A bit of background as to the growth and how we use mobile plus a web developers perspective for going mobile for a non-technical audience. Primarily for an arts/ cultural and ticketing audience.
8. 4 out of 5 consumers
use smartphones to
shop
Fandango sold 68,000
tickets in an hour on
the opening day of
‘The Avengers’ on their
mobile site and app
9. So the big question:
How can we convert all this
mobile usage into tickets
sales?
10. “Your chance of converting all that
traffic into ticket sales without a
mobile sales tool is very low.”
Mashable, Oct 2012
11. Solutions + Examples: A Web Developers Perspective
Mobile web Web app Hybrid app Native app
Websites that are mobile friendly Mobile web as an app - in looks if Combines Native + Web. Native Other end of the spectrum -
Typically the same website as nothing else tho this is changing. app provides shell, downloaded via platform specific, downloaded via
what you see via your desktop, Accessed via the browser. No app app store, means all device features store (Apple App Store/ Android
it’s responsive and adapts to the store download, tho initial visit (e.g. camera) available. Web Marketplace). A completely
users device can take time. delivers ‘live content’ different experience for the user
12. Richness of Approval Costs Audience
Device Access Speed
experience Process (Dev + Ongoing) Reach
Native High Full Very Fast Mandatory Expensive Low
Native speed as Medium
Hybrid Medium Full Low overhead Moderdate
necessary
Web App Medium Partial Fast None Moderate Medium
Mobile
Low Low Fast None Best High
Web
13. Which solution? Strategic questions
Solutions Questions ...
•Business needs/ user goals
•Native app
•Your audience
•Hybrid app •Your content
•Web app •Experience you want to
•Mobile web deliver
14. Strategic questions Which solution?
Questions ... Solutions
•Business needs/ user goals
•Native app
•Your audience
•Your content
•Hybrid app
•Experience you want to •Web app
deliver •Mobile web
16. Process
• Extend reach: Increase mobile audience
Identify: Business goals • Maintain efficiencies: Same site/ content/ db
• Users: 20-35 yrs; high rates mobile usage
Understand: Users, offering • No obvious reason why audience not using the site on mobile
Get buy in • New management: Keen to do MORE
• User data, stats analysis, content audit, workshops, games and mobile exercises, produced
Analyse + Workshop it prototypes
Build it • 4 week development
Launch, measure, test, refine • Went live Dec 2011, refined and further improved over 2-3 weeks
20. Results
•Mobile rate increased by 250% in 3 months
•Dwell time, number of pages visited and returning
visitors, all increased (and faster than the non-mobile
figures)
•Mobile bounce rate reduced by 5% (vs no change for
the non-mobile figures)
•We know there’s more to do ...
21. Results
•Mobile rate increased by 400% in 12 months
•Dwell time, number of pages visited and returning
visitors, all increased (and faster than the non-mobile
figures)
•Mobile bounce rate reduced by 10% more than
desktop (50% vs 40%)
•There’s always more to do ...
22. Other business tools ...
i.e. your ticketing system
Open and Supported API
Adaptive versioning (e.g.
dynamic resizing of images)
HTML5 (No Flash -e.g. SYOS)
31. Has a high retention rate
Whatever mobile tool you use
has to provide
information/booking ... faster
and easier
Reminders, social media sharing,
push notifications
ICA had a 5% mobile rate plus a mobile bounce rate 33% higher than the non-mobile rate and extremely low page view and dwell times for mobile
We applied the same good thinking and web governance to it
What were the results ... remember measurable business goals!
What were the results ... remember measurable business goals!
Mobile web isn’t a bolt-on to your existing site and it can’t be added to it as such. At some level it requires a fundamental re-evaluation of your site (goals, audience insight, content review and overall strategy) So whilst you don’t HAVE to revamp your entire site, you and your web developer will be putting in a substantial amount of effort anyway and the closer to a revamp of your site you move, the more it will really help be a better solution AND deliver better results