GOING MOBILE Sandra Luther Internet Solutions Manager, Blackbaud Europe @sandraluther Sandra.Luther@blackbaud.co.uk

• Facts & Figures

• How Do I Know if I Need a Mobile Optimised Website?

• Design Considerations

• Going Forward

AGENDA

On the go

Impulse driven

Have a shorter attention span

Increasingly use social networks

More demanding

Want more personalisation Want more visibility

Want more more more...

YOUR SUPPORTERS ARE…

YOUR SUPPORTERS ARE… YOUR ORGANISATION…

Must be accessible from new channels Must catch people in the moment Needs impactful messages and

collateral Needs to go where they are Needs to adapt to new demands and

utilise new tools

On the go

Impulse driven

Have a shorter attention span

Increasingly use social networks

More demanding

Want more personalisation Want more visibility

Want more more more...

FACT S & F IGURE S

This year, i.e.

!2013! Mobile will outpace desktops as the

#1 method for accessing the web

AND IT DOESN’T STOP AT YOUR WEBSITE

Source: Litmus –”Email Analytics” (Jan 2013)

Email is increasingly becoming more popular for email reading

MAIN DEVICE USAGE – MOBILE PHONES AND TABLETS

December 2012

• 64% of mobile users have a smartphone

• 82% of new phones acquired in December 2012 were smartphones

• 8 million people in the UK access the Internet from their smartphone every day – source: comScore, Sept 2011

• 1/3 of all UK page views is now from mobiles and tablets

MOBILE USAGE IS INCREASING YEAR ON YEAR

HOW DO I KNOW IF I NE E D A MOBIL E OP T IM IS E D W E BS IT E ?

ASK GOOGLE!

Click Advanced Segments

GOOGLE ANALYTICS

Choose “All Traffic” and “Mobile Traffic” and click Apply

MEASURE MOBILE TRAFFIC

“All” vs. “Mobile” traffic is now included everywhere.

6.27% mobile

ARE YOUR SUPPORTERS USING MOBILE DEVICES?

“Returning” visitors are your supporters - they keep coming back to your website. How many of your supporters are using a mobile device to access your site?

DE S IGN CONS IDE RAT IONS

• Views the website in a different context on mobile devices vs. desktop

• Has different needs and goals - The primary task for an airline desktop site is to book flights,

whereas the primary task for the mobile site is to check flight status.

• Knows what they want and want it quickly

- Maps and directions, contact information (81% of users) - Social Networking (76% of users) - Finding local information (73% of users)

UNDERSTANDING THE MOBILE USER

UNDERSTANDING MOBILE DESIGN

• Landscape • App vs. website • Microsite vs. full site • Responsive Design

• Portrait • Javascript vs. Flash • Flicking vs. scrolling • Tap vs. :hover • Finger vs. cursor

• A design that works well for a desktop is not optimised for mobile browsing

• Desktop resolutions are on the increase (1990 = 800x600 pixels; 2000 = 1024x768

• Mobile device resolutions are smaller (iPhone = 480x320)

OPTIMISING PRESENTATION

• A design that works well for a desktop is not optimised for mobile browsing

• Desktop resolutions are on the increase (1990 = 800x600 pixels; 2000 = 1024x768

• Mobile device resolutions are smaller (iPhone = 480x320)

OPTIMISING PRESENTATION

CONTENT PRIMARY

SEARCH LINK1 LINK2 LINK3 LINK4 LINK5 LINK6

FEATURED CONTENT

FOOTER

CONTENT SECONDARY

PROMO PROMO PROMO PROMO

LOGO LINK1 LINK2 LINK3 LINK4 LINK4 LINK5 LINK6

LINK5

FEATURED CONTENT

THE HITCHHIKER’S GUIDE TO MOBILE DESIGN

Easy to Reach

Stretch

• Know your sweet spots • Recognise the space • 85% of people are right handed

Easily within a thumb’s reach

Stretch to get thumb here

Within reach, but can be awkward

Single Page Just the Basics Microsite

WHAT TO PRESENT YOUR MOBILE WEBSITE USERS?

GOING F ORWARD

• In a recent survey of mobile web users: - 48% of users say they feel frustrated & annoyed when they

get to a site that’s not mobile-friendly

- 52% said that a bad mobile experience made them less likely to engage

- 50% of people said even if they like a business, they will use them less often if the website isn’t mobile-friendly

- 34% said they’d likely visit a competitor’s mobile site instead

Source: GoogleThink Research, What Users Want from Mobile, September 2012

WHAT HAPPENS IF YOU DON’T GO MOBILE?

• A site optimised for mobiles is able to generate almost twice the average traffic per user than sites which haven’t

• On average, visitors are 51% more likely to actually do business with an online retailer if it has a mobile site

Source: KISS Metrics

HOWEVER, DOING IT RIGHT...

• Keep it quick

• Simplify navigation

• Be thumb-friendly

• Design for visibility

SOME BASIC MOBILE SITE BEST PRACTICES

• Make it accessible

• Make it easy to convert

• Make it seamless

• Use mobile site redirects

And most importantly: Listen, Learn and Iterate

For more information on how Blackbaud Europe can help you mobilise your website please contact:

solutions@blackbaud.co.uk 0845 658 8590

Watch a short video about Mobile Optimisation in BBNC:

https://www.youtube.com/watch?v=FjLirCEDw6c Check out tips @ http://mobilewebbestpractices.com/

QUESTIONS?