MN Search – Mobile

Excellent event!  Three superb presentations; Aaron Weiche’s presentation is probably the best one on mobile marketing topic I encountered so far 🙂

The most interesting concept from Aaron’s presentation is complexity of technical issues in our world, and rather limited impact mobile strategy can create (at this point in history 😉  ).

grand

Mobile User Experience starts from user’s objective.  Why would you access Target.com from:

  • targethome?
  • road?
  • inside the store?

According to where the person is the need for the information and user experience varies.  Questions need to be addressed:

  • Who?
  • Where?
  • Which device?
  • Goal?

After this exercise all user goals and business goals are listed and prioritized.

user-goals

Prioritization allows company to agree on what is more important (and what content is more important) before any content has been created.  Then, the content prioritization is applied to the site’s architecture.   All of these activities happen before design phase starts.

user-goals-ia

Basic principles of mobile:

  • Keep it simple in terms of design
  • Keep it simple in terms of content
  • Reduce “digging”
  • Take advantage of native capabilities

Know thy user, and YOU are not thy user

Proliferation of mobile is happening fast, Even Google thinks that mobile is faster than they anticipated.  However, mobile has significant challenges and marketers seem to be struggling with these challenges.  Ha!  It feels identical to our struggle with first generation of web sites 😉

almost literal translation of the web site into mobile site does not result in a good site from user’s or marketing perspective.

mobile-nav

How navigation is handled in mobile?  Use “hamburger” icon.  Even Microsoft is using it 😉

hamburger

Mobile channel can be served differently, and companies have different approach to their mobile customers.

mobile-types

Responsive design – the site design is “fluid” – one content that is presented differently on different devices; content is the same, some pieces of content may disappear depending on the browser size.

Dynamic (or adaptive) design – the site design is specifically adjusted for certain type of devices; content is the same, but it is positioned differently based on the specific device where the site is viewed.

Parallel design – the mobile site is completely different from the main company site.

Wonderful example of mobile specifics – mobile situation suggests that most likely the user would find phone number that can be tapped is more important than other information normally presented on the main site.

Mobile-layout

Interesting points:

  • Responsiveness of the site is not a ranking factor
  • Google bot and Google Mobile bot are different
  • Mobile SERP is changing more often (Google)

Need for testing of major changes:  one organization was going through brand change and took advantage of the moment with major home page upgrade, including HTML5, parallax, etc.  Unfortunately, the conversion dropped 20% and nobody noticed the drop for a few months.  Now the company has a rule of testing all changes for the home page.

Screen sizes – a list of popular devices with corresponding screen sizes (and popularity!)

screen

Aaron’s complete presentation:

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