Seminar: Digital Design for a Mobile Marketplace

DIGITAL DESIGN FOR A MOBILE MARKETPLACE

SEPTEMBER 26, 2013

Monday, September 30, 13

ABOUT TOP FLOOR

TOP FLOOR MAINTAINS DEDICATED TEAMS:

• MARKETING STRATEGY• DIGITAL DESIGN• DIGITAL DEVELOPMENT• INTERNET MARKETING• SEARCH AND ANALYTICS• BRANDING• INTEGRATED MARKETING SERVICES

14 YEARS OF DELIVERING DIGITAL MARKETING RESULTS


ABOUT ME

PHOTO(329W X 357H)

• 20 YEARS DIGITAL MARKETING EXPERIENCE

• HUNDREDS OF WEBSITE DESIGNS

• MAJOR GLOBAL BRAND EXPERIENCE

• FEATURED NATIONALLY AS SPEAKER

• UX DESIGN AND OPTIMIZATION FOR LARGE, GLOBAL BRANDS SUCH AT THE GAP, BOMBAY COMPANY, FARMERS INSURANCE, NORTHWESTERN MUTUAL, GE HEALTHCARE, MOTOROLA, ETC.

CLAY KONNORDIRECTOR OF INTERACTIVE DESIGN


MEET THE TEAM

JIM BERNTHALCEO

MAURA SCHAEFERPROJECT MANAGEMENT

DENNY YUNKMARKETING

PHOTO(876W X 553H)

PHOTO(876W X 553H)

PHOTO(876W X 553H)

SHANE FELLVP SALES

JO STUMPNERINTERNET MARKETING

JUSTIN KERLEYSEARCH MARKETING

PHOTO(876W X 553H)

PHOTO(876W X 553H)

PHOTO(876W X 553H)


ABOUT YOU

• NAME

• COMPANY

• WHAT DOES YOUR COMPANY DO?

• ROLE AT COMPANY

PLEASE INTRODUCE YOURSELF


WHY MOBILE?A WORD ABOUT THE TITLE OF THIS SEMINAR

Design is not only the way a site looks and feels, but is the entirety of what goes into a site from strategy through surface.


WHY MOBILE?A WORD ABOUT THE TITLE OF THIS SEMINAR

surface

skeleton

structure

scope

strategy

visual designinterface design

user experience

information architecture

content requirementstechnological requirements

user needsmarketing objectives

concrete

abstract


WHY MOBILE?


WHY MOBILE?DATA

COST/BENEFIT ANALYSIS

WHAT DOES THE DATA TELL US ABOUT:

• MOBILE USAGE

• BEHAVIORS

• WHAT DOES MOBILE COST?

• FUTURE-FRIENDLY DESIGN

COMPETITION

SOCIAL CONSIDERATIONS

• WHAT IS YOUR COMPETITION DOING IN MOBILE?

• CREATE BRAND ALLEGIANCE

• GETTING AHEAD OF EVEN THE LARGE COMPETITION

• PROVIDING EQUAL ACCESS TO INFORMATION

DATA


WHY MOBILE?DATA

All Internet Searches

54% Mobile46% Desktop


(Source: Microsoft Tag)

WHY MOBILE?DATA

Searches with local intent



(Source: Microsoft Tag)

WHY MOBILE?DATA

Email - Initial open/read



Source: Campaign Monitor 2013

Desktop includes both web browser and email client - mobile email opens increased 34%, while webmail and PC opens decreased by 11% and 9.5%, respectively.

WHY MOBILE?DATA


Source: Campaign Monitor 2013

WHY MOBILE?DATA

0

23

45

68

90

18-24 25-34 35-44 55-64 64+

SMART PHONE OWNERSHIP BY AGE


Source: Nielson survey 2012

WHY MOBILE?DATA

SMART PHONE OWNERSHIP BY AGE & INCOME


While higher income bracket is more likely to purchase a smartphone, low income is much more likely to use a smart phone as their ONLY internet accessSource: Nielson survey 2012

WHY MOBILE?DATA

How do people get online?

45% Don’t use phone55% Use phone sometimes17% Use phone EXCLUSIVELY



WHY MOBILE?DATA

0

25

50

75

100

18-24 25-34 35-44 55-64 64+

Laptops Tablets

Monday, September 30, 13Introduc6on of Microso9 Surface and other tablet/keyboard combina6ons have created a whole new class of


WHY MOBILE?DATA

• Tablet sales have now outpaced laptop sales

• Introduction of products like Microsoft Surface that include a tablet and keyboard have created a whole new class of product reliant on touch and gesture


Introduc=on of Microso@ Surface and other tablet/keyboard combina=ons have created a whole new class of

WHY MOBILE?DATA

• Google Analytics will show you actual mobile statistics including traffic and bounce rate

• Top Floor clients have seen mobile traffic of between 7% and 27% in the last year

• Design for future - the trend is clear


WHY MOBILE?DATA

• An average of 29% of B2B traffic is coming from mobile devices

• 73% increase year-over-year and a 244% increase from 2011

• 28% of B2B executives use their mobile phones or tablets to research business purchases and decisions online

A WORD ABOUT BUSINESS TO BUSINESS


According to Walker Sands’ “Quarterly Mobile Traffic Report,”

WHY MOBILE?DATA

What are people using in the US?

50.5% Apple iOS40.2% Android2.5% Blackberry6.7% Other


Google

WHY MOBILE?DATA

What are people using in the Europe?

35% Apple iOS55% Android2% Nokia8% Other


Google

WHY MOBILE?DATA - WHAT ARE PEOPLE DOING ON MOBILE?

0

20

40

60

80

Web Apps Social Games Text

US Europe


Comscore 2012 WEB MEANS WEB BROWSING

WHY MOBILE?DATA



• MOBILE USAGE

• BEHAVIORS



COMPETITION






Monday, September 30, 13Lis6ngs type template

WHY MOBILE?COMPETITION

Digital interactivity now represents the center of the marketing universe. Today’s marketer must view their marketing strategies and tactics with an eye on growing the online center and radiating beyond with spokes that facilitate most of the offline transactional functions that support sales and service.

While lead generation used to consist of broadcasting messages it must now rely heavily on being found in the right place at the right time.


MOBILE DESIGNCOMPETITION

• When they visited a mobile-friendly site, 74% of people say they’re more likely to return to that site in the future

• 67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service

MOBILE SITES TURN USERS INTO CUSTOMERS


2012 GOOGLE SURVEYhttp://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html


• 61% of users said that if they didn’t find what they were looking for right away on a mobile site, they’d quickly move on to another site

•79% of people who don’t like what they find on one site will go back and search for another site

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

NOT HAVING A MOBILE-FRIENDLY SITE HELPS YOUR COMPETITORS


GOOGLE SURVEYhttp://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html


• 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly

• 36% said they felt like they’ve wasted their time by visiting those sites

• 52% of users said that a bad mobile experience made them less likely to engage with a company

• 48% said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business

NON-MOBILE FRIENDLY SITES CAN HURT A COMPANY’S REPUTATION


GOOGLE SURVEYhttp://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html


• Internet users develop allegiance to a brand that provides the best user experience

• Currently less than 17% of B2B businesses provide a mobile-optimized experience

• This provides great opportunity to step ahead of even large competition

Monday, September 30, 1346% of consumers are unlikely to return to a mobile site if it didn't work properly during their last visit. (Source: Gomez)


• First rule of marketing: Be present and in front of your audience

• The audience is on mobile and wants mobile performance



• An optimized mobile experience will make it easier for new and existing customers to forge deeper relationships with your business, resulting in more purchases or revenue.

Monday, September 30, 1346% of consumers are unlikely to return to a mobile site if it didn't work properly during their last visit. (Source: Gomez)

http://www.lukew.com/ff/entry.asp?1691




• 72 percent of users said that mobile-friendly sites were important to them

• 74 percent of respondents said they’re more likely to revisit mobile-friendly sites

• 67 percent are more likely to buy or convert after a visit to a mobile-friendly site

• 61 percent say they’ll abandon a non-mobile site

• 55 percent said a frustrating experience on a mobile website would damage the perception of the brand


Source: Google survey -

WHY MOBILE?DATA



• MOBILE USAGE

• BEHAVIORS



COMPETITION







WHY MOBILE?COST / BENEFIT

• Creating a “future friendly” website will minimize the possibility that the site will need to be fully redesigned in the next five years

• Certain platforms and frameworks can hold cost of mobile down

• There is no substitute for experience when building a mobile site

• The cost is greater to not have a mobile site - loss of current and especially future business


WHY MOBILE?COST / BENEFIT - MOBILE LEADS TO MORE CONVERSIONS

Time Inc. Responsive Redesign

• Pages per visit, across mobile, tablet and desktop are up considerably.

• Mobile is up 23% compared to what it had been.

• Homepage uniques are up 15%, and time spent is up 7.5%.

• The mobile bounce rate decreased by 26%.


Source: direct analytics from Data Monday - LukeW Digital


O’Neill Clothing Responsive Redesign

• 65.7% conversion rate increase on iPhone/iPod

• 101.2% revenue growth on iPhone/iPod

• 407.3% conversion rate increase on Android devices

• 591.4% revenue growth on Android devices

• 20.3% conversion rate increase on non-mobile devices

• 41.1% revenue growth on non-mobile devices




Zurb B2B product designers

• 22% revenue growth on all devices

• 13.6% conversion rate increase

• 377.6% revenue growth on iPhone

• 71.9% conversion rate increase on iPhone

• 44.6% increase in duration

• 23.3% lower bounce rate



WHY MOBILE?DATA



• MOBILE USAGE

• BEHAVIORS



COMPETITION







WHY MOBILE?SOCIAL CONSIDERATIONS

• Does your brand aspire to serve content equally to everyone?

• Mobile site is closest thing to universality

• For more and more people the internet is a mobile device

• Careers, for example, may only reach the audience through mobile


Source: Google survey -

MOBILE DESIGN


MOBILE DESIGNCHALLENGES

MOBILE WEBSITE OR NATIVE APP?

• SCREEN SITE

• THE INTERFACE

• USER EXPERIENCE

• CONTENT DEVELOPMENT

• HAVE A SITE FIRST

• WHAT IS THE NATURE OF YOUR BUSINESS?

• IS THERE A UNIQUE FEATURE OF BUSINESS THAT WORKS AS AND APP?

WHAT USERS WANT IN MOBILE

• A MOBILE SITE THAT IS FRIENDLY

• TO FIND WHAT THEY WANT QUICKLY AND EASILY

METHODS OF DESIGN & DEVELOPMENT

• DEDICATED MOBILE SITE

• RESPONSIVE DESIGN

CHALLENGES


MOBILE DESIGNCHALLENGES - SCREEN RESOLUTION


MOBILE DESIGNCHALLENGES - SCREEN DIMENSION & RESOLUTION


http://screensiz.es/phone



MOBILE DESIGNCHALLENGES - INTERFACE DEVICE


MOBILE DESIGNCHALLENGES - CONTENT DEVELOPMENT


MOBILE DESIGNCHALLENGES - USER BEHAVIORS


Point of conversion - phone number

Quick scan, stacking of elements

http://www.hobostrom.com

http://www.hobostrom.com

MOBILE DESIGNWHAT USERS WANT


Paring down content to most crucial components following a known and studied user path to user goalsNavigation Narrowing down to essential elements (2lickr 60 vs. 6) CTA Back button? Make it obvious and easy Maintaining context is challenging



• SCREEN SITE

• THE INTERFACE

• USER EXPERIENCE












MOBILE DESIGNWHAT USERS WANT

0

10

20

30

40

0 2 4 6 8 10

AB

AN

DO

NM

ENT

%

LOAD TIME IN SECONDS


These devices tend to have slower processing capabilities and are generally connected to slower connections, yet users use them EVERYWHERE which adds to unpredictability. Source: Google

MOBILE USERS EXPECT SITES TO LOAD IN UNDER 5 SECONDS

MOBILE DESIGNWHAT USERS WANT - TOP BUSINESS SITE BEHAVIORS

Get Location

Call Business

Browse Offerings

Contact Form

Social Info

Video

Download App

0 20 40 60 80


GOOGLE SURVEYNOICE DOWNLOAD AN APP - SUGGESTS DEMAND FOR APP

mobile user sophistication is growing quickly and expectations of mobile sites are also rising.

http://marketingland.com/google-survey-what-users-want-from-mobile-sites-22606


• Check account balances: 77 percent

• Get directions or operating hours: 65 percent

• Log into an account: 61 percent

• Pay bills: 51 percent

• Transfer money: 51 percent

DEMANDS VARY BY INDUSTRY - BANKING & FINANCE







• Contact the store: 64 percent

• Find product information: 61 percent

• Make a purchase or order a service: 50 percent

DEMANDS VARY BY INDUSTRY - RETAIL






• Contact the company: 84 percent


• Find product information: 61 percent

• Make a purchase or order a service: 50 percent

DEMANDS VARY BY INDUSTRY - MANUFACTURE







• SCREEN SITE

• THE INTERFACE

• USER EXPERIENCE












MOBILE DESIGNMOBILE WEBSITE OR NATIVE APP

• Rule #1: have a mobile website first - it’s where people find you first and where they look for your app

• Do you need an app at all?

• If you have a single service, probably not

• If you have a unique configurator-like behavior, then an app may work well

• If there is a web activity that can be continued in an app, then yes

• Commerce is an edge-case. The more unique your product is, the more the case for an app is made



• Apps can tie very closely to other OS related items.

• If your use case involves geolocation, maps, audio, camera, etc. then an app is a good bet.


Example: photo recognition of a part


0

15

30

45

60

October November December January

App Web Combined

RETAIL SALES


Amazon, E-Bay, Walmart, Target, Best Buy -- Amazon sees about 15% of sales coming from mobile whereas all other brands in this study see about 5%GOOGLE SURVEY

Source: Nielson Survey 2012 holiday season

http://techcrunch.com/2012/03/12/when-it-comes-to-shopping-mobile-web-trumps-apps-led-by-amazon-says-nielsen/



• SCREEN SITE

• THE INTERFACE

• USER EXPERIENCE











Monday, September 30, 13Lis6ngs type template

MOBILE DESIGNMETHODS OF DESIGN & DEVELOPMENT

TWO PRIMARY METHODS:

• Dedicated mobile site

• Responsive site



DEDICATED MOBILE SITE:




• Has different URL for mobile such as m.yoursite.com

• Used:

• When retrofitting an existing site

• When there is a drastically different IA and UX

• When mobile website is emulating an app by offering just a portion of content with a different UX





One layout goes to all mobile devices! Once size fits all?


RESPONSIVE SITE:



RESPONSIVE SITE:

• Has the same URL as desktop site

• No possible conflict with search

• Method endorsed by Google

• Majority of new developments benefit from responsive

• Future ready to adapt to newly introduced screens and devices



RESPONSIVE SITE:


http://www.jfahern.com


























































































RESPONSIVE SITE:


http://www.theglobalweldingcompany.com/

http://www.theglobalweldingcompany.com/


RESPONSIVE SITE:


http://skinnyties.com/

http://skinnyties.com/

MOBILE AND SEARCH


MOBILE DESIGNMOBILE & SEARCH

GENERAL SEARCH ISSUES

• Mobile device search strings can be different

• Voice entered search strings are different

• Mobile sites can use different ad networks such as AdMob

• Local search impact




• Proprietary search results can eliminate PPC and other sponsored link options

• Proprietary search results eliminate ads




• Half of all searches are performed on mobile

• Percentage is much higher as goal of search becomes more local

• Mentioning a location in mobile ads and search results can increase click-through rates up to 200%.



USE YOUR ANALYTICS

• How has mobile traffic to your website changed?

• What is the mobile bounce rate and how has it changed?



USE YOUR ANALYTICS

• Which sources are my mobile visitors coming from?


If 7.70% of visitors are coming from a referring website then was that referring website mobile friendly? Don’t let your site be the stumbling block.

Anything coming from Twitter is much more likely to be mobile.

QR Codes


USE YOUR ANALYTICS

• Check organic search traffic


A 420% increase in traffic to the website from people who have searched using a non-brand related search phrase in Google through a mobile device.


USE YOUR ANALYTICS

• What are mobile visitors looking for in particular?


So if the majority of your mobile traffic is coming from search engines, as the above data shows, then what are they searching for

there are a mix of information based search terms and location based search terms. The location based search terms could be on-site engineers, influencers, buyers who require spares or support offices and are looking to buy immediately, therefore need to know where the nearest stockist is located. Through the use of an app which uses Google Maps it is possible to then also provide driving directions to the local stockist.


USE YOUR ANALYTICS

• If you are developing an app or responsive site what devices (resolutions) will you develop for?


Also check what is converting best

CONCLUSION


MOBILE DESIGNCONCLUSION

You may have the greatest solution for your audience, but if your target audience doesn’t know about you, can’t find you, or can’t engage with your product, then it doesn’t matter.

Are you missing a massively growing number of visitors trying to access your site via mobile?


THANK YOU.ANY QUESTIONS?


Seminar: Digital Design for a Mobile Marketplace

Technology

Transcript of Seminar: Digital Design for a Mobile Marketplace