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Blaise Nutter & Cameron Corda - Understanding & Building Mobile Engagement

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Blaise Nutter & Cameron Corda - Understanding & Building Mobile Engagement

  1. 1. Understanding & Building Mobile Engagement Cameron Corda, Director of Production Blaise Nutter, Senior Strategist © 2012 Blue State Digital | Proprietary and Confidential 1
  2. 2. Introduction to Mobile © 2012 Blue State Digital | Proprietary and Confidential 2
  3. 3. Introduction to Mobile: Worldwide There are over 5.9 billion mobile subscribers. © 2012 Blue State Digital.com | Proprietary and Confidential 3
  4. 4. Introduction to Mobile: Nationwide 44% of mobile subscribers 25% a ccess have a web s the olely b sm artphone. cell ph one. y © 2012 Blue State Digital.com | Proprietary and Confidential 4
  5. 5. Introduction to Mobile: Universe-wide a few years from now “almost everyone at Facebook will focus exclusively on mobile.” © 2012 Blue State Digital.com | Proprietary and Confidential 5
  6. 6. What We’ve Seen at BSD © 2012 Blue State Digital | Proprietary and Confidential 6
  7. 7. Introduction to Mobile: BSD On average, nearly 13% of traffic from mobile devices 4.96% 15.88% © 2012 Blue State Digital.com | Proprietary and Confidential 7
  8. 8. Introduction to Mobile: BSD High-profile moments DRIVE mobile traffic 12.5% mobile ( +11%) 20.5% mobile ( +120%) © 2012 Blue State Digital.com | Proprietary and Confidential 8
  9. 9. Introduction to Mobile: BSD However, mobile users currently underperform: higher bounce rate fewer visits to conversion pages fewer conversions © 2012 Blue State Digital.com | Proprietary and Confidential 9
  10. 10. How are we planning for the mobile future? © 2012 Blue State Digital | Proprietary and Confidential 10
  11. 11. Building for Mobile © 2012 Blue State Digital | Proprietary and Confidential 11
  12. 12. How do we design for mobile experience? © 2012 Blue State Digital | Proprietary and Confidential 12
  13. 13. Basics of Mobile Web server on ith e wme phnding I’m a se Minny screen? nd d a a ti blah.com. b rowser Whateve r. Here’s and GIAN some GIA T GRID th Ok.o pro’bleoFILES N He e s sNT to render at’llWure tis yatlly be m. e nh fi ’s s o a m . I pray yo e y nra pain u u ri i e i de’ve onk mobcle lgrw Godspee e?ifi. id. d. mobile device © 2012 Blue State Digital.com | Proprietary and Confidential 13
  14. 14. Mobile Apps: BSD’s Position •Few need mobile apps •Too expensive, too time consuming •Web apps should be fine for most, if not all •But a mobile app worked well here © 2012 Blue State Digital.com | Proprietary and Confidential 14
  15. 15. Building for Mobile: m.domain.com yelp.com m.yelp.com © 2012 Blue State Digital.com | Proprietary and Confidential 15
  16. 16. Building for Mobile: m.domain.com Wha t am miss I ing? ain ing Maint os ites tw blo ws. mobile user mobile web admin © 2012 Blue State Digital.com | Proprietary and Confidential 16
  17. 17. Building for Mobile: What Matters? Survey: What is the most common problem you’ve encountered accessing websites or applications on your mobile phone? “Slow to load” (38%) “Crashed/froze received an error” (18%) “Formatting made it difficult to read and use” (15%) Speed matters more than aesthetics. © 2012 Blue State Digital | Proprietary and Confidential 17
  18. 18. Mobile Optimization © 2012 Blue State Digital | Proprietary and Confidential 18
  19. 19. Building for Mobile: Optimization Creating a good mobile experience: File size and load times should be small. UX & IA are crucial for good mobile experience. The number of clicks should be limited. © 2012 Blue State Digital.com | Proprietary and Confidential 19
  20. 20. Building for Mobile: Optimization Creating a good mobile experience: Minimize requests Optimize images Use a CDN Google Page Speed can help identify areas to improve © 2012 Blue State Digital.com | Proprietary and Confidential 20
  21. 21. Building for Mobile: Optimization The bare minimum = renders well but not mobile optimized. <input type=”tel” /> No Flash Quicker downloads Testing Detailed coding © 2012 Blue State Digital.com | Proprietary and Confidential 21
  22. 22. Responsive Design © 2012 Blue State Digital | Proprietary and Confidential 22
  23. 23. Building for Mobile: Responsive Design © 2012 Blue State Digital.com | Proprietary and Confidential 23
  24. 24. Building for Mobile: Responsive Design Increased planning, documentation, design, and implementation. © 2012 Blue State Digital.com | Proprietary and Confidential 24
  25. 25. Building for Mobile: Responsive Design While the costs are not minimal, the benefits are clear: •Reach mobile audience •Maintain one site •“Future proofs” the design and functionality © 2012 Blue State Digital.com | Proprietary and Confidential 25
  26. 26. BSD’s Approach © 2012 Blue State Digital | Proprietary and Confidential 26
  27. 27. BSD’s Approach: Mobile-Friendly Emails & Donation Forms © 2012 Blue State Digital.com | Proprietary and Confidential 27
  28. 28. BSD’s Approach: One-Click Donate Uses saved transactions and opt-in sign-up. Makes mobile emails and SMS texts much more likely to convert. Speaking of SMS... © 2012 Blue State Digital.com | Proprietary and Confidential 28
  29. 29. SMS - The Next Generation © 2012 Blue State Digital | Proprietary and Confidential 29
  30. 30. SMS is a fantastic complement to other channels. © 2012 Blue State Digital | Proprietary and Confidential 30
  31. 31. SMS: Mobile Strategy Text to Give is great for large volume campaigns. Too expensive otherwise. Use text alerts sparingly or only with your most committed supporters. We’ve found success pairing text alerts with our new Quick Donate feature. © 2012 Blue State Digital.com | Proprietary and Confidential 31
  32. 32. Three things to leave you with: It’s a multi-device world. It’s not going away. Focus your efforts. Make your action pages fast, make sure they work … then think about responsive design, apps. Every communication should be oriented to action, no matter what device receives it. © 2012 Blue State Digital | Proprietary and Confidential 32
  33. 33. Questions? © 2012 Blue State Digital | Proprietary and Confidential 33

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