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WHAT IS RESPONSIVE WEB DESIGN?
“Rather than tailoring
disconnected designs to
each of an ever-increasing
number of web devices, we can
treat them as facets of the same
experience.” Ethan Marcotte
USER CONTEXTMore than screen sizeHowever, mobile context is much more than just screen size. It also needs to factor in the
user.
CONTEXT
Battery LevelHelp users by optimising files to reduce battery drain.
Device CapabilitiesAbilities to tap into the mobile devicesin-built capabilities such as geo-location, camera, accelerometer and audio input.
Touch SupportGestural navigation such as touch, slide, pinch and flick.
BandwidthMobile connectivity can range from strongwi-fi signals on the couch to 3G or EDGEwhen out and about.
THREE TENETS OF RWD
Fluid GridsFluid grids adapt to
any
screen size.
Flexible MediaFlexible media can be
proportionally resized by
the browser.
Media QueriesCheck for certain
conditions
and apply different styles
accordingly.
CONTENT FIRST
“Content precedes design. Design
in the absence of content is notdesign, it’s decoration” Jeffrey Zeldman
FUTURE PROOFINGThe Post PC EraDesigning responsive sites allows you to be prepared for devices that don't even exist yet
because you've
already ensured that your product will scale to any four corners.
THEY CONSUME MOBILE CONTENT
“…72%, report using a smartphone for product research during this time…”
July 2013 – Google/Forbes study of 511 senior execs (US)
THEY APPRECIATE OPTIMISED CONTENT
“73% of executives confirm that a bad mobile experience makes them less likely to engage with a company”
“66% say a mobile-friendly site makes them more likely to buy from or engage with a vendor”
July 2013 – Google/Forbes study of 511 senior execs (US)
EMAIL IS CHANGING TOO
3 of the top 5 email clients are
mobile platforms (accounting
for 47% of all email)Over 20% of ‘paid by
work’phones are now
iPhones
YOUR MOBILE GROWTH
Mobile only - period: 1st Oct 2011 to 31st Oct 2013
Is your content seeing a growth in mobile visitors?• 4000% increase since Oct 2011• 91% increase since Oct 2012
WHAT’S THE SPLIT
Period: 1st Jan 2013 to 31st Oct 2013 compared to 1st Jan 2012 to 31st Oct 2012
• Mobile & tablet now 34% of visits
• Mobile alone is nearly a quarter of all visits
• Desktop = 24% drop• Mobile = 98% increase• Tablet = 176% increase
WHAT ABOUT YOUR EMAIL?
Period: 1st Jul 2013 to 30th Sep 2013
• Over a quarter of email driven traffic is mobile
• 15% is smartphone
ARE THEY ENGAGED?
19% increase in mobile
Period: 1st Jul 2013 to 30th Sep 2013
61% decrease in mobile
ARE THEY CONVERTING?
Mobile conversion rates are 61% lower
Period: 1st Jul 2013 to 30th Sep 2013
Contribution to conversions…
WHAT’S THE BENCHMARK?
“Average mobile conversion rates are below 1%...”
Adobe 2013 digital marketing optimisation survey
“…companies investing in mobile-optimized sites are three times more likely to be enjoying mobile conversion rates of 5% or above…”
IS IT IMPORTANT?Content:
• Customers using mobile devices = increasing• Third of all website visits now from mobile/tablet• Desktop traffic = decreasing
Engagement:
• Affect on engagement = engagement metrics lower on mobile devices
• Affect on goals/conversions = conversion rates significantly lower on mobile devices
SEM - SEOGoogle is serving mobile optimised results
Google Mobile Bot is crawling your content
Google wants mobile searchers to be happy as…
SEM - PPC
Mobile optimisation of Google AdWords landing pages has been a factor in your ad quality score since 2011…
RESEARCH Research shows that business
decision makers research products and services largely on mobile devices initially
It is believed that the move from simply researching to action is imminent
Research shows that 66% of people continue to use their devices whilst at their desks, even when a PC is available
Source: Forbes Insights
WHERE?Where senior management use their mobile devices to gather
business
information:
On business trips 90% During personal time 78% While socialising 71% While commuting 70% In the office during office hours 66% While watching TV 60% During exercise /recreation 41%
Source: Forbes Insights
BENEFITS
Improved customer experience
Competitive advantage
Improved conversions
Google recommends
Improved customer experience
Future proofing(as much as you can with technology that is)
SUMMARY
DesignWhat responsive
design
is and looks like
MarketingUsing analytics to
justify
the case
BusinessKey barriers and
benefits
Saira O’Dwyer Jody Van Vestraut Rob SuckleySales & Marketing Director Head of Digital Marketing Head of [email protected] [email protected] [email protected]
QUESTIONS