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How to create an engaging mobile web experience that drives conversions презентация
Содержание
- 1. How to create an engaging mobile web experience that drives conversions
- 4. 20,300,000 Active Australian mobile subscribers with internet access as of Dec 2013
- 5. 90% Search for local info via their mobile
- 6. 78% Research products via their mobile
- 7. “Google will develop for mobile devices first
- 8. “Apple is a mobile devices company” Steve Jobs. iPad Launch Keynote 2010.
- 12. In general, mobile web user-experience is terrible.
- 15. You could have the greatest website in
- 17. COMPATIBILITY Kill Flash. If your phone doesn’t
- 19. “It wasn't since Caffeine in 2010 that
- 20. “Sites that are not mobile-friendly will see
- 21. FOCUS Plan, build, test and launch websites
- 22. SPEED Load only what is necessary. Remove
- 24. EMOTION “The brain makes decisions based on
- 25. “I’ve always said there are three keys
- 26. EMOTION 1. Use Video
- 28. THE NUMBERS Avg. Visit Duration: 158% increase Overall bounce rate: 19% reduction
- 29. EMOTION 2. It is okay to use GIFs
- 32. THE NUMBERS (MOBILE & TABLET) Avg. visit
- 33. INTERACTION “Google uses over 200 ranking signals,
- 34. SATISFY THE USER
- 35. INTERACTION 1. Have a satisfying user-interface Remove the barriers
- 36. TOP 5 COMMON BARRIERS Splash/welcome pages. Present
- 38. (07) 3194 6316
- 39. TOP 5 KEY ACTION ITEMS Kill flash
- 40. 2010
- 42. 8 Million Active mobile subscribers
- 43. 2011
- 45. 11 Million Active mobile subscribers
- 46. 2012
- 48. 17.4 Million Active mobile subscribers
- 49. 2013
- 51. 20.3 Million Active mobile subscribers
- 52. 2014 ?
- 54. “We believe that now is the time
- 55. facebook.com/Web3Brisbane twitter.com/web3official web3.com.au/blog http://web3.com.au WANT TO FIND OUT MORE?
Слайд 7“Google will develop for mobile devices first and all other devices
secondarily”
Eric Schmidt. Mobile World Congress 2010.
Слайд 15You could have the greatest website in the world, but if
no one can find it, then it is absolutely pointless.
Слайд 17COMPATIBILITY
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
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
Слайд 19“It wasn't since Caffeine in 2010 that the Google Algorithm was
updated so deeply.”
Amit Singhal – Senior VP & engineer at Google
Amit Singhal – Senior VP & engineer at Google
Слайд 20“Sites that are not mobile-friendly will see a negative impact on
their rankings in the mobile search results.”
Matt Cutts. October 2013.
Слайд 21FOCUS
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.”
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.”
Слайд 22SPEED
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.”
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.”
Слайд 24EMOTION
“The brain makes decisions based on emotion.
However, it justifies the
decisions with logic.”
Слайд 25“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.
Слайд 32THE NUMBERS (MOBILE & TABLET)
Avg. visit duration: 328% increase
Overall bounce
rate: 44% reduction
Avg. enquires per day: 200% increase
Avg. enquires per day: 200% increase
Слайд 33INTERACTION
“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…”
Слайд 36TOP 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
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
Слайд 39TOP 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
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
Слайд 54“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
The Google Mobile Playbook 2014
Слайд 55facebook.com/Web3Brisbane
twitter.com/web3official
web3.com.au/blog
http://web3.com.au
WANT TO FIND OUT MORE?
