Mobile First? Yes, Please

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Joshua IronsVP Strategy, Converge ConsultingMobile First? Yes Please.CONVERGE CONSULTING | 2.18.16

PRESENTERS:

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Josh IronsVP Strategy & Development

ABOUT CONVERGE

As I mentioned Converge is a digital agency for higher education We specialize in website redesign, inbound marketing and digital advertising. 3

AGENDAMobile First OverviewMobile DemographicsWhat does this mean for your audience?This Makes a Good Mobile SiteIncrease ConversionsThings to Think AboutMobile Predictions

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AGENDA2015 Inbound Marketing in Higher Education SurveyMethodologyResultsTrends

2016 Predictions in Three Key Areas:Digital AdvertisingContent MarketingMeasurementWhat is Mobile First

Mobile First DefinedWe need to entirely rethink our visitor experience and re-map a customers 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.

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AGENDA2015 Inbound Marketing in Higher Education SurveyMethodologyResultsTrends

2016 Predictions in Three Key Areas:Digital AdvertisingContent MarketingMeasurementMobile Demographics

Demographics

Demographics

Demographics

Demographics

Demographics

AGENDA2015 Inbound Marketing in Higher Education SurveyMethodologyResultsTrends

2016 Predictions in Three Key Areas:Digital AdvertisingContent MarketingMeasurementThis Makes a Good Mobile Site

A Good Mobile SiteMobile 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

In a March 2015 article 2015, HubSpot published an article highlighting the top 15 mobile sites. Lets take a look at some of these sites home pages and see what they have in common. 15

Best Practices

In March 2015 article 2015 HubSpot published an article highlighting the top 15 mobile sites16

Best Practices

In March 2015 article 2015 HubSpot published an article highlighting the top 15 mobile sites. Lets take a look at some of these sites home pages and see what they have in common. 17

Best Practices

In March 2015 article 2015 HubSpot published an article highlighting the top 15 mobile sites. Lets take a look at some of these sites home pages and see what they have in common. 18

AGENDA2015 Inbound Marketing in Higher Education SurveyMethodologyResultsTrends

2016 Predictions in Three Key Areas:Digital AdvertisingContent MarketingMeasurementIncrease Conversions

Main ConsiderationsHomepage Look and FeelEase of Site Navigation Site SearchEase of Form Entry which Drives ConversionsResponsive Design

HomepageA 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 siteNot below the fold or through menu choicesMenus need to be as short as possible while still providing good navigationShort menus with distinct categories helps with navigationHold off on the promotionsReplace them with CTA

A desktop homepage often serves as a welcome page, messaging center and promotional space all in one, but the mobile homepage should focus on connecting users to the content theyre looking for. In this section, we explore the principles for building a mobile homepage that gets users what they need, fast.

KEEP CALLS-TO-ACTION FRONTAND CENTER2 KEEP MENUS SHORT AND SWEET4 DONT LET PROMOTIONS STEAL THE SHOW

An extensive menu might work well for your desktop site, but mobile users wont have the patienceto scroll through a long list of options to try and nd what they want. Consider how you can present the fewest menu items possible - for instance, a major department store re ned the product categorieson its mobile site, presenting study participants with a shorter, more clearly-de ned list than on desktop.21

NavigationMenus need to be as short as possible while still providing good navigationShort menus with distinct categories helps with navigationMake it easy to get back to the homepageUtilize the logo in the upper left corner to navigate.

A desktop homepage often serves as a welcome page, messaging center and promotional space all in one, but the mobile homepage should focus on connecting users to the content theyre looking for. In this section, we explore the principles for building a mobile homepage that gets users what they need, fast.

KEEP CALLS-TO-ACTION FRONTAND CENTER2 KEEP MENUS SHORT AND SWEET4 DONT LET PROMOTIONS STEAL THE SHOW

An extensive menu might work well for your desktop site, but mobile users wont have the patienceto scroll through a long list of options to try and nd what they want. Consider how you can present the fewest menu items possible - for instance, a major department store re ned the product categorieson its mobile site, presenting study participants with a shorter, more clearly-de ned list than on desktop.22

SearchSearch 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 centerPlace it at the top of your homepage and use an open text fieldSearch results must be relevant

Site search is vital for helping mobile users nd what theyre looking for in a hurry. This section o ers tips for maximizing the value of your sites search.PRINCIPLES5 MAKE SITE SEARCH VISIBLE6 ENSURE SITE SEARCH RESULTS ARE RELEVANT7 IMPLEMENT FILTERS TO IMPROVE SITE SEARCH USABILITY8 GUIDE USERS TO BETTER SITE SEARCH RESULTS

Participants didnt bother to swipe through multiple pages of search results. Instead, they judged a sites search based on the results it returned rst, so make sure your rst page of search results are the strongest. Make life easier for users on small screens with smart-search features like autocomplete and corrected misspellings.

t results rst, and implement smart-search features like autocomplete and spelling corrections.

For sites that serve diverse customer segments, it can be helpful to ask users a few questions before they search to ensure they get results from the most relevant content segment. For example, a large shoe retailer began its mobile searches by having participants select the gender and size of shoe they were looking for. Student or prospective student or alumni

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FormsIf 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?

Site search is vital for helping mobile users nd what theyre looking for in a hurry. This section o ers tips for maximizing the value of your sites search.PRINCIPLES5 MAKE SITE SEARCH VISIBLE6 ENSURE SITE SEARCH RESULTS ARE RELEVANT7 IMPLEMENT FILTERS TO IMPROVE SITE SEARCH USABILITY8 GUIDE USERS TO BETTER SITE SEARCH RESULTS

Participants didnt bother to swipe through multiple pages of search results. Instead, they judged a sites search based on the results it returned rst, so make sure your rst page of search results are the strongest. Make life easier for users on small screens with smart-search features like autocomplete and corrected misspellings.

t results rst, and implement smart-search features like autocomplete and spelling corrections.

For sites that serve diverse customer segments, it can be helpful to ask users a few questions before they search to ensure they get results from the most relevant content segment. For example, a large shoe retailer began its mobile searches by having participants select the gender and size of shoe they were looking for. Student or prospective student or alumni

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Responsive Design

Responsive design25

AGENDA2015 Inbound Marketing in Higher Education SurveyMethodologyResultsTrends

2016 Predictions in Three Key Areas:Digital AdvertisingContent MarketingMeasurementThings to Think About

Things to Think AboutSearch Resultsgoogle.com/webmasters/tools/mobile-friendlyAnalytics & Conversion TrackingEmailTestingDo your mobile ads drive users to your mobile site?

AGENDA2015 Inbound Marketing in Higher Education SurveyMethodologyResultsTrends

2016 Predictions in Three Key Areas:Digital AdvertisingContent MarketingMeasurementNew & Next in Mobile

New & NextPersonal & 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.

Questions?30

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