Make Mobile Optimization: TOP Priority for 2013

Are you making your clients pinch and zoom?

TOP PRIORITIES FOR DIGITAL IN 2013

%

SOURCE: ECONSULTANCY.COM IN ASSOCIATION WITH ADOBE

MOBILE OPTIMIZATION IS IN THE TOP THREE PRIORITIES FOR OUTSIDE AGENCIES THAT SERVE COMPANIES -TOP SEVEN FOR COMPANIES

700 SURVEYED

Mobile Optimization means that every web page, blog post, ebook, newsletter, video, podcast, form, social interaction, etc, will adapt to 7 common (or 17 optional) mobile operating systems and dozens of screen sizes.

1.3 BILLION SMART PHONES* WORLD WIDE

*DEVICES WITH INTERNET CONNECTIVITY, WEB BROWSER AND CELLULAR VOICE

“An increasing number of in-house counsel

are reading daily general business media on their

smart phones (53%),

tablets (39%),

or mobile apps (23%).

Signaling their growing consumption

of media on the go!

SOURCE: 2013 IN-HOUSE COUNSEL SURVEY BY GREEN TARGET, INSIDE COUNSEL MAGAZINE AND ZEUGHAUSER GROUP

MOBILE CONSUMPTION IS RISING

Business people consume content in a highly distracting environment.

On smart phones they are looking for a snippet of practical information...

They want to find it...quickly, easily, and move on.

Mobile Optimization

Provide a positive experience from any device, screen size, OS, or browser with...

1. Responsive Design

2. Dedicated Mobile Websites

3. Mobile Apps

4. Mobile Landing Pages

5. Mobile Friendly Email Campaigns

Responsive Design

Adaptive version of your

primary website

Opens in a browser

Does not reside on the

device

Needs an Internet

connection - (typically loads slower than a

mobile website)

Dedicated Mobile

Website

Built to display on various devices,

screens, and operating systems

Opens in a browser

No part of the site or content resides on the

device

Needs an Internet

connection - (typically

optimized for faster load)

Mobile Application

Downloaded to a device from an App store

Does not open in a browser

Sits on the user’s home

screen

Can be used without a

connection - with limitation

THREE COMMON MOBILE CONTENT-DELIVERY-METHODSMOBILE WEBSITES - MOBILE APPLICATIONS - RESPONSIVE DESIGN

Customizing gets expensiveSlower load timeContent clutter - mobile users are not looking for deep informationOutdated sites don’t adapt nicely - frustrating for usersLimited things you can do compared to a dedicated mobile website

One website - adaptive design

CONSIDERATIONS:

#1 RESPONSIVE WEB DESIGN

Responsive web designs are inherently complex because they are trying to support many viewing experiences without necessarily optimizing the experience for one particular device (or genre of devices)

To speed up a responsive site would require remove specific scripts from running, avoid loading certain CSS, and downloading large images

A responsive website tuned for best performance would still not be as fast as a dedicated mobile website that’s implemented equally well

Complexity of customizing involves greater cost

FREE: Responsive design Wordpress plug-inWPTouch allows More customization than Jet Pack mobile plugin

TURN YOUR WORDPRESS BLOG INTO A RESPONSIVE

DESIGN FOR FREE!

#2 Dedicated Mobile Web Design

A website that is specifically designed for mobile - separate from your desktop site

Click to callClick to email button

44x44pxthumbprint sized

with space around

Above the fold - top 100px

No pinch & zoomConcise content -

avoid clutterChoose fonts/colors

with contrast

Speed Strip out large images No Flash

Single column view Forms should be shortTest on landscape and

portrait views

Include maps link to google mapsopen embedded map

app in your site

YOU CAN encourage visitor behavior BY THE PRECISE LAYOUT OF YOUR Dedicated MOBILE WEBSITE DESIGN

TEST ON ALL OPERATING SYSTEMS, DEVICES AND MORE....

Faster Load Speeds – Dedicated mobile websites use less code and smaller images than desktop sites, making their page load speed much faster. Responsive design sites contain far more code, content, and larger image files, which can slow down page load speeds.

Designed for Specific Purpose – A dedicated mobile site can enable specific actions, i.e. allow clients to easily and conveniently book an appointment on the go. (You could alternately contain that function in an app.)

Usability - Some desktop site features do not work properly on mobile devices. When a visitor encounters this, they can become frustrated with the experience, which can result in lost business. With a dedicated mobile site, you can potentially provide your visitors with a more user-friendly, specific mobile experience.

Less Content - A dedicated site will contain only the most important mobile content and thus, clutter.

PROS

Dedicated mobile sites require multiple URLs for each page optimized for mobile. This results in redirects, potential search engine optimization issues and the potential for errors between devices.

Dedicated site content is stripped down - attorney bios would ideally be truncated.

Dedicated sites sometimes look, feel and function differently than the full site - not necessarily wrong if it serves a user’s purpose.

A dedicated mobile site requires that content be replaced, changed and updated on multiple urls. Content management may be an issue.

CONS

How are law firm mobile sites measuring up?

welcome to our “mobile site”?

Seriously? visitors do not need to be told They’re viewing the site on their mobile...

“Welcome” IS FALL BACK TO 1997 WHEN PROTOCOL WAS TOWELCOME EVERYONE TO THEIR WEBSITE...QUAINT - FAR FROM INTERESTING

Lead with experience

Less is more...EDIT to SAVE REAL ESTATE - It can make all the difference - view more vs. View All experience

KEEP IN MIND: ON MOBILE....

Lead with search...

Do not make the user delay gratification while “find” pages load up. AVoid extra clicks.

GOOD BETTER

lead with brand

clear concise above the fold branding. Choate adds intuitive access to search and menu options using icons

GOOD VERY GOOD

Lead with CALL to action

Don’t make visitors think and click, click, click. Make it easy for them - click to call or click to email you!

OR CLICK CLICK CLICKCLICK TO CALL!DON’T MAKE ME THINK!

Where do I go to call you? Pick a door!

Why will people download our APP?

it serves a function - what?it makes life easier - how?it’s entertaining -why?

IF YOU THINK YOU NEED AN APP, ASK...

#3 MOBILE APPS

Apps should Make important things Interesting, easier or entertainingApps are a WEb application downloaded to a device for special purposes

“Of the firms on the 2012 AmLaw 200 list, 22 firms (11%) have mobile apps. This is an increase of 38% from last year [16 firms]. As a point of reference,  54 AmLaw200 firms (27%) have mobile compatible web sites.

•“Of the firms on the Global 100 list, 23 firms (23%) have mobile apps. This is an increase of 35% from last year [17 firms].  As a point of reference,  29 Global100 firms (29%) have mobile compatible web sites.

•“AmLaw 200 and Global 100 firms have collectively produced a total of 42 apps. This is an increase of 54% from last year.”

Source: Law Firm Mobile Blog

http://lawfirmmobile.com/2013/03/amlaw-200global-100-mobile-app-report-for-2013/

Yet...60% of mobile/tablet users prefer reading news on a mobile website, not an APP...according to Pew Research Center

87% in-house counsel use the Internet for getting their news & information...Sidley app provides push notifications users select from by practice focus

Possibly important, easier for companies that have lots of legal issues...

Apps that enlighten users about important issues may influence them to pick up the phone and call you!

Your APP is cr-app

If your app does not make important things easier, more interesting or entertaining...save your money, time, and reputation.

If you have only occasional newsletter content or blog posts, attorney “list” or dense content that can be found elsewhere on a website, you are not app-worthy.

Your clients may want your app IF....

...your app provides a client portal to make online payments, contact personnel with one click, schedule a meeting, access court resources, view calendar deadlines, receive reminders, calculate something, or push notifications of breaking industry news...you might be app worthy, but only if your clients perceive value. If not...

• Better to co-brand the next Angry Birds, with your client’s tech start up, than to waste time inventing something that isn’t going to fly...pun intended.

• Better to build an effective mobile site and some landing page campaigns to learn how you might address an unknown need with an app that isn’t crap!

A Mobile Landing Landing Page is...Page is...

QR CODE READER

A SIMPLE MOBILE PAGE THAT IS THE DESTINATION OF A LINK FROM MOBILE ADVERTISING, TEXT MESSAGING, QR CODE, OR EMAIL NEWSLETTER CAMPAIGN

IPHONE: QRREADER BY TAP MEDIA - FREE

#4 MOBILE LANDING PAGES

Landing Pages are used for:

campaigns

coupons

opt ins

lead capture

test newsletter effectiveness

test visitor experience for improvement

convert leads

Case studyRitz-Carlton Destination Club brand sent an email offer to it’s list to learn about user behavior on specific devices...

SOURCE: MARKETINGSHERPA.COM :-)

WHAT THEY LEARNED WHAT THEY LEARNED SURPRISED THEMSURPRISED THEM

iPhone subscriberswere directed to a specfic custom landing page with onlyCompany logoCompany logoOne sentence of copyOne sentence of copyVertical form fieldsVertical form fieldsButton to sendButton to send

Standardall other email newsletter subscribers were linked to a standard page with typical, rich images, dense copy, and a book now button

The iPhone page had starkly higher conversions than the standard page. Conversions jumped from 5% to 7% for iPhone users.

Second email offerExpanded the campaign to include offer for2 complimentary nights package in Vail.

logo Headline Bullets

and Buttons to request info or view images

iPhone subscribers were given three options on their landing page...

REQUEST INFO FORM:

Keep It Short.

MOBILE USERS MAYBE “ALL THUMBS!”

View Images: custom gallery pageThis landing page option on email #2 was sent only to iphone users

Mobile email traffic increased 243% from the 2nd campaign, over all.iPhone visitors converting at a higher rate

8% of all landing page traffic 15% of form completions

The fact that law firms cannot offer coupons, two for one deals or “sell” product does not exclude them from building email campaigns and landing pages to test client sentiment, evaluate actions or build client loyalty, for example.

Really, the opportunities are limited only by the questions you want to answer, the creativity you employ and Bar rules on advertising and ethics.

Law firms are leaving significant opportunities on the table if they do not have a mobile website

Email marketing and mobile landing pages - used in certain business cases - can support the client experience in important ways

For the right reasons, mobile Apps can provide value to clients--make something easier, more interesting or entertaining--and build brand loyalty

TIP:TIP: free google mobile landing page creatorgoogle.com/sites/help/mobile-landing-pages

HAVE FUN AND TRY MOBILE LANDING PAGES

free!

CONTACT JAYNE NAVARREjln@lawgravity.com

786.208.9108

VIRTUALMARKETINGOFFICER.COMLINKEDIN.COM/IN/JAYNENAVARRELAWGRAVITY.COM

WE ARE AN EMAIL MARKETING PARTNER OF

FIND US @