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How to create an engaging mobile web experience that drives conversions http://web3.com.au

20,300,000Active Australian mobile subscribers with internet access as of Dec 2013

90%Search for local infovia their mobile

78%Research products via their mobile

Google will develop for mobile devices first and all other devices secondarily Eric Schmidt. Mobile World Congress 2010.

Apple is a mobile devices company Steve Jobs. iPad Launch Keynote 2010.

In general, mobile web user-experience is terrible.

You could have the greatest website in the world, but if no one can find it, then it is absolutely pointless.

COMPATIBILITYKill Flash. If your phone doesnt display Flash, Google will not show flash sites in your results.

Replace Flash with CSS3, or failing that, Javascript/jQuery

Use responsive design over mobile sub-sites.

Sites that use responsive web design, i.e. sites that serve all devices on the same set of URLs, with each URL serving the same HTML. This is Google's recommended configuration.

Find out more: http://goo.gl/ejdh5j

It wasn't since Caffeine in 2010 that the Google Algorithm was updated so deeply.Amit Singhal Senior VP & engineer at Google

Sites that are not mobile-friendly will see a negative impact on their rankings in the mobile search results. Matt Cutts. October 2013.

FOCUSPlan, build, test and launch websites with a clear primary objective to achieve

Structure your websites content around this primary objective

Apply mobile-first planning, design & development techniques

Hummingbird signifies Google's move to put mobile search first, ahead of desktop search.

SPEEDLoad only what is necessary. Remove scripts that are not being used in themes. For WordPress, use wp_deregister_script.

Lazy load the rest. http://luis-almeida.github.io/unveil/?

Use HandBrake & Firefogg (Firefox extension) to compress videos. Get before/after figures. 63% reduction

If your site is slow on mobile phones, Google is less likely to rank it.

EMOTIONThe brain makes decisions based on emotion. However, it justifies the decisions with logic.

Ive always said there are three keys to the hearts of consumers: Mystery, Sensuality and Intimacy. Heres how they come alive: Sight, Sound and Motion. Kevin Roberts. CEO of Saatchi & Saatchi.

EMOTION1. Use Video

THE NUMBERSAvg. Visit Duration: 158% increase Overall bounce rate: 19% reduction

EMOTION2. It is okay to use GIFs

THE NUMBERS (MOBILE & TABLET)Avg. visit duration: 328% increase Overall bounce rate: 44% reduction

Avg. enquires per day: 200% increase

INTERACTIONGoogle uses over 200 ranking signals, updates its algorithm over 500 times a year, and employs thousands of engineers. We often get so caught up in the small details of the search algorithm that we forget all this effort serves a single purpose

SATISFY THE USER

INTERACTION1. Have a satisfying user-interfaceRemove the barriers

TOP 5 COMMON BARRIERSSplash/welcome pages. Present your most important content for your users immediately.

Force registration/data capture popups

Having important content deeply nested in the sites navigation

Unclear/difficult to find contact details

Not having tap to call

(07) 3194 6316

TOP 5 KEY ACTION ITEMSKill flash & mobile sub-sites. Use responsive design.

Focus your website around a primary objective

Load only what is necessary. Lazy load & compress the rest.

Use video & dont be afraid of GIFs

Remove the barriers

2010

8 MillionActive mobile subscribers

2011

11 MillionActive mobile subscribers

2012

17.4 MillionActive mobile subscribers

2013

20.3 MillionActive mobile subscribers

2014 ?

We believe that now is the time to close that knowing versing doing gap. It is time to take action and not just do mobile, but to do mobile rightThe Google Mobile Playbook 2014

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