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March 27, 2015 // 8:00 AM

xample of G eat MobileWeb ite De ignWritten by Rachel Sprung | @rsprung

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MARKETING / 1 day ago15 Examples of Great MobileWebsite Design

MARKETING / 16 hrs agoA Visual History of Apple Ads:4 Decades in the Making

MARKETING / 18 hrs ago

Now more than ever, businesses are focusing on creating delightfulmobile website experiences. After all, 80% of Internet users are usingsmartphones to search online.

What's more, marketers are gearing up for a big change Google plans tomake to their algorithm starting on April 21, 2015. Google wrote in theirofficial blog that they will be "expanding our use of mobile-friendliness as aranking signal," and their update should have a significant effect onmarketers.

When Google makes this change, it will affect 40% of mobile searchqueries. To put that in context, their Panda update impacted only about12% of queries, and Penguin affected about 4% of mobile and desktopqueries.

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In other words, if you haven't been focusing on improving your mobileexperience, you'd better prioritize it now, or your search ranking might suffer.According to a Search Engine Land article about the update, there will be"no degrees of mobile friendliness" -- your site will either be judged asmobile-friendly ... or not.

To help inspire any mobile website design changes you'll be making toprepare for the impending algorithm update, here's a list of 15companies who really nailed their mobile web experience.

15 Examples of Great MobileWebsites

1) Shutterfly

Shutterfly is an online service that allows users to create photo books,personalized cards and stationary, and more. Because more and morepeople are taking photos and then accessing them using their smartphones,Shutterfly recognized the need to create a great mobile experience for theircustomers -- and they delivered.

Shutterfly accomplishes two key goals on their mobile website: 1) It's easyfor users to find out information about their offerings; 2) They're selling that

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information by way of beautiful imagery.

When you arrive on their mobile site, you'll see the menu items havebeen enhanced into large buttons at the bottom half of the screen. Thismakes it easy for users to quickly select which option they're interested inlearning more about.

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Once users click through to one of those options, they're greeted with largephotos showcasing what Shutterfly is capable of for easy browsing.

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2) Google Maps

Everyone has their favorite map or directions application. Mine is GoogleMaps, which I use whether I'm walking, driving, biking, or taking publictransportation. What's unique about their mobile website is that it's virtuallyindistinguishable from their downloadable mobile app.

The screenshots below are taken of their mobile website, but if you'refamiliar at all with the app, you'll notice they look exactly the same. Not onlyis the appearance identical, but the mobile website has the speed andfunctionality of the app.

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3) Etsy

Etsy is an ecommerce website where people can buy and sell vintage orhandmade items. Most buyers who visit Etsy's website are there to do oneof two things: Either they're searching for a specific item, or they're browsingitems in categories that interest them. The mobile website caters to bothtypes of visitors from the very beginning.

When you first go to their mobile website, you're greeted with an option tosearch for specific items or shops. Immediately below the search bar arethumbnail images of trending items that showcase some of the most popularthings you can buy on Etsy.

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Mobile users can view these trending items in list or collage format, and theimages are big enough for them to easily tap with their finger.

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4) Elf on the Shelf

Elf on the Shelf is a fairly new Christmas tradition based on a children'sbook. If you're unfamiliar, the basic premise is this: The book tells thestory of Santa's scout elves, who are sent by Santa to watch over children intheir homes all over the world and report back to Santa. Along with the book,parents can purchase an elf figurine, which they'll subtly place somewhere intheir house where their kids can see it. Every night leading up to Christmas,

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parents move the elf to a different location around their house to "prove"to their kids that the scout elves are real and always looking over them.

When you first arrive on Elf on the Shelf's website, you'll see that there areactually numerous types of Elf on the Shelf products you can purchase. Butinstead of forcing users to scroll through a long, text-based list, the webdesigners made it easy for users to simply swipe from left to right to lookthrough all the different options -- ideal for visitors browsing products on thewebsite.

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5) BuzzFeed

BuzzFeed is a news company known for it's viral content and popularquizzes. It also happens to be one of my favorite sources of entertainmentduring my commute to and from work. And where do you think I'm checkingBuzzFeed during my commute? You guessed it: on my phone.

BuzzFeed knows that a lot of their visitors are visiting their site on mobile, sothey've taken great care to create a smooth experience for their on-the-goreaders.

When you arrive at BuzzFeed's mobile website, the first thing you'll see issome of their most popular pieces of content displayed in a simple, collage-like format using large images that are easy to tap with your finger.

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For users interested in specific categories, there's a clickable menu in thetop left-hand corner of the screen that lists out all the post categories.

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6) Evernote

Evernote is an application that allows you to store notes, images, and webarticles and then access them across all your devices. Because users tendto download the app or access the website on multiple devices includingdesktop computer, smartphone, and tablets, it's essential that Evernote getthe mobile experience right.

If you look at Evernote's homepage on your desktop computer, you'll noticehow clean the design is. The value statements are short and to-the-point,and the images add to the positioning but don't clutter the page. When youlook at their mobile website, they've kept this design and style entirely intact.Their mobile website is clean, simple, and doesn't detract at all from thevalue of the app.

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7) Huffington Post

The Huffington Post is a well-known news outlet that reports from everythingfrom politics and current events to entertainment and technology. Whatmakes their mobile website unique is that they actually alter theirheadlines slightly for mobile users so their content is more easily scannable.

If you compare the desktop versus mobile websites, you'll notice that themobile website has fewer words on the homepage. The headlines areshorter and much more digestible -- perfect for someone skimming orreading on a small screen.

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8) Express

Express is a clothing store that caters to young men and women. Becausetheir audience often comes to their website to browse clothing, it's importantfor their website to include big, clear images of their clothing -- especially onmobile devices, when users will need to tap items on the screen with theirfingers to click through for purchase information.

Express takes their mobile experience a step further than most online retailsites. If you slide your finger from left to right across an image showinga piece of clothing, the image will change so you can see the clothing in adifferent view. In other words, users don't have to load another page to see

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multiple pictures of the same article of clothing.

Look at the image on the top right in the following two images to see how itchanges when you swipe to one side:

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9) Nationwide Insurance

Nationwide Insurance provides insurance and financial services. You mightthink a financial company would have a really complicated website, but onmobile, Nationwide Insurance nailed down the simple user experience.

When you arrive on their mobile site, you have two options: either enter yourzip code to get a quote, or find out more information about theirservices. That's it. Although this gives users limited options, it makes for amuch easier experience for visitors using small screens. This is a greattechnique to lead potential customers in the right direction.

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10) Zappos

Zappos is an online vendor for shoes and clothing known for their stellarcustomer service. Their top priority on mobile is to help users search easilyfor the items they're looking for on their website, so they've put alarge search bar at both the top and bottom of their mobile website to makeit super easy for them.

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This is what the top of their mobile site looks like:

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And here's the bottom:

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11) ABC

ABC is a television broadcasting company known for popular shows like"Dancing with the Stars," "Modern Family," and "Scandal." Users visitingABC's desktop website are greeted with a ton of options: view theirtelevision schedule, check out the Oscar winners, watch some of yourfavorite television shows, or even look at entertainment news relating tothose shows.

But ABC knows that the experience on a mobile device should besimplified. When you visit the ABC website on a mobile device, you aren'toffered nearly as many choices from the get-go. Instead, you're given oneoption: to scroll through large, clickable images representing all theirtelevision shows. Users can scan through these options and click into anyshow they want.

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12) Lean Labs

Lean Labs is a HubSpot partner agency that creates engaging, responsive,and high conversion web solutions. They do a great job of providing asmooth experience for their mobile users, especially with regard to their

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design techniques and the emphasis they place on their core values, whichare apparent to visitors within seconds of landing on their mobile site.

Notice how their mobile website uses scale and color to distinguish certainelements of their page:

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And, like I said before, their core values -- growth strategies, responsiveweb design, and inbound marketing -- are clearly visible to mobile usersscrolling through the homepage.

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13) Pharmacy Development Services

Pharmacy Development Services is a HubSpot customer that providescoaching for independent pharmacy owners running their businesses. Boththeir desktop website and mobile website are super simple and user-friendly. The great part about these experiences is that they are essentiallythe same across devices, thanks to responsive design.

Their mobile homepage is interactive: Users are prompted to fill in theblanks based on their needs, and from there, they can click a CTA to betaken to a webpage catered to the information they might be looking for.Notice the form is really short -- this is intentional, as typing a lot ofinformation can be frustrating on a mobile device.

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14) SAP

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SAP is an enterprise software company that manages business operationsand customer relations. They enhance the mobile experience by condensinginformation by combining some of their calls-to-action into a slider, whereastheir desktop website has these CTAs laid out horizontally. This helps keepthings simple so mobile users aren't overwhelmed with a lot of information atonce, and it also ensures none of the CTAs are too small to read.

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15) KISSmetrics

KISSmetrics provides analytics software for businesses. On theirhomepage, there's a lot of information explaining what the software alongwith a testimonial. But their mobile site is displayed a little differently: On amobile device, a lot of the text and the testimonial is removed completely.Why? Because KISSmetrics knows mobile users tend to skip over lots oftext on their mobile devices more than they would on a desktop computer.

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These were some of our favorites. Which other mobile websites havecaught your fancy? Share with us in the comments!

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Topics: Design, Web Design

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<

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The 10 Essential Videos All Schools ShouldHave on Their WebsiteWritten by David Ross

A picture's worth a thousand words, but a video is worth even more in yourmarketing efforts for your educational institution. Videos can help yourcampus come to life for prospective students, as they see the people,programs, and places that make your school great. Especially if you have alot of prospective students not from the immediate vincinity of your campus,video can be a good way to reach those who don't have the opportunity tovisit. Here are ten types of videos you should include in your marketingefforts.

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9 Smart Ways to Measure Your SalesEnablement EffortsWritten by Debbie Farese

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Any marketer can tell you that marketing has become a data-drivendiscipline. Most of us can tell you what metrics we track for our efforts at thetop and middle of the funnel. Traffic? Check. Leads? Check. Opportunities?Check.

But as our efforts fall further down the funnel, measurement gets muchharder. When it comes sales enablement, there’s no one number that canmeasure the results of your efforts or tell you what projects to prioritize.

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How to Add a CTA Button to Your FacebookPage [Quick Tip]Written by Lindsay Kolowich

Facebook added a very handy feature in December 2014: the option toplace a simple call-to-action button at the top of your Facebook Page. Whileonly available to select businesses at first, Facebook has recently started toroll it out to the U.S. and the rest of the world.

The CTA's functionality is pretty simple: You choose from seven pre-made

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button options ("Sign Up," "Shop Now," "Contact Us," "Book Now," "UseApp," Watch Video," and "Play Game") and link it to any website you want.

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3 Neuroscience Findings That'll Make You aBetter MarketerWritten by

Marketers are constantly trying to grab the attention of their audience in newand innovative ways. This feat is made more and more challenging by theinflux of data and data-related searches on the internet.

Let's play a little game of "Did You Know?" with the help of research fromthe National Center for Biotechnology Information.

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8 Mistakes Brands Make With InstagramWritten by Craig Kilgore

Since coming into existence in 2010, Instagram has given brands theopportunity to engage with their audience and tell their story through thepower of visuals. The Facebook-owned app was one of the fastest growingmajor social networks in 2014, and is now home to more than 300 millionaccounts.

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14 Ways to Increase Your Clickthrough Rateon TwitterWritten by Neil Patel

Tweeting is easy. You can type up anything in three seconds and press"tweet." But sending a clickable tweet -- that, my friend, is a science.

Thankfully, making your tweets clickable doesn't "just happen" based on thewhim of the Twitter gods. It happens when you intentionally apply a certain

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set of principles.

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Google and Consumers Agree: You Need aMobile-Friendly Ecommerce SiteWritten by Tracey Wallace

Brands with both a physical and digital presence make almost 30% more inrevenue. Consumers report a higher level of satisfaction with brands thathave both a brick-and-mortar and online store, according to a recent study.Legacy brands who once hailed shopping malls as their “mecca” are nowhaving to close shop, and once-startup, online-only brands, including WarbyParker and Birchbox, are moving in and opening their doors.

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What Does a Great Buyer Persona Look Like?Dissecting 3 Real-Life ExamplesWritten by Lisa Toner

Any project you undertake gets easier when you have real examples toguide you -- but it's not always easy to find them. Take buyer personas, forinstance. Most companies keep theirs under lock and key, making it reallydifficult for other marketers to find inspiration and guidance to make theirown.

So we decided to help.

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A Vivid Vision for HubSpot's ContentWritten by Joe Chernov

The program began as it always did -- with a spritely, “Welcome toINBOUND Radio on SiriusXM channel 125.” Host Mike Volpe went on tointroduce the day’s guests. First up was a prominent Stanford medicalresearcher, who’d made a breakthrough in Parkinson’s treatment thanks to

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researcher, who’d made a breakthrough in Parkinson’s treatment thanks tothe millions of iPhone and Apple Watch users who volunteered to have theirhealth monitored through their mobile devices. “Giving away your health datais about as inbound as it gets,” observed Volpe when he wrapped up theinterview from HubSpot’s brand new Cambridge recording studio.

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4 Truths Healthcare Providers Need toKnow About Content MarketingWritten by Carrie Dagenhard

Healthcare marketing isn’t easy. (But you already knew that, didn’t you?)New Affordable Care Act stipulations, HIPAA laws, and increasinggovernment involvement have regulatory committees tightening their grip onall forms of outbound communication.

This means that while marketing departments and compliance professionalshave always butted heads, the new state of healthcare has created anunyielding stalemate between the two departments. But there is a cure.

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7 Negotiation Techniques That'll Boost YourPower at the Bargaining TableWritten by Jami Oetting

This post originally appeared on Agency Post. To read more content likethis, subscribe to Agency Post.

You didn’t get into this business to spend your days arguing. Conflictresolution was certainly not in your job description when you started out as adesigner, account manager, or copywriter. Instead, you daydream aboutquiet days agonizing over creative -- not being on stage in a courtroom.

But the reality is that you have to lead the charge for your agency, and thatsometimes requires you to deal with hard-bargaining clients who want morework at less money.

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How to Easily Create Custom Pin It URLs forPinterestWritten by

Nowadays, many marketers -- especially those in the ecommerce space --are using Pinterest to achieve their business goals. After all, Pinterestboasts the highest average checkout value of all social media referralshoppers.

One way they're using Pinterest is by adding Pin It buttons to their websitesto leverage the platform’s shopping power. After all, adding these Pin Itbuttons gives fans another outlet for sharing your stuff with their networks --which helps drive more traffic to your website while organically increasingyour Pinterest following.

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How Inbound Marketing Can BoostEnrollment for DaycaresWritten by Johnny Hughes

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If you’re a child care owner, director, or start-up who’s tired of struggling tofind new ways to fill the enrollment for your daycare, then inbound marketingmight be the golden ticket you’ve been looking for.

In this article, you will learn what stages a parent goes through whenselecting a new child care facility and discover fresh marketing techniquesproven to help you boost enrollment immediately with inbound marketing.

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10 Companies That Totally Nail CopywritingWritten by Corey Eridon

You all know The Old Spice Guy, right? The years-old "The Man Your ManCould Smell Like" campaign was memorable for many reasons, but one ofthem was that it gave Old Spice a voice. A voice that came through in everyvideo, commercial, tagline, Facebook update, tweet -- you name it.

And do you know who is behind all of that marketing collateral?

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Industry Benchmarks for Social MediaEngagement: How Much Should Your PostsReceive?Written by Maggie Hibma

One of the best feelings as a marketer is when you spend time crafting theperfect message for your social accounts and then your audience actuallyengages with that post. Interactions like shares, comments, retweets, andfavorites tell you that your messages are resonating with your fans andfollowers.

But how you know when the number of interactions you’re getting is good?And what does “good” mean, anyway?

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11 Expert Tips for Growing Your Company'sBlogWritten by Siobhán McGinty

Most marketers dream about the day their blog has "made it."

How we define "making it" differs. Maybe it's when we reach a certain trafficor lead goal. Maybe it's the day one of our posts finally gets shared by aninfluencer. Or maybe, it's when your blog makes a "blogs to watch" roundup.

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How to Grow Your Email List by Running aContestWritten by Jessica Webb

Marketers often think of running contests for things like branding, customerdelight, and fan engagement -- but that's not all they're good for. Created acertain way, contests can also help you fill your funnel, making youraudience and your boss happy at the same time.

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We've seen this happen first-hand at HubSpot. Last December, my teamhad the idea to run a contest, but wanted to see if there was a way to tie itmore closely to business objectives.

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Creating Internal Buy-In for InboundMarketing in Higher EducationWritten by

You’ve read all the books, you’ve listened to all the top influencer podcasts,and you’ve analyzed case study upon case study. You’re sold and ready tostart implementing an inbound strategy for your higher education institution.Now comes the tough part, selling your colleagues on the value.

When Val Fox, a director in Bentley University's marketing andcommunication department, wanted to implement Hubspot for theirPreparedU program, one of the first things she had to do was “sell peopleinternally” on the idea.

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7 Ways to Create a Long-LastingRelationship Between Content and DesignWritten by Danielle Irigoyen

When it comes to building a strong brand, no matter what your industry,every company's key to success starts with stellar content and equally stellardesign. Whether you’re creating a website, infographic, print ad, emailcampaign, blog post, social media account, etc., there’s always a need forsome degree of both parts.

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14 Tools & Resources for Conducting MarketResearchWritten by Jami Oetting

This post originally appeared on Agency Post. To read more content like

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this, subscribe to Agency Post.

We are creatures of habit, especially when it comes to buying behavior. Weknow the location of our favorite products in the store, and we trust that they'llwork year after year. In fact, research shows Americans buy the same 150items, which accounts for 85% of household needs.

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