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There are major differences between the results that search engines deliver on phones and computers.
How can marketers structure their search strategy to maximise results?
Figures from 2013 found that nearly 20% of the average adult American’s daily media consumption was on mobile devices, a trend that is only accelerating.
Echoing this, search queries on mobile devices grew five-fold in the last two years, according to Google.
You can’t buy much for £60m these days.
That’s the amount Real Madrid paid for James Rodriguez, the sum that Michael Gove wanted to spend on a new yacht for the Queen, and the exact figure that B&Q has apparently invested in its new website.
Clearly the home and garden retailer didn’t wish to be outdone by Selfridges, which recently invested a mere £40m to revamp its website.
When I interviewed Michael Durbridge, B&Q's director of omnichannel, last September he said that the new site would be launched alongside an upgrade to the company's backend systems.
This would allow the website and in-store ordering systems to run off the same database, with the user interface customised for each channel. B&Q would then have taken a huge step towards forming a single customer view.
So, just how good is this new £60m responsive site?
Apple’s iBeacons are becoming increasingly popular among retailers and event organisers, with numerous trials rolled over the past 12 months.
And now Mothercare is likely to become the latest brand to adopt the technology, though trials won’t begin until the New Year.
At Demandware’s Xchange ’14 Summit Harpinder Singh, Mothercare’s senior omnichannel development manager, discussed the brand’s current mobile platforms and what it plans for the near future.
The company operates a separate mobile site, plus apps on iPhone, iPad and Android.
But as Mothercare continues its move to becoming a multichannel business there is less focus on mobile as a sales channel and a greater appreciation of its role in the overall customer experience.
To give an insight into what this means in practice, here’s what Singh had to say on how Mothercare is approaching some of mobile’s biggest challenges...
Footwear retailer Schuh has just launched a new responsive site, but previously used its outlet site, Branch309, as a pilot for this.
The development of this site, and the lessons learned, have been applied to the main site, and highlight the advantages of 'mobile-first' thinking.
In other words, designing for the simplicity of the mobile experience has benefits for desktop users too.
Using extracts from our Mobile Web Design and Development Best Practice Guide, I'll describe Shuh's journey towards responsive design.
Far too many charities overlook the importance of a conversion-friendly website when looking for donations or volunteers.
If done right, a well-designed website has the potential to influence almost every visitor, regardless of their original intent.
Essentially it will result in driving more users to important pages of a site and once there, converting them at a better rate.
This is vital if paid media is being used to attract them originally, and while many fail here, I feel WaterAid is doing a brilliant job, so I thought I would share why to help inspire other charities.
And for more on this topic, check out Econsultancy's other posts on WaterAid's excellent Instagram campaigns, plus five other examples of charities with great Twitter feeds.
This is a call to all restaurants, chain or non-chain: having a mobile optimised site is an absolute must for driving the ravenous hordes through your doors.
Whether it’s a separate mobile-site, a responsively designed site or an adaptive one, if you want to capture the attention of the empty stomach as it wanders the street getting progressively more hungry-angry (hangry) then you have to provide a decent mobile presence.
Other restaurants may not necessarily be better than yours, but will they will beat you in the dinner rush if your website remains in its desktop form.
You don’t need a fully featured work of creative genius, just a simple, functional, easy-to-read, easy-to-navigate site that puts the most vital information to the fore.
Personally I believe the most necessary information or features that a restaurant’s mobile site should provide are as follows:
Obviously I’m biased. I buy a lot of records. I write about music on a daily basis. I’m a sucker for online shopping. Therefore Norman Records hits my sweet spot.
There are plenty of other record stores out there that have a perfectly acceptable online presence, but most are in dire need of a responsive design, and none of them are as unique, personality-filled and containing quite as many brilliant idiosyncratic features as Norman Records.
This isn’t intended as a niche post that’s only relevant to the vinyl obsessed out there, I’m covering this store because there’s so many features and lessons here that any ecommerce site can learn from.
The move from the old site to a newly responsive one was not without it challenges. I talked to Norman Records directors Phil Leigh and Nathon Raine yesterday and their opinions and access to stats are scattered throughout this review.
A few years ago, there was much debate around the best mobile solution for businesses: native apps or stand alone mobile sites.
To summarise the argument, apps allowed more functionality (geo-location, barcode scanners etc), while mobile sites had the advantage of appealing to the casual mobile searcher, and across a range of devices.
As iOS devices dominated the mobile web back then, an app was often the best solution, but this is no longer the case.
Now, thanks to responsive and adaptive design, as well as HTML5, mobile sites can offer many of the same features as apps.
So does this mean apps and stand-alone mobile sites are no longer needed?
As recent research by Comscore reveals that one in three online minutes is now spent beyond the desktop, it is clear that mobile and tablet devices are moving away from being secondary devices and fast becoming the primary experience.
Our mobile devices have become the remote controls to our lives, influencing how we shop, inform and entertain ourselves and connect with one another.
We look to mobile technology to maximise every moment in our day and the immediacy it offers has driven consumer expectations to a new high.
Numerous studies also show that the majority of users start their consumer journey on mobile and 32% of consumers make a monthly purchase.
Google has updated its algorithm to give preference to sites that offer mobile accessibility and many other search engines have followed suit. It’s now imperative that you have a separate mobile SEO strategy from your traditional desktop strategy.
The good news is that exemplary mobile SEO is still an incredibly rare find, which gives you a good opportunity to overtake your competitors.
Here I’ll be taking a look at our brand new Mobile Web Design and Development Best Practice Guide and Google’s latest blog post on mobile friendly design to offer up some best practice advice on mobile SEO.
The importance of responsive or adaptive design for any site, let alone ecommerce, has long passed the point where the value of it can be argued.
Google explicitly states that it will rank sites that are mobile friendly higher than those that aren’t. For the consumer on the go or away from the desktop, it’s an absolute must that your site is accessible and readable, with simple navigation, easy checkout and visual clarity.
Which ecommerce sites are doing the above, but also providing something more? Here are 14 inspiring examples below.
Once you’ve finished, download our excellent Mobile Web Design and Development Practice Guide for practical advice on design and development for mobile, while dissecting the technical challenges and commercial implications of the key mobile site development options.