Mobile First? Yes, Please

PRESENTERS:

Joshua IronsVP Strategy, Converge Consulting

Mobile First? Yes Please.CONVERGE CONSULTING | 2.18.16

JOSH IRONSVP STRATEGY & DEVELOPMENT

ABOUT CONVERGE

AGENDA

• Mobile First Overview• Mobile Demographics

What does this mean for your audience?• This Makes a Good Mobile Site• Increase Conversions• Things to Think About• Mobile Predictions

AGENDA

2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends

2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement

What is “Mobile First”

Mobile First Defined

We need to entirely rethink our visitor experience and re-map a customer’s journey.

“Mobile First” means that as an organization thinks about its digital communications it should consider the mobile experience and how its audience will interact with it from their many devices.

AGENDA

2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends

2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement

Mobile Demographics

Demographics

Demographics

Demographics

Demographics

Demographics

AGENDA

2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends

2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement

This Makes a Good Mobile Site

A Good Mobile Site

Mobile users tend to be very goal-oriented.

They expect to be able to get what they need from a mobile site easily, immediately, and on their own terms. Design with their context and needs in mind without sacrificing richness of content.

Best Practices

Best Practices

Best Practices

Best Practices

AGENDA

2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends

2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement

Increase Conversions

Main Considerations

• Homepage Look and Feel• Ease of Site Navigation • Site Search• Ease of Form Entry which Drives Conversions• Responsive Design

Homepage

A mobile homepage should focus on driving users to the content they are looking for.

• Calls-to-Action should be in your face!› Put this in the most prominent portion of the site– Not below the fold or through menu choices

•Menus need to be as short as possible while still providing good navigation› Short menus with distinct categories helps with navigation

• Hold off on the promotions› Replace them with CTA

Navigation

Menus need to be as short as possible while still providing good navigation• Short menus with distinct categories helps with navigation•Make it easy to get back to the homepage› Utilize the logo in the upper left corner to navigate.

Search

Search on mobile is very important. Users need to find what they are looking for in a hurry. •Make sure the search bar is front and center› Place it at the top of your homepage and use an open text field

• Search results must be relevant

Forms

If a user is trying to sign up for an email list, requesting more information, or signing up for an open house it has to be seamless for a user to fill in their information. • Does your automatically present a number pad?• Does your form advance through fields as you finish them?• Is the interface the most simple one possible?• Is there a visual calendar to select dates?• Are there error messages?• Is the form efficient?

Responsive Design

AGENDA

2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends

2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement

Things to Think About

Things to Think About• Search Results• google.com/webmasters/tools/mobile-friendly

• Analytics & Conversion Tracking• Email• Testing• Do your mobile ads drive users to your mobile site?

AGENDA

2015 Inbound Marketing in Higher Education Survey• Methodology• Results• Trends

2016 Predictions in Three Key Areas:• Digital Advertising• Content Marketing• Measurement

New & Next in Mobile

New & Next• Personal & Relevant Experiences – Advertising is going to

get dialed in. The clutter will go away. Human behavior will be paired with data that is becoming available through phones and consumer provided information will allow for specific experiences. The experience will be completely relevant to the user.

• Geo-targeting – Mobile campaigns will include multiple location data points including beacons and geo-fencing to target prospects at not just in the right locations, but also at the most opportune times.

• Ad Blockers Can Drive Content Marketing – With bad user experience or no user experience with ads, content marketing can pick up the slack and drive prospects to CTAs on mobile.