Archive | Mobile Web RSS feed for this section

Want To Be Successful On Mobile Commerce? Get Responsive Now


This has happened to all of us. Potential buyers decide to shop for something, grab their phone to look it up and suddenly it all goes downhill.

The text is messy, people have to pinch-zoom to click on links, and just getting to the fields to type in address is an exercise in frustration. In the end, people gave up long before getting to the checkout page. Now think about this: Did you ever remember to go back and actually buy that item you were so ready to order on your phone when you have the access to your computer? If it was important enough, you probably found a different site that actually loaded properly on your screen to make the purchase. If it wasn’t, you probably forgot about it altogether. Either way, the site that wasn’t mobile-friendly has lost the sale.

Mobile is the fastest growing retail sales channel today. In fact, more than 30 percent of global e-commerce sales are completed on mobile devices, whether using a smartphone on the go or a tablet while watching TV. Moreover, mobile devices are used at every step of the shopping journey from research to comparison shopping and looking up reviews, sometimes directly from a physical store. The question is, are your offerings competitive in the mobile space?

Creating an entire site dedicated to mobile devices or building an app can be quite cumbersome and seem daunting to all but the largest retailers. That hurdle has kept much of the mid and small market out of the mobile game, yet responsive design has made mobile commerce easier than ever. Using a few best practices, e-commerce sites that look great on any sized screen can be designed one time, ensuring consistency across channels and eliminating duplicate work or complex app development.

Here are a four important things to keep in mind when planning a responsive site:

1. Maximising Mobile Fundamentals

Mobile screens offer as much features as laptop or desktop computers, so you need to plan everything from homepages to product pages and checkouts to display at their best appearances on mobile devices. Though it might be tempting to design a beautiful and complex website and then strip it down for mobile displays, this is the wrong approach. Instead, start with a simple and clean design that looks great on smaller screens and then build it up from there to provide a great experience when scaled up to larger displays. It is much easier to build up from a solid foundation than to try to squeeze an expansive site onto a mobile screen.

2. Sizing At Scale

Every screen and browser should provide as rich an experience as possible, but not stretch the capabilities of the device to compromise usability. This concept, known as “progressive enhancement,” dictates which features are best for various viewing devices and layers them accordingly. Each page contains layout elements that may appear or disappear depending on the size of the screen they are viewed on and the capabilities of the browsers being used. It is vital to understand and plan these behaviors so that content flows smoothly regardless of which features are enabled.

3. Consistent UX

As the display of a website changes changes across devices, core functionality should remain constant. Navigation through product category selection, product photo viewing, checking out and other key experiential elements should be consistent. Even as elements like copy and photos resize according to user display parameters, key assets like the “Add to Cart” button do not have to resize proportionally. In fact, their sizes should be fixed to keep them visible and usable at all times. Identifying page elements that are the most vital to user experience and the sales funnel is key to keeping conversion rates high among devices.

4. Let The Pros Handle It

While easier than developing multiple sites, a solid responsive site requires more expertise than basic HTML. Working with experienced designers well versed in responsive design will ensure that the site is developed properly the first time, preventing frustrating redesigns and overhauls later. This is one of those times where cutting corners almost always proves to be counterproductive.

The importance of tapping into mobile users can not be overstated to retailers, and the time to dive in is now. A quality responsive site will pay dividends for years to come as the devices consumers use to access the Internet continues to evolve.

Mobile Marketing Is Dominating Australian Christmas Shopping Trends


More than third of Australians use smartphone for their ecommerce needs.

Latest research from Nielsen examines Australian Christmas shopping behaviour, especially on the opportunities to reach potential customers as they research and establish buying intentions. Moreover, the research found that during December 2014, almost half (44%) of all Australians with connected mobiles used their phone to search online for gift ideas in the lead up to Christmas. While only 1 in 5 Australians actually purchased items using their mobile device, the report provides concrete evidence of the prevalence of showrooming in the Australian market. The research has revealed that more than third of Australians used their mobile phone for a shopping related activity while in a shopping centre. Among customers who are using a mobile phone in shopping centres, around fourth made online price comparisons, which is a typical showrooming activity.

Other popular activities included taking photos of ideas or items for later purchase and researching items in more detail while still out shopping. Pre-shopping activities also take place in other contexts. According to the report, 24% of respondents in the survey used their commute time to search for the latest deals or research ideas, while 19% researched products to fill idle time when waiting for something.

For more detailed information, please take a look at Nielsen’s Full Report Mobile Delivers Christmas Cheer to Smart Shoppers.

Local Business and Mobile Marketing: Why They Need To Care? (Infographic)


Local businesses should be more aware on the power of mobile marketing.

With the percentage of mobile search increasing in such a remarkable way, mobile marketing has become one of the most important factors for even local businesses. Furthermore, having a responsive and mobile friendly layout is vital for driving conversions. Find out why in the infographic below.


Click to Enlarge

Infographic credit: Market Domination Media

Now You Can Test Your Website’s Mobile-Friendliness With Bing


The pervasive nature of mobile devices demands companies to be aware of the experience they present to users.

There are plenty of mobile testing tools available for net-based businesses on the market today. Google, for instance, has long offered a mobile friendly testing tool and recently Bing has released their own offering.


You might recall that Bing began showing mobile friendly labels in the results a few months ago and even announced it would be rolling out a mobile-friendly algorithm, so the new and free testing tool will likely not come as much of a surprise to industry watchers. That being said, the release of the tool does indicate Bing and Microsoft’s seriousness when it comes to anything and everything mobile. The search engine went into some detail about how pages are determined to be mobile friendly and the criteria it uses including viewport and zoom control configuration, page content width, readability of page text, link spacing and the use of compatible plugins.

Mobile Marketing Is The Most Favourable Type Of Marketing Among Mothers (Infographic)

If you want to reach the mothers demographic, you’ve got to play right into their smartphone-holding hands.

As the today’s infographic indicates, two out of three moms use mobile “across the entire purchase funnel”—from initial reviewing process to final decision. Mothers use mobile devices to shop from home, but they also use mobile as an essential shopping tool at brick-and-mortar stores—70 percent of moms consult mobile during in-store shopping to compare prices, read reviews, and search for coupons.

What makes mobile so attractive for mothers? First, it goes everywhere they go, letting them stay connected to what’s going on no matter what pressures and responsibilities crowd their plates. Plus, as the infographic suggests, this surge in mobile usage is only going to increase as busy moms take advantage of helpful resources like retailer apps and mobile coupons.


Click to Enlarge

Infographic credit: Adweek

Is Mobile-Specified Content The Next Trend in Marketing?


Have you ever heard of the term “mobile gap”? Mobile usage is vastly increasing, yet publisher ad revenue isn’t keeping its pace.

At the same time, another gap has opened. This one is between the time that consumers spend on mobile and marketers’ commitment to mobile content. As of last year, mobile is the most-used digital platform. Time spent with digital media on mobile has grown 90 percent in the last two years and in 2015, consumers will watch 39 minutes of video a day on mobile devices.

It’s not that people are abandoning their desktops completely. It’s just that they’re spending significantly more time on mobile apps and the mobile web. As expected, marketers are taking action. Mobile advertising is on the rise, with investments expected to surpass desktop ad spending by the end of the year. Will this issue end soon? In spite of increased mobile activity, many mobile mediums—like games and messaging—present an advertising challenge. Although video ads are proving to be highly engaging on small screens, some marketers still struggle to make a true connection with customers through mobile.

Putting mobile users first

One solution to brands’ mobile problem may be to create more content and, in particular, offer it exclusively through mobile. Brands of all kinds have been experimenting with this tactic in recent months. In July, Doritos launched its first mobile-only campaign, enlisting social media influencers to create 3D videos that are only available to mobile users.

It’s a twist on the mobile-first concept we know, which typically involves brands developing content with mobile user behavior and screen constraints in mind. Rather than create a video and optimise it for mobile devices, these brands are creating fun and interactive content exclusively for mobile users.

Leveraging mobile apps

Mobile technology company Zumobi, which has worked with such brands as CoverGirl, Mercedes-Benz, and Snickers, agrees that the time has come for brands to make mobile content a bigger part of their campaigns. Mobile app usage has increased by 63 percent over the past two years, with consumers now clocking more than 37 hours per month. As of 2014, mobile app usage made up 52 percent of total media engagement. A large portion of this time goes to social networking, gaming, or radio. Facebook and YouTube rank among the top mobile apps in terms of unique visitors. Instagram, Twitter, Google Plus, Snapchat, and Kik all make the top 25.

To reach this sizable audience, Heineken made its new TV spot, which promoted its sponsorship of the upcoming James Bond film Spectre, available to Facebook mobile users first. The brand is also inviting smartphone-carrying consumers to scan limited edition Bond-themed products in-store for a chance to win free movie tickets and access behind-the-scenes video footage.

“Our launch with Facebook mobile allows us to quickly reach and engage with a large and extremely targeted audience, while the 1 in 007 free movie ticket promotion actively drives sales and secures in-store displays for the brand,” Ralph Riis, senior vice president of marketing at Heineken USA, told Mobile Marketer.

To promote the early October finale of Fear the Walking Dead, AMC partnered with T-Mobile and Shazam to give mobile users an exclusive bonus video when they used the music recognition app during the show’s premiere.

When developing content for brand apps, Schimke says marketers don’t need to “reinvent the content wheel.” She does, however, recommend offering a mix of both existing and new content.

Zumobi client Bank of America recently took this approach to promote its sponsorship of the Special Olympics. They filled the Bank of America app with inspiring multimedia stories of Special Olympics athletes, some of which couldn’t be seen anywhere else. “Once a brand has injected all content assets into the app, they can leverage dynamic mobile banners and interstitials to drive traffic back to it,” Schimke explained.

Ultimately, these brands are succeeding by taking a mobile-first approach to their content marketing, and the rest of the industry should follow suit. Internet users have wholeheartedly embraced apps and the mobile web. It’s time for brands to keep pace and close the gap.

The State of Mobile Commerce 2015 (Infographic)

Mobile Marketing

Mobile marketing spending will pass $100 billion in 2016 to account for over half of all digital advertising.

By 2019, this figure is projected to nearly double to over $195 billion. Mobile device use in the United States and China is driving this growth, with the global smartphone population set to reach 2 billion smartphone users next year, while tablet users will pass 1 billion this year.

The growing demand is changing and reshaping everything from how websites are designed to how payments are processed. To run an effective promotional campaign in today’s economy, it’s imperative to keep up to date with the latest trends in mobile marketing. For more detailed information, take a look at the infographic below.


Click to Enlarge

Infographic credit: Mercury

Eight Fundamental Aspects of Mobile Marketing

All of us have heard of the traditional marketing mix, but there isn’t much information on the mobile world. In today’s post, The Website Marketing Group will provide a nice summary of eight fundamental aspects that build up the mobile marketing landscape. The list begins with:

1. Apps

In the past if someone said the word ‘App’, you might think there’s two letters, ‘L’ and ‘E’ missing from it. In fact, it is short for ‘Applications’. Thus, an app is a small piece of software that performs a certain action. Whether that’s a social network, a calculator, the news, a game or a map, these apps have an intended purpose, and are either pre-installed on your smartphone or can be downloaded from an app provider / store.

2. Mobile Advertising

One thing that mobile apps bring to us is the ability for ads to be displayed on the mobile devices. Just like ads that have appeared on your computer, nowadays gaining extra revenue from mobile ads has become primary target. The great thing about mobile ads is the company can ‘own’ that small screen. Whereas on a website there might be a few ads popping up, on a mobile ad most likely only one can appear.

Here are four forms of mobile ads:

  • Mobile banners and displays: graphical images or text that could include rich media
  • Mobile PPC: ad appears when you search for something in the paid listings
  • Contextual mobile ads: similar to PPC, but more on websites/apps rather than search listings
  • Idle screen advertising: ads shown while the user is waiting for a page or app to download

3. M-Commerce

After the word E-commerce was coined from buying online, the term has been applied to the mobile world as well. M-Commerce is the act of purchasing a product or service through your phone. So that could be anything from purchasing apparels to train tickets. As long as it’s purchased via a phone device, it can be called M-Commerce.

M-Commerce itself has revolutionised buying online as you can pretty much buy anything from anywhere. M-Commerce sales are rising rapidly and will more than likely explode over the next few years. Although the security aspect of buying via your phone is still a worry for some.

4. QR Codes

Known formally as Quick Response Codes or informally as QR Codes, these little things have become a quickly growing aspect of the mobile landscape. Basically, a QR code is a “barcode” that can appear on paper, a product or a billboard, and can be read using a smartphone or a dedicated QR reading device and contains a URL within it. So once you have captured the QR code the link could take you to anything from a website to a message or to a special offer.

5. Mobile Coupons

A mobile coupon is an electronic ticket or message sent to someone’s mobile phone usually via a SMS or MMS text for the person to redeem an offer or gain a discount on a product or service. This is a great way to drive either footfall to your store or traffic to your website. Mobile coupons are usually well targeted as they either know you would be interested in the offer, or you are in the local area and could take advantage of it.

6. Location Based Mobile Marketing

There are two types of this kind of marketing. The first is interrelated with the previous point about mobile coupons and being in the right location to redeem them. Targeted advertising using GPS is a fantastic way to reach a vast audience and is growing fast. The second part combines two aspects: apps or websites with location (known as geo-location). The most obvious example of this type is Foursquare, where the app allows you to post an update of where you are. Recently, Facebook’s ‘Check in’ and other social networks location finders have integrated mobile and location together to enable you to tell the world where you are.

7. Mobile Payments

Here is the situation: your friend wants to buy something online but has run out of money or someone owes you money. Instead of waiting ages for the cheque to clear you can now make that payment quickly through your mobile. That’s because by downloading an app money can be transferred into your account instantly through the power of your mobile device.

8. Mobile Websites

Finally, the most important aspect in mobile marketing  is mobile optimised websites. Yes, it is a website that accommodate mobile devices. If you typed this into a search engine on your mobile then this would be the interface you’d see. The site is more compressed with design, usability and navigation features that enable the site to be viewed from a small screen on a mobile.

16 Modern Mobile-Friendly Website Designs That Will Rock Your Day


Have you ever created a mobile site and failed miserably? Maybe the site is not responsive or perhaps it is really difficult to find what your customers were looking for. Or maybe it’s something else….

Whatever the problem was, you may have left to go to another site as a result. Google knows that unhappy website visitors will go elsewhere, thereby increasing bounce rates and decreasing the chances a site will rank on mobile searches. While some of the commotion was certainly a bit extreme, the update was a big deal, is a big deal, and will mean billions in revenue gained or lost in the coming years. This is especially true now that mobile search queries have already begun to surpass desktop.

Many brands across the globe have been working to improve their mobile website experiences. To inspire you on your own mobile web design, in today’s post we have compiled 16 companies that are doing a great job with their mobile optimisation. Let’s take a look at the designs of their mobile websites and go over what makes them so great.

1. Beaglecat


With its bold colors and simple design, Beaglecat’s mobile homepage gives visitors a lot of helpful information without seeming overwhelming. With a few quick scrolls, visitors can quickly get an overview of Beaglecat’s mission, the value they provide, and who’s on the team. To learn more about any of these things, you can click on big call-to-action buttons that say things like “More Details” and “Learn More.” Finally, the forms on their pages are really short and easy to fill out on a mobile device.

2. Oakley Hall Hotel


When you’re looking for a hotel, the top three things you want to see are big pictures of the rooms and spaces, room availability, and pricing information, right? Oakley Hall does a tremendous job capturing the essence of their hotel with big, high-definition images and a mobile-friendly availability feature that leads users to pricing options. They also provide concise but enticing descriptions of their room styles, as well as call-to-action buttons for users who want to learn more about weddings and their exclusive dining club.

3. Impact Branding & Design


Impact’s mobile site is a great example of blending multiple elements of your value proposition into one, succinct scrolling page. Starting off with easy-to-click buttons, users can learn more about what Impact does and the value they provide — followed by customer testimonials, a graphic on what inbound marketing is, and finally, a big call-to-action button linking to their learning center.

4. Speckyboy


Speckyboy is a design blog, so you’d expect a great mobile experience from them, right? Well, they deliver it well. The experience scrolling through Speckyboy’s blog is flawless, including intriguing imagery, article titles in large fonts, and an easy-to-read introductory paragraph teasing each article, which users can click if they want to read the rest. For lead capture, Speckyboy offers a mobile-friendly form that solicits subscribers to their newsletter: All you have to do is enter your email address. Toward the bottom of the homepage, Speckyboy keeps users engaged by offering two separate list of historic blog posts that users can click, including the “Most Popular” and “Recommended.”

5. Landscape Leadership


One of the first things users see on Landscape’s mobile homepage is a press-to-dial phone number that connects directly to the firm. We love the placement of that call-to-action. The rest of the site then goes on to explain what Landscape specialises in, followed by useful content including blog articles, website links, and large, easy-to-press social media buttons. For visitors who want more information, Landscape provides a large search box near the bottom of the mobile page.

6. SyncShow


Everything about SyncShow’s mobile website is clear, crisp, and concise. Their mobile homepage immediately offers can’t-miss call-to-action buttons, followed by a full description of their target market, B2B and B2C manufacturing companies. When you scroll down you’ll find succinct explanations of how the manufacturing industry’s changed, which is very relevant for their target audience. You’ll also find a short description of the company’s value proposition and a case study highlighting a recent five times return on customer investment. The pattern here? Short blurbs followed by call-to-action buttons for visitors who want to learn more.

7. NudeAudio


NudeAudio sells portable speakers and their mobile homepage does a great job of providing visitors with exactly what they’re looking for on the website: Striking product imagery coupled with feature details and big call-to-action buttons. They also include product update links that send people directly to their blog, as well as a one-field form where visitors can enter their email address to sign up for the newsletter.

8. Influence & Co.


Near the top of Influence and Co.’s mobile website is this compelling, inviting, and easy-to-understand value proposition: “We work with you to get you published in targeted online publications that showcase your expertise to your exact audience.” They go on to display a visual testimonial from Dell, along with a very short, touch-friendly form for interested prospects to quickly drop off their contact information.

9. 1252 Tapas Bar


What would you want from a tapas bar’s mobile website? If you answered food pictures, a blurb about delicious, locally sourced food, and menus, then you’ll love this website as much as we do. Their full menu is designed to be mobile responsive, so no pinching and zooming is needed. They also tell a charming story about their head chef, Wes Tyler right on the homepage, which gives a welcoming feel to this local restaurant.

While the page has all of the relevant contact information and hours of operation, we love the special offering at the bottom of the page, which highlight 1252’s weekly food-and-drink specials with delicious-sounding descriptions.

10. TrendKite


TrendKite takes all the good things about desktop websites and puts it on their mobile page. Their homepage starts with an aesthetically pleasing visual above the fold, and then goes on to explain their value proposition and contact information. Keep scrolling, and you’ll be able to click into ebook offers and read more information catered specifically to you, as they separate content “For Brands” and “For PR Agencies.” There are well-positions call-to-action buttons throughout.

11. Dog-a-holics


Great mobile webpages have a lot of compelling imagery. Dog-a-holics knows to lead with their best K-9 face forward. Following an adorable first picture, visitors can read three, succinct reasons the company loves dogs, which are separated by delightful little icons.Before providing all details on store locations, hours of operation and clickable contact information, Dog-a-holics includes a few humanising details about the company to make them feel closer to the customer: a picture of the founder, and a call-to-action offering visitors the option to join as a “special member” of the store.

12. Rover Labs


Rover Labs’ mobile homepage does three things exceptionally well. First, the page tells an easy-to-understand yet compelling story of why they exist and why their target audience needs them. Second, they include some awesome product shots that are really easily digestible on mobile. Finally, the entire experience is clean, brief, and offers users plenty of information along with calls-to-action to learn more.

13. VentureFar


VentureFar’s mobile website has a difficult goal: They need to convince users to climb Mount Kilimanjaro on a cell phone. What’s impressive about the site is that they actually do a really good job. Starting off with a postcard image of the mountain, they immediately offer users the ability to compare tour-operating prices. (Yes, they know their demographic well.) They also include one of the better mobile responsive charts we’ve seen, which includes a simply designed but detailed chart showing all the tours they offer. Finally, their homepage ends with a short blurb answering frequently asked questions, like “Why Climb?” and “When Should You Go?” Being a remote tour company, VentureFar is also sure to include details on their licenses/verifications and options to book direct.

14. Blue Zone SUP


Blue Zone SUP is a stand-up paddle boarding camp in Costa Rica, and after seeing their mobile site, we totally want to go. Their site begins with an enchanting hero image, followed by a quick company description and well-produced video that works really well on mobile. They also show visitors a nice chart they can measure their skill level by on a scale of one to five. This way, when browsing camp dates (which is offered via call-to-action button under their video), visitors will know which weeks are most applicable to their skill level. To showcase more of the company culture, Blue Zone provides links to blog articles and additional imagery.

15. TinyPulse


TinyPulse’s mobile homepage is loaded with visuals, including customers from more well known brands and PR features from national publications. Instead of a text-heavy value proposition, the one on their mobile site is visual and concise, and they follow it with a mobile responsive product video.

16. AX Fitness, LLC


AX Fitness wastes no time in showcasing their culture: The very first thing you see when you go to their mobile site is a large picture of a group running a foot ladder workout, along with the phrase (in all caps): “Real People. Serious Fitness.” We commend the focused approach. Keep scrolling, and you’ll immediately see a “first free class” call-to-action button along with a special first month deal. It also includes a few words from the owner, showing visitors her passion and commitment to customers as both a gym owner and fitness enthusiast. From there, users can learn about personal training, group fitness, read blog articles, and get information on exciting, upcoming events.

Six Quick Content Optimisation Tips For Mobile World


Google has launched an algorithmic changed deemed “Mobilegeddon” to prioritise sites that are “mobile-friendly”.

Google wrote in an official statement that the goal of the update was to help “find content that’s not only relevant and timely, but also easy to read and interact with on smaller mobile screens.” By putting “mobile-friendly” under mobile search results on Google, they signal what sites are informative, contextually relevant, and mobile compatible.

That said, with roughly 50 percent of searches are done via mobile phones, it’s crucial to update your website for mobile compatibility. Here are five quick tips to better optimise your content so it ranks in mobile searches:

1. Improve The Mobile Navigation

Latest survey revealed one-third of mobile websites are difficult to navigate. To make sure that your mobile navigation is user friendly do some of the following things:

  • Reduce layers of navigation
  • Use icons versus lists
  • Add one-click checkouts
  • Have a prominent site search
  • Make sure the “back” button is accessible

2. Design Specifically For Mobile

Unlike desktop Web pages, mobile screens are tiny, so it’s important to design with the mobile user in mind with columned content, white space, riveting icons and a vibrant call-to-action button. More than anything, save your mobile visitors time by designing content that’s legible without zooming. Also consider use of flash, cookies, frames, tables and funky fonts, as these do not always translate from desktop to mobile.

3. Optimise Mobile Load Times

Believe it or not, load time affects your business’ bottom line. Even mobile users do not have the patience for a slow loading time and are apt to abandon the page if it takes more than 6 seconds to abandon a page. Forty percent of visitors will flee a site if it takes even 3 seconds to load. Load times are likely one of Google’s secret ranking factors as well, so across mobile and desktop websites, make sure your pages load fast.

4. Simplify Your Content

Mobile readers are almost always on the go, so create content that is bite-sized and easy to scan. Use bullet points, lists, and segmented content versus long paragraph blocks. As marketers battle shorter attention spans, it’s all the more important to create simple content that can easily be viewed on a smaller mobile screen.

5. Avoid 404s

404 errors are a bane for mobile visitors; and it’s a missed opportunity to connect with potential mobile readers. Anything is better than 404 page. You can show the desktop version instead or offer a choice between desktop version and homepage.

6. Take The Infamous “Google Mobile Friendly” Test

Though many of Google’s tools come with a premium, Google’s “Mobile-Friendly” test page does not. Use this test by typing in a desired URL and seeing if it passes the test.

With around 2 billion mobile users worldwide, you can see the importance of appearing in the top results of Google mobile search results. Mobile friendliness means the difference of visitors seeing your website or not. Make your website easy to access on mobile, because if not your website will fall to the wayside on Google search results. The good news is many website builders offer a mobile friendly applications so you can design both for desktop and mobile devices.


Simplicity always wins when it comes to website design, especially for the mobile version. Keep fonts, content, imagery and navigation simple, and you will likely see your business ranked well on mobile devices.