Online success in a mobile world requires website pages that download and are ready to operate in less than 5 seconds. And faster works even better. But research shows that websites are working slower, not faster, That's a recipe for marketing weakness. The first goal of content strategy before responsive design: reduce website content by at least 50 percent. It can be done.

1. Bob Johnson Consulting, LLC
1
A NEED FOR SPEED: RESPONSIVE
DESIGN IN A MOBILE WORLD
©ROBERT E. JOHNSON, PH.D. 2013
Bob Johnson, Ph.D.
President, Bob Johnson Consulting
Partner, Customer Carewords, Ltd
J.Boye Web & Intranet Conference
Aarhus, Denmark
November 5-7, 2013

2. Bob Johnson Consulting, LLC
2
COMPLETE A TOP TASK…
Major reason people visit your
website
Almost always… 3 to 5 top tasks

3. Bob Johnson Consulting, LLC
<5 SECONDS TO
CONNECT…
The Golden Rule
3

4. Bob Johnson Consulting, LLC
4
PERFORMANCE IS A
PRIORITY…
“It’s possible to address
performance concerns... most
people don’t.”
Tim Kadlec, Implementing Responsive Design

5. Bob Johnson Consulting, LLC
5
SPEED… THE ACHILLES’
HEEL OF RESPONSIVE
DESIGN
“Unfortunately, performance is treated
as an afterthought on many projects.”
Tim Kadlec, Implementing Responsive Design

6. Bob Johnson Consulting, LLC
6
Trend to bigger, slower web pages…
Radware for Fall 2013 at… http://bit.ly/H0uNaV

7. Bob Johnson Consulting, LLC
Result: longer time to interact…
Increases bounce rate, decreases conversions
7

8. Bob Johnson Consulting, LLC
Slower on every browser…
Web Performance Today at http://bit.ly/1525Y7P
8

9. Bob Johnson Consulting, LLC
9
10 fastest business sites… <4seconds
Web Performance Today http://bit.ly/1525Y7P

10. Bob Johnson Consulting, LLC
10
Tablet users have high expectations…
http://bit.ly/HUPxPj (March 2012 research)

11. Bob Johnson Consulting, LLC
That are not being met…
11

12. Bob Johnson Consulting, LLC
12
UC San Diego on a PC… 2.69 seconds
http://www.webpagetest.org/

13. Bob Johnson Consulting, LLC
13
RD vs. mobile download speed…
http://mobitest.akamai.com/m/index.cgi
Top RD website… 3.57s
(average of 3 tests)
Top mobile website… 1.80s

14. Bob Johnson Consulting, LLC
14
Mobile site speed leader… 12 requests

15. Bob Johnson Consulting, LLC
15
RD site speed leader… 28 requests

16. Bob Johnson Consulting, LLC
16
AFTER THE RESPONSIVE
HOME PAGE?
Some desktop pages are not “mobile
friendly”…

17. Bob Johnson Consulting, LLC
17
Not very “responsive” for humans…

18. Bob Johnson Consulting, LLC
18
GOING FORWARD:
MOBILE FORCES FOCUS…
“Mobile first… helps you to focus on key
components of your site…”
Tim Kadlec, Implementing Responsive Design

19. Bob Johnson Consulting, LLC
19
REMOVING CONTENT…
“The alarming trend of hiding
content on mobile devices…”
Tim Kadlec, Implementing Responsive Design

20. Bob Johnson Consulting, LLC
20
PORTABLE CONTENT…
“How do we make content more
portable?”
Tim Kadlec, Implementing Responsive Design

21. Bob Johnson Consulting, LLC
21
CUSTOM CONTENT…
“Some suggest that custom
content should be written for each
site.”
Tim Kadlec, Implementing Responsive Design

22. Bob Johnson Consulting, LLC
22
Get priorities in order…
http://bit.ly/1aVCAiZ
• Start with mobile
expectations…
1.
2.
3.
4.
5.
Create a simple
design
Highlight important
info (AKA: identify
top tasks)
Feature calls-toaction
Keep sites quick
Optimize for screen
size

23. Bob Johnson Consulting, LLC
23
If you were starting RD from scratch…
Build from mobile up…
If from desktop down…
• Less content
• Eliminate garbage
• Fewer images
• Not all content is
• Cleaner design
“ready for responsive”
• Wait to launch until all
key pages are ready
• Does everyone
understand “speed”?
• Faster operating site

24. Bob Johnson Consulting, LLC
RESOURCES…
24

25. Bob Johnson Consulting, LLC
25
The case for speed…
http://www.copyblogger.com/website-speed-matters/

26. Bob Johnson Consulting, LLC
26
Testing for “real world” performance…
http://www.guypo.com/uncategorized/real-world-rwd-performance-take-2/

27. Bob Johnson Consulting, LLC
Tim Kadlec’s book…
http://www.implementingresponsivedesign.com/
27

28. Bob Johnson Consulting, LLC
Problems and solutions…
http://vimeo.com/49194960
28

29. Bob Johnson Consulting, LLC
29
Available on SlideShare…
http://www.slideshare.net/tsalcedo/higher-ed-web-ne-presentation

30. Bob Johnson Consulting, LLC
Testing mobile sites…
http://mobitest.akamai.com/m/index.cgi
30

31. Bob Johnson Consulting, LLC
THANKS FOR BEING
HERE IN AARHUS!
Bob Johnson, Ph.D.
bob@bobjohnsonconsulting.com
www.bobjohnsonconsulting.com
@highedmarketing
31

32. Bob Johnson Consulting, LLC
ADDENDUM 1
Speed tests, Mobile Sites vs.
Responsive Design Sites
32

33. Bob Johnson Consulting, LLC
33
8 higher education RD websites +1…

34. Bob Johnson Consulting, LLC
9 higher education mobile sites…
34