thriving in the mobile ecosystem - mobile web design

#LocalUp

THRIVING IN

THE MOBILE

ECOSYSTEM

AARON WEICHE

@AaronWeiche

Spyder Trap & LocalU

#LocalUp@AaronWeiche

+


Pigeon Attack


Mobile Search Evolution2014 vs. 2015 Pigeon Impact

Auto Repair

Car Insurance

Dentist

DUI Lawyer

Haircut

Hardware Store

Hotel

Pizza

Plumber

Steak Restaurant

A comparison of Mobile SERPS for the

following 10 keywords:


Mobile Search Evolution2014 Mobile Search Results

Page 1 Google Mobile SERPs in Minneapolis

32% Local

21% Website

18% Directory (Mostly Yelp)

14.8% PPC

12.9% News, Blog posts, In-Depth Articles, Images

Mobile “Above The Fold” – First 3 screen lengths

74% Local

14.8% PPC

7.4% Directory (All Yelp, but 1 result was Avvo)

3.1% Website


Mobile Search Evolution2015 Mobile Search Results

Page 1 Google Mobile SERPs in Minneapolis

20.2% (+7.3%) News, Blogs, In-depth Articles, Images

18.6% (-2.4%) Website

16% (-2%) Directory (Mostly Yelp)

15.5% (+0.7%) PPC

13.9% (-18.1%) Local (Avg. of 4.4 panes, 12 local results)

Mobile “Above The Fold” – First 3 Screen Lengths

35.5% (-38.5%) Local

25% (+21.9%) Website

19.7% (+12.3%) Directory

19.7% (+4.9%) PPC


Mobile Search Evolution2014 vs. 2015 Pigeon Impact

Biggest Changes:

Local Results took the biggest hit

The pain of panes – A UX nightmare

Websites and Directories made up the “above the

fold” slack for local results declining

Paid saw small to moderate gains - Of course

More News, Articles type results … but all are

located deep down page one


Designing Mobile SuccessLAND = Website


Mobile-friendly WebsitesChoose Your Land Type

Responsive vs. Separate vs. Hybrid


Responsive Websites2014 Growth of RWD


Great digital experiences don’t

happen by accident.


Mobile Design Best PracticesGreat Digital Products Don’t Happen By Accident

Teehan Lax Design Principles

(are awesome)

http://goo.gl/tUE3L2

By Dave Gillis - Partner

Just acquired by Facebook

http://goo.gl/tUE3L2


1. The Right TeamWhat Vendor, What Approach, What Tech

What mobile format?

Responsive, Separate, Hybrid

What drives these decisions?

Time, budget, resources

What experience is there?

Especially in a vendor


2. Real Problems for Real PeopleAlign Outcomes, Will It Be Used, Will It Be Loved


3. Measureable OutcomesWhat Will Success Look Like & How Will It Be Determined

Lead driven

Experience driven

Data driven


4. Make Decisions Through UsePrototype - InvisionApp


4. Make Decisions Through UseGet Feedback – UsabiltyHub (3 tests in 1)


4. Make Decisions Through UsePrototype and Get Feedback – UsabiltyHub (3 tests in 1)


4. Make Decisions Through UseWayfinding For The Mobile Web - http://goo.gl/J9ZT6F


4. Make Decisions Through UseCirculation, Spacial Cues, Signage

The Hamburger Menu

http://goo.gl/piAm8E

1. Use testing tools

2. Test MENU vs. Burger

3. Test Placement

4. Measure the right stuff

http://goo.gl/piAm8E


4. Make Decisions Through UsePutting Things In Reach

Image: Brad Frost


5. Iterate & RefactorNo Commitments, It Works Or You Rebuild

.


6. Seamless UXGreat Experiences Sync Across Devices, Use, Sessions


Deep ExperiencesAQUATIC = Content & Usability


ContentMobile Content Doesn’t Mean LESS Content

Content for the mobile user:

Proximity

Utility (Directions, landmarks, payment)

Structure & hierarchy


UsabilityDo The Work For Them


UsabilityDon’t Fall Victim To “Simple” - But Make Easy, Easier

www.threeventures.com


Tracking The DepthsPage Scroll Tracking

Google Tag Manager:http://andygibson.us/2013/10/track-scroll-depth-

using-google-tag-manager/

Google Analytics:

http://cutroni.com/blog/2012/02/21/advanced-content-tracking-with-

google-analytics-part-1/

http://andygibson.us/2013/10/track-scroll-depth-using-google-tag-manager/

http://cutroni.com/blog/2012/02/21/advanced-content-tracking-with-google-analytics-part-1/


Breathing In LeadsAIR = Google Search


Also feels like…


Mobile Making HeadlinesMobile Headlines Are The Trend, Not Mirage


Paid Mobile SearchKiller Placement & Opportunity

It’s #1 and #2 … then ZERO

CALLS, CALLS, CALLS

Sitelinks (clicks, real estate, copy)

Mobile landing page


Paid Mobile Search3 Steps To Optimizing Local Paid Search – Benjamin Vigneron

http://searchengineland.com/3-steps-

optimizing-local-paid-search-213686?

1. Scalable Account Structure

2. Location Bid Adjustments

3. Analyze & Predict Local

Ad Spend & Returns

http://searchengineland.com/3-steps-optimizing-local-paid-search-213686


Local Mobile SearchPigeon = Hello Approximate Proximity

Location and proximity matter more than

ever before

1st pane or feel the pain

Google is hogging the clicks

Calls YES, Website or Directions NO


Organic Mobile Search“Mobile friendly” Is The Warning Shot

Google: http://goo.gl/TAe64o

http://goo.gl/TAe64o


Organic Mobile SearchGoogle’s Page Speed Insights - Speed


Organic Mobile SearchPage Speed Insights - Usability


Organic Mobile SearchFeedTheBot – www.feedthebot.com/mobile

http://www.feedthebot.com/mobile

#LocalUp

THANK YOU!

AARON WEICHE

@AaronWeiche

Spyder Trap

thriving in the mobile ecosystem - mobile web design

Mobile

local results mobile

images mobile

mobile successland

google mobile serps

mobile web http

mobile ecosystemaaron

techwhat mobile format

aaronweiche pigeon attack