Mobile Marketing Key Takeaways from DGS3

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Watch a replay of the Mobile Marketing Panelists at Digital Growth Summit:

[su_youtube_advanced url="https://www.youtube.com/watch?v=80uo2_gwAmE" width="800" controls="alt" showinfo="no" rel="no" fs="no" https="yes"] Serena Ehrlich, Moderator, Business Wire - Michelle Machrone, BeachBody - Danielle Wolfson, Activision - Matthew Bogado, YP


Best Practices for Mobile

For mobile you have a smaller screen so you need to simplify navigation, and create modular content. @MMachrone

For mobile you have a smaller screen so you need to simplify navigation, and create modular content. Think of mobile content like an “Elevator Pitch.” You only have a few seconds and a small amount of space to communicate with a visitor so make sure that your message is clear and simple. - Michelle Machrone

Responsive web design is a great way to go because it is difficult to predict the next screen size or device. Keep the image and video size down. Right now, simplicity is winning over heavy design. - Danielle Wolfson

When you are designing for Mobile, think of the main call to action and design around that. @MattBogado

When you are designing for Mobile, think of the main call to action that you want to emphasize on your mobile site and design around that. Realize that it is likely that the CTA is different for Mobile than it is for desktop. - Matthew Bogado

One of the main differences between how users interact with a mobile browser as opposed to a desktop browser is that when the phone is opened, the user has an action in mind. When a user opens a desktop browser, they may just have it open, may do work, may browse. - Serena Ehrlich


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Understand that on a mobile site the most frequently sought after piece of information is your phone number. @Serena

Mobile call to action best practices

Identifying the User’s Mobile Browser Journey

Understand that on a mobile site the most frequently sought after piece of information is your phone number. - Serena Ehrlich

Users also often search for location information that can feed directly into the phone GPS system. Make sure that your address information is formatted properly for click through, as well as easy sharing to others via messaging or social sharing. Users do not want to re-type information. - Danielle Wolfson

Users do not want to re-type information on their mobile devices. @DanielleWolfson

An exercise that I think is very valuable for small business owners is to simply speak to the people around you and ask, “When you are searching for (your business category) what would you do on your mobile device?” “What is the first thing that you want to know?” “How will you generally contact those businesses?” This gives you insights on how your users are potentially looking for you on mobile devices. - Matthew Bogado

Look at your phone and observe what tools are available to you. One common tool is Yelp, Maps and Calendar. Structure your dynamic content so that is feeds into those applications. - Michelle Machrone


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Keep your desktop experience similar in look, feel and usability to your mobile site. @MMachrone

Mobile design mistakes to avoid

Keep your desktop experience similar in look, feel and usability to your mobile site. - Michelle Machrone

Don’t ever use Flash. It does not work. Make sure that your images are light for mobile since these users typically have less bandwidth than desktop users. Format your images so that they do not need to be “pinched” in or out. Bear in mind the size of “hot” areas on a touch screen and do not make them too small. - Danielle Wolfson

Small businesses mostly don't need to create a specific app. They just need a high quality mobile site. @MattBogado

The minimum font size for mobile is 16px. Small businesses mostly don't need to create a specific app. They just need a strong online presence with a high quality mobile site. - Matthew Bogado

If you already have a mobile website and an app, please do not force users to download your app in order to complete a transaction. - Danielle Wolfson

Bear in mind that hover states do not always work well on mobile sites. - Michelle Machrone


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Mobile site home page tips

Keep your basic important information on the top of your mobile site homepage. @DanielleWolfson

Keep your basic important information on the top of your homepage, to eliminate the need for any clicks. All of your calls to action should be there, as well as your contact information. - Danielle Wolfson

Any news that will drive conversion metrics on your site should be linked to from the home page. - Matthew Bogado

Images are becoming as important as strong calls to action in our Instagram culture. - Danielle Wolfson

“Less words, more images” actually goes for desktop too. - Michelle Machrone

Same as with desktop, mobile logos should always link to the homepage. - Danielle Wolfson

The best practice for mobile design is to focus on the one most important thing that you want to happen. @MMachrone

The best practice for mobile design is to focus on the one most important thing that you want to happen/or communicate per page. - Michelle Machrone

Think of your web design as “one iteration” rather than setting the design in stone. Keep it alive by listening to your users and changing things as needed. - Matthew Bogado


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Mobile site reading patterns

Do people read mobile in the same pattern as desktops?

Mobile website best practice is scroll up and down, not left and right. @DanielleWolfson

Since the space is so much smaller on mobile, the eye tracking is not exactly the same. Look to keep page content not more than 2 or 3 screens in length, and not much wider than the screen. - Michelle Machrone

Best practice is scroll up and down, not left and right. - Danielle Wolfson


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Mobile "Tinder Swipe" navigation tips

No one is going to your site on mobile wanting to discover something new. @Serena

It’s about ease of use. If you want your users to swipe up, down, or to the side, provide a hint of this action as a “peekaboo” or half of the next frame, so people understand. - Michelle Machrone

Your navigation tools depend primarily on the type of content that you are offering. The most important thing is to provide a consistent experience throughout your site. - Danielle Wolfson

No one is going to your site on mobile wanting to discover something new. They are on your site to find something that they already think, or know, is there. - Serena Ehrlich


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Mobile is growing so fast. We need to reduce our sites to “elevator pitches” for these small screens. @MMachrone

Mobile site design forecast

What do you think is going to happen in Mobile design in the next few years?

Mobile is growing so fast. We need to reduce our sites to “elevator pitches” for these small screens. - Michelle Machrone

Phone sizes have grown a bit, so there will not be so much emphasis on tablets in addition to phones. Voice activation will continue to develop. Mobile pay will be available for more devices. Battery lives will extend. Mobile devices will become less relegated to “on the go” and become more often the device of choice. - Danielle Wolfson

Mobile devices will learn from our behaviors and adjust offerings based on past use patterns. @MattBogado

Mobile devices will learn from our behaviors and adjust offerings based on past use patterns. - Matthew Bogado

Also, I see a more personalized experience based on geography, on your preferences. - Danielle Wolfson

We should consider the user experience more in the future. Rather than simply pushing your goal at your visitors, provide content that will enrich their lives. - Michelle Machrone


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Mobile site conversion tips

The mobile experience is more immediate than desktop, so choose other tactics for information gathering. @MattBogado

Do you notice that the conversion rate for mobile devices is much lower than desktops, or is this a problem with my mobile design?

Generally, if you put a barrier, such as an information collecting screen, in from of your data on mobile, then you are bound to experience a drop-off of users. The mobile experience is much more immediate than desktop, so you need to choose other tactics for information gathering. - Matthew Bogado


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Mobile site tips for teen customers

Is there an advantage to creating a mobile page when marketing to teens?

Teens are definitely responsive to mobile design. Additionally, make sure that your social properties are all mobile enabled. - Danielle Wolfson


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Mobile site graphics tips

Do you use a different graphic from desktop than mobile?

Compress your images as much as possible on both mobile and desktop. @DanielleWolfson

There are tools available to auto-resize graphics to fit on mobile so that you don’t have to deal with the large image size, but can still keep your site appearance consistent across devices. - Michelle Machrone

Even on desktop, I would advise compressing your images as much as possible. - Danielle Wolfson


Mobile Marketing Panelists DGS3