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How to create an engaging mobile web experience that drives conversions

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


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


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90% Search for local info via their mobile


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78% Research products via their mobile


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


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


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In general, mobile web user-experience is terrible.


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


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COMPATIBILITY Kill Flash. If your phone doesn’t 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


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


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


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FOCUS Plan, build, test and launch websites with a clear primary objective to achieve Structure your website’s 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.”


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SPEED Load 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.”


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EMOTION “The brain makes decisions based on emotion. However, it justifies the decisions with logic.”


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“I’ve always said there are three keys to the hearts of consumers: Mystery, Sensuality and Intimacy. Here’s how they come alive: Sight, Sound and Motion.” Kevin Roberts. CEO of Saatchi & Saatchi.


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EMOTION 1. Use Video


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


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EMOTION 2. It is okay to use GIFs


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THE NUMBERS (MOBILE & TABLET) Avg. visit duration: 328% increase Overall bounce rate: 44% reduction Avg. enquires per day: 200% increase


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INTERACTION “Google 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…”


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SATISFY THE USER


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INTERACTION 1. Have a satisfying user-interface Remove the barriers


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TOP 5 COMMON BARRIERS Splash/welcome pages. Present your most important content for your users immediately. Force registration/data capture popups Having important content deeply nested in the site’s navigation Unclear/difficult to find contact details Not having tap to call


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<a href="tel:0731946316"><span itemprop="telephone">(07) 3194 6316</span></a>


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TOP 5 KEY ACTION ITEMS Kill 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 & don’t be afraid of GIFs Remove the barriers


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2010


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8 Million Active mobile subscribers


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2011


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11 Million Active mobile subscribers


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2012


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17.4 Million Active mobile subscribers


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2013


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20.3 Million Active mobile subscribers


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2014 ?


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“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 right” The Google Mobile Playbook 2014


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facebook.com/Web3Brisbane twitter.com/web3official web3.com.au/blog http://web3.com.au WANT TO FIND OUT MORE?


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