MOBILE BEST PRACTICES |

Mobile

Home Commute Work Retail Work Commute Social Home Bed

Tablet

Computer

Console

Retail / POS

DEFINITIONS

“Responsive Design”

Webpage is delivered to the device. The browser changes the way the page is laid out (via CSS,

javascript, etc.)(“Client-side”)

“Adaptive Design”

Different webpages are delivered to different devices. (“Server-side”)

HOW YOU BENEFIT WITH “GOOD MOBILE”

67% of users said mobile friendly websites make them more likely to buy

61% of users said they will move onto other mobile friendly websites if they didn’t find what they were looking for on your site

52% of users are less likely to engage with a company if they had a bad mobile experience

50% !! of users hesitate to work with the company, even if they like the business, if the website isn’t mobile friendly

BEST PRACTICE #1: OPTIMIZE TABLET FIRST

Unless your business is based on a mobile app, tablet users are critical, generally high-end users who want to engage.

Consider a responsive design:

- Make buttons bigger- Rollovers don’t work! Change them to clicks when

viewed on mobile devices- Reduce form length and make boxes bigger- Remove Flash video units and switch to HTML 5- Improve contrast ratio (color differences) between

action areas and content areas

BEST PRACTICE #2: MVP APPROACH

Ramp Up. Maximize Learnings. Minimize Risk of Failure.

BEST PRACTICE #3: BE “APP-LIKE”

Rethink the user experience. We’re not on 17-inch screens here!

These might be obvious:

- Apps present minimal information for each page. Even if you aren’t building an app, your smartphone experience in particular should be app-like

- Unlike web best practices which stress fewer clicks, more clicks so as to reduce tablet/smartphone page complexity is better!

- Users will visit your website on their desktops; don’t assume that your tablet or smartphone experience has to do everything your desktop site does

BEST PRACTICE #4: LANDING PAGES!

Only half of users are willing to wait 5 seconds for a page to load. So you’ll already be losing a bunch of people in your paid marketing campaign.

Don’t skimp on landing pages to land people on relevant content. They won’t be clicking around trying to find what they’re looking for.

- Landing pages from mobile search should have keyword-targeted headlines matching ad copy

- Landing pages should be simple and invite a click to the next, more detailed page

BEST PRACTICE #5: ECOMMERCE TIPS

Tablet users want to buy something online. Smartphone users want to find your storefront in real the real world.

Here are some tips to make sure you conquer both:

- Your smartphone experience needs a smartphone-friendly store locator

- For single-location businesses, use HTML mark-up <address> tag to activate map apps on click

- Use built-in location-based information to allow people to buy online or route them to the nearest store

BEST PRACTICE #6: YOU DON’T NEED AN APP

...unless you:

- Have a way to market it- Can justify the cost of marketing it- Can provide the ongoing maintenance/upgrades to

keep it evolving- Enables your business to do something a mobile site

doesn’t do

BEST PRACTICE #7: MEASURE IT

Your tablet/smartphone and app experiences are like a research project. You don’t know how consumers will respond and they will respond differently than on the desktop experience.

So make sure you can measure it. Great mobile analytics packages include:

THOUGHTS ON MEDIA

- Focus on mobile search first- Leverage retargeting second- Explore multichannel vendor opportunities in mobile

display - AT&T Adworks, Fios (bigger budgets)- Explore Push Notifications and SMS as lead capture

followed by “light asks” to get onto email lists

Thank You

March 2013

David ShorCEO

EFM | PLACEMENTS Media310-897-2667

david@placementsmedia.com

7 mobile best practices for business owners

Marketing