Crownpeak eBook Mobile Websites

7/23/2019 Crownpeak eBook Mobile Websites

http://slidepdf.com/reader/full/crownpeak-ebook-mobile-websites 1/23

6 STEPS TO A

MOBILE-FRIENDLYWEBSITE THAT DRIVES

CONVERSIONS

CrownPeak Quick Guide:



OVERVIEW

CHAPTER_01: Choose a Mobile-Responsive Site

CHAPTER_02: Speed Matters

CHAPTER_03: Design Your Site With Mobile Users in Mind

CHAPTER_04: Get to Know Your User

CHAPTER_05: Rene Your Conversion Approach to Align With Mobile Behavior

CHAPTER_06: Utilize Personalization to Increase Conversion

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GRAB YOUR PIECE OF

THE MOBILE PIE

The exponential growth of mobile is on the verge of

having a disruptive impact on businesses that haven’t

adapted.

Google announced this year that more searches are now

taking place on mobile devices than on desktop

computers in 10 countries, including the US and Japan

(source: Google Internal Data). Given Google owns 66% of

search market share globally (source: Net Market Share)

it’s safe to say that the use of mobile devices to access

the internet has ocially surpassed desktop usage.

That shouldn’t come as a surprise when nearly 2/3 of US

adults (64%) own a smartphone, and more have plans

to purchase one.

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Google continues to make updates to its mobile search algorithm to

favor mobile-friendly websites in its rankings and will continue to do so. Bing

has announced it is in the process of doing the same.

There is an assumption that it’s small businesses who will suer as mo-

bile usage increases, but that’s not necessarily true. Earlier this year,

TechCrunch reported that 44% of Fortune 500 websites were not

mobile-friendly. 44%

of Fortune 500 websites are not

mobile-friendly

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That means there’s still an opportunity for companies to gain an advantage

over the competition by being the rst to optimize their web presence for

mobile. Those who wait or make shortsighted decisions will miss out on the

edge to be had, or worse, lose market share.

This guide is intended to help you navigate the path to a mobile-friendly website

that positions your company to succeed now and in the future. Wearables or theInternet of Things (IoT) are expected to be the next device to gain traction, which further

underscores the urgency with which companies need to get mobile-friendly now.





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01_ CHOOSE A RESPONSIVE

WEBSITE DESIGN

Commonly referred to as multi-screening, consumers live on

multiple devices, as they hop from mobile to desktop, to tablet and

back again all in a day’s time. People start a task on one device

and complete it on another, making the need for a seamless experience

across devices critical for conversion.

According to a study released by Comscore,

in March 2015, more than 3/4 of all digital

users were using both desktop and mobile

platforms to access the Internet.

That means your website needs to be accessible and user-friendly

on a vast variety of screen sizes and platforms.

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Google defines mobile-friendly sites as having four criteria. They must:

1

3

4

2

Avoid software that is not common on mobile

devices, like Flash.

Size content to the screen so users don’t have

to scroll horizontally or zoom

Place links far enough apart so that the correct

one can be easily tapped.

Use text that is readable without zooming

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There are two ways to provide your customers with a

mobile-friendly website:

Build and maintain a desktop version Build and maintain a single mobile-responsive website

that automatically adapts for the screen/device from

which it’s accessed

... a mobile version

... and a tablet version

A mobile responsive website is a single

website that dynamically adapts your content

and interface based on the type of device

accessing it.

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The primary benefits of a responsive design website are:

provides a seamless user experience

across all devices

enables marketing department to add

content more quickly, and make updates

more eciently

has the same color scheme, theme

and content regardless of device being

viewed on

reduces SEO optimization time

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Until recently, the drawback of responsive design has been development

time, nancial resources and manpower. Not anymore. There are

now solutions available that enable a small team of marketers with

some support from IT to build a custom responsive design website

in less than six weeks.

• Fast deployment

• A content management system (CMS)

• The ability to preview mobile output as you build your pages to ensure a user-friendly experience across devices

• A single dashboard where you can build a robust set of analytics integrated from relevant third-party systems

Not all mobile responsive website solutions are equal. When evaluating

your options, look for one that oers:

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02_ SPEED MATTERS

Once you’ve chosen to optimize your website for the

mobile market, it’s time to tackle the speed with which

your website loads.

Google recommends that above the fold (ATF) content

be delivered and rendered in under one second, in

order to allow the user to begin interacting with the

page as soon as possible.

47% of consumers expect a web page

to load in 2 seconds or less. Mobile

users expect the same experience

whether they’re on their phone or

desktop.

Even a one second delay in loading

can result in fewer conversions.

source: Kissmetrics

47%

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source: Kissmetrics

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Generally, web pages load more slowly from mobile devices

than from desktop computers. That’s due to slower network

connections, the location of users, large image les (or too

many of them), a smaller browser cache memory, and slower

parsing of Javascript and HTML.

With the right solution, these challenges can be mitigated. As you evaluate your responsive

website design options, consider one that oers a software-as-a-service (SaaS) based system

with functionality that:

Uses a globally distributed application delivery platform, which helps to

ensure that the location of your user does not aect page load time.

Provides automated image resizing - large image les slow down the

website and hinder the experience.

Serves cached pages so users aren’t waiting for the page to be dynamically

generated every time they visit your site.

46% of consumers won’t return to a webpage if it

didn’t load properly on their mobile device.

46%

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source: Gomez Application Management

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03_ DESIGN YOUR SITE

WITH MOBILE USERS IN

MIND

Although responsive design enables you to focus on

developing a single site optimized for both desktop

and mobile audiences, think mobile rst. A good

mobile experience will usually translate well to desktop.

The opposite isn’t often true.

Understanding the behavior of the mobile user is

the key to building a mobile friendly site. Mobile

users’ needs tend to dier from desktop users.

They’re on the move and they’re looking to access

specic information in quick, easily digestible

bites.

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Mobile users a ren’t just updati ng their statu s on Facebook or posting sel fies to Instagram;

they’re researching all types of products, seeking timely information and making purchases.

87%

62%

87% of smartphone and tablet owners

use a mobile device for shopping

activities source: Nielsen

44% have used their phone to look

up real estate listings or other

information about a place to live

source: Pewinternet.org

62% of smartphone owners have

used their phone in the past year to

look up information about a health

condition source: Pewinternet.org

57% have used their phone to do online

banking source: Pewinternet.org

74% of people searched on mobile

using a search engine before they

made a purchase source: Marketo

74%

5 7 %

44%

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Here are some essential guidelines for designing a website that meets the average mobile

user’s expectations:

Place your call-to-action (CTA) above the fold. For example, if you have an ecommerce

site, your “add to cart” button should be above the product specications, followed

by the reviews. Much like what Amazon does on their mobile site.

Dene the clickable space by using buttons or underlines. When accessing a website

via desktop, the clickable space becomes obvious when you scroll over it. On mobile,

it can be harder to tell.

Keep your content concise. Consider screen size and the mobile user’s attention

span when determining the amount of information and number of images to include.

Buttons, links and anything else clickable should be placed at a safe distance from

each other to avoid accidental clicks.

Include contact information in your header so it’s one of the rst things visitors

see no matter what page of your website they visit.

Use lters to help customers nd the right products or information.

Aa

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04_ GET TO KNOW

YOUR USER

When determining the design and content of your

mobile responsive site, consider how your current

customer behaves on your website. Besidesoptimizing for mobile trends in general, your goal is

to create an experience that’s in tune with how your

audience wants to use your website.

If you are currently using Google Analytics, you canobtain tremendous insights simply by evaluating a

few key data points.

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If you are currently using Google Analytics, you can obtain tremendous insights

simply by evaluating a few key data points.

Understanding how your customers engage with your content, how much time they spend on

your site and where they spend their time will help you prioritize where to focus the majority

of your attention.

Know the pages your users visit most often from mobile and pay special

attention when writing content and selecting images for these pages.

Look at how much time is spent on your website by mobile users and how

many pages they typically view in a session. If they’re spending less than two

minutes on your site, you can probably get by with less copy on category pages

and reserve deeper dives for your blog, case studies, downloadable guides,

and whitepapers.

Know what the most popular entrance pages from mobile are and take time

to design them from the mobile user’s perspective.

Become familiar with the most popular exit pages from mobile, and identify

any issues so you don’t repeat the same mistakes on your new website.

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05_REFINE YOUR CONVERSION

APPROACH TO ALIGN WITH MOBILE

BEHAVIOR

Whether the goal of your website is to close a sales

transaction or generate a lead, make the path

simple and intuitive by understanding that mobile

users need information rapidly so they can make

decisions on the y.

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Think through user flow as it pertains to your website’s goals and streamline each step accordingly.

Include a clear CTA with a button to specify how you want the user to respond.

Simplify forms to eliminate input that isn’t essential. Since the screen of a mobile

device is generally ¼ the size of a desktop computer, typing tends to be slower and

errors are more common so the less information a user has to enter, the better.

Make your phone numbers “click-to-call” and place them in prominent locations.

Use persistent cookies to provide returning users with already completed

fie lds and shopping carts that reect selections made during previous sessions on

the same or dierent devices.

Give users an indication that they’ve tapped a link or button by making it react

visibly when it’s touched. Fingers can easily hit the wrong button. All purchases

and form submissions should make it clear that they have been successfully

received.18



06_UTILIZE PERSONALIZATION

TO INCREASE CONVERSION

Mobile consumers have limited time and high

expectations for their mobile experience. Thatmeans your website needs to work harder than

ever to keep users engaged.

Tailoring content to particular user segments

based on interests and where they are in the sales

funnel can help increase conversion rates.

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Personalization enables the dynamic insertion of content relevant to a specific user.

There are a variety of ways you can personalize the web experience by employing the data that accompanies

every web visit. Some examples of personalization include serving the user different content based on:

Whether they ’ve been to your s ite

before or if this is their first visit.

The search query they used before they

clicked on your pay-per-click ad.

The o f fe r fe atur e d i n the o n l i ne

display ad they clicked on, and the

website where they saw it.

Their behavior (the pages they visited,

the purchase they made, etc.) the last

time they visited your website.

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From suggesting products, to showing one CTA over another, or curating images designed to

res onate with a particular group, the opportunities for personalization are limitless.

Personalized CTAs resulted in a 42%

higher conversion rate than generic CTAs.

source: HubSpot

42%

Some specic examples of how personalization tactics

can be used:

Providing a rst-time visitor with an introductory

oer and a whitepaper download CTA to capture

their data.

Greeting a returning user with a “welcome

back” message.

Displaying the address of the nearest brick

and mortar location to the user, and a mobile

coupon redeemable that day.

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Showing a website visitor located in Rome a

version of your homepage in Italian.

Running a free shipping banner ad to a user that

added items to their shopping cart on their last

visit but never completed the transaction.

Providing product recommendations based

on pr ior purchases or pages viewed.

35 percent of what consumers purchase on

Amazon and 75 percent of what people watch

on Netix come from product recommendations.

source: McKinsey & Companya NN35% 75%

Some specic examples of how personalization tactics can be used:

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CrownPeak Technology is a proven provider for cloud Web Content Management

servicing clients of all sizes since 2001. CrownPeak has pioneered the

software-as-a-service delivery model for Web Content Management solutions.

Digital marketers from large companies to leading agencies worldwide rely on

CrownPeak to launch websites fast, aordably & without overburdening IT.

CrownPeak’s WCM platform powers personalized digital experiences across

thousands of global websites optimized with native integrations with more than

60 best-of-breed marketing data & content sources.

1(800) 887-1944 [email protected]

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