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THE
MOBILE
WAR
Why Responsive Web Design Doesn’t Always Win
www.thelevel.com
“For those of us who create websites and
services, all this leads to a singular
conclusion: A million screens have
bloomed, and we need to build for all of
them.”
- Pete Cashmore, CEO & Founder
Mashable.com
“The answer is simple: Responsive Design.”
- Jose Antonio Sanchez, Marketing Manager
Uberflip
Was 2013 really the year for responsive web design?
Was 2013 really the year for responsive web design?
How many websites have taken the responsive web design
or separate mobile site route?
Was 2013 really the year for responsive web design?
How many websites have taken the responsive web design
or separate mobile site route?

6%

Only
of top 100 Fortune 500 companies have sites
that comply with Google’s mobile requirements.
vs.

Responsive Web Design (RWD)

Separate
Mobile Site
“By the end of 2013, there will be more mobile devices
on Earth - than people.”
- Super Monitoring
Global mobile traffic accounts for

15%
of all web traffic.
- Super Monitoring
50%
All mobile users use their mobile devices as their
primary means of going online.
- Super Monitoring
68%
People research before
making a purchase using their smartphones.
- Super Monitoring
Why Responsive Web Design?
“Using a single URL for a piece of content makes it
easier for your users to interact with, share, and link to
your content, and a single URL for the content helps
Google's algorithms assign the indexing properties for
the content.”
- Google
One experience across all devices.
One URL = Seamless web experience for visitors =
One pagerank = Good SEO
Why A Separate Mobile Site?
“Good mobile user experience requires a different
design than what’s needed to satisfy desktop users.
Two designs, two sites, and cross-linking to make it all
work.”
- Jakob Nielsen, User Advocate & Principal
Nielsen Norman Group
Mobile features
include Book a
Tee Time, Hole
by Hole and
detailed course
information.
Find a Nearby
Course uses
mobile’s
geolocation
capabilities.

Content is pared
down on mobile
site to tailor to
golfers on-thego.

Read more about GolfBC’s mobile site.
Two URLs = Custom web experience design only for
mobile users + Meet specific goals
Common Criticisms of Mobile Sites
1. Multiple URLs lead to longer load times
2. Inconsistent user experience
3. Complex data management
Which one is
the winner?
Let’s
consider...
What are the goals of your site?

Awareness
E-commerce
Entertain
Inspire
Educate
Convince
Sell
What kind of web experience do you want to create?

Fun
Informational
Interactive
The Real
Winner is...
It’s a bit anti-climatic but...

Both.
Depends on the needs of your business.
Create a mobile strategy,
find who your mobile customers are and create a
customized web experience.
Mobile users today expect
a seamless web experience.
What makes a good mobile experience?
● Is the site structured for mobile?
● Can they read it?
● Can they easily navigate through the site on their
mobile device?
● Does it have the content they are looking for?
● How fast does it load?
Who a Responsive Web Design is for:
“Businesses that are focused on offering a consistent
experience and can plan holistically for all devices with a
single team. RWD can be expanded to fit new devices as
they emerge, and the single URL is good for linking and
sharing articles without confusion or redirects.”
- Google
Who a Mobile Site is for:
“Businesses that for any reason need to manage their
mobile site independently.”
- Google
Credits:
●

Building Websites for the Multi-Screen Customer via Google

●

Why 2013 Is the Year for Responsive Web Design via Mashable.com

●

Only 6% of Top 100 Fortune 500 Companies Have Sites That Comply with Google’s Mobile
Requirements via Search Engine Land

●

Mobile Site vs. Full Site via Nielsen Norman Group
Let’s Connect: Blog, LinkedIn, Twitter
Questions? info@thelevel.com

www.thelevel.com

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The Mobile War: Why Responsive Design Doesn't Always Win

  • 1. THE MOBILE WAR Why Responsive Web Design Doesn’t Always Win www.thelevel.com
  • 2. “For those of us who create websites and services, all this leads to a singular conclusion: A million screens have bloomed, and we need to build for all of them.” - Pete Cashmore, CEO & Founder Mashable.com
  • 3. “The answer is simple: Responsive Design.” - Jose Antonio Sanchez, Marketing Manager Uberflip
  • 4. Was 2013 really the year for responsive web design?
  • 5. Was 2013 really the year for responsive web design? How many websites have taken the responsive web design or separate mobile site route?
  • 6. Was 2013 really the year for responsive web design? How many websites have taken the responsive web design or separate mobile site route? 6% Only of top 100 Fortune 500 companies have sites that comply with Google’s mobile requirements.
  • 7. vs. Responsive Web Design (RWD) Separate Mobile Site
  • 8. “By the end of 2013, there will be more mobile devices on Earth - than people.” - Super Monitoring
  • 9. Global mobile traffic accounts for 15% of all web traffic. - Super Monitoring
  • 10. 50% All mobile users use their mobile devices as their primary means of going online. - Super Monitoring
  • 11. 68% People research before making a purchase using their smartphones. - Super Monitoring
  • 12. Why Responsive Web Design? “Using a single URL for a piece of content makes it easier for your users to interact with, share, and link to your content, and a single URL for the content helps Google's algorithms assign the indexing properties for the content.” - Google
  • 13. One experience across all devices.
  • 14. One URL = Seamless web experience for visitors = One pagerank = Good SEO
  • 15. Why A Separate Mobile Site? “Good mobile user experience requires a different design than what’s needed to satisfy desktop users. Two designs, two sites, and cross-linking to make it all work.” - Jakob Nielsen, User Advocate & Principal Nielsen Norman Group
  • 16. Mobile features include Book a Tee Time, Hole by Hole and detailed course information. Find a Nearby Course uses mobile’s geolocation capabilities. Content is pared down on mobile site to tailor to golfers on-thego. Read more about GolfBC’s mobile site.
  • 17. Two URLs = Custom web experience design only for mobile users + Meet specific goals
  • 18. Common Criticisms of Mobile Sites 1. Multiple URLs lead to longer load times 2. Inconsistent user experience 3. Complex data management
  • 19. Which one is the winner?
  • 21. What are the goals of your site? Awareness E-commerce Entertain Inspire Educate Convince Sell
  • 22. What kind of web experience do you want to create? Fun Informational Interactive
  • 24. It’s a bit anti-climatic but... Both.
  • 25. Depends on the needs of your business.
  • 26. Create a mobile strategy, find who your mobile customers are and create a customized web experience.
  • 27. Mobile users today expect a seamless web experience.
  • 28. What makes a good mobile experience? ● Is the site structured for mobile? ● Can they read it? ● Can they easily navigate through the site on their mobile device? ● Does it have the content they are looking for? ● How fast does it load?
  • 29. Who a Responsive Web Design is for: “Businesses that are focused on offering a consistent experience and can plan holistically for all devices with a single team. RWD can be expanded to fit new devices as they emerge, and the single URL is good for linking and sharing articles without confusion or redirects.” - Google
  • 30. Who a Mobile Site is for: “Businesses that for any reason need to manage their mobile site independently.” - Google
  • 31. Credits: ● Building Websites for the Multi-Screen Customer via Google ● Why 2013 Is the Year for Responsive Web Design via Mashable.com ● Only 6% of Top 100 Fortune 500 Companies Have Sites That Comply with Google’s Mobile Requirements via Search Engine Land ● Mobile Site vs. Full Site via Nielsen Norman Group
  • 32. Let’s Connect: Blog, LinkedIn, Twitter Questions? info@thelevel.com www.thelevel.com