Make Mobile Optimization: TOP Priority for 2013
Are you making your clients pinch and zoom?
TOP PRIORITIES FOR DIGITAL IN 2013
%
SOURCE: ECONSULTANCY.COM IN ASSOCIATION WITH ADOBE
MOBILE OPTIMIZATION IS IN THE TOP THREE PRIORITIES FOR OUTSIDE AGENCIES THAT SERVE COMPANIES -TOP SEVEN FOR COMPANIES
700 SURVEYED
Mobile Optimization means that every web page, blog post, ebook, newsletter, video, podcast, form, social interaction, etc, will adapt to 7 common (or 17 optional) mobile operating systems and dozens of screen sizes.
1.3 BILLION SMART PHONES* WORLD WIDE
*DEVICES WITH INTERNET CONNECTIVITY, WEB BROWSER AND CELLULAR VOICE
“An increasing number of in-house counsel
are reading daily general business media on their
smart phones (53%),
tablets (39%),
or mobile apps (23%).
Signaling their growing consumption
of media on the go!
SOURCE: 2013 IN-HOUSE COUNSEL SURVEY BY GREEN TARGET, INSIDE COUNSEL MAGAZINE AND ZEUGHAUSER GROUP
MOBILE CONSUMPTION IS RISING
Business people consume content in a highly distracting environment.
On smart phones they are looking for a snippet of practical information...
They want to find it...quickly, easily, and move on.
Mobile Optimization
Provide a positive experience from any device, screen size, OS, or browser with...
1. Responsive Design
2. Dedicated Mobile Websites
3. Mobile Apps
4. Mobile Landing Pages
5. Mobile Friendly Email Campaigns
Responsive Design
Adaptive version of your
primary website
Opens in a browser
Does not reside on the
device
Needs an Internet
connection - (typically loads slower than a
mobile website)
Dedicated Mobile
Website
Built to display on various devices,
screens, and operating systems
Opens in a browser
No part of the site or content resides on the
device
Needs an Internet
connection - (typically
optimized for faster load)
Mobile Application
Downloaded to a device from an App store
Does not open in a browser
Sits on the user’s home
screen
Can be used without a
connection - with limitation
THREE COMMON MOBILE CONTENT-DELIVERY-METHODSMOBILE WEBSITES - MOBILE APPLICATIONS - RESPONSIVE DESIGN
Customizing gets expensiveSlower load timeContent clutter - mobile users are not looking for deep informationOutdated sites don’t adapt nicely - frustrating for usersLimited things you can do compared to a dedicated mobile website
One website - adaptive design
CONSIDERATIONS:
#1 RESPONSIVE WEB DESIGN
Responsive web designs are inherently complex because they are trying to support many viewing experiences without necessarily optimizing the experience for one particular device (or genre of devices)
To speed up a responsive site would require remove specific scripts from running, avoid loading certain CSS, and downloading large images
A responsive website tuned for best performance would still not be as fast as a dedicated mobile website that’s implemented equally well
Complexity of customizing involves greater cost
FREE: Responsive design Wordpress plug-inWPTouch allows More customization than Jet Pack mobile plugin
TURN YOUR WORDPRESS BLOG INTO A RESPONSIVE
DESIGN FOR FREE!
#2 Dedicated Mobile Web Design
A website that is specifically designed for mobile - separate from your desktop site
Click to callClick to email button
44x44pxthumbprint sized
with space around
Above the fold - top 100px
No pinch & zoomConcise content -
avoid clutterChoose fonts/colors
with contrast
Speed Strip out large images No Flash
Single column view Forms should be shortTest on landscape and
portrait views
Include maps link to google mapsopen embedded map
app in your site
YOU CAN encourage visitor behavior BY THE PRECISE LAYOUT OF YOUR Dedicated MOBILE WEBSITE DESIGN
TEST ON ALL OPERATING SYSTEMS, DEVICES AND MORE....
Faster Load Speeds – Dedicated mobile websites use less code and smaller images than desktop sites, making their page load speed much faster. Responsive design sites contain far more code, content, and larger image files, which can slow down page load speeds.
Designed for Specific Purpose – A dedicated mobile site can enable specific actions, i.e. allow clients to easily and conveniently book an appointment on the go. (You could alternately contain that function in an app.)
Usability - Some desktop site features do not work properly on mobile devices. When a visitor encounters this, they can become frustrated with the experience, which can result in lost business. With a dedicated mobile site, you can potentially provide your visitors with a more user-friendly, specific mobile experience.
Less Content - A dedicated site will contain only the most important mobile content and thus, clutter.
PROS
Dedicated mobile sites require multiple URLs for each page optimized for mobile. This results in redirects, potential search engine optimization issues and the potential for errors between devices.
Dedicated site content is stripped down - attorney bios would ideally be truncated.
Dedicated sites sometimes look, feel and function differently than the full site - not necessarily wrong if it serves a user’s purpose.
A dedicated mobile site requires that content be replaced, changed and updated on multiple urls. Content management may be an issue.
CONS
How are law firm mobile sites measuring up?
welcome to our “mobile site”?
Seriously? visitors do not need to be told They’re viewing the site on their mobile...
“Welcome” IS FALL BACK TO 1997 WHEN PROTOCOL WAS TOWELCOME EVERYONE TO THEIR WEBSITE...QUAINT - FAR FROM INTERESTING
Lead with experience
Less is more...EDIT to SAVE REAL ESTATE - It can make all the difference - view more vs. View All experience
KEEP IN MIND: ON MOBILE....
Lead with search...
Do not make the user delay gratification while “find” pages load up. AVoid extra clicks.
GOOD BETTER
lead with brand
clear concise above the fold branding. Choate adds intuitive access to search and menu options using icons
GOOD VERY GOOD
Lead with CALL to action
Don’t make visitors think and click, click, click. Make it easy for them - click to call or click to email you!
OR CLICK CLICK CLICKCLICK TO CALL!DON’T MAKE ME THINK!
Where do I go to call you? Pick a door!
Why will people download our APP?
it serves a function - what?it makes life easier - how?it’s entertaining -why?
IF YOU THINK YOU NEED AN APP, ASK...
#3 MOBILE APPS
Apps should Make important things Interesting, easier or entertainingApps are a WEb application downloaded to a device for special purposes
“Of the firms on the 2012 AmLaw 200 list, 22 firms (11%) have mobile apps. This is an increase of 38% from last year [16 firms]. As a point of reference, 54 AmLaw200 firms (27%) have mobile compatible web sites.
•“Of the firms on the Global 100 list, 23 firms (23%) have mobile apps. This is an increase of 35% from last year [17 firms]. As a point of reference, 29 Global100 firms (29%) have mobile compatible web sites.
•“AmLaw 200 and Global 100 firms have collectively produced a total of 42 apps. This is an increase of 54% from last year.”
Source: Law Firm Mobile Blog
http://lawfirmmobile.com/2013/03/amlaw-200global-100-mobile-app-report-for-2013/
Yet...60% of mobile/tablet users prefer reading news on a mobile website, not an APP...according to Pew Research Center
87% in-house counsel use the Internet for getting their news & information...Sidley app provides push notifications users select from by practice focus
Possibly important, easier for companies that have lots of legal issues...
Apps that enlighten users about important issues may influence them to pick up the phone and call you!
Your APP is cr-app
If your app does not make important things easier, more interesting or entertaining...save your money, time, and reputation.
If you have only occasional newsletter content or blog posts, attorney “list” or dense content that can be found elsewhere on a website, you are not app-worthy.
Your clients may want your app IF....
...your app provides a client portal to make online payments, contact personnel with one click, schedule a meeting, access court resources, view calendar deadlines, receive reminders, calculate something, or push notifications of breaking industry news...you might be app worthy, but only if your clients perceive value. If not...
• Better to co-brand the next Angry Birds, with your client’s tech start up, than to waste time inventing something that isn’t going to fly...pun intended.
• Better to build an effective mobile site and some landing page campaigns to learn how you might address an unknown need with an app that isn’t crap!
A Mobile Landing Landing Page is...Page is...
QR CODE READER
A SIMPLE MOBILE PAGE THAT IS THE DESTINATION OF A LINK FROM MOBILE ADVERTISING, TEXT MESSAGING, QR CODE, OR EMAIL NEWSLETTER CAMPAIGN
IPHONE: QRREADER BY TAP MEDIA - FREE
#4 MOBILE LANDING PAGES
Landing Pages are used for:
campaigns
coupons
opt ins
lead capture
test newsletter effectiveness
test visitor experience for improvement
convert leads
Case studyRitz-Carlton Destination Club brand sent an email offer to it’s list to learn about user behavior on specific devices...
SOURCE: MARKETINGSHERPA.COM :-)
WHAT THEY LEARNED WHAT THEY LEARNED SURPRISED THEMSURPRISED THEM
iPhone subscriberswere directed to a specfic custom landing page with onlyCompany logoCompany logoOne sentence of copyOne sentence of copyVertical form fieldsVertical form fieldsButton to sendButton to send
Standardall other email newsletter subscribers were linked to a standard page with typical, rich images, dense copy, and a book now button
The iPhone page had starkly higher conversions than the standard page. Conversions jumped from 5% to 7% for iPhone users.
Second email offerExpanded the campaign to include offer for2 complimentary nights package in Vail.
logo Headline Bullets
and Buttons to request info or view images
iPhone subscribers were given three options on their landing page...
REQUEST INFO FORM:
Keep It Short.
MOBILE USERS MAYBE “ALL THUMBS!”
View Images: custom gallery pageThis landing page option on email #2 was sent only to iphone users
Mobile email traffic increased 243% from the 2nd campaign, over all.iPhone visitors converting at a higher rate
8% of all landing page traffic 15% of form completions
The fact that law firms cannot offer coupons, two for one deals or “sell” product does not exclude them from building email campaigns and landing pages to test client sentiment, evaluate actions or build client loyalty, for example.
Really, the opportunities are limited only by the questions you want to answer, the creativity you employ and Bar rules on advertising and ethics.
Law firms are leaving significant opportunities on the table if they do not have a mobile website
Email marketing and mobile landing pages - used in certain business cases - can support the client experience in important ways
For the right reasons, mobile Apps can provide value to clients--make something easier, more interesting or entertaining--and build brand loyalty
TIP:TIP: free google mobile landing page creatorgoogle.com/sites/help/mobile-landing-pages
HAVE FUN AND TRY MOBILE LANDING PAGES
free!
CONTACT JAYNE [email protected]
786.208.9108
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