The importance of Responsive Web Design to your business. Ensure your website works on every device

Transcription

1 The importance of Responsive Web Design to your business Ensure your website works on every device

2 LexisClick s vision The digital marketing experts for ambitious SMEs on their journey to becoming market leaders

3 Introduction to LexisClick We help our clients marketing succeed through the power of online technologies and communities through services including: Easy to find A pleasure to use SEO Services Online Advertising Marketing Services Social Media Marketing Web Design Marketing Services To make them... A growing business needs to be... Regularly recommended The first to return to

4 Introduction to your presenter Lead Digital Marketing Consultant at LexisClick, 2007 present. Started working in online marketing, designing and building websites in 1997 when he designed and built British Steel s first website from the delights of Scunthorpe. Followed by 10 years working in London in digital marketing across a variety of industry sectors both within business and as a consultant with 6 years spent at PricewaterhouseCoopers (PWC) as a digital marketing consultant. Stephen Bavister Managing Director LexisClick

5 Today s objective & agenda To help you understand the importance of responsive web design and the major shift towards constant connectivity and multi-device usage Part Worksheet Break Part Worksheet Q&A Networking & Finish

6 What is responsive web design?

7 What is responsive web design? It s a design that adjusts smoothly and automatically to fit on desktop, tablet and smartphone It delivers a consistent and optimised web experience to users operating on every display It uses media queries to analyse what resolution device the server is using in order to re-size and fit the screen Laptops Desktop Computers Smartphones Tablets

8 Why is it important? 67% of website users claim they are more likely to purchase from a mobile-friendly website Having a mobile friendly website is becoming essential

9 Why is it important? Builds brand awareness and engagement with mobile users Grows reach across high-value demographics in the mobile segment often these are the people with high purchasing power Increases customer loyalty with consistent, top quality digital experiences across multi-devices Enables optimum viewing across every platform Minimises the bounce rate of your website

10 Do you need to go responsive? 50% of local searches are carried out on mobile devices A third of Facebook s 700 million users are using Facebook Mobile Half of Twitter s 175 million users are using Twitter Mobile

11 Do you need to go responsive? Think about the demographics of your audience and the context in which customers visit your site In the UK, access to the internet using a mobile phone has more than doubled between 2010 and 2013, from 24% to 53% Paid search CTR on mobile increased by78% in

12 Google and responsive design With 83% of the market share, it s important to consider Google s stance Refers to responsive design as the industry best practice Responsive sites have one URL and the same HTML regardless of the device allowing Google to index and crawl content at ease

13 Check your analytics Bounce Rate The first indication that your site isn t performing well on mobile devices and that going responsive would be beneficial You can design to the market that is most prevalent in your traffic Device Which mobile devices are ranking most highly on your site? Social value If your social referral traffic is ranking highly then responsive design is important as it makes sharing content through social media foolproof

14 Analytics consolidated A single responsive website design means you no longer have to access traffic, conversion paths and engagement across multiple websites Google analytics tools can track multiple devices and responsive reporting

15 How many mobile devices do you have visiting your site? Understanding mobile traffic to your site will give you an indication of whether you need to design your site to accommodate both mobile and computer traffic or whether the traffic justifies a separate mobile site As an example, Amazon operates with a separate mobile site

16 How many mobile devices do you have visiting your site? Your mobile visitors might represent a small percentage of overall visitors but if these convert at a higher rate then a site devoted exclusively to mobile platforms (streamlined content and simpler navigation) might encourage further transactions

17 Check your mobile conversion rate An ecommerce website that isn t responsive will suffer. 61% of mobile visitors move on to competitor sites after encountering a frustrating mobile browsing experience Don t panic if your mobile conversion rate is lower than you would expect. Even though mobile traffic is at an all time high, smartphone conversion rates tend to be low because 90% of users switch between devices to complete a goal

18 What are the options? Build a responsive website Build a dedicated mobile website Build a mobile app

19 Responsive Pros & Cons PROS You only need to manage one set of content rather than different sites Benefits SEO because all links and bookmarks point to one URL (hence why Google recommends it) Site updates only need to be applied once A cohesive brand experience Benefits analytics because one view of all traffic is generated Helps make sharing through social media foolproof CONS Download times when browsing over a mobile network can be quite long especially when being used on a mobile network (not a Wi-Fi connection) The content and images served up for larger screens are supported by high-powered bandwidth and high resolution. Some smaller screens have limited bandwidth which can result in poor performance

20 The checkout process 4 in 10 will turn to a competitor site after a bad mobile experience You need to make it as easy as possible for your customers to make their way through the checkout process mobile users generally have a different agenda to desktop users and want to make a quick transaction

21 How can you make window shoppers become paying customers? Have clear calls to action Deliver a seamless design Provide reassurances on security and privacy Create a single-page checkout process to make it easy Use drop-down fields across all sections to fit the process conveniently on one page

22 Worksheet 1

23 Worksheet 1 Name: Company: How are you doing? I strongly disagree I strongly agree I have / have considered a responsive website design for my business. 2. I have looked at my website on a smartphone and tablet. 3. I check the bounce rate off my website on a regular basis. 4. I know which mobile devices are used to view my website. 5. I have checked my website s mobile conversion rate. 6. I have thoroughly investigated competitor websites to see how user experience compares. 7. I have considered building a specific mobile app for my business. 8. Social media sharing is enabled on my website. 9. My website loads as quickly on a mobile as it does on desktop. 10. The checkout process is simple, fits into one page and easy to use on mobile.

24 Part 2

25 Responsive Business Objectives Consider the context Remember that the boundaries are becoming increasingly blurred due to multi-device purchasing. Think small screen first and design upwards Distill your content Why do people visit your site? What s most important to the users? What s their typical journey? Mobile first Think small screen first and design upwards

26 Optimise for speed Conversion rate increases 74% when page load time improves from 8 to 2 seconds WHAT CAN BE DONE? Minimise the number of redirects Reduce the size of the pages and resources that load with it Minimise the number of HTTP requests Compress CSS and Javascript resources Create clean markup and extensions with little fuss

27 Optimise for locality 69% of mobile users expect businesses to be within 5 miles of their location 43% of Google s queries are local and carry a local intent WHAT CAN BE DONE? Make sure your business is listed on Google Local Places Claim your Google+ profile and keep this up-to-date with valuable, visual and interesting content Keep an eye on any online reviews such as TripAdvisor Have you considered adding a 360 interior view in your map view?

28 Optimise for touch Convert website visitors to paying shoppers by: 1. Using active, urgent language Call Read more Register Subscribe 2. Optimise for contact ensure all details are up-to-date 3. Call to actions should stand out make it very easy for your customer to call you 4. Use an alternative colour especially if the rest of the site has a fairly limited palette 5. Optimise for social media sharing allow users to share your content at the click of the button and implement clear social media icons so users can follow you

29 Ecommerce and responsive 72% of tablet owners purchase online from their tablets each week 46% of consumers look up prices on a store s mobile site and 42% check inventory prior to shopping in the store WHAT CAN BE DONE? Mobile users will want quick and available information Navigation needs to be easy Consider adding save to cart or add to wishlist so mobile users will remember once they ve swapped devices

30 The future The last few years have seen major changes take place with mobile marketing, responsive website design and social media networking. What does the future hold? By 2025, the internet will flow through our lives like electricity The internet will be a seamless part of how we live our everyday lives. We won t think about going online or looking on the internet for something we ll just be online, and look. Joe Touch, director at the University of Southern California s Information Sciences Institute

31 The future Wearable devices Smartwatches have long been a staple of science fiction but are now available on the market, acting as independent computers. The Pebble and Samsung s Galaxy Gear are available

32 The future Google Glasses Currently being developed by Google and can communicate with the internet via natural language voice commands, providing information in a smartphone-like hands-free format

33 The future TV As a nation, our television viewing habits vary wildly from house to house (some people get their favourite shows via game consoles, some download via their PC, some play through devices and some are satellite customers). Twitter and Facebook are force multipliers for the media created on TV

34 How can LexisClick help you?

35 How can LexisClick help you? Going responsive is not a daunting prospect. Your journey to going responsive can be affordable We ll ensure the process runs smoothly We ve recently designed and developed responsive websites for the following clients: The Little Crafty Bugs Company Treekit Priory Sports Maintain Drains

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37 Treekit

38 Maintain Drains

39 Priory Sports

40 Worksheet 2

41 Worksheet 2 Name: Company: How are you doing? I strongly disagree I strongly agree I have examined the user journey to my website. 2. My website is optimised for local search queries. 3. My website is optimised for easy contact. 4. My website is optimised for social sharing. 5. My website is optimised for tapping as well as clicking. 6. The business social networks are clearly displayed to encourage followers and likes. 7. My business is listed on Google Local Places and I have claimed my Google+ profile. 8. My website has clear call to actions and active, urgent language. 9. I have KPIs and targets in place for the website. 10. My website provides a good quality user experience.

42 Action plan Name: Date: Company: Total Score: Action Priority By When Assigned To

43 Thank You For Attending See you at the next seminar on Content Marketing on 29th April

44 Easy to find A pleasure to work with The first to return to Regularly recommended marketing@lexisclick.com