blaise nutter & cameron corda - understanding & building mobile engagement
TRANSCRIPT
© 2012 Blue State Digital | Proprietary and Confidential
Understanding & Building Mobile Engagement
1
Cameron Corda, Director of ProductionBlaise Nutter, Senior Strategist
© 2012 Blue State Digital | Proprietary and Confidential
Introduction to Mobile
2
© 2012 Blue State Digital.com | Proprietary and Confidential
Introduction to Mobile: Worldwide
3
There are over 5.9 billion
mobile subscribers.
© 2012 Blue State Digital.com | Proprietary and Confidential
Introduction to Mobile: Nationwide
25% access the web solely by cell phone.
4
44% of mobile
subscribers
have a smartphone.
© 2012 Blue State Digital.com | Proprietary and Confidential
Introduction to Mobile: Universe-wide
a few years from now “almost everyone at Facebook will focus exclusively on mobile.”
5
© 2012 Blue State Digital | Proprietary and Confidential
What We’ve Seen at BSD
6
© 2012 Blue State Digital.com | Proprietary and Confidential
Introduction to Mobile: BSD
On average, nearly 13% of traffic from mobile devices
7
4.96% 15.88%
© 2012 Blue State Digital.com | Proprietary and Confidential
Introduction to Mobile: BSD
8
High-profile moments DRIVE mobile traffic
20.5% mobile ( +120%)12.5% mobile ( +11%)
© 2012 Blue State Digital.com | Proprietary and Confidential
Introduction to Mobile: BSD
9
higher bounce rate
fewer visits to conversion pages
fewer conversions
However, mobile users currently underperform:
© 2012 Blue State Digital | Proprietary and Confidential
How are we planning for the mobile future?
10
© 2012 Blue State Digital | Proprietary and Confidential
Building for Mobile
11
© 2012 Blue State Digital | Proprietary and Confidential
How do we design for mobile experience?
12
© 2012 Blue State Digital.com | Proprietary and Confidential
Basics of Mobile Web
13
server
Mind sending me
blah.com?
mobile device
No problem. What’s your device like?
Ok. Here’s some tiny files on a mobile grid.
I’m a phone with
a tiny screen and
browser.
Whatever. Here’s some GIANT FILES and GIANT GRID that’ll surely be a pain
to render. I pray you’re on wifi. Godspeed.
© 2012 Blue State Digital.com | Proprietary and Confidential
Mobile Apps: BSD’s Position
14
•Few need mobile apps•Too expensive, too time consuming•Web apps should be fine for most, if not all•But a mobile app worked well here
© 2012 Blue State Digital.com | Proprietary and Confidential
Building for Mobile: m.domain.com
15
m.yelp.comyelp.com
© 2012 Blue State Digital.com | Proprietary and Confidential
Building for Mobile: m.domain.com
16
What am I missing?
mobile user mobile web admin
Maintaining
two sites
blows.
© 2012 Blue State Digital | Proprietary and Confidential
Building for Mobile: What Matters?
17
Survey: What is the most common problem you’ve encountered accessing websites or applications on your mobile phone?
“Slow to load” (38%)“Crashed/froze received an error” (18%) “Formatting made it difficult to read and use” (15%)
Speed matters more than aesthetics.
© 2012 Blue State Digital | Proprietary and Confidential
Mobile Optimization
18
© 2012 Blue State Digital.com | Proprietary and Confidential 19
Creating a good mobile experience: File size and load times should be small.
UX & IA are crucial for good mobile experience.
The number of clicks should be limited.
Building for Mobile: Optimization
© 2012 Blue State Digital.com | Proprietary and Confidential 20
Creating a good mobile experience: Minimize requests
Optimize images
Use a CDN
Google Page Speed can help identify areas to improve
Building for Mobile: Optimization
© 2012 Blue State Digital.com | Proprietary and Confidential
Building for Mobile: Optimization
21
The bare minimum = renders well but not mobile optimized.
No Flash Quicker downloads Testing Detailed coding
<input type=”tel” />
© 2012 Blue State Digital | Proprietary and Confidential
Responsive Design
22
© 2012 Blue State Digital.com | Proprietary and Confidential
Building for Mobile: Responsive Design
23
© 2012 Blue State Digital.com | Proprietary and Confidential
Building for Mobile: Responsive Design
24
Increased planning, documentation, design, and implementation.
© 2012 Blue State Digital.com | Proprietary and Confidential
Building for Mobile: Responsive Design
25
While the costs are not minimal, the benefits are clear:
•Reach mobile audience•Maintain one site•“Future proofs” the design and functionality
© 2012 Blue State Digital | Proprietary and Confidential
BSD’s Approach
26
© 2012 Blue State Digital.com | Proprietary and Confidential
BSD’s Approach: Mobile-Friendly Emails & Donation Forms
27
© 2012 Blue State Digital.com | Proprietary and Confidential
BSD’s Approach: One-Click Donate
28
Uses saved transactions and opt-in sign-up.
Makes mobile emails and SMS texts much more likely to convert.
Speaking of SMS...
© 2012 Blue State Digital | Proprietary and Confidential
SMS - The Next Generation
29
© 2012 Blue State Digital | Proprietary and Confidential
SMS is a fantastic complement to other
channels.
30
© 2012 Blue State Digital.com | Proprietary and Confidential
SMS: Mobile Strategy
31
Text to Give is great for large volume campaigns. Too expensive otherwise.
Use text alerts sparingly or only with your most committed supporters.
We’ve found success pairing text alerts with our new Quick Donate feature.
© 2012 Blue State Digital | Proprietary and Confidential
Three things to leave you with:
32
It’s a multi-device world. It’s not going away.
Focus your efforts. Make your action pages fast, make sure they work … then think about responsive design, apps.
Every communication should be oriented to action, no matter what device receives it.
© 2012 Blue State Digital | Proprietary and Confidential
Questions?
33