MOBILE OPTIMIZATION. Success Guide

Transcription

1 MOBILE OPTIMIZATION Success Guide

2 PUBLISHED BY US Headquarters UK Headquarters APAC Headquarters StrongView Systems, Inc. StrongView Systems UK, Ltd XCOM Media 1300 Island Drive, Suite 200 Atlantic House Unit 1 Redwood City, CA Imperial Way 15 Lamington Street United States Reading New Farm P: +1 (650) RG2 0TD Queensland 4005 F: +1 (650) United Kingdom Australia P: +44 (0) P: Copyright 2013 StrongView Systems, Inc. All rights reserved. No part of the contents of this publication may be reproduced or transmitted in any form or by any means without the written permission of StrongView Systems, Inc. STRONGVIEW and the STRONGVIEW logo are registered trademarks in the United States, other countries or both. All Rights Reserved. StrongView Systems UK, Ltd is a company registered in England and Wales at 5 New Street Square, London EC4A 3TW. Reg. No VAT # GB Trading Address: Atlantic House, Imperial Way, Reading, RG2 OTD.

3 Mobile Optimization Why Should Marketers Care? As a marketer, you spend a lot of time and resources on your campaigns and expect them to deliver your message to customers without a hitch. However, the rise of mobile has made your job a lot harder. In 2013, it s predicted that mobile opens will surpass desktop opens. 1 So, if you haven t integrated mobile optimization into your development, there s a good chance your entire message is not being seen. If your customers are scrolling across the page to read all the information, the links are too small to click, or if the text shrinks to a non-visible size, your s stand to benefit from mobile optimization. StrongView s Mobile Optimization Success Guide is more than a Look Book, it s a Look & Action Book that is designed to help the 58% of marketers who aren t currently designing their s to render different on mobile devices. 2 In the following pages, you ll not only see how StrongView s strategists helped major brands mobile optimize their marking campaigns (that s the Look part), you ll also learn how you can employ the successful strategies in your own organization (that s where Action comes in). To kick things off, here are a couple of stats to help convince you to keep reading. Top 5 Things Marketers Should Know 1. Mobile will account for 15 to 65% of opens, depending on your target audience, product and type % of marketers don t know what percentage of their is read via mobile devices If an does not display correctly, 69.7% will delete it immediately % of is now opened on a mobile device, which is expected to rise to more than half in % of consumers find reading marketing s on mobile devices less easy than on a PC. 7 1 Knotice, Knotice Mobile Opens Report: 2nd Half 2012, MarketingSherpa Marketing Benchmark Report, monday - Party Safe Mobile Stats, econsultancy, Marketing Industry Census, BlueHornet Consumer Views of Marketing, Litmus, Analytics Jan edialog, The future of Mobile Messaging, 2011

4 WHAT IS MOBILE OPTIMIZATION? Showing What's Relevant and Hiding the Rest Ensures Optimal Display Across All Devices Sales of smartphones and tablets have already exceeded desktop purchases. And by 2015, it s predicted mobile devices will generate four times the sales of PCs and laptops (1.7B vs. 400M). 8 Plus, time spent consuming media on mobile devices is growing 14 times faster than desktop viewing. 9 It s clear that the landscape has changed. Not only are consumers reading on multiple devices, they are reading them in multiple environments. Think Platform While you cannot design independently for every device, you can start by designing with different platforms in mind. For instance, a desktop user probably has more time than someone reading an on a smartphone. CONNECT with your audience Smartphone users are most likely to be thumbing through your when they are on the go and under a time crunch. Bringing the most relevant information to their fingertips will help provoke action. Mobile optimization can do this by hiding the secondary information and displaying the most relevant. Time Spent Reading Mobile vs. Desktop 8 Kleiner Perkins Caufield & Byers, 2012 KPCB Internet Trends Year-End Update, emarketer, Key Digital Trends for 2013, 2012

5 Types of MOBILE OPTIMIZATION? Choose the Right Approach for Your Consumer and Your Business It would be simpler if there was just one answer for optimizing your campaigns for mobile devices. There are three principle ways to code your s so they play friendly with mobile devices: Responsive Structure, Scalable Layout and Fluid Container. All have benefits and tradeoffs when it comes to user experience and coding complexity. Here s a quick introduction to each approach: RESPONSIVE STRUCTURE Responsive design uses the same markup languages that you ve always used for your design. It uses CSS3 media queries to display different layouts of an depending on the size of the viewing screen. You can display or hide elements for a true mobile experience. SCALABLE LAYOUT This is the simplest, yet most effective way to approach mobile optimization development. A scalable layout starts early in the design process. It is readable and clickable no matter which size environment it is in. It is a single design with only one HTML version. FLUID CONTAINER This layout approach will automatically adapt to the width of the screen the is being viewed on. It relies on no media query. Similar to scalable design, it will wrap copy length to the appropriate width of the screen. Unfortunately, one option won t work across all campaigns, but it is possible to use techniques from all three options. The trick is to find out what works for you. In the case studies that follow, you learn from the approaches that StrongView s strategists have implemented at major brands.

6 OPTIMIZING IHG THE OBJECTIVE: Develop a platform friendly template that not only zeroes in on the most relevant information displayed on a smartphone, but has the flexibility to use the same design for multiple messages and brands. Click-Through RATE 114.2% Disengagement RATE 14.28% Design Develop Code Strategy Integrate

7 OPTIMIZING IHG THE Look: Click-to-call reservation link Removed social icons to reduce clutter Hidden background for quick load Moved social icons to the bottom Text column fits to screen

8 Optimizing CISCO The OBJECTIVE: Provide a better user experience for Cisco s monthly newsletter showcasing the latest news, product updates and industry trends. By nature, newsletters use a lot of text and images, typically wrapped into a 2-column layout. Multiple column layouts don t display well on a mobile device forcing the reader to scroll horizontally. Develop Code Integrate

9 OPTIMIZING CISCO THE Look: Showed only half of image Removed social icons to reduce clutter Hidden background for quick load Secondary content was moved to the bottom Text column fits to screen

10 Optimizing SCRIPPS NETWORKs The Objective: Scripps Networks tasked StrongView with mobile optimizing an campaign for The Travel Network. The end product was a success, as we were able to optimally adjust and/or hide content within a one-column layout that s easy on the eye and prioritizes the pertinent information for the user. Click-Through RATE 30% Design Develop Code

11 OPTIMIZING SCRIPPS NETWORKs THE Look: Centered logo Image fits to screen Increased font size Single column for easy read

12 Optimizing Student Flights THE OBJECTIVE: Increase sales by mobile optimizing Student Flights Travel Deals . Leverage all important elements in the , across all devices, while showcasing a clear call-to-action and informing busy students on the go. Click-Through RATE 35% DEVELOP CODE Integrate

13 OPTIMIZING Student Flights THE Look: Stacked text Image fits to screen Increased font size Click-to-call link Single column for easy read

14 MOBILE Checklist Are Your s Mobile Ready? With smartphones and tablets on the rise, it is safe to assume that a large portion of your customers are already viewing your campaigns via mobile devices. If you cannot check off all these statements as true you may want to consider revisiting your mobile design. oo You provide your customers with the most relevant clickable content in a mobile environment. oo Your width is less than the screen width of the mobile device it s being displayed on. oo You have touch-friendly buttons - a minimum of 29x44px (with 10px padding). o o Your campaign looks good on both IOS and Android. oo Your font is at least 13px for text and 25px for headlines. How Well Did You Do? If you checked all of the boxes above, you are well on your way to taking advantage of mobile optimized . However, if you missed a few boxes or have questions about getting started, you don t want to wait too long before getting on the right path. As mobile viewing of eclipses the desktop later this year, you (and parts of your template) don t want to be left in the dark. At StrongView, we helped all of the brands above take their marketing to the next level with mobile optimized . Our strategists understand the latest technologies and techniques that can provide the best experience for your customers across devices of various shapes and sizes. Talk to us today to find out how we can help you as well.

15 About StrongView StrongView is the cross-channel marketing software provider that gives enterprise marketers a stronger view of how to acquire and engage customers across , mobile, social, display and web. Combining the strongest technology and proven marketing know-how, StrongView provides enterprise marketers unparalleled insight into how to deepen customer relationships and maximize results. The platform is offered as either SaaS or on-premise, allowing companies to deploy StrongView s technologies in the manner with which most fits their needs. Based in Redwood City, CA, and backed by leading venture capital investors, StrongView has been helping global brands in retail, travel, finance, entertainment and online services overcome the limitations of other marketing platform providers for more than a decade. For a stronger view of marketing go to and follow us at and StrongView Toll free U.S. +1 (800) Toll U.S. +1 (650) Toll U.K. +44 (0) info@strongview.com Mobile Optimization: Look & Action Book 2013 StrongView Systems, Inc. SM-DI-20713