Given the rise in mobile computing, instead of "ticking the box" when it comes to your site's mobile experience, it may make more sense to start with your mobile experience. Mobile sites tend to be smaller and more focused, and many would argue that in creating a mobile solution content creators and designers are forced to crystallize their messaging and to hyper-optimize the end user workflow. Come see case studies of organizations that followed this approach, and learn when prioritizing your mobile site first might be the most effective deployment strategy.
2. @aweil #convcon
What is Mobile First?
It’s an Opportunity
–Reach more people
–Focus on content
–Innovate
–Convert more customers
http://bit.ly/16ZN7pe
Instead of starting with a desktop site,
start with a mobile site & progressively
enhance to devices with larger screens.
3. @aweil #convcon
80% of mobile revenue
Derived from visitors browsing the full site from a mobile device
35% of mobile visitors
Prefer to use a full site over an m.site whenever the option is provided
(souders)
One in five
Electronic purchases is made using a mobile phone
(BuzzCity)
4. @aweil #convcon
½ billion mCommerce shoppers by 2016
71% of smartphone users shop on their mobile
48% of retail shopping time already on mobile
@aweil #convcon
6. @aweil #convcon
• You can’t just shrink an existing site
– Size matters…but it really IS more than that
– (common) Assumptions are your enemy
• Mobile cannot be treated as a subset
– Start simply by removing excess
– Iterate and grow with testing & validation
http://bit.ly/158FIEH
Quick notes for context
7. @aweil #convcon
51% say websites hard to navigate & use
46% say product images are too small
41% are concerned about security26% feel that checkout is frustrating
41% are materially concerned about security
9. @aweil #convcon
How Does Your App Behave?
• Lose the signal
– Find a basement or elevator
• Mix it up
– Walk in and out of WiFi areas
• Have a cuppa
– Find slow, saturated WiFi (coffee shop, train)
• Shut up and drive
– Ride along in a car to swap towers, signals
• Paint a picture
– Map your findings to understand and prioritize
http://bit.ly/14MOmNr
10. @aweil #convcon
You Need To Know…It’s Important
42%
29%
29%
Will go to a competitor
Will NEVER RETURN
Will wait a year
85% expect
mobile to be
FASTER
57% experience
PROBLEMS
WILL NEVER RETURN!!
12. @aweil #convcon
• You need to start over
– Design for the smaller, more limited devices
– Note: conceptually, not necessarily a rollback
• Basic abilities to plan for
– Responsive images for various viewports, DPI
– Adaptive capability based on env. & capability
– Dynamic layout as screen real estate increases
– Optimized user experience to drive conversions
http://bit.ly/19QS5t2
So what’s the point?
13. @aweil #convcon
• Launched mCommerce app in 2012
• Visualize product: Virtual stickers via camera
• 5 column design (conversions vs. columns)
• Cost: $250,000
– 1,500 staff hours from 10 people
– 3 months to implement
http://bit.ly/18oin2z
Enough hyperbole. Prove it.
1 col 2 col 3 col 4 col 5 col
Device(s) Phones Tablets Tablets &
Desktops
Desktops Widescreen
Desktops
Traffic 16% 6% 54% 17% 7%
15. @aweil #convcon
Do you even need a mobile site?
10% site traffic from mobile
Calculate
– % target customers
– $ to implement
Would another
solution have a
larger impact?
@aweil #convcon
16. @aweil #convcon
Consider Existing Investments
• Site Design and Development
• Maintenance & Support
• Hosting / Server fees
• Marketing, automation, analytics
• eCommerce Software
http://bit.ly/18vHK66
18. @aweil #convcon
Goals Help Determine “How”
• Less expensive
• Faster development
• Simpler deployment
• Better tracking
• Best for productivity
• More robust
• Better interaction
• Faster
• Offline access
• Best for interactivity
Site App
19. @aweil #convcon
LinkedIN Went Native
2012: HTML5 for efficiency & agility
8-10%
Mobile
users
Apps
running
out of
Memory
Lacked
testing &
profiling
2013: Native for user experience
Majority of
Traffic from
mobile
Better
features (use
HTML5, CSS
for email)
Apple and
Google drive
innovation
http://bit.ly/15NdyAg
21. @aweil #convcon
Advantages Disadvantages
Enables mobile-optimized content Split mobile/main link value
m. subdomains synonymous with mobile Large investment to implement redirects
Could affect usability/CRO
Mobile URL Redirect
23. @aweil #convcon
RWD Your site works well on every device
Advantages Disadvantages
No duplicate content maintains rankings Requires additional code re-working
One URL means no mobile crawlers Can’t differentiate mobile content
Max link value. No risk of split link value Could affect usability/CRO
No redirects = low latency & fewer errors New code may affect rankings
30. @aweil #convcon
Performance = Experience + Speed
4.3%in REVENUE
2 seconds
slower
Pages that were…
DROP
2.2 seconds
improvement in
landing page speed
INCREASED
DOWNLOADS
15.4%
by
60% faster
INCREASED
DONATION
CONVERSION
Making
Barack Obama’s website
14%
1
second
delay
causes a
7%
in CONVERSIONS
1
second
delay
causes a
16%
in CUSTOMER
SATISFACTION
DROP DROP
1
second
delay
causes an
11%
in PAGE VIEWS
DROP
31. @aweil #convcon
All Things Are NOT Created Equal
DNS
Resolution
Server
Connection
Server
‘Wait Time’
Page
Downloaded
Browser Title
Bar Appears
Page Starts to
Render
Page is
Displayed
Ready for
Interaction
• Network bottlenecks
• Number of round trips
• Content Size & Complexity
− Page asset weight (4.3 MB)
− Number of requests (304)
− 3rd party widgets
− Use of CSS and Javascripts
• Serialization (sequential loading & execution of
individual page assets)
LEGEND
DNS
Resolution
Content
Delivery
User Experience
Delivery
Challenges
Start
Your Website
0.013
Sec
1.056
Sec
2.116
Sec
11.389
Sec
1.687
Sec
0.748
Sec
0.062
Sec
36. @aweil #convcon
Base resolution
(300 x 200 px)
Retina/HD resolution
(600 x 400 px)
Jpg compression 80 / 21 kb Jpg compression 31 / 16 kb (75% of base)
Can you spot the difference?
37. @aweil #convcon
Compress
Aim LOW
– Lowest acceptable
quality
Investigate Formats
– WebP?
Be Progressive
– Can lead to better
perceived perf
38. @aweil #convcon
http://bit.ly/133ijam
Improve the Experience
Challenge User Experience Issues
Goal Increase traffic & conversions
Solution Accelerate page rendering
Results 30% more conversions
“That’s a very real figure indicating more
sales and more money in my pocket.”
James Ness, Founder and President
@aweil #convcon
39. @aweil #convcon
• Yottaa case studies
Put Your Site on a Diet
http://bit.ly/15aVu1E
Challenge 1.4 MB page, heaviest 20% on web
Goal Increase traffic & conversions, incl. mobile
Solution Reduce Requests 41%
Results 53% faster loads, increased traffic 100%
“With Yottaa turned on, the Big Train site just
flies on mobile devices.”
Jim Wendt, eCommerce Marketing Manager
@aweil #convcon
40. @aweil #convcon
Experience is EVERYTHING
74%
OF SHOPPERS
WILL ABANDON
TRANSACTIONS
OVER 5s
$3Bn
POTENTIAL
CONVERSION
REVENUE
LOST
70%
cite poor
performance
CART
ABANDONMENT
IN eCOMMERCE
46%
Say performance
Is material
to BRAND loyalty
52%
Loss in
CONVERSIONS
for every 1sec
7%
SEM CLICKS
DOUBLED
INCREASED
PAGE LOAD 5sAND
41. @aweil #convcon
In Summary
• Analyze Needs
• Either
– Go Mobile First!
– Think mobile!
• Optimize Images & Rendering
• Evaluate 3rd Party Javascripts
• ITERATE!
42. @aweil #convcon
Thank You!
ROI of WPO eBook
1.Analyze Needs
2.Go Mobile First! Think mobile!
3.Optimize Images & Rendering
4.Evaluate 3rd Party Javascripts
5.ITERATE!
Notes de l'éditeur
Dir. Of Products at Yottaa
Web Performance and User Experience Optimization Service
15 years building and tuning apps and websites from various angles
PHILOSOPHY – Prioritize Mobile Context
Reach more people (77% have mobile, 85% sold in 2011 have browsers)
Focus on core content (what to do with 20% of screen available?)
Innovate – new technology
CONVERT – more mobile devices than people this year, restaurants convert 90%, 64% w/in the hour
By the end of this year there will be more mobile devices than people
http://mashable.com/2013/02/06/mobile-growth/?__hstc=28181411.2b94e1c1b807545f894e9da17dcc240b.1380296215268.1380296215268.1380296215268.1&__hssc=28181411.1.1380296215269
Mobile searches related to restaurants have a conversion rate of 90% with 64% converting within the hour. (Source: xAd and Telemetrics, 2012) - See more at: http://www.digby.com/mobile-statistics/#sthash.ZACPqe1r.dpuf
WHO has a mobile site?
You ALL do
You need to act accordingly
WHY…?
http://queue.acm.org/detail.cfm?id=2510122
The AVG. SPEND on mCommerce sites is $65K this year
plan to spend an average of $65,000 on mobile this year - See more at: http://www.digby.com/mobile-statistics/#sthash.ZACPqe1r.dpuf
Challenge SHALLOW NOTION you can shrink desktop site
Mobile-optimized is real
More than screen size
Remove convenient assumptions
Networks shaky
Device capabilities vary
On-device app versions fragmented
ACCOMMODATE most difficult (MOBILE) first
USERS ARE NOT PASSIVE – Maybe passive aggressive
Shrink a site = shrink conversion potential
Numbers speak for themselves
* 70% of users abandon shopping carts, huge $$ spent on retention
Smartphones convert the worst – why?
Smallest viewports
Greatest fragmentation
Highest impact from unreliable networks
SO how does your app behave?
How many use an APM solution?
How many use RUM?
How many have a dedicated group to manage performance
YOU SHOULD TEST – And this is the PERFECT opportunity
Mobile users expect a site to load faster
4-8 seconds
For sites slower than 5s, users spend less time on ads, maybe 1sec
So if global cart abandonment is 70%, perception is 15% slower, you will struggle
NOTE: Mobile abandonment numbers suggest more patience, but this is changing
Fun fact: research shows that rodeo riders are one of the (if not THE) only professions to consistently guesstimate time.
Conceptual reboot
Design for smaller, limited devices
Be smart about images
Implement intelligent code – RWD (we’ll talk more)
Respond to device capability – enable more when it will benefit users
Implement what you can afford to maintain (old browsers, variable experience, more testing, more $$)
Dec 2009: 12% mobile
Dec 2010: 24% (next, launch mobile)
Dec 2012: 42%
H112 – H113: 90% increase in mobile conversions!
275% increase in traffic
Revenue per user > 70%!
Mobile revenue 538% increase!
Non-phone: 17% conv inc., 25% revenue inc, rev/user inc 17%
http://www.internetretailer.com/mobile/2013/01/28/fathead-dives-head-first-augmented-reality-and-responsive
Existing investments may already constrain budget
* How much do you spend on your website solutions?
* Mobile solution CANNOT be additive, must be aligned
Objective drives your choice/decision
TEST a market oppty
Easily roll out new features (vs. app)
Target market starting to use tech – Samsung GS4 Easy Mode folks
Tracking user behavior
Retailers’ apps with store mode gather five times more engagement.
- See more at: http://www.digby.com/mobile-statistics/#sthash.ZACPqe1r.dpuf
LinkedIN –
saw users spending more time on site
Surprised to find that devices running out of memory!
It’s ideal to keep rendered content for instant switching back. However you could only do that if memory management is done optimally. There’s only so much you could keep until the app crashes running out of memory.
Mobile redirects are exceedingly common
Challenge SEO - Google penalizing sites for poor m.site optimization
Challenge CRO - converting is harder when the experience is poor
potentially EXPENSIVE
Tools: multiple domains, DIY, framework plugins
Figuring it out: User Agent Switcher, Ayima Redirect Checker
Common differences between RWD and .msite is content & features
m.site typically a subset of content
Assumption "mobile users want access only to content that is “important” to them."
Sure to alienate and frustrate
Studies found the content users were seeking was the same, regardless of device
Responsive Web Design articulates how to adapt a website’s layout for multiple screen resolutions.
Creating a responsive web design utilizes:
Fluid grids that ebb and flow with a devices’ screen size
Flexible images and media that keep content intact on any resolution
Media queries allowing designs to adapt by establishing dimension breakpoints
Scaling up versus scaling down ensures message, content and functionality remain intact
Scaling down risks core message and functionality getting lost
For RWD, “designing to the extremes.”
Either mobile first, OR
Start by designing the desktop version of the website.
Work out typography, tone and overall visual direction — as well as layout
Small screen or “mobile” version, using the same visual direction, but adjusting the layout as appropriate for the smaller screen.
Visual examples of the two layouts of the website that will vary the greatest — the biggest and the smallest screen versions of the design. These two examples will guide me as I begin the website’s front-end development.
Image: http://media.smashingmagazine.com/wp-content/uploads/2012/11/envision-extremes.jpg
Optimizing for everything is impossible
There’s an ALIGNED concept in mobile design and mobile first, and that’s PERFORMANCE.
Why is this important? Because of how websites and web applications have changed
Over 200 versions of os/browser
Over 30 combinations of mobile OS in the wild
Strategically decide what target devices and browsers for which to optimize.
Using site analytics can help you understand your audience better
can be misleading (they might rely on JS, they don’t count impatient visitors that don’t ever wait for your site to load, etc)
BETTER perf = HIGHER conversion
Google’s Quality Score impacts cost/click, and speed impacts QS
you must research your audience to gauge what best to optimize for.
Focus on known devices and screen sizes (phones, tablets, desktops).
mobile-first established the baseline for our website’s CSS.
7% drop in conversions for every 1 second of latency
Let's talk about a necessary evil - the cost of doing business?
CoreMetrics, Optimizely, GetSatisfaction, LiveChat, Marketo
Show us where users've been, how they're behaving, but ruining their experience
Some companies are ripping out 3rd party javascript to get performance back
Consider delay or lazy loading
Social
Last year, only 12% of consumers bought anything through social media - See more at: http://www.digby.com/mobile-statistics/#sthash.ZACPqe1r.dpuf
MYTH 2: total size of assets for mobile will be smaller than desktop.
MYTH 2: The total number of http requests for mobile web will be smaller than those delivered to desktop web.
Fonts usage — old version of Typekit that downloaded SVG fonts on iPhone. These font files made the mobile version much bigger than desktop.
Retina images — Sometimes, both the mobile images and the retina mobile images are getting downloaded for a double hit.
HTML5 Audio — HTML5 audio is embedded on the page. The browser is downloading the full mp3 file regardless of whether or not the user presses play. This balloons huffduffer.com from 122k on desktop to 2.9MB in Mobile Safari.
HTML5 Video — Mobile Safari starts downloading a portion of the video in order to validate the video will work and to grab a scene from the video to use in the player. Desktop Safari wasn’t doing this.
Images are stilly typically the worst offenders
Consider a tip for mobile retina images - in most cases you can avoid bloat
http://mobile.smashingmagazine.com/2013/05/29/the-state-of-responsive-web-design/
Pageviews per visit & time spent on the site per visit have increased by 30%
We’ve seen a 30% increase in conversion rate since optimizing our site – a very significant increase. That’s a very real figure indicating more sales & money in my pocket.
Analyze & Determine Mobile Needs
Get to know your content & your users
Either
Give mobile first a try
Specifically rev your site with mobile in mind
Optimize Images & Rendering
Evaluate 3rd Party Javascripts
ITERATE!