Did you know that more people view their email on their phones than on their computers? It's true. And the proportion of web traffic originating from smartphones and tablets has now surpassed that of desktop computers. Further, statistics show that more than half of all searches are conducted on mobile devices, especially in the case of location-specific searches. Consequently, it's critical for companies to optimize their websites and marketing emails for viewing on these smaller, touch-enabled screens. Developing for mobile involves careful analysis and design of your website from a mobile perspective. Mobile devices are smaller. They have different screen resolutions and are connected to slower wireless networks. Mobile users also demonstrate different behaviors that tend to be more goal-driven with a heightened desire to get to what they are looking for fast. Mobile users convert differently; because they are in many cases holding a device that is also a phone they many times prefer to call. They don’t have tolerance for long forms requiring difficult input. Mobile also involves search strategies. Mobile search phrases tend to be different, and a growing number are being input via voice recognition. Different development methods can impact the search volume you see on both the mobile site and the desktop site. Top Floor has an expert team that has navigated these issues many times, and we are here to help ensure that your business succeeds in the growing mobile marketplace. Join us as Top Floor's Director of Interactive Design, Clay Konnor, discusses the importance of mobile design, the unique challenges and opportunities it entails, and how users' experiences and expectations change when interacting with your brand on their mobile devices. Topics will include: Why mobile is important to the digital strategies of B2B and B2C brands Methods of mobile development Challenges of mobile-friendly design Mobile user experience "Mobile first" strategies Mobile commerce Examples of good (and bad) mobile developments Mobile’s impact on search

1. DIGITAL DESIGN FOR
A MOBILE
MARKETPLACE
SEPTEMBER 26, 2013
Monday, September 30, 13

2. 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
Monday, September 30, 13

3. 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 KONNOR
DIRECTOR OF INTERACTIVE DESIGN
Monday, September 30, 13

4. MEET THE TEAM
JIM BERNTHAL
CEO
MAURA SCHAEFER
PROJECT MANAGEMENT
DENNY YUNK
MARKETING
PHOTO
(876W X 553H)
PHOTO
(876W X 553H)
PHOTO
(876W X 553H)
SHANE FELL
VP SALES
JO STUMPNER
INTERNET MARKETING
JUSTIN KERLEY
SEARCH MARKETING
PHOTO
(876W X 553H)
PHOTO
(876W X 553H)
PHOTO
(876W X 553H)
Monday, September 30, 13

5. ABOUT YOU
• NAME
• COMPANY
• WHAT DOES YOUR COMPANY DO?
• ROLE AT COMPANY
PLEASE INTRODUCE YOURSELF
Monday, September 30, 13

6. 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.
Monday, September 30, 13

7. WHY MOBILE?
A WORD ABOUT THE TITLE OF THIS SEMINAR
surface
skeleton
structure
scope
strategy
visual design
interface design
user experience
information
architecture
content requirements
technological requirements
user needs
marketing objectives
concrete
abstract
Monday, September 30, 13

8. WHY MOBILE?
Monday, September 30, 13

9. 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
Monday, September 30, 13

10. WHY MOBILE?
DATA
All Internet Searches
54% Mobile
46% Desktop
Monday, September 30, 13
(Source: Microsoft Tag)

11. WHY MOBILE?
DATA
Searches with local intent
60% Mobile
40% Desktop
Monday, September 30, 13
(Source: Microsoft Tag)

12. WHY MOBILE?
DATA
Email - Initial open/read
55% Mobile
45% Desktop
Monday, September 30, 13
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.

13. WHY MOBILE?
DATA
Monday, September 30, 13
Source: Campaign Monitor 2013

14. WHY MOBILE?
DATA
0
23
45
68
90
18-24 25-34 35-44 55-64 64+
SMART PHONE OWNERSHIP BY AGE
Monday, September 30, 13
Source:
Nielson
survey
2012

15. WHY MOBILE?
DATA
SMART PHONE OWNERSHIP BY AGE & INCOME
Monday, September 30, 13
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
access
Source:
Nielson
survey
2012

16. WHY MOBILE?
DATA
How do people get online?
45% Don’t use phone
55% Use phone sometimes
17% Use phone EXCLUSIVELY
Monday, September 30, 13
Source:
Nielson
survey
2012

17. WHY MOBILE?
DATA
0
25
50
75
100
18-24 25-34 35-44 55-64 64+
Laptops Tablets
Monday, September 30, 13
Introduc6on
of
Microso9
Surface
and
other
tablet/keyboard
combina6ons
have
created
a
whole
new
class
of
Source:
Nielson
survey
2012

18. 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
Monday, September 30, 13
Introduc=on
of
Microso@
Surface
and
other
tablet/keyboard
combina=ons
have
created
a
whole
new
class
of

19. 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
Monday, September 30, 13

20. 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
Monday, September 30, 13
According to Walker Sands’ “Quarterly Mobile Traffic Report,”

21. WHY MOBILE?
DATA
What are people using in the US?
50.5% Apple iOS
40.2% Android
2.5% Blackberry
6.7% Other
Monday, September 30, 13
Google

22. WHY MOBILE?
DATA
What are people using in the Europe?
35% Apple iOS
55% Android
2% Nokia
8% Other
Monday, September 30, 13
Google

23. WHY MOBILE?
DATA - WHAT ARE PEOPLE DOING ON MOBILE?
0
20
40
60
80
Web Apps Social Games Text
US Europe
Monday, September 30, 13
Comscore
2012
WEB
MEANS
WEB
BROWSING

24. 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
Monday, September 30, 13
Lis6ngs
type
template

25. 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.
Monday, September 30, 13

26. MOBILE DESIGN
COMPETITION
• 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
Monday, September 30, 13
2012 GOOGLE SURVEY
http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html

27. MOBILE DESIGN
COMPETITION
• 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
Monday, September 30, 13
GOOGLE SURVEY
http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html

28. MOBILE DESIGN
COMPETITION
• 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
Monday, September 30, 13
GOOGLE SURVEY
http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html

29. WHY MOBILE?
COMPETITION
• 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, 13
46% of consumers are unlikely to return to a mobile site if it didn't work properly during their last visit. (Source:
Gomez)

30. WHY MOBILE?
COMPETITION
• First rule of marketing: Be present and in front of
your audience
• The audience is on mobile and wants mobile
performance
Monday, September 30, 13

31. WHY MOBILE?
COMPETITION
• 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, 13
46% of consumers are unlikely to return to a mobile site if it didn't work properly during their last visit. (Source:
Gomez)

32. WHY MOBILE?
COMPETITION
Monday, September 30, 13

33. WHY MOBILE?
COMPETITION
Monday, September 30, 13

34. WHY MOBILE?
COMPETITION
Monday, September 30, 13

35. WHY MOBILE?
COMPETITION
Monday, September 30, 13

36. WHY MOBILE?
COMPETITION
• 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
Monday, September 30, 13
Source: Google survey -

37. 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
Monday, September 30, 13

38. 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
Monday, September 30, 13

39. 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%.
Monday, September 30, 13
Source: direct analytics from Data Monday - LukeW Digital

40. WHY MOBILE?
COST / BENEFIT - MOBILE LEADS TO MORE CONVERSIONS
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
Monday, September 30, 13
Source: direct analytics from Data Monday - LukeW Digital

41. WHY MOBILE?
COST / BENEFIT - MOBILE LEADS TO MORE CONVERSIONS
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
Monday, September 30, 13
Source: direct analytics from Data Monday - LukeW Digital

42. 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
Monday, September 30, 13

43. 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
Monday, September 30, 13
Source: Google survey -

44. MOBILE DESIGN
Monday, September 30, 13

45. MOBILE DESIGN
CHALLENGES
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
Monday, September 30, 13

46. MOBILE DESIGN
CHALLENGES - SCREEN RESOLUTION
Monday, September 30, 13

47. MOBILE DESIGN
CHALLENGES - SCREEN DIMENSION & RESOLUTION
Monday, September 30, 13
http://screensiz.es/phone

48. MOBILE DESIGN
CHALLENGES - INTERFACE DEVICE
Monday, September 30, 13

49. MOBILE DESIGN
CHALLENGES - CONTENT DEVELOPMENT
Monday, September 30, 13

50. MOBILE DESIGN
CHALLENGES - USER BEHAVIORS
Monday, September 30, 13
Point of conversion - phone number
Quick scan, stacking of elements

51. MOBILE DESIGN
WHAT USERS WANT
Monday, September 30, 13
Paring down content to most crucial components
following a known and studied user path to user
goals
Navigation
Narrowing
down
to
essential
elements
(2lickr
60
vs.
6)
CTA
Back
button?
Make
it
obvious
and
easy
Maintaining
context
is
challenging

52. MOBILE DESIGN
CHALLENGES
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
Monday, September 30, 13

53. MOBILE DESIGN
WHAT USERS WANT
0
10
20
30
40
0 2 4 6 8 10
ABANDONMENT%
LOAD TIME IN SECONDS
Monday, September 30, 13
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

54. MOBILE DESIGN
WHAT USERS WANT - TOP BUSINESS SITE BEHAVIORS
Get Location
Call Business
Browse Offerings
Contact Form
Social Info
Video
Download App
0 20 40 60 80
Monday, September 30, 13
GOOGLE SURVEY
NOICE 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

55. MOBILE DESIGN
WHAT USERS WANT - TOP BUSINESS SITE BEHAVIORS
• 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
Monday, September 30, 13
GOOGLE SURVEY
NOICE 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

56. MOBILE DESIGN
WHAT USERS WANT - TOP BUSINESS SITE BEHAVIORS
• Get directions or operating hours: 74 percent
• Contact the store: 64 percent
• Find product information: 61 percent
• Make a purchase or order a service: 50 percent
DEMANDS VARY BY INDUSTRY - RETAIL
Monday, September 30, 13
GOOGLE SURVEY
NOICE 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

57. MOBILE DESIGN
WHAT USERS WANT - TOP BUSINESS SITE BEHAVIORS
• Contact the company: 84 percent
• Get directions or operating hours: 64 percent
• Find product information: 61 percent
• Make a purchase or order a service: 50 percent
DEMANDS VARY BY INDUSTRY - MANUFACTURE
Monday, September 30, 13
GOOGLE SURVEY
NOICE 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

58. MOBILE DESIGN
CHALLENGES
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
Monday, September 30, 13

59. MOBILE DESIGN
MOBILE 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
Monday, September 30, 13

60. MOBILE DESIGN
MOBILE WEBSITE OR NATIVE APP
• 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.
Monday, September 30, 13
Example: photo recognition of a part

61. MOBILE DESIGN
MOBILE WEBSITE OR NATIVE APP
0
15
30
45
60
October November December January
App Web Combined
RETAIL SALES
Monday, September 30, 13
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/

62. MOBILE DESIGN
CHALLENGES
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
Monday, September 30, 13
Lis6ngs
type
template

63. MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT
TWO PRIMARY METHODS:
• Dedicated mobile site
• Responsive site
Monday, September 30, 13

64. MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT
DEDICATED MOBILE SITE:
Monday, September 30, 13

65. MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT
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
Monday, September 30, 13

66. MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT
DEDICATED MOBILE SITE:
Monday, September 30, 13

67. MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT
DEDICATED MOBILE SITE:
Monday, September 30, 13
One layout goes to all mobile devices! Once size fits all?

68. MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT
RESPONSIVE SITE:
Monday, September 30, 13

69. MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT
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
Monday, September 30, 13

70. MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT
RESPONSIVE SITE:
Monday, September 30, 13

71. MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT
RESPONSIVE SITE:
Monday, September 30, 13

72. MOBILE DESIGN
METHODS OF DESIGN & DEVELOPMENT
RESPONSIVE SITE:
Monday, September 30, 13

73. MOBILE AND
SEARCH
Monday, September 30, 13

74. MOBILE DESIGN
MOBILE & 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
Monday, September 30, 13

75. MOBILE DESIGN
MOBILE & SEARCH
GENERAL SEARCH ISSUES
• Proprietary search results can
eliminate PPC and other
sponsored link options
• Proprietary search results
eliminate ads
Monday, September 30, 13

76. MOBILE DESIGN
MOBILE & SEARCH
GENERAL SEARCH ISSUES
• 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%.
Monday, September 30, 13

77. MOBILE DESIGN
MOBILE & SEARCH
USE YOUR ANALYTICS
• How has mobile traffic to your website changed?
• What is the mobile bounce rate and how has it
changed?
Monday, September 30, 13

78. MOBILE DESIGN
MOBILE & SEARCH
USE YOUR ANALYTICS
• Which sources are my mobile visitors coming from?
Monday, September 30, 13
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

79. MOBILE DESIGN
MOBILE & SEARCH
USE YOUR ANALYTICS
• Check organic search traffic
Monday, September 30, 13
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.

80. MOBILE DESIGN
MOBILE & SEARCH
USE YOUR ANALYTICS
• What are mobile visitors looking for in particular?
Monday, September 30, 13
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.

81. MOBILE DESIGN
MOBILE & SEARCH
USE YOUR ANALYTICS
• If you are developing an app or responsive site what
devices (resolutions) will you develop for?
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Also check what is converting best

82. CONCLUSION
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83. MOBILE DESIGN
CONCLUSION
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?
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84. THANK YOU.
ANY QUESTIONS?
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