Importance of Mobile Optimisation
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The document discusses the importance of having a mobile-optimized website as mobile usage surpasses desktops for web access. It emphasizes understanding mobile users' needs, optimizing design for mobile devices, and highlights statistics indicating that poor mobile experiences lead to decreased user engagement. Best practices for mobile site design are provided, stressing speed, accessibility, and usability to enhance user interaction.
Importance of Mobile Optimisation
- 1. GOING MOBILE Sandra Luther Internet Solutions Manager, Blackbaud Europe @sandraluther Sandra.Luther@blackbaud.co.uk
- 2. AGENDA • Facts & Figures • How Do I Know if I Need a Mobile Optimised Website? • Design Considerations • Going Forward
- 3. YOUR SUPPORTERS ARE… 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...
- 4. YOUR SUPPORTERS ARE… YOUR ORGANISATION… 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... 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
- 5. FA C T S & F I G U R E S
- 6. This year, i.e. !2013! Mobile will outpace desktops as the #1 method for accessing the web
- 7. AND IT DOESN’T STOP AT YOUR WEBSITE Email is increasingly becoming more popular for email reading Source: Litmus –”Email Analytics” (Jan 2013)
- 8. MAIN DEVICE USAGE – MOBILE PHONES AND TABLETS December 2012
- 9. MOBILE USAGE IS INCREASING YEAR ON YEAR • 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
- 10. HOW DO I KNOW IF I NEED A MOBILE OPTIMISED WEBSITE?
- 11. ASK GOOGLE! Click Advanced Segments
- 12. GOOGLE ANALYTICS Choose “All Traffic” and “Mobile Traffic” and click Apply
- 13. MEASURE MOBILE TRAFFIC “All” vs. “Mobile” traffic is now included everywhere. 6.27% mobile
- 14. 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?
- 15. D E S I G N C O N S I D E R AT I O N S
- 16. UNDERSTANDING THE MOBILE USER • 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)
- 17. UNDERSTANDING MOBILE DESIGN • • • • • Portrait Javascript vs. Flash Flicking vs. scrolling Tap vs. :hover Finger vs. cursor • • • • Landscape App vs. website Microsite vs. full site Responsive Design
- 18. 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)
- 19. 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)
- 20. THE HITCHHIKER’S GUIDE TO MOBILE DESIGN SEARCH LOGO 11 LINK2 2 LINK3 LINK4 LINK LINK LINK LINK3 Stretch LINK LINK LINK LINK44 LINK5 5 LINK6 6 CONTENT FEATURED CONTENT PRIMARY LINK5 FEATURED CONTENT CONTENT SECONDARY Easy to Reach PROMO FOOTER • 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
- 21. WHAT TO PRESENT YOUR MOBILE WEBSITE USERS? Single Page Just the Basics Microsite
- 22. G O I N G F O RWA R D
- 23. WHAT HAPPENS IF YOU DON’T GO MOBILE? • 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
- 24. HOWEVER, DOING IT RIGHT... • 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
- 25. SOME BASIC MOBILE SITE BEST PRACTICES • Keep it quick • Make it accessible • Simplify navigation • Make it easy to convert • Be thumb-friendly • Make it seamless • Design for visibility • Use mobile site redirects And most importantly: Listen, Learn and Iterate
- 26. QUESTIONS? 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/