5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
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Transcript of 5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
that
of users
won’t recommend a business with a poorly designed mobile site?
@BridgetRandolphSource
or that
have turned to a
competitor’s site after a bad mobile experience?
@BridgetRandolphSource
by 2017,
85%of the world’s population
will have 3G coverage.
@BridgetRandolphSource: Ericsson Mobility Report
mobile in 2012 was
12xthe size of
the entire
internetin 2000
@BridgetRandolphSource: Cisco's Global Mobile Data Traffic
Forecast Update
internet in
year 2000
mobile
in
2012
@BridgetRandolphSource: Ericsson Mobility Report (pg. 10)
0
20
40
60
80
100
120
140
160
Mobile Data Usage
12x growth in 12 years
12x growth in 6 years
2013
only
70% of the
top 20 UK retailers have a mobile-friendly website.
@BridgetRandolphSource: Econsultancy
small businesses are even
less likelyto have a mobile-friendly web presence.
@BridgetRandolph60% of small businesses have websites;
only half of these are mobile-friendly.
of users
won’t recommend a business with a poorly designed mobile site
@BridgetRandolphSource
and
have turned to a
competitor’s site after a bad mobile experience
@BridgetRandolphSource
77% of mobile searches happen near a PC
Source: Google Databoard
• responsive– rearranges the layout
• dynamic serving– serves different HTML on same URL
• separate mobile subdomain– e.g. m.domain.com
@BridgetRandolph
individual Wordpress themes
• Designfolio (from PressCoders): free, or $79 with support
licence.
• Standard: $49 or $99 with support licence.
• Responsive (from CyberChimps): free.
premium Wordpress theme providers
• Elegant Themes: ~$40/year with full support.
• WooThemes: free-$70.
@BridgetRandolph
or, if you don’t want to use Wordpress:
• SquareSpace: from $8/month (for the most basic service).
• Wix: around $10/month.
@BridgetRandolph
RESULTSon iPhone/iPod
conversions increased by 65.71%.
transactions increased by 112.5%.
revenue increased by 101.25%.
on Android devices
conversions increased by 407.32%.
transactions increased by 333.33%.
revenue increased by 591.42%.
@BridgetRandolphSource
responsive design?
@BridgetRandolphSEO of Responsive Design by Kristina Kledzik
dynamic serving
Vary HTTP header http://goo.gl/km1qcZ
@BridgetRandolph
separate URLs
There are
several areasto look at.
@BridgetRandolphA Checklist for Optimizing Your Mobile Site
redirects
• redirect mobile users on www.
most relevant mobile page
• redirect desktop users on m.
most relevant desktop page
• allow users to override
@BridgetRandolph
“switchboard tags”
for duplicate content
on the desktop page:
<link rel="alternate" media="only screen and (max-width: 640px)"
href="http://m.example.com/page-1" >
on the relevant mobile page:
<link rel="canonical" href="http://www.example.com/page-1" >
@BridgetRandolph
site speed
• 2-3 sec is recommended
• needs to be less than 5 sec
Google PageSpeed Insights tool can help
@BridgetRandolph74% of users would bounce after waiting 5 sec
I wrote a whole blog post about it.
http://moz.com/blog/how-to-optimize-a-mobile-site
@BridgetRandolph
USE
Litmus – website testing
Qualaroo – user surveys
CrazyEgg – heat maps
Optimizely – split testing
@BridgetRandolph
FIXmake your social content
mobile-friendly
@BridgetRandolph80% of Facebook and Twitter’s daily users
are accessing the app from a mobile device
62% of e-mails are
opened on mobile devices.
@BridgetRandolphSource: US Consumer Device Preference
Report (Q2 2013)
USE• Campaign Monitor
• MailChimp
@BridgetRandolph
Could it be the case that mobile is simply more of a
research platform?
Commenter on a blog post
@BridgetRandolph
My cellphone isn't for buying, fb, amazon - it's just
a phone (or gps) :)
Commenter on a blog post
@BridgetRandolph
FIXlink the form fields to
the correct keyboard
@BridgetRandolphSmashing Mag article about touch keyboards
@BridgetRandolphimage source
for phone number fields:
<input type="tel" />
for a numeric keyboard, use this:
<input type="text" pattern=“\d*" novalidate />
for any email fields, use this:
<input type="email" />
to disable autocorrect:
<input type="text" autocorrect="off" />
@BridgetRandolphCheat sheet from Baymard
of
mobile searches
happen near a PC@BridgetRandolphSource: Google Databoard
image credits
girl on couch: http://images.smh.com.au/2013/07/27/4608179/Dan-20130727185724263940-
620x349.jpg
baby of Obama/Chewbacca morph: http://www.morphthing.com/baby/3532403-Baby-of-Barack-
Obama-and-Chewbacca
KISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg
multi-device path to purchase: http://marketingland.com/study-90-percent-use-multiple-screens-
throughout-the-same-day-20386
mobile overtaking desktop graph: ComScore study;
image credit http://static1.businessinsider.com/image/4fda47c569beddef0b000003-960/comscore-
mobile-users-desktop-users-2014.jpg