Winning In a multi-screen world – rich quick, arnold clark
In this session, Rich Quick from car dealer Arnold Clark discussed how we are now living in a multi-screen world and what we need to be doing to adapt. Here are a few of the key points:
- In 2011, just 7% of online transactions were made on mobile. In 2012, this rose to 25%.
- People viewing emails on mobile is about to overtake desktop.
- 58% of marketers (your competitors) ignore mobile email in their campaigns.
- Desktop email clients tend to have a small viewpoint, so design email campaigns for mobile then give same experience to desktop.
- When designing emails for mobile, make sure calls to action are above the fold.
- Responsive web design is your friend, avoid having a separate mobile site as it can cause technical issues.
- Number of iOS users about to overtake number of Windows users.
- Mobile needs to be straight to the point as people are busy and have shorter attention spans.
- Apps have their place, but it’s all about context. For example, The Trainline app uses your phone’s geo-location in order to tailor content for you, a mobile site would not be as effective.
- Designing for mobile is not about making things smaller, it’s about making things bigger. When people out and about they cannot be as focused or accurate as on desktop.
- When designing for mobile – empathize with the user, consider what they are looking for. It’s all about context. For this point, Rich used the SAScon website as an example. The homepage of the mobile site provided no relevant information about the location or time of the event. Rich then contemplated a mobile site that adapted depending on the user’s location or time of day etc. in order to provide the most relevant information at that moment.
And I’ll finish with one of my favorite quotes from the session:
When designing for mobile it’s not just the number of pixels that are changing, user behavior is changing.