Benefits of a Mobile WebsiteAnd the Best Practices of Mobile-Friendly Designs

Amanda OldhamWebsite Coordinator

Mobile devices account for 30% of all website traffic.

In 2012, mobile devices only made up 12.5%

15%

15%

70%

Overall Website Traffic

Smartphone Tablet Desktop

34%

14%

48%

1% 4%

Mobile TrafficBreakdown

iPhone iPad AndroidBlackberry Android Tablet

Smartphone Design vs. Tablet Design• Smartphone screens

are getting larger, but not enough to stop needing a special design• Should be more about

function and user friendliness• Relies on touch to

navigate

• Tablet screens are larger, more closely resemble desktop• Very little needs to be

changed for a tablet view• Touch navigation instead

of clicks

Tablet Design Tips:Keep same as the desktop with minor changes. Such as:

• Remove any hover style effects

• Use shorter quote forms (optional)

• Use alternate images

Should I have a Responsive Design?Or a Separate Mobile Site?• Responsive design: a website design that looks

the same on all platforms (desktops, tablets, and smartphones) and adjusts to screen size and orientation.• Mobile Website: a separate website design that

differs from the normal look (seen on desktops and tablets) and only appears on smartphones.• Responsive designs are good for a clear, consistent

look and feel across all platforms.• But a mobile website is more user-friendly and

easier to navigate since it is more focused on function.

So why are insurance agencies focusing so much on mobile website design?

Visibility & Optimization

• Google in particular has bots that specifically crawl mobile websites, which provides smartphone users doing searches with more relevant results.• If your website is not very mobile friendly, it will not

be ranked as highly on mobile searches.• Google prefers responsive and separate mobile

website designs.

Faster Page Loads

• “A second delay in page response can result in a 7% reduction in conversion.”Source: eReach Consulting

• Load times are a factor of your website’s overall SEO.• Mobile websites are designed to be lighter, easier

and faster to load on smartphones.• Non-mobile-friendly websites may not load at all.• Mobile searches are about convenience more than

anything. Slow websites are not convenient.

User Friendly

• Long drop down menus are good for compiling a lot of links and information on normal websites - very bad for mobile• Lots of clutter and information squishing together makes

it hard for clients to navigate.• If client has too much trouble browsing content on your

website, they will leave and not look back.• Remember Touch vs. Click• Buttons are popular and easy ways to help clients

navigate• Larger text and click to calls

Engagement and Integration

• Engage customers with mobile specific features:• Click to Calls• Location mapping• Easy contact forms

• Add links to social media sites to increase traffic.• If they ‘like’ you, you can continue engaging them over a longer

period of time

Function vs. Fancy

• Pretty websites with lots of options are nice and visually appealing but clients are visiting your website for a reason.• Narrow down your website’s options• Focus on what your clients are wanting from your

website when they are on the go.• Website mainly a lead generation source? Make quote

forms the easiest thing to access.• Shorter quote forms make capturing a lead’s basic

information easier, because it is easier for the client to fill out from their phone.

Better Brand Building

• First looks are important. Having a friendly mobile website immediately makes you stand apart from a client’s previous bad experiences.• Easy way to promote yourself and push your best

assets to your target market.• Another place to include your agency’s logo and

other branding measures to help keep you in the client’s mind.• Aides with retention by better helping your current

clients.

More Cost-Effective than an App

• Mobile searches do not tie in with “App Store” searches.• Apps will not show up on mobile browser searches.• Easier for clients to find your website.• Mobile websites work for iPhone, Android, and

Windows phones with a single design.• Apps require separate developments for each.• Apps do work as special complements to your

mobile website, but should be a small part of your mobile efforts. Never the main event.

Recap:

• Mobile website designs all revolve around how convenient your insurance website is for current and potential clients.• The more user-friendly/functional your design is, the

more likely the client will take action on your website.• If a mobile website is too cluttered or slow to load,

you will loss a lot of potential leads because clients will leave your website.• Your website’s mobile capability factors in to your

overall SEO efforts.

So what makes a good mobile insurance website design?

Good Mobile Design Tips:

• Minimize the need for typing things in.• Click to call all phone numbers.• Buttons are your navigation friend!• Avoid cramming things close together, so people

don’t accidentally tap the wrong item• Shorten your quote forms and any customer service

forms• Provide touch feedback so clients know that the

website has registered their touch• Single column layouts work best

• Single column layout

• Biggest focus: getting a quote

• Buttons to make navigation easier

• Clean feel

• Downside: a little too long

• Single column layout

• Broken up into identifiable pieces

• Very few items to choose from

• Focus is on contacting agency/customer service

Final Words

• This webinar will be posted to the ITC Marketing blog:http://www.getitc.com/blog/marketing/• Join us next month!• The Importance of Data Upkeep• Presented by Jennifer Fitzsimmons (AgencyBuzz Product

Manager)• Thursday, August 28th at 12pm (CDT)• Want to register? Visit:

http://www.getitc.com/solutions/agency_marketing/webinar/

Thank you for watching!

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