5 things you should know...

Before you waste money on mobile

Craig Sullivan

@OptimiseOrDie

Group CX Manager for Belron® (O’Brien ®)I get to do it with crowds

Naked self promotion

• Contact deflection and online self service

• Site search analytics

• Site, Page and Campaign optimisation

• Test design and execution

• A long usable site portfolio

• ROI on UX improvements

• Over 18 years of boring meetings

• Conversion Rate Optimisation

• A/B and Multi-variate testing

• Cross channel optimisation

• User Centered Design

• Usability testing

• Customer Research & Insight

• Web Analytics

• Browser and email compatibility

@OptimiseOrDie

"If you go to the men's washrooms at the Schiphol airport in Amsterdam, you may notice there's a fly in the urinals. It’s screen printed .

So what do you think most men do? That's right, they aim at the fly when they urinate.

They don't even think about it, and they don't need to read a user's manual; it's just an instinctive reaction that means 85% less spillage!

The interesting feature of these urinals is that they're deliberately designed to take advantage of this inherent human male tendency.“

This is my job.

“ Computer’s broken.

Can’t afford another computer.

Keep all my music, friends, photos and files on ‘ere.

This is my computer.”

Phil, 2007*

*Note : Phil doesn’t work for some trendy web development agency. where they experiment with facial hair and try for that trendy but well hard look,. He is well hard.

Phil lives in Deptford, loves his hip-hop, nice phones and giving you this Vinnie Jones look…

• It’s like the wild west• What’s the debate?• It’s irrelevant:• Intent• Discovery (Angry Birds)• Context of use• The device they hold• Let’s start with that then!

Introduction

Rule #1 – Know the Device

SOURCE PROS CONS

App store Good when on multiple app stores Tells you where you launched, not the opportunity

Device Manufacturer sales figures Good predictor of future trends Doesn’t tell you about the phone mix right

now, today

Device Ownership stats Better than some sourcesMay not reflect your audience and basically includes phones that don’t surf, buy or visit you!

BI tools for online stats (panels, analytics) Good for general audience This audience may not = yours

Google adwords mobile keyword search stats

Excellent intent measurement No cons really – very useful

Your own website! Best place for stats Important to measure the device mix correctly and accurately

“Knowledge about devices that may be using or even lamely trying to use your web presence”

Rule #2 – Get good mobile analytics

• Why do you need good analytics?• Huge range of handsets• Different specs, sizes, resolutions, model names.• Desktop = 4 or 5 browsers.• Mobile, lots of this:

[Mozilla/5.0 (Linux; U; Android 3.2; en-us; Transformer TF101 Build/HTJ85B) AppleWebKit/534.13 (KHTML, like Gecko) Version/4.0 Safari/534.13]

= Asus Eee Pad Transformer TF101

Mobile analytics

• You need accurate device tracking• Handsets are always changing (upgrade, purchase)• Android models are hard to keep up with• I’m waiting to be impressed by other packages• From testing and hand wading through data, I know:• GA is great for analytics, but Bango is ace for devices• If you’re missing data, you’re guessing

!Tip – Check if you’re undercounting Android devices.

Bango analytics

• http://bit.ly/nEf0Wk• Add a bango tag to your site entry pages• Will track smartphone, feature phone, tablet, media

player and games consoles• They sniff the handset, operator, country and other

data, to get the device nailed• Fast and reliable tags• Measure who is trying to use your site, please

!Tip – Check where your figures for iPods and iPads are!

Segmentation

• For continual optimisation, you need to tap into analytics and segmentation

• We found things like:• Mobile optimised site converts 3-4x better• iPhone converts 10-15% better than Android• Some BB models convert higher than iPhone• Devices with keyboards have lower bail on forms• Screen resolution is critical, device knowledge too

Rule #3 – Hunt Opportunity, not Myths

• If you’ve analysed:• Traffic routes• Behaviour by segments/device classes• Funnel dropout rates• What devices knock on your door• Then you should be seeing growth!• Lets look at fresh stats from Sunday*

• *Audience = 18+, driver, pulse but broad demog

2.9% 3.1% 3.2% 3.2%3.7%

5.0%

5.7%6.3% 6.4%

7.2% 7.0%7.4%

8.8%

11.4%

13.7%14.3%

15.0%15.3%

Growth in Worldwide Mobile traffic % of all unique visitors

Austra

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Norway

Swed

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Spai

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Fran

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Canad

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21.7

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14.4

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11.6 11.5 11.3 11.2

8.3

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6.56.2

2.4

3.6

2.3 2.3

3.22.7 2.5

1.3

Aug-11

Dec-10

May-10

Growth in Worldwide Mobile traffic

% of all unique visitors

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0%

20%

40%

60%

80%

100%

46.6%

40.5%

8.3%

56.1%

21.0%

17.6%

2.2%

60.9%

26.6%

5.1%

57.4%

28.3%

3.4%1.0%

40.8%39.6%

11.2%

69.9%

17.1%

78.6%

15.4%

Operating System% of all unique visitors

Tablets - AUS %

iPad 78.0%

iPod 13.1%

Motorola Xoom 3.1%

Samsung Galaxy Tab 2.6%

ZTE v9 1.9%

Huwaei iDeos 1.1%

Dell Streak 0.3%

Operator Share

WiFi 49.5%

Telstra Australia 30.4%

Vodafone Australia 8.8%

Three Australia 7.1%

Optus Australia 4.2%

Analysis of the data

• Continuing huge traffic growth• Apple is huge everywhere (iPhone, iPad, some iPod)• Android growth rapid, leads in USA, Spain, others due• Other platforms are shrinking (Nokia, Blackberry, Other)• Growth areas – iOS, Windows Phone, Android, Tablets• Apple absolutely owns the tablet market• Tablets, though growing, are still only 8% of mobile

visits in Australia. The big growth is smartphones.

Sep

OctNov Dec Ja

nFe

bMar Ap

rMay Ju

n Jul

Jul

Aug

0.0%

1.0%

2.0%

3.0%

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7.0%

8.0%

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20.0%

AUS/NZ Smartphone & Tablet growthSep 2011 - Sep 2012

Smartphones

Tablets

Device % of all % droidApple iPhone 70.9% 441.6%Apple iPad 8.2% 51.1%Samsung Galaxy S 3.4% 21.1%HTC Desire 2.2% 13.8%Samsung Galaxy S II 1.5% 9.1%HTC Desire HD 1.4% 8.7%Apple iPod Touch 1.4% 8.6%Motorola Defy 0.6% 3.5%HTC Legend 0.5% 3.0%Nokia E63 0.4% 2.8%Nokia E71 0.4% 2.8%HTC Incredible S 0.4% 2.4%HTC Wildfire 0.4% 2.4%Nokia N8 0.4% 2.3%Google Nexus S 0.3% 2.1%Motorola Xoom 0.3% 2.0%Nokia N97 0.3% 1.9%HTC Mozart 0.3% 1.8%Samsung Galaxy Tab 0.3% 1.7%SonyEricsson X10i 0.3% 1.7%RIM BlackBerry 9700 0.2% 1.4%Telstra Smart Touch 0.2% 1.2%ZTE V9 Tablet 0.2% 1.2%HTC Desire S 0.2% 1.2%Nokia C3 0.2% 1.0%HTC HD7 0.2% 1.0%SonyEricsson X10a 0.2% 1.0%Nokia E72 0.1% 0.9%Motorola Atrix 0.1% 0.8%RIM BlackBerry 9000 0.1% 0.8%Huwaei Ideos S7 0.1% 0.7%Samsung OMNIA7 0.1% 0.7%LG Optimus GT540 0.1% 0.6%HTC Aria 0.1% 0.5%HTC Sensation 0.1% 0.5%LG Optimus One 0.1% 0.5%SonyEricsson Experia Arc X12 0.1% 0.5%HTC 7 Trophy 0.08% 0.49%RIM BlackBerry 9800 0.1% 0.5%Nokia N95 0.07% 0.46%Samsung Galaxy 5 0.07% 0.46%Samsung Galaxy Ace 0.07% 0.46%SonyEricsson X10iv 0.07% 0.43%SonyEricsson x10 mini pro 0.06% 0.40%Huawei SONIC 0.06% 0.37%Nokia 2730c 0.06% 0.37%

Device % of all % droidApple iPhone 60.0% 338.2%Apple iPad 12.9% 72.8%Apple iPod Touch 4.1% 23.2%Samsung Galaxy S 3.1% 17.7%Nokia E63 1.0% 5.8%Samsung Galaxy Ace 1.0% 5.5%Samsung Galaxy 5 0.9% 5.2%Samsung Galaxy S II 0.9% 4.9%LG Optimus One 0.8% 4.6%Google Nexus One 0.8% 4.3%Huwaei Ideos Tablet 0.7% 4.0%HTC Desire HD 0.4% 2.4%HTC Wildfire S 0.4% 2.4%Motorola Xoom 0.4% 2.4%Vodafone 845 0.4% 2.4%Samsung Galaxy Apollo 0.4% 2.1%HTC Desire 0.3% 1.8%HTC Sensation 0.3% 1.8%Motorola Defy 0.3% 1.8%Motorola Milestone 0.3% 1.8%Nokia E71 0.3% 1.8%Samsung Galaxy Mini 0.3% 1.8%Windows phone 0.3% 1.8%LG Optimus Black 0.3% 1.5%Nokia E72 0.3% 1.5%RIM BlackBerry 9700 0.3% 1.5%SonyEricsson Experia Arc 0.3% 1.5%Google Nexus S 0.2% 1.2%HTC 7 Trophy 0.2% 1.2%Samsung Galaxy 0.2% 1.2%SonyEricsson E15iv 0.2% 1.2%SonyEricsson U20iv 0.2% 1.2%SonyEricsson W705a 0.2% 1.2%Garmin Satnav 0.16% 0.92%

Device % of all % droidApple iPhone 44.9% 216.7%Apple iPad 7.5% 36.2%RIM BlackBerry 8520 5.9% 28.4%RIM BlackBerry 9700 4.9% 23.6%RIM BlackBerry 9800 3.4% 16.7%HTC Desire 3.1% 15.0%RIM BlackBerry 9300 3.0% 14.4%Samsung Galaxy S 2.7% 13.2%Apple iPod Touch 2.3% 11.0%RIM BlackBerry 9780 2.5% 12.0%HTC Wildfire 1.3% 6.1%Samsung Galaxy S II 1.2% 6.0%HTC Desire HD 1.3% 6.5%RIM BlackBerry 8900 0.9% 4.3%SonyEricsson X10i 0.8% 3.7%Samsung Galaxy Ace 0.5% 2.5%HTC Desire S 0.5% 2.3%Nokia N8 0.4% 2.1%HTC WildfireS 0.4% 1.9%RIM BlackBerry 9000 0.4% 2.0%HTC Wildfire 0.4% 1.8%RIM BlackBerry 9105 0.3% 1.5%SonyEricsson E15i (X8) 0.3% 1.3%SonyEricsson U20i (X10) 0.3% 1.2%Motorola Defy 0.3% 1.2%HTC Sensation 0.3% 1.3%SonyEricsson Experia Arc 0.2% 1.0%Samsung Galaxy (Spica) 0.2% 1.0%Nokia 5800d 0.2% 1.0%HTC Bravo 0.2% 0.9%Samsung Wave 0.2% 0.9%Nokia X6 0.2% 0.9%Samsung I5800 0.2% 0.9%Nokia E72 0.2% 0.8%Sony Playstation 3 0.2% 0.8%Samsung S5570 0.2% 0.8%Samsung S5230 0.2% 0.8%SonyEricsson W995 0.2% 0.8%HTC Hero 0.2% 0.8%Nokia E71 0.1% 0.7%RIM BlackBerry 9520 0.1% 0.7%HTC 7 Mozart 0.1% 0.7%HTC HD7 T9292 0.1% 0.7%Google Nexus S 0.1% 0.7%Samsung Galaxy Tab 0.13% 0.65%SonyEricsson R800i 0.12% 0.59%

Device % of all % droidApple iPhone 40.7% 119.5%Apple iPad 9.7% 28.6%Apple iPod Touch 3.1% 9.2%HTC Evo 4G 3.0% 8.8%Motorola Droid X 2.3% 6.9%Samsung Galaxy S 1.7% 5.0%Motorola Droid 2 1.2% 3.6%HTC Desire 1.2% 3.6%HTC Droid Incredible 1.2% 3.6%Motorola Droid 1.2% 3.6%RIM BlackBerry 9700 1.2% 3.5%RIM BlackBerry 9800 1.1% 3.1%RIM BlackBerry 8520 1.1% 3.1%Samsung Fascinate 0.9% 2.6%RIM BlackBerry 8530 0.8% 2.2%Samsung Epic 4G 0.7% 2.2%Huawei Ascend M860 0.7% 2.1%HTC Thunderbolt ADR6400L 0.7% 2.1%RIM BlackBerry 9300 0.7% 1.9%T-Mobile myTouch4G 0.7% 1.9%HTC Inspire A9192 0.6% 1.9%LG Optimus S 0.6% 1.8%Samsung Galaxy S II 0.6% 1.7%RIM BlackBerry 9780 0.5% 1.5%HTC Wildfire 0.5% 1.4%Samsung Vibrant 0.5% 1.3%HTC Desire HD 0.4% 1.3%Samsung Captivate 0.4% 1.3%LG Ally 0.4% 1.2%Droid Incredible 2 0.4% 1.2%RIM BlackBerry 9650 0.4% 1.1%HTC EVO Shift 4G 0.4% 1.1%T-Mobile G2 0.4% 1.1%Samsung Galaxy Ace 0.3% 1.0%RIM BlackBerry 9630 0.3% 1.0%Samsung Galaxy S 4G 0.3% 1.0%HTC Hero 0.3% 0.9%LG G2X (MS690) 0.3% 0.8%Motorola Atrix 0.3% 0.8%HTC Droid Eris 0.3% 0.8%Samsung Droid Charge 0.3% 0.8%LG Vortex 0.3% 0.8%SonyEricsson Experia X10i 0.3% 0.8%HTC Evo 3D 0.3% 0.8%HTC Desire S 0.2% 0.7%

Rule #4 – Be your own Mythbuster!

• Let’s get a few things off my chest!• There are many myths around – let’s bust them!

Myth 1

“Mobile optimised websites are just as good as apps”

• Not true (yet).• You *can* do GPS, touch, pinch/zoom, phone and email• Run small databases, store offline data• Preferences, settings stored locally• Design web apps for offline use• Graphics and media handling superb• With Moore’s law, not long before gaming takes off• I’ve seen some brilliant stuff being worked on• Your mobile is more advanced than your desktop!

Hardware and Device Native app

HTML5 / WebappHardware and Device Native

appHTML5 / Webapp

(5)

(6)

(7)

(8)

Integration with calendar, notes, contacts(1)

Audio, video playback

Store preference settings, data and web pages locally on the device(2)

Local databases (e.g. SQL)

Speech input(3)

Can do different keyboards for text, number, email and phone input(4)

Touch, Drag and Drop

Pinch and Zoom

Access to GPS location

Accelerometer (Gyro) functions

Upload files

Send email

Click/Tap to call

Myth 2

“You can’t deliver a slick experienceon a mobile optimised site”

• Yes you can.• You don’t have quite the range that an app has• It’s much cheaper to change stuff though• Much more reactive to the business• It can be driven more readily from web business data• We leverage investment in an existing platform• Libraries like Jquery are good examples• Many sites now have excellent Uis – see google• Try list at end of slideshow

Myth 3

“We’d need to test on a huge range of handsets to reach a large audience. It’s too hard to do anything but just support the most popular models”

• Last 3 months, we tested out > 95% of handsets• It’s a smartphone world, running one browser• 1 stylesheet for iPhone/Android• 1 stylesheet extension for Blackberry• 1 stylesheet for older phones

Myth 4

“It’s hard or expensive to build optimised mobile sites”

• No – it’s quite easy, if you read the right books• Supporting wide numbers of handsets is straightforward• You don’t need special technology• It doesn’t cost lots of money, time, ‘experts’• You do need good developers• Invest in books, training, resources• Total time to first pilot = 8 weeks• User Centred Design kept it light, simple, fast

Myth 5

“My boss needs to buy me all these cool smartphones, for er, like testing and stuff. Yay!”

Nope. You can rent:• Phones, tablets – by the hour• Real devices, real networks• Best testing system of the year

www.deviceanywhere.com

Rule #5 – Performance is vital

“We need to concentrate on the brand guidelines, slickness and personality.”

• Performance is vital on mobile• Affects conversion rates hugely• Strip out everything you can and optimise again and again• Use a CDN (e.g. Akamai, Level 3 to cache at a city level)• Keep graphics extremely low• The fallacy of the always on data connection• Use google site speed tags to measure real user speeds• Stop serving up unoptimised experiences or big pages!

Myth 6 - Example

So, how do you decide?

• Ownership does not equal ‘surfing and buying’• Need research + analytics data – see earlier slide.• You need device and conversion data, not random time wasting• Remember to follow opportunity (think Amish DJ equipment

store)• Use your own site traffic figures – these are useful• Our analysis:• Mobile web app, all markets (Q1-Q3 2011)• iOS app in key markets (Now)• Android app in high takeup markets (2012)• Nothing else worth doing, yet!

Insight - Inputs

Insight

Usability testing

SurveysOps and CS

teams

Clicktale

Social analytics

Customer contact

Eye tracking

Remote testing

Forms analytics Search

analytics Depth interviews

Market research

A/B and MVT testing

Unstructured data

Web analytics

Competitor evalsCustomer

services

Insight - Inputs

ExplodingChannels

PPC

SEO

Direct

Affiliate

Display

TV

Retargeting

Phone RingbackEmail

Chat

Mobile handsets

Apps

Tablets

Desktops

Social & Micro

PartnersDM

User Centred Design

Wireframe

Prototype

TestAnalysis

ConceptResearch

Our Tools

Balsamiq Concept-share

HTML prototype

Usability Testing

Clicktale & Analytics

Washup and Prioritise

Paper, Excel, Word

InputsSee slide

Mobile

What was happening at the time?• We want a mobile site now• We want zillions of zany apps• We want everything on everything for everywhere• £xxxM online channel• Mobile represents an opportunity (no kidding!)• Buy off the shelf?• Spend lots on consultants?• Go app crazy?• Lets set some ground rules...

Mobile Objectives• Support over 90% of handsets • High performance site, even in poor data conditions• Page weight 10-15k max for any page, 4-8k normal• Core functions only – concentrate on revenue, not

fripperies or gimmicks• Optimal experience for device capabilities• Use phone hardware (GPS, Touch, Call, Email)• App like build, but for mobile site...

Mobile build• Four rounds of prototype testing• Rebuilt completely each time• Cross testing with other platforms• Synchronised with iPhone• Our first hybrid web app• Tested on 3 mths visit data for handsets – >95%• Designed with APIs...

iPhone

iPhone• Four rounds of prototype testing• Rebuilt completely each time• Cross testing with other platforms• Synchronised with Mobile• Live in key markets• API’s added for affiliates & partners• New version in the works – hard slog generally...

Web based booking

Web based booking• Five rounds of prototype testing• Rebuilt completely each time• Cross testing with other platforms• One of the best prototype tests we’ve had• “A jargon free website” “Really easy to read and

understand” “All my questions were answered”• Cross channel UCD - Designs in the good UX, improves

each time, feeds other channels• New process - converts 12.5% higher through

‘checkout’

• !Tip of the week – browser funnel comparison...

Summary - Benefits• Very fast build – post research, 10 weeks to build 3 cross

platform sites• Focused on the user (but not driven by them)• Align business and tech capability with customer ‘models’• Rapid iterative design= fast feedback• Builds are woven around testing for maximum insight• Customer match is awesome, very awesome• Cross channel synergy really helps work out issues• Site works extremely well and makes lots of new money• Higher overall grasp of service, lifted barriers, less pain...• Streamlined mobile (7-10Kb page payload, works on huge

range of devices, simple, fast, easy)• Lo budget testing can start with paper, webcam, $60!...

Traffic Routing• Please send visitors to the optimal site for their device• You can do this on your servers, but there is a lame easy way to do

it, which makes the mobile site suck• It’s called page level redirection and is like being ‘passed around’ a

call centre• Ask your tech guys to do server/network level redirects• We do device sniffing and route traffic at the network level, using

Akamai• You need to ensure you ‘send’ the mobile, tablet, media player,

games console or TV to the right optimised ‘site’.• Let customers ‘store’ their preference• Always let them have access to the ‘other’ site – e.g. desktop• We route iPad to our desktop site (for example)• Lame traffic routing can make customers go...

ROI calculations:• If you’ve got a mobile site you plan to optimise:• Get some good device and mobile analytics• Find out where people are going...• Ensure you get segments, not lumped in data• Find out how the segments convert (goals/outcomes)• Low converting segments – hunt them down, find out why!

• Measure phone traffic using dynamic numbers• For example, Tablets/Mobile/Desktop – different Phone #• Use a dynamic wrapper for click/tap phone numbers• Contact channels – Offer click to tap calling, Ringback (if

profitable), Chat (if tested), email form or link.• We get huge phone traffic contact from the mobile site. Why?• Why aren’t you offering a Facetime number for iPhone?

ROI calculations:• If you don’t yet have a mobile site:• Badger or get accurate stats on all devices and routes• Check your Google keyword stats for mobile searches• Make sure you are counting mobiles trying to use your site• Measure conversion rates of mobiles using the desktop site• Multiply this by 1.5, 2.5 and 3.5 times the conversion rate• Calculate the extra revenue opportunity as a ‘range estimate’• Build your mobile site using device and user insight• Measure conversion and revenue differences... - ROI• If you have traffic, you’re sitting on a huge opportunity• People aren’t going to try lots of apps – websites, more so• This stuff is not expensive or hard to build...

Belron Conversion ROI• 12.4% from Web increase• 3.5% increase in downstream conversion rate• 30 seconds reduction in call time (1 sec = $30k AUD p.a.)• Faster booking time (< 8%)• Greater customer delight – feedback. Less questions and

worries• 5.5% increase in NPS (Customer sat) score • 4% increase in online conversion from mobile optimised site• 12.5% increase from Split Testing• Total increase in conversion (measured) = 32%• Actual increase in conversion = 41%• NO additional marketing spend needed• Web Channel : ROI positive within 2 weeks

Belron Mobile ROI• Delivered huge traffic and phone calls• In some places, >20% of revenues and conversions• We convert on some devices in double digits %• Feedback has been in volume, and excellent• We’re live in nearly 30 countries with apps AND mobile• Our app revenue is between 1/30th to 100th of the mobile site• Search traffic (intent), a discovery route (SEO and PPC) and an

optimised site = • Device compatibility = reach = delight = engagement = conversions• V2 in the works with picture upload, more features.• Revenue has been immense and one mobile site > DE online• Mobile Channel : ROI positive 3 days

The 5 things again

1. Know the device mix2. Get well configured mobile analytics3. Hunt opportunity, not myth4. Bust your own myths apart5. Performance is vital for mobile

End device discrimination today!

Tips and Tricks• Research YOUR customers and what they have in their hands• Use device knowledge to drive opportunity and conversion• Get some brilliant coders• Use a top notch Usability agency• Employ a dedicated copy specialist• Listen to customers, not your inner geek• Get insight from your current stats• Use a testing service• Aim for performance, always always always• Performance design doesn’t mean poor design• How many searches on google vs. app store?• End device discrimination – you may not be noticing• Hybrid web apps are the future...

Wed 11:30 – Site split testing – ROI & Insights

Email

Twitter

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/nlCDm6

Notes and Resources...

BOOKS

MobileMobile Design & Development – Brian FlingProgramming the Mobile web – Maximiliano Firtman

UsabilityDon’t make me think – Steve KrugHomepage usability – Jakob NielsenNeuro Web design – Susan M. WeinschenkInformation Architecture – Morville and Rosenfeld

Web AnalyticsWeb analytics an hour a day – Avinash KaushikAdvanced Web Metrics – Brian Clifton with Google Analytics Actionable Web Analytics – Jim Sterne

Optimisation and TestingAlways be Testing – Bryan EisenbergLanding Page Optimization – Tim Ash

BOOKS

PerformanceHigh performance websites - Steve SoudersWebsite Optimization - Andrew B. King

Forms DesignForms that Work - Caroline JarrettFilling in the blanks - Luke WroblewskiDefensive design for the web - 37 signals

Search AnalyticsSearch Analytics - Hurol InanSearch Analytics for your site - Louis Rosenfeld

ARTICLES

Users prefer browser for most activities:http://www.emarketer.com/Article.aspx?R=1008010

Mobile by the numbers (infographic):http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic

Twitter CEO – 55% log on with mobile, every day:http://thenextweb.com/twitter/2011/09/08/twitter-100m-users-per-month-50-log-on-every-day-55-on-mobile/ Get the basics right for PPC and search optimisation:http://searchengineland.com/3-mobile-campaign-mistakes-big-brands-make-how-to-profit-from-them-56531 Could mobile apps be an evolutionary dead end?:http://adage.com/article/steve-rubel/mobile-apps-evolutionary-dead-end/229429/Why separate Mobile & Desktop web pages?http://www.lukew.com/ff/entry.asp?1390 5 innovative mobile marketing campaignshttp://mashable.com/2011/06/21/innovative-mobile-marketing-campaigns/ Make your mobile app more discoverablehttp://mashable.com/2011/06/24/improve-mobile-app-discovery/ How can retailers appeal to mobile users in store?http://econsultancy.com/uk/blog/7707-how-can-retailers-appeal-to-mobile-users-in-store 

ARTICLES

5 ways mobile will transform commercehttp://mashable.com/2011/02/18/mobile-trends-commerce/ Best practices for mobile retail strategy:http://www.emarketer.com/Article.aspx?R=1008221 Mobile is now 10% of all eBay sales – Sep 16th 2011:http://thenextweb.com/uk/2011/09/16/mobile-now-accounts-for-over-10-of-all-sales-on-ebay-uk/ HTML5 and webapp resourceshttp://www.diveintohtml5.org/detect.html#modernizrhttp://tutslist.com/65-useful-html5-tutorials/http://www.webdesignersblog.net/inspiration/45-inspirational-examples-html5-websites/http://shop.oreilly.com/product/0636920020011.do?sortby=publicationDatehttp://woorkup.com/2010/08/25/10-useful-frameworks-to-develop-html-based-webapps-for-touch-devices/ http://web.appstorm.net/roundups/100-web-apps-to-rule-them-all/http://technolog.msnbc.msn.com/_news/2011/04/01/6389383-facebook-mobile-now-with-250-million-users-gets-a-makeoverhttp://networkeffect.allthingsd.com/20110125/facebook-sets-mobile-sights-on-html5/http://techblog.netflix.com/2010/12/why-we-choose-html5-for-user.htmlhttp://www.readwriteweb.com/archives/linkedin_overhauls_mobile_experience_launches_an_h.phphttp://www.smashingmagazine.com/tag/html5/ 

EXAMPLE SITES

Example mobile optimised sites: 

http://touch.linkedin.comhttp://m.bbc.co.ukhttp://m.facebook.comhttp://m.guardian.co.ukhttp://m.dropbox.comhttp://m.flickr.comhttp://m.foursquare.comhttp://mobile.twitter.comhttp://m.gmail.comhttp://maps.google.comhttp://amazon.co.ukhttp://m.johnlewis.comhttp://m.marksandspencer.com http://m.tesco.comhttp://m.asos.com

http://m.sainsburys.co.ukhttp://m.next.co.ukhttp://m.republic.co.ukhttp://m.imdb.comhttp://m.wikipedia.orghttp://m.engadget.comhttp://m.youtube.comhttp://m.vimeo.comhttp://wap.ebay.co.ukhttp://basecamphq.comhttp://m.autoglass.co.ukhttp://m.yahoo.comhttp://www.barclays.mobihttp://m.bmw.comhttp://mobile.paypal.comhttp://m.cnn.com 

DESIGN RESOURCES The best mobile articles this year – some brilliant guides here:http://www.smashingmagazine.com/guidelines-for-mobile-web-development/http://www.smashingmagazine.com/2011/07/18/seven-guidelines-for-designing-high-performance-mobile-user-experiences/http://www.smashingmagazine.com/2011/07/11/picking-a-mobile-support-strategy-for-your-website/ 45 excellent design resources for all phone platforms:http://www.mobilexweb.com/blog/guidelines-mobile-web-design Designing for different screen sizes:http://www.uxmatters.com/mt/archives/2010/10/going-mobile-designing-for-different-screen-sizes-promoting-your-mobile-app.php 20 HTML5 design examples – work great on mobile + elsewhere:http://blog.genggao.net/inspiration/showcase-20-beautifully-designed-html5-websites-media-queries/ Video, Courses, Resources – all on Mobile – from the master, Luke W:http://shop.oreilly.com/product/0636920020776.dohttp://www.lukew.com/ff/entry.asp?1390http://www.lukew.com/ff/entry.asp?1362http://www.lukew.com/ff/entry.asp?1361http://www.lukew.com/presos/preso.asp?26http://www.lukew.com/ff/entry.asp?1270http://www.lukew.com/resources/articles/MobileFirst_LukeW.pdfhttp://www.lukew.com/ff/archive.asp?tag&mobilehttp://www.lukew.com/ff/entry.asp?1264http://www.lukew.com/ff/entry.asp?933 

DESIGN RESOURCES Designing HTML emails for mobile reading:http://webdesignerwall.com/general/make-your-html-email-5-times-more-mobile-friendly

The mobile web use experience:http://www.slideshare.net/nickf/mobile-web-user-experiencehttp://www.foolproof.co.uk/context-%E2%80%93-the-future-of-mobile/ Design frameworks:http://jquerymobile.com/http://jquerymobile.com/test/http://www.sencha.com/products/touch/http://jqtouch.com/http://code.google.com/p/iui/http://www.smashingmagazine.com/2011/08/24/freebie-responsive-jquery-slider-plugin-flexslider/ Webcredible : The Mobile advantage:http://www.slideshare.net/webcredible/webcredible-the-mobile-advantage Prototyping, Kits, Cutouts, Designs:http://www.smashingmagazine.com/2010/08/27/free-wireframing-kits-ui-design-kits-pdfs-and-resources/http://developer.yahoo.com/ypatterns/about/stencils/http://www.teehanlax.com/blog/ipad-gui-psd/http://graffletopia.com/stencils/413http://uxpin.com/mobile-kit.htmlhttp://interactivelogic.net/wp/2009/09/iphone-wireframe-templates/http://www.matcheck.cz/androidguipsd/ Uxbooth : Mobile design: http://www.uxbooth.com/blog/considerations-for-mobile-design-part-1-speed/http://www.uxbooth.com/blog/considerations-for-mobile-design-part-2-dimensions/http://www.uxbooth.com/blog/considerations-for-mobile-design-part-3-behavior/ Google head of mobile : 8 out of 10 not ready for mobile:http://www.brandrepublic.com/news/1075050/eight-10-brands-not-ready-mobile/

WOW - CAN THEY ACTUALLY DO THAT? I didn’t know they could do that on a mobile! Accelerometer support in Safari for iOS 4.2:http://www.mobilexweb.com/blog/safari-ios-accelerometer-websockets-html http://cubiq.org/device-motion-websockets-node-js-tech-demo You can do touch, pinch, and zoom too - load these on an iPhone:http://cubiq.org/rotating-wheel-for-your-iphone-webappshttp://cubiq.org/iscroll-4http://html5rocks.com Where all the GPS stuff started:http://smithsrus.com/gps-geolocation-in-safari-on-iphone-os-3-0/ How to use W3C or Google Gears calls to scrape the GPS from devices:http://code.google.com/apis/gears/api_geolocation.htmlhttp://dev.w3.org/geo/api/spec-source.html Google are on their 3rd generation of mobile web app site that uses device GPS:http://google-latlong.blogspot.com/2011/05/google-maps-on-your-mobile-browser.html GPS demonstrations:http://m.autoglass.co.uk/index.php?id=5469http://maxheapsize.com/static/html5geolocationdemo.html?utm_source=twitterfeed&utm_medium=twitterhttp://maps.google.com File uploads from a browser:http://www.parorrey.com/blog/technology/how-to-fix-iphoneipad-mobile-safari-greyed-out-and-disabled-file-upload-control/

PERFORMANCE OPTIMISATION

Mobile device quick test – uses real phones as a ‘slave’:http://www.blaze.io

Mobile performance from Maxmiliano Firtman:http://www.mobilexweb.com/blog/mobile-web-html5-performance-optimization#more-88http://assets.en.oreilly.com/1/event/60/Mobile%20Web%20_%20HTML5%20Performance%20Optimization%20Presentation%201.pdf Office Depot – Simplicity and performance:http://www.mobilecommercedaily.com/2011/09/16/aldo-office-depot-execs-mobile-is-very-different

Why mobile apps suck when you’re mobile:http://blog.davidsingleton.org/mobiletcphttp://www.slideshare.net/sthair/measuring-mobile-performance-ldnwebperf-version Optimising Web and Mobile site performance by Google & Compuware:http://www.slideshare.net/Gomez_Inc/optimizing-web-and-mobile-site-performance-using-page-speed Mobile performance resources – infographics, real data, superb insights: Joshua Bixby:http://www.smashingmagazine.com/2011/07/18/seven-guidelines-for-designing-high-performance-mobile-user-experiences/http://www.youtube.com/watch?v=Z-BCsgo9sDc&list=PLD1D3B0B233F2AD66&index=16http://www.webperformancetoday.com/2011/07/20/new-findings-mobile-web-users-are-more-disappointed-than-ever/http://www.webperformancetoday.com/?s=mobile

PERFORMANCE OPTIMISATION (...cont)Some articles of note on performance optimisation – do read them!http://www.smashingmagazine.com/guidelines-for-mobile-web-development/http://www.smashingmagazine.com/2011/07/18/seven-guidelines-for-designing-high-performance-mobile-user-experiences/http://www.smashingmagazine.com/2011/07/11/picking-a-mobile-support-strategy-for-your-website/  

DEVICE TESTINGhttp://www.deviceanywhere.comhttp://www.perfectomobile.comhttp://www.developer.nokia.com/Devices/Remote_device_access/http://www.mobilexweb.com/emulators

 DEVICE DETECTIONhttp://www.bango.comhttp://www.scientiamobile.com/productshttp://www.deviceatlas.com 

STATSA heap of mobile stats, for the unconverted amongst you:http://www.mobileinc.co.uk/2010/01/mobile-statistics-galore/Mobile industry predictions:http://www.chetansharma.com/2011_Mobile_Industry_Predictions_Survey.pdf

Wed 11:30 – Talk on A/B and split testing $

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