GOING MOBILE: Setting The Scene for RTOs.

Transcription

1 GOING MOBILE: Setting The Scene for RTOs. 29 November, 4:00 pm 4:45 pm, General Session Presented by Lawrence Smith & Chris Adams

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5 WHERE: Usage of Mobile Devices Source: State of American Traveler Research Study, January Destination Analysts.

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7 WHAT: Usage of Mobile Devices Source: State of American Traveler Research Study, January Destination Analysts.

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9 Mobile Technology Best Practices HTML 5 first Apps can compliment not replace. Location Aware integration throughout Responsive design supported by A/B testing of various templates Implementation of "degrade gracefully" technology that allows best visual representation of content elements Site wide search and information filtering Analytics and reporting evolution

10 Photo by Joi Ito on Flickr

11 MORE THAN 50% OF WEB TRAFFIC IS CARRIED ON MOBILES IN JAPAN Photo by Joi Ito on Flickr

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13 mobile matters Photo by Joi Ito on Flickr

14 mobile matters Photo by Joi Ito on Flickr

15 mobile matters Photo by Joi Ito on Flickr

16 mobile matters Photo by Joi Ito on Flickr

17 mobile matters Photo by Joi Ito on Flickr

18 %20Mobile%20Advertising%20deck.pdf Photo by Joi Ito on Flickr

19 So do you need a mobile site?

20 YES. Sooner rather than later. Check your analytics. Find out how many people are visiting your site via a mobile device. View data Google Analytics data for a mobile device in Analytics under Visitors > Mobile

21 Check what devices people are using? Find out how what devices are most popular and make sure to check how your site appears them. Optimise for the most important.

22 Mobile is Photo by Joi Ito on Flickr

23 In reality it s (mostly) about iphone Android Tablets (ipad) Photo by Joi Ito on Flickr

24 Apps: Web vs Native? Mobile and native apps offer different benefits and serve different audiences VS

25 Web Application a web site or web app specifically design and developed for the dimensions, interactions and performance of a web browser on a mobile device, such as an iphone or Android phone.

26 Native Application (App) a program designed & developed to be installed on a phone, specifically for a mobile devices operating system, such as ios or Android.

27 Mobile Site vs Native App? Mobile and native apps offer different benefits and serve different audiences. The value for the user must be made clear. What do they want? What do they expect? What do you went them to want?

28 Web Apps PROS 1. Reach larger audience 2. Support feature phones as well as smart phones 3. Cross platform support 4. Lower cost and time to market 5. Instant Updates 6. No censor 7. Low barrier to entry and no revenue share CONS 1. Require Internet connectivity 2. Less engagement or loyalty 3. Harder to find you. Photo by Joi Ito on Flickr

29 Native Apps PROS 1. Work offline 2. Performance 3. Access device attributes 4. App stores can make it easier to find you 5. Monetisation 6. Stronger engagement it s installed 7. Ownership and thus loyalty? CONS 1. Less control 2. Harder to update 3. Device fragmentation 4. More expensive to develop 5. Barriers to installing Photo by Joi Ito on Flickr

30 Cross Platform Web apps technically by default are cross platform, however this depends on browser support. Tools such as jquery Mobile help deliver truly cross platform browser support using HTML5

31 Cross Platform Native apps however all have their own development language. Thus, historically it s been expensive to build and maintain multiple platforms. e.g ios, Android, Windows Phone 7 etc PhoneGap is an HTML5 app platform that allows you to author native applications with web technologies and get access to APIs and app stores. PhoneGap leverages web technologies developers already know best... HTML and JavaScript.

32 And what about Tablets? Photo by Joi Ito on Flickr

33 Do Tablets need a different site? Depends entirely on what people are expecting to do Generally resolutions are similar to desktops But, a finger is used instead of a mouse (less precise) Consider forms, especially calendar pickers Tablet users consume 30% more video Technology such as media queries (CSS3) or Modernizr can help determine what device is capable of, and then deliver appropriate experience. But, more time and money

34 Measurement. What's happening?

35 Tracking your mobile site Google Analytics Install Google Analytics on your mobile site Track actions (i.e. click to call buttons) Only works for Smartphones Google has a mobile version of Analytics (experimental): Can measure user engagement with a native ios or Android app Activity on websites specially tailored for low end mobile devices Activity on standard websites accessed from high end mobile devices Other tracking options: Flurry Analytics

36 Stats to monitor Mobile input selector: How are visitors using their device (touchscreen, clickwheel, joystick) and do you need to make any changes to functionality? Device info: What does your site look like on the top devices accessing your site? Visitors: What countries/cities are visitors coming from accessing your site? Traffic sources: How are visitors accessing your mobile device? Search: What keywords are visitors using to arrive at your site? Site speed: How long do your pages take to load? Exit pages: What pages are people leaving from?

37 Tracking Events Use Event Tracking in Google Analytics to track visitor actions that don't correspond directly to page views. It's a great fit for tracking things like: Touch interactions Specific mobile functions e.g touch to call. google analytics events goals.html

38 Mobile Content: It s a different platform

39 Define your mobile sites purpose? It really is all about your customer. They are probably close to you. This dictates content they are seeking What do they want to do? Opening hours, prices, booking? Navigation and pathways are very very important Simple and speedy!

40 Less is truly more. Challenges 1. Small screens 2. Limited and/or expensive data costs 3. Less time Outcomes 1. Clear navigation 2. Content & functionality based solely around users needs 3. Streamlined (fast) design 4. Designed for touch Photo by Joi Ito on Flickr

41 best practices

42 Managing Mobile Projects

43 Managing mobile projects Just because they are small doesn t mean the project is small and/or cheap. Planning, budgeting and managing mobile projects is just, if not more important than web. Simple requires even greater planning Decisions on web vs native apps You really have to think about the users (information) needs Especially consider the context of where and how they are accessing Engage a specialist developer, or work with existing partners?

44 QR codes Useful for Integrating online and offline campaigns Providing useful information for visits to learn more Mobile link building Toolbox Goo.gl provides tracking on QR codes

45 How much? Simple doesn t necessarily equate to cheap. Photo by Joi Ito on Flickr

46 What! How much! Very specific functionality is being delivered. Despite being small. Why? 1. Understand customer needs, develop a good plan 2. Very specific architecture & navigation 3. Detect devices, vary content and/or functionality based on support 4. Support multiple browsers &resolutions. Testing, testing, testing. 5. Delivering advanced functionality; mapping, reservation engines etc 6. Optimisation a lot of it 7. Constant change 8. But, you can start simple, and it is getting easier. Photo by Joi Ito on Flickr

47 However, this is NOT about the technology You needn t care. You re customers simply don t care. Focus on the SOLUTION Photo by Joi Ito on Flickr

48 And the Brand? Photo by Joi Ito on Flickr

49 Campaign Consistency

50 Tips for mobile AdWords campaigns Always create a separate mobile specific campaign to target these devices Remember mobile campaigns have different character lengths and image ad requirements Connect users to your business telephone so they can click to call The destination site must be a supported mobile mark up language (wml, xhtml, chtml, PDA compliant html)

51 3+5+7 Mobile Content Rule

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57 Images sourced from our partner:

58 Lawrence Smith Chief Cabbage Keep up to date at Subscribe to our Blog: Find us on Facebook: Follow us on Twitter: Or maybe even visit our website!