17
Mobile (Tablet/Smartphone) Best Practices for Business Owners Hello LaunchFest! March 20, 2013
Mobile (Tablet/Smartphone)
Best Practices for Business Owners
Hello LaunchFest!March 20, 2013
2
EXPERIENCE
EFM | PLACEMENTS MEDIA: Capabilities |
Finance Education Beauty/Skincare eCommerce
HealthcareJobs/OtherHome Services
CPG
Diet & Wellness
ConsumerElectronics
Automotive
3
“MOBILE” ISN’T ONE THING
Don’t forget that mobile is
Tablets and Smartphones
MOBILE BEST PRACTICES |
4
DIFFERENT BEHAVIORS
MOBILE BEST PRACTICES |
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
5
PERFORMANCE
MOBILE BEST PRACTICES |
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
OOH
TV
Radio
7
DEFINITIONS
MOBILE BEST PRACTICES |
“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”)
Source: SearchEngineLand.com
8
HOW YOU BENEFIT WITH “GOOD MOBILE”
MOBILE BEST PRACTICES |
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
Source: SearchEngineLand.com
9
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
MOBILE BEST PRACTICES |
10
BEST PRACTICE #2: MVP APPROACH
Ramp Up. Maximize Learnings. Minimize Risk of Failure.
MOBILE BEST PRACTICES |
11
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
MOBILE BEST PRACTICES |
12
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
MOBILE BEST PRACTICES |
13
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
MOBILE BEST PRACTICES |
14
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
MOBILE BEST PRACTICES |
15
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:
MOBILE BEST PRACTICES |
16
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
MOBILE BEST PRACTICES |
![[NAPL Owners Conference 2011] Print + Mobile: Understanding QR Codes](https://static.documents.pub/doc/80x56/5554cec1b4c9051b6e8b482a/napl-owners-conference-2011-print-mobile-understanding-qr-codes.jpg)
