People don’t work exclusively on smart phones, tablets, desktops and laptops when they have a goal – they work on whatever device they feel is right for the job, or happens to be convenient at the time, or is the one they have access to at the given moment.
Images were tricky enough when there was just the desktop to deal with, but now that users spend a little more of their time on mobile devices compared to desktops and laptops, things are even more nuanced.
If you’re attending Content Marketing World 2016, be sure to join SiteTuners CEO Tim Ash at his sessions:
Developing a Mobile Content Plan that Converts
1:00 pm – 4:30 pm
Tim will walk you through …
- A framework for mobile conversion (understanding the mobile environment and context)
- Specific problem/solution best practices for mobile design
- Optimizing mobile emails and landing page experiences
- Mapping your mobile content to the stages of the customer journey
That’s Irrational! Why Selling to the Logical Brain Won’t Get Results
10:00 am – 10:45 am
Technology changes. But what it’s getting mapped onto – the brain – well, not so much. As a marketer, it pays to understand what motivates customers to take action.
We’re closing in on a decade since the iPhone launched.
Mobile user experience, formerly as real as flying pigs and unicorns, is now a reality. Or at least, it’s a reality for some web sites.
We say some because in the rush to launch a mobile-friendly interface, a lot of sites gutted web usability in the process, crashing and burning their way into “mobileness.”
Mobile experiences are tough to get right, and even for seasoned pros, mistakes are very easy to make.
- If you fail to account that users might be in motion, you might think that your small text size is not an issue.
- If you fail to account for a thumb being significantly less precise than a mouse, you might think your small call-to-action (CTA) is just the right size.
- If you fail to account for slower connections, you might think your images don’t bog down loading speed at all.
These differences are important.
And regardless of whether you’re solving for mobile using Responsive Web Design (RWD), adaptive layouts, or a mobile version, it pays to have a checklist of issues you can run into – even if you’ve been careful.
Mobile experience is on its way to becoming just an aspect of digital experience. It’s still worth discussing separately, for now, but that may not be the case in the next 3-4 years.
One can argue it took all of us too long, but things are definitely starting to look better at the 9-year mark:
2015 is a big year for changes in online marketing.
- 9% of retail is now being done on the web
- There are now more mobile searches in the US compared to desktop searches.
- The biggest internet players are now worth, well, trillions.
So the online marketing space is both growing and changing rapidly.
Marketers are also changing.
The specializations are no longer as defined. Search specialists, conversion professionals, UX practitioners, and web analytics gurus are all playing in the same arena. All these fields now connect to, and affect, one another.
It’s time for your mobile experience to put on its big boy pants and leave common mistakes behind. You can start by tuning your use of Google Analytics to actually provide insights.
Account for Tasks
Good user experience is about matching intent.
It’s been 8 years since the iPhone launched. “Mobile usability” is actually something some sites are getting right – that was certainly not the case in the 2008 to 2010 phase, when that phrase was something of an oxymoron. But lo and behold, more and more marketers are getting the memo – more businesses have at least launched an m. presence, or a Responsive-Web-Design-enabled site.