Best Practices for Mobile

Transcription

1 Best Practices for Mobile

2 Welcome to a Fishbowl Best Practices Webinar Hosted by: Liz Friscino Online Marketing Consultant

3 Agenda Why Mobile Best Practices for Design Integrating Mobile into Your Strategy Q & A 3

4 Mobile is everywhere Smartphone users in the US Mobile ad spend set to exceed $7 billion in 2013 Globally, mobile traffic represents nearly 15% of all internet traffic 1 billion smartphones users out of 5 billion active mobile phones

5 is king of smartphone activity Twitter Shopping Research Restaurants Photo Management Reading News Playing Games Listening to Music Facebook Making Phone Calls 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Smartphones used more to check than make CALLS

6 How closely are smartphones and connected? More than 80% of smartphone users check and send on their phone Over 40% of mobile users check 4 or more times per day 60% of consumers with a Smartphone check first thing in the morning Almost 125% more people open on a mobile device today, than 18 months ago

7 Mobile + appearance matters Recent studies among smartphone users suggest that poor mobile rendering will most likely have a negative impact on brand perception Neutral 25% Very Negative 24% Slightly Negative 51%

8 Mobile + appearance matters What users say they do as a result of a poorly rendered mobile image About two-thirds will delete the message The rest will read it on the phone or view later on a computer Almost 20% say they may unsubscribe

9 Key Take-aways Mobile usage is big and getting bigger viewing can occur anywhere, at any time. You ve got one shot to get them to read your content Poor mobile rendering has consequences

10 Best Practices for Design

11 Guiding Principles

12 Make it easy to pick out the KEY POINTS Viewing any two elements should convey most of the message: Subject Lines Pre-Header Text Headlines Layout Content

13 One CALL TO ACTION Mobile Viewer Profile 3-5 seconds available Easily distracted, bored or frustrated 100s of other s Quick to delete SAVE Don t ask them to do more than 1 thing

14 LARGE fonts & BIG buttons Design for small screens and fat fingers Minimum size guidelines: Headline: 22 pixels Body Copy: Buttons: 14 pixels 44 x 44 pixels

15 Design with the OPERATING SYSTEM in mind Using a single column and left alignment are general best practices for mobile design ANDROID No scaling Dimensions vary Top-left corner displayed LOGO iphone Scales to width: 302 x 460

16 Key Take-aways They only have time to scan Bigger is better Don t ask for too much Design to the operating system

17 Integrating Mobile Into Your Strategy

18 It helps to understand your member s behavior What brands say about who s viewing their messages on mobile Percentage of Database Opening on Mobile Percentage of Database Opening on Mobile DK DK % % 26-50% 26-50% 11-25% 11-25% 1-10% 1-10% 33% Have No Idea! About a 1/3 think it s 10% or less 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 5% 10% 15% 20% 25% 30% 35% 40%

19 Device Reporting functionality exists Outlook BROWSER: Gmail, Yahoo! MOBILE BROWSER: Mobile Device

20 What about Responsive Design? WHAT IS IT Allows for dynamic resizing and repositioning of content to fit smartphone HOW DOES IT WORK: The width of a viewing device determines which version displays WHY DO IT Same, basic renders quickly and clearly on all devices WHEN TO USE Heavy mobile viewership, but limited design resources

21 Responsive Design: Example Desktop Mobile *NOTE: Not currently available for LSM templates

22 Mobile join pages and list building WHAT IS IT Specially designed to display correctly on smaller screens DESIGN TIPS Keep to 350 pixels wide (or less) Use minimal images & links Large fields, shortened forms HOW TO USE Add as primary page to any mobile Website Incorporate into mobile apps Promote via QR code for easy access Consider tracking & segmentation

23 What About Quick Response (QR) Codes? WHAT ARE THEY A symbol embedded with a code HOW DO THEY WORK The embedded code can be read with a smartphone or other scanning device WHY USE THEM It s a quick, easy way for people to get to your Webpages HOW CAN I GET ONE

24 Integrating a Mobile App into your strategy Promote mobile app downloads to your database Add a join page to mobile app Identify app users and message to them separately Incorporate Check Ins and other mobile opportunities into everyday mailings Mobile App: an internet application that runs on smartphones or other mobile devices. Can be Web based or operating system based.

25 Key Take-aways Learn as much as you can about member viewing behavior Consider responsive design An effective mobile join page is critical

26 Questions? Thanks for your time!