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Mobile Optimisation, Product Management
“How many of you have read an email on your phone and marked it unread so you could read it on your PC later?” That’s the question Marissa Mayer, Yahoo CEO, posed at the Goldman Sachs Technology and Internet Conference. We bet a few of you just nodded your heads in agreement… 37% of emails are now opened on a mobile device, and if you are sending out marketing emails with fixed borders and widths you are in danger of losing customers as they delete or close emails that they can’t read. Open rates on mobile devices have increased 300% since 2010 and given smartphone sales continue to rise this figure will only rise with it. Here are our top tips to make sure your brand never loses out on a mobile device:

1. Test, Test and Test Again
If you do nothing else, test your email in a variety of devices – desktop browsers, tablets and a range of mobile devices. Don’t assume that because your email looks good on an iPhone that it will look good through the Yahoo Mail app on an Android.

2. Keep your subject lines short
Smartphones have smaller screens than desktops – so it pays to make sure that users can see the entire subject line no matter what device they access on.

3. Use a Responsive Template A Responsive Template essentially does “what it says on the tin” – it modifies the email view depending on the device viewing it so that the entire email can be read with minimal left to right scrolling.

4. Make your call to action clear and concise
When you are reading emails on a smaller device the last thing you want is to have to trawl through a number of paragraphs to find out what the message is really trying to tell you. Keep it short, punchy and at the top of the email body.

5. Make your links large enough for touch-screen
There’s nothing worse than trying to share content and finding that the Facebook or Twitter logo in the email you are reading is too small to touch, so make them a good size and then test again. Finally, make sure that the analytics tool you are using is capable of reporting back results that break down information about the mobile devices being used to read your email marketing – this will give you insight to further optimise your future campaigns.

This article first appeared on Digital Ministry in February 2013.
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Mobile Apps
In the final instalment of my Travel on Mobile segment I decided to look at the bits of mobile that people often forget to take advantage of:
Push messaging;
Email on mobile;
SMS; Google Now
Push Messaging

If you are lucky enough to have a large customer base who have already downloaded your application, don’t let them become unengaged, disenchanted users. I read once that only 26% of apps are actually used once they are downloaded, so you need to do everything you can to remind your users that your app is on their device. Push messaging is a great way to do this. Put simply push messages are ones which the user has not specifically initiated which are sent to them through an application that they have previously downloaded.

A great example of use of this is the Virgin Australia Flight Specials app. Its primary function is to inform the user of sales that are occurring and it allows the user to set up specific routes as alerts and will then send a message to the user on their device when those ones are on sale. A great example of set and forget. This is a user opt-in feature, meaning the user has to agree to push messaging on download of the application. Even so, don’t abuse it to the point the user decides to delete your app. Email on Mobile

I’ve written about this before, but as more than 50% of emails are now opened on a mobile device, it’s important to make sure your email, promoting extra frequent flyer points, or sales on destinations, can be easily read by the user without having to pinch and zoom. SMS

The mobile application or mobile websites poorer sister, the SMS now often gets overlooked as a means to reach customers. It’s subject to lots of anti-spam regulation, so make sure you do it correctly and get your customers to opt-in first. In my opinion it’s the best and simplest form of communication. SMS messages are almost always opened, put your message in your customers hand immediately, and force you to really consider what your key call to action is because of the limitation in the number of characters available. Before you send out a mass SMS broadcast, ensure any links within it are optimised for viewing on mobile. There’s nothing worse than wanting to find out more and being taken to a desktop site on a smaller device. Google Now

Google Now is my new favourite travel accessory. It doesn’t require me to input the details of my flight, simply picks up all the information from my email and displays it automatically. I was recently informed of a delay to my flight by Google Now before Virgin Australia had even updated their website – Google somehow knew about it first. At the simpler end of the spectrum it also informs me automatically of when I need to leave for appointments even taking into account traffic conditions. I look forward to the day it can have a taxi waiting outside to take me to the airport without any intervention from me… Just be careful what you say around it, saying the phrase “OK Google” will launch voice search – and it has sometimes done this from my back pocket!
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Mobile Apps
In the second instalment of my Travel on Mobile series, I’m going to look specifically at iOS and Android apps and how they can make your life easier when on the move with limited data access and what lessons you can learn from some of the top travel apps when designing your own mobile applications.
Trip Advisor

I’m an avid Trip Advisor user and contributor and though there are some things about their mobile app which are great, the main thing that is missing for me is the ability to use the app and write reviews offline. I found an amazing little restaurant in Venice that I was desperate to share with the world but was unable to because I didn’t take their name down correctly and when I returned to an area that had WiFi I couldn’t find their listing on Trip Advisor. I also had hours and hours flying where I could have been writing lots of Trip Advisor reviews in the app but instead I had to write them in Evernote because you can’t save a review locally in the app before submitting it to be published. For me, Trip Advisor is the essential app to have – giving you not only all the official information about Attractions, Hotels and Restaurants but also the real behind the scenes info that helps you determine whether a place is worth visiting or not. It’s the reviews that inform you about whether a 3 hour queue for Catacombes de Paris is worth the wait and what the local customs require when visiting a Thai Buddhist temple. It makes use of the device being mobile by being location aware in the “Near Me Now” section and with the ability to save attractions and hotels to your own device you’ll be able to organise your trip easily.
Lesson Learned: Establish what functionalities your users will need to use offline, and make the app compatible. Kayak

Kayak is a great mobile app for checking flight prices from multiple different airlines at once and it’s a good way to get a good deal. Designed both for iOS and Android and with a mobile site they make it easy to access their service on the go. The app itself is very easy to use and returns search results in a very timely manner. The main drawback is that with the flight prices from the USA the displayed results don’t include the taxes – meaning the flight is actually more expensive than you think, which you won’t discover until you reach the airline’s website to book your flight.
Lesson Learned: Do your utmost to display consistent and final pricing in whatever currency the user selects. Air BnB

I used Air BnB a number of times through my recent trip and I was thoroughly impressed with it on the whole. There is lots of press just now about their business and the booming sharing economy, including a woman in the USA who is having problems evicting former tenants and a possible ban on its use in NYC, but the sleekness of the actual application should not be forgotten. It allows you to save lists of rooms to a shortlist for easy browsing later and many of the apps functions are available offline – a great plus when travelling abroad and not wanting to return to Australia with a massive data bill. The messaging within the app, and the use of push notifications, means there is no need to ever exit the app to contact hosts and keeps track and trace of all messages sent between both parties.
Lesson Learned: When talking about property, visuals and image quality are king. Hotels.com

This is a good app to use for getting hotel deals and if you are signed up to the Hotels.com loyalty scheme you will get one free nights accommodation for every 10 paid nights accommodation. Within the app you can see the user ratings and reviews in addition to all the standard information that the hotel gives out. Helpfully, the iOS version of the app has Passbook integration allowing the user to save their reservation to be stored within Apple’s Passbook – making accessing the information quick and easy. However, it can be slow to load and the Android version of the app doesn’t allow you to save or shortlist hotels prior to booking. Lesson Learned: Use the particular functionalities of the device to further optimise your app and don’t have a “one app fits all” policy.
 

This article first appeared on digitalministry.com.au
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Mobile Apps
Having just spent the last 3.5 months traveling the world I’ve had the fortune to sample a number of different travel services using only my mobile phone or my tablet. Over the coming weeks I will take a look at different travel sites and services highlighting the things they’re doing well and where there’s definite room for improvement.
American Airlines

I flew a lot with American Airlines, and most of the flights were booked whilst I was on the move. They have no mobile optimisation, making the page very difficult to navigate from a smartphone. What should have been a very quick process was lengthy and off-putting. I also had trouble booking flights using non-American registered credit cards – in the end, I took to Expedia.
Lesson Learned: Build a site that is optimised for mobile and don’t rely on users to pinch and zoom to access your content. Consider where your user is coming from. Bangkok Airways

I was incredibly impressed with Bangkok Airways experience on mobile. They give you a mobile website to book from, which is easy to navigate with links designed to be used on a touch screen (i.e. big enough spaces between links to account for people’s fingers), and even a very clear option at the bottom of the screen to take you to the full version of the website should you choose. The mobile site focuses on the main items that would be important to someone on a mobile device: – Book a Flight – Check In – Manage your Booking – Flight Schedules – Contact Details It’s clean, it’s clear and it’s concise – they even let you select special meal options from their booking page.
Lesson Learned: UX and UI are important, consider the spacing between your links and make sure your links are a minimum of 44 x 44 pixels wide (the average size of a human finger). Alaska Air

Alaska Air have both a mobile site and the option of a native application for your device. Their advert for the application sits at the top of their mobile site and is unobtrusive, allowing the user to focus on the key functions of the site: – Book a Flight – Check In – Flights Status – My Account – My Trips and Reservations – Contact Details As with Bangkok Airways they also give the option to view the full site should you wish.
Lesson Learned: Advertise your native application on mobile, but keep it subtle and make sure it does not obscure the key functions of the mobile site. Virgin Australia

Virgin Australia’s mobile website gives a lot of screen real estate to their advertising carousel rather than focussing the user’s attention on menu items taking them to the key reasons for their visit to the site. Their “Contact Us” page has a lot of useful numbers, but none of them allow single touch click to call – making the user copy the number and paste it into their dialler.
Lesson Learned: Use the functions available to you on the device to their fullest extent to help make the user experience a slick one. In general most airlines are now switched on to the fact that a site that is usable via mobile is important, but it’s imperative that when you design a service to be used on mobile you consider the use cases and how to make it as easy a customer journey as possible.
   
This article first appeared on digitalministry.com.au
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