4. AGENDA
• Mobile First Overview
• Mobile Demographics
What does this mean for your audience?
• This Makes a Good Mobile Site
• Increase Conversions
• Things to Think About
• Mobile Predictions
5. AGENDA
2015 Inbound Marketing in Higher Education Survey
• Methodology
• Results
• Trends
2016 Predictions in Three Key Areas:
• Digital Advertising
• Content Marketing
• Measurement
What is “Mobile First”
6. Mobile First Defined
We need to entirely rethink our visitor experience and re-map
a customer’s journey.
“Mobile First” means that as an organization thinks about its
digital communications it should consider the mobile
experience and how its audience will interact with it from their
many devices.
7. AGENDA
2015 Inbound Marketing in Higher Education Survey
• Methodology
• Results
• Trends
2016 Predictions in Three Key Areas:
• Digital Advertising
• Content Marketing
• Measurement
Mobile Demographics
13. AGENDA
2015 Inbound Marketing in Higher Education Survey
• Methodology
• Results
• Trends
2016 Predictions in Three Key Areas:
• Digital Advertising
• Content Marketing
• Measurement
This Makes a Good Mobile Site
14. A Good Mobile Site
Mobile users tend to be very goal-oriented.
They expect to be able to get what they need from a mobile site
easily, immediately, and on their own terms. Design with their
context and needs in mind without sacrificing richness of
content.
19. AGENDA
2015 Inbound Marketing in Higher Education Survey
• Methodology
• Results
• Trends
2016 Predictions in Three Key Areas:
• Digital Advertising
• Content Marketing
• Measurement
Increase Conversions
20. Main Considerations
• Homepage Look and Feel
• Ease of Site Navigation
• Site Search
• Ease of Form Entry which Drives Conversions
• Responsive Design
21. Homepage
A mobile homepage should focus on driving users to the content
they are looking for.
• Calls-to-Action should be in your face!
› Put this in the most prominent portion of the site
– Not below the fold or through menu choices
• Menus need to be as short as possible while still providing good
navigation
› Short menus with distinct categories helps with navigation
• Hold off on the promotions
› Replace them with CTA
22. Navigation
Menus need to be as short as possible while still providing good
navigation
• Short menus with distinct categories helps with navigation
• Make it easy to get back to the homepage
› Utilize the logo in the upper left corner to navigate.
23. Search
Search on mobile is very important. Users need to find what
they are looking for in a hurry.
• Make sure the search bar is front and center
› Place it at the top of your homepage and use an open text field
• Search results must be relevant
24. Forms
If a user is trying to sign up for an email list, requesting more
information, or signing up for an open house it has to be
seamless for a user to fill in their information.
• Does your automatically present a number pad?
• Does your form advance through fields as you finish them?
• Is the interface the most simple one possible?
• Is there a visual calendar to select dates?
• Are there error messages?
• Is the form efficient?
26. AGENDA
2015 Inbound Marketing in Higher Education Survey
• Methodology
• Results
• Trends
2016 Predictions in Three Key Areas:
• Digital Advertising
• Content Marketing
• Measurement
Things to Think About
27. Things to Think About
• Search Results
• google.com/webmasters/tools/mobile-friendly
• Analytics & Conversion Tracking
• Email
• Testing
• Do your mobile ads drive users to your mobile site?
28. AGENDA
2015 Inbound Marketing in Higher Education Survey
• Methodology
• Results
• Trends
2016 Predictions in Three Key Areas:
• Digital Advertising
• Content Marketing
• Measurement
New & Next in Mobile
29. New & Next
• Personal & Relevant Experiences – Advertising is going to
get dialed in. The clutter will go away. Human behavior will
be paired with data that is becoming available through
phones and consumer provided information will allow for
specific experiences. The experience will be completely
relevant to the user.
• Geo-targeting – Mobile campaigns will include multiple
location data points including beacons and geo-fencing to
target prospects at not just in the right locations, but also
at the most opportune times.
• Ad Blockers Can Drive Content Marketing – With bad user
experience or no user experience with ads, content
marketing can pick up the slack and drive prospects to CTAs
on mobile.
Notes de l'éditeur
As I mentioned Converge is a digital agency for higher education We specialize in website redesign, inbound marketing and digital advertising.
In a March 2015 article 2015, HubSpot published an article highlighting the top 15 mobile sites. Let’s take a look at some of these sites home pages and see what they have in common.
In March 2015 article 2015 HubSpot published an article highlighting the top 15 mobile sites
In March 2015 article 2015 HubSpot published an article highlighting the top 15 mobile sites. Let’s take a look at some of these sites home pages and see what they have in common.
In March 2015 article 2015 HubSpot published an article highlighting the top 15 mobile sites. Let’s take a look at some of these sites home pages and see what they have in common.
A desktop homepage often serves as a welcome page, messaging center and promotional space all in one, but the mobile homepage should focus on connecting users to the content they’re looking for. In this section, we explore the principles for building a mobile homepage that gets users what they need, fast.
KEEP CALLS-TO-ACTION FRONT
AND CENTER
2 KEEP MENUS SHORT AND SWEET
4 DON’T LET PROMOTIONS STEAL THE SHOW
An extensive menu might work well for your desktop site, but mobile users won’t have the patience
to scroll through a long list of options to try and nd what they want. Consider how you can present the fewest menu items possible - for instance, a major department store re ned the product categories
on its mobile site, presenting study participants with a shorter, more clearly-de ned list than on desktop.
A desktop homepage often serves as a welcome page, messaging center and promotional space all in one, but the mobile homepage should focus on connecting users to the content they’re looking for. In this section, we explore the principles for building a mobile homepage that gets users what they need, fast.
KEEP CALLS-TO-ACTION FRONT
AND CENTER
2 KEEP MENUS SHORT AND SWEET
4 DON’T LET PROMOTIONS STEAL THE SHOW
An extensive menu might work well for your desktop site, but mobile users won’t have the patience
to scroll through a long list of options to try and nd what they want. Consider how you can present the fewest menu items possible - for instance, a major department store re ned the product categories
on its mobile site, presenting study participants with a shorter, more clearly-de ned list than on desktop.
Site search is vital for helping mobile users nd what they’re looking for in a hurry. This section o ers tips for maximizing the value of your site’s search.
PRINCIPLES
5 MAKE SITE SEARCH VISIBLE
6 ENSURE SITE SEARCH RESULTS ARE RELEVANT
7 IMPLEMENT FILTERS TO IMPROVE SITE SEARCH USABILITY
8 GUIDE USERS TO BETTER SITE SEARCH RESULTS
Participants didn’t bother to swipe through multiple pages of search results. Instead, they judged a site’s search based on the results it returned rst, so make sure your rst page of search results are the strongest. Make life easier for users on small screens with smart-search features like autocomplete and corrected misspellings.
t results rst, and implement smart-search features like autocomplete and spelling corrections.
For sites that serve diverse customer segments, it can be helpful to ask users a few questions before they search to ensure they get results from the most relevant content segment. For example, a large shoe retailer began its mobile searches by having participants select the gender and size of shoe they were looking for. Student or prospective student or alumni
Site search is vital for helping mobile users nd what they’re looking for in a hurry. This section o ers tips for maximizing the value of your site’s search.
PRINCIPLES
5 MAKE SITE SEARCH VISIBLE
6 ENSURE SITE SEARCH RESULTS ARE RELEVANT
7 IMPLEMENT FILTERS TO IMPROVE SITE SEARCH USABILITY
8 GUIDE USERS TO BETTER SITE SEARCH RESULTS
Participants didn’t bother to swipe through multiple pages of search results. Instead, they judged a site’s search based on the results it returned rst, so make sure your rst page of search results are the strongest. Make life easier for users on small screens with smart-search features like autocomplete and corrected misspellings.
t results rst, and implement smart-search features like autocomplete and spelling corrections.
For sites that serve diverse customer segments, it can be helpful to ask users a few questions before they search to ensure they get results from the most relevant content segment. For example, a large shoe retailer began its mobile searches by having participants select the gender and size of shoe they were looking for. Student or prospective student or alumni