Transcript (mobile) friendly website - AmCham

Talk on
Mobile Friendly Websites
by Michal Spěváček of SPĚVÁČEK vzdělávací centrum
AmCham Marketing & Communications Committee
June 25, 2015
Companies
with mobile friendly websites :-)
Le Palais Art Hotel Prague
Assessment Systems
Media Education CEE
UNIFER ALFA
Schönherr
Grayling Czech Republic
SPĚVÁČEK vzdělávací centrum
…
How important is a company website
for marketing and sales in…
• B2C and B2B
Airlines
Food Products, Beverages & Tobacco
Media - Broadcast and Publishing
Architecture
Furniture
Nonprofit, Foundation
Arts
Health Care & Pharmaceuticals
Petroleum Industry
Consultancy
Hotels and Restaurants
Private Equity
Consumer Goods
Human Resources
Real Estate
Educational Services
Information Technology
Security Services
Energy
Language Services
Telecommunications
Engineering, Construction
Law companies
Transporting, Moving, Warehousing
Event Management
Manufacturing
Travel and Leisure
Finance
Marketing and Public Relations
Wholesale and Retail Trade
Your company website serves for…
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Promoting your brand
Educating, Providing information
Generating prospects (i.e. SEO)
Promoting your goods/services
(converting prospects to customers)
• Selling on-line (via form or e-shop)
• Providing pre-sales and service support
• Getting feedback (forms, chat, …)
Is it worth to invest into
responsible web design?
• What’s the ratio of your mobile/desktop audience
(now, in future)?
• What’s your competition doing?
• How important is your website for your marketing
and for your sales?
Imagine yourself using your website
on mobile device when…
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Visiting your favorite brand
Studying topics you are curious about
Doing research about product you want
Reading specification of product you want
Buying on-line
Trying to ask some specific question
(you haven't found in FAQ)
• Filling up forms, chatting,…
How to choose the right platform
and supplier?
• Who decides it? Can you influence it?
• Can you use the current platform?
Are you satisfied with your current suppliers?
• Can IT department help you?
• Can you use some open platform solution?
• Which one?
• Company or Freelancers?
Which specialists do you need?
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Webmaster / Programmer
Graphics designer
Content architect / Copy Writer
SEO Expert
UX Consultant
Students (testing, data feeding,…)
…
How to get the right feedback?
• Ask your audience when doing particular
activity on your web (forms)
• Do surveys (on-line or paper-based)
• Ask your customers for reviews
• Use analytic tools
– Google Analytics, AdWords, Webmasters tools
• Set up a focus group
What to measure? (Google Analytics)
• Metrics
– Total Visits, Unique Visitors, Page Views, Pages per Visit,
Time per Visit, Bounce Rate
• Comparison
– In time, 2 objects (i.e. websites), object vs. standard
• Dimensions
– OS, Device, Screen size
– Location, Source, lending/leaving pages…
How to satisfy robots and users
at the same time?
• Content vs. Graphics
• Users vs. Robots
• Google vs. Seznam
What are the trends in web graphics
and user experience?
• Responsive design
• Large visual headers (static or moving)
http://www.microsoft.com/cs-cz/windows
• Long scrolling sites
http://www.marketingfestival.cz/cs
• Split screens
http://eightandfour.com/
• Storytelling
• Hidden menus
http://ewebdesign.com/
www.huffingtonpost.com/larry-alton/7-web-design-trends-youll_b_6933974.html
5 Web design best practices
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Compelling Layout Design
Balanced Use Color, Graphics and Multimedia
Well Organized Content
Easy, Error-Free Navigation
Good Overall Functionality
– For Desktop computers
– For Mobile devices
What is my best practice
for (mobile) friendly website
• Your visitors are important (not you)
• Website hierarchy should match the way users
search
• Most important …. comes first
• Don't forget about robots
• Do it for tomorrow not for today
• Ask your visitors to help you do your best …
• …
Thank you for your attention
• Questions?
• Contact:
Michal Spěváček
SPĚVÁČEK vzdělávací centrum
[email protected]