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my name is Tim and I'm the CEO of sight tuners and I'm going to test out to see how good the speaker's looks pretty solid I don't like being behind a podium so I'm just going to hang out here if that's all right with you guys I'm going to talk to you today about mobile does anybody think that next year is the year of mobile no that was three years ago okay so if you're not on the mobile bandwagon it's kind of too late you're getting a late start so what I'm going to do is try to give you some quick tips to catch you up and give you the perspective from a conversion rate optimization and a view of the world in other words how do you make it easier for people to take action on the mobile web okay now before I do I want to tell you a couple of quick things about site tuner so you understand our perspective I run an agency based out of San Diego we have offices also in Tampa and work with clients all over the world and we're essentially a strategic conversion rate optimization agency so of course we can do landing page testing for you of course we can redesign your website for higher conversion but we also one of our biggest practice areas is what we call conversion management or enabling companies to do conversion rate optimization in-house we don't think you should outsource conversion rate optimization we think it's too critical to all of the online marketing you're doing for some of you you're probably asking what is conversion rate optimisation well it's the getting your visitors to act once they're on your website so I don't care about driving traffic I don't care about your email follow-up after the fact I care about that zero moment of truth when they're on your website do they take action do they buy do they fill out your form do they call you whatever that response mechanism is we want to influence more people to do that as I mentioned we work with a lot of big companies whatever my vice president of business development said I had to put that up all right now this talk is structured into two parts the first is I'm going to give you just some wider perspective on mobile and what the mobile experience is all about and then i'm going to give you 10 things to do and 10 things not to do is that fair how many things total 20 all right we got some math whizzes out there good all right they told me actually not to use this picture because it would gross you out who's grossed out a couple of people good okay this is intentional how many of you have heard this they indeed about your office raise your hand really high yeah we need a responsive website right I'm gonna go back a little ways how many of you remember Netscape okay old-timers like me right okay I like the streamline haircut sir also very nice okay this was the world of yesterday and it was easy there was Netscape and actually Internet Explorer came along and made things really really bad how many of you suffered through the internet explorer 60 days yeah does everything work except on internet explorer 6 dot 0 so we had to make these little hacks to our web pages in order to make them work for internet explorer 6 may it die a violent death right but then things got a lot harder now we're starting with smartphones we're talking about tablets we're talking about desktop oh by the way yeah it has to work on your 60-inch LED display as well so how do you do this this has turned into a regular Tower of Babel and things get worse too well the solution apparently everybody ready draw pretty boxes say it with me draw pretty boxes okay they're going to work the same everywhere you're going to have a mobile experience and a tablet experience and a desktop experience isn't it wonderful and we'll just they'll kind of just move around and stuff so here's a kind of a typical website that looks like that a one page responsive website so what you have is the top of the page i'm showing you the bottom and in between there's a bunch of zebra stripe sections because of course photo-realistic background images and color changes are required if you want to do these kind of pages well your reality check just bounced that is a a stupid thing to do can you say it with me out stupid say it with me thank you okay how many of you have done that it's like a therapy group for okay I'm going to tell you why it's a bad idea as we go along here but as i mentioned i won the conversion conference event series we had one here in Boston a couple years ago right at the seaport and Richard Banfield are one of our keynotes then I quote him he's I'm not the only one that swears most responsive websites are infinitely scrolling pieces of crap get a hallelujah hallelujah okay that's what they are you've destroyed the whole paradigm of the web just in order to make it easier for the thumb flippers on their phones right what we need to be responsive to is not the website design it's to the context do you see how each of these is a very very different mindset what's my context and my board in front of my desk am I on the beach with a laptop or tablet am I it was is my dog chewing on my leg and i'm at home checking something on my phone you know I was in the urinal here true story about half an hour ago and there's a little thing in the you know like four guys we have those splash things in the urinal so we don't mess up ourselves and there was a one in there about inside sales are your conversions pissing you off right okay that's really targeted but I also want you to think about how we see these things in context you women have not seen this unless you know you've been going into men's bathrooms Don't Ask Don't Tell that's my policy okay ain't nothing wrong with that but it's about the context it's not about the technology we're trying to reach them with it's about what their mindset is and this is numbers from google from just a couple years ago i'm sure it's kind of increased even since then a lot of us are doing multi-device how many of you are doing multi-device stuff you're watching TV checking your email or you know you're doing something it's on your laptop and you're doing something on your smartphone probably a lot are you doing that right now stop checking your email sir okay dude multi screening it's bad okay by the way you know we heard the talk in here who was in here for the previous talk about the brain we can't multitask anybody think we can multitask we can't we can switch faster but every time we switch it cost us this context switching time so nobody can multitask if you think you're doing something more efficient by doing that you're on you're spending more time context switching so devote longer blocks of uninterruptedly don't do that but all of you are doing this responsive website and I'm night and I'm going to tell you what it does is it kind of breaks the whole paradigm of the web which is hypertext right we can click on things and go to other places now what we've done is just turned everything into one long linear experience and so the only brilliant marketing things that you can do I decide what order to put those silly little blocks on the pagent that's it that's what your marketing is now reduced to if you think that's a really good idea okay it makes your job easier and it makes Google happy because they say you can't have dot M mobile sites anymore you need to have everything responsive it's really horrible for your visitors so I'm here crying in the wilderness in order to address the needs of your visitors so let's talk about what makes mobile unique just for a little more background so one of the things you have to understand is that where you we're multitasking like I said bad idea we're doing it with one hand we're doing it outside we can't we usually have a pretty shitty contrast on our screens and we're interrupted this it cannot be underestimated by the way those use snapping screenshots I am going to make my deck available so I forget where you guys need to download those but wherever you get your presentations this is all available I have a lot of text very different for most of my other presentations it's meant to be read afterwards all these little tips are going to be in there okay one of the things I expect you to know is where I am I expect you also to correct any mistakes I made and I expect you to do it hands-free essentially so let's take a look at you because some of the how we do this or what we do online we're touching our phones a hundred thirty times a day how many of you are doing more than 130 okay honesty okay you know we might look up something that's timely oh there's a game going on what are the scores time sensitive where's the nearest gas station or restaurant hungry location specific you know what's nearby a lot of the social networking is built on having our friends and and you know who's close to me now that's what I want to know hey you want to meet up at a bar okay that's kind of the context and it's like I said switching between devices is also very very common so what you want to do is kind of create an end-to-end experience that's going to be similar or with enough framework that's common across all of these devices so this is tough for us because here's the stuff we have to deal with small targets for hitting things on the screen okay they're jiggling you can't you don't have the focus to do long forms we r you know lower bandwidth I'm going to come back to that one and interruptions and a lot of touching which we don't like to do on the screen so that leads me perfectly into things you guys are doing that you need to stop doing these are my top 10 things to avoid you ready number one like I said your mobile site should not be everything on your desktop site just crammed into a single column okay that's a bad idea how many of you have any kind of like e-commerce component or anything to do with physical stores and brands offline can you raise your hand okay so I beg you like let's use best buy as an example I bet you if i go to best buy's mobile website i can predict the number one task that you'll be doing on that site anybody want to guess search engine no that's not it anybody else research nope we're not doing research on our phones most popular nope find a store Thank You location someone said over here find a store if you have physical stores and I'm with my phone which is with me everywhere i'm probably looking for your store that's the number one use if you have kind of brick and click businesses was that hard to predict no i mean do you think I'd want to do research or look for most popular or any of those other things that people mentioned on my tiny little phone like this no I want to do it on my desktop or at least my my tablet whenever I can I'm not doing it with the phone with the phone I'm looking for where is your nearest store see what do you need to do in order to do that is you have to rethink not your desktop experience you need to start with mobile who's heard of mobile first the kind of as a design philosophy good it means most of your people are now viewing your stuff on mobile you need to start with that context the mobile first doesn't mean have mobile and then have everything on your main site as well it means think about the tiny subset we're talking about twenty percent of your website functionality that going to be necessary on the web the greatest good for the greatest number what are you doing to squish everything and really essentially think about I forget who this is a quote from I believe it's Einstein but if I misquoting let me know he said something like elegance is not when you know the ability to add more things it's when nothing else can be taken away how many of you use Apple products in the room uh uh yeah of course you did okay are you proud are you tribal about it hey I use a samsung phone because you know I like to get work done on my phone but hey that's another story oh yeah okay no not going to start a jihad here sorry folks okay I take all that back no but one of the things that you know that Apple is known for is its elegance of design right I mean most laptop keyboards have two buttons next to the trackpad well you know apple doesn't have any you know it's what is the minimum and I saw my kids when they were two or three be able to figure out Apple devices so the essential thing is when is it at the point when nothing can be taken away that's how I want you to think about your mobile experiences what's really essential don't think but oh two percent of people might want to do this Oh three percent of people might want to do that pretty soon you're back to your full website have the discipline to really really start with nothing and add only essential things that's how you design your mobile experience your desktop site can still be the horse design by committee you know that that you know that's what a camel is incidentally a horse design by committee because everyone's got their hands in it that's fine for the mobile experience you have to be really really disciplined okay all right mistake number two is making it hard to find your location I already talked about that if there's any physical component to your business how many of you have a physical component to your business either coverage areas or locations or anything like that raising the pipe okay definitely makes you easy to find location because that's one of the first things people are looking for and again I'm not going to read all this text you're probably thinking thank God Tim this is for you to read afterwards okay number three using non-standard buttons and controls one time I was on a I use this as an example in my book there was a website for pet company kind of like pet meds or something like that and they had this little ox at the top of the screen and next to it was a little bone okay and it said the word fetch on it you guys get it it's their search button so but I'm going through all these mental gymnastics going ok a bone is that a button fetch is that the same as search you see how much effort that took so if you do anything non-standard you're really pissing into the wind I mean you're going to get blowback piggyback they say that out loud sorry that's Tourette's okay piggyback on well-known conventions what do buttons look like what do press areas look like how big should things be where are they on the screen don't go against convention you should really take advantage if you're doing anything cute zeon mobile you're gonna kill yourself all right don't forget that I have a DD how many of you been officially diagnosed like me all right okay it was real and for that right no it's amazing back in my day they're just like he's a spaz and he gets to go to the tension and now all the kids are getting riddle and same difference but one of the things you have to realize is that on the web we have the attention span of a lit match think about it and mobile is even worse because of all of the distractions and so the most price the kind of price phul no sorry the most valuable commodity that you have for mobile user experience is attention tweet that ship inbound 15 most limited commodity you have is somebody else's attention don't forget that okay this goes along with it's even worse like you have some of my attention but if you actually expect me to remember something how many of you have had this experience on the web all I need to type in a number into a field and I don't remember the number so what I'm going to do is I'm going to go and I'm going to go to this other application where I have it i'm going to cut and paste it and then i'm going to put it into a form how many of you have ever done that yeah isn't that a horrible experience think about that what's even worse is making me remember it because i'm not even going to do that so we're willing to go through all of those hoops just to avoid remembering something so if anything you expect people to do on a mobile experience requires memory you lose it's a non-starter don't expect me to remember anything that's the default position so you know if it's your social security number maybe you know that if it's your credit card number no not so much let's talk about using your screen for things that's not meant to be used for okay so in a desktop scenario williams-sonoma this would be just fine r ght on a larger screen we'd see the nav the sub now but in mobile where is it all going what do we do sorry so he's like this is you know kind of a sort of go back where is the navigation it's all under that little hamburger menu right then there's an ad then there's another ad then there's another ad then there's another ad then there's another ad you with me what do we forget to do navigation is we've replaced it all with promotional crap really really bad idea so often a lot of your site should not be preachers not be pretty pictures we don't have it's not a billboard folks the screen of your phone is really tiny I don't care if you have a Retina display or whatever more pixel density doesn't make any more screen real estate because it still has to fit in my back pocket okay so when you have that you have to use it for useful stuff getting me to the information I want instead of advertising to me so leave room for navigation on your page and contact information this is another thing believe me when I tell you your mobile experience sucks so at some point somebody might get frustrated and want an alternative experience now you can send them back to your main site probably not a good idea you could have them chat with someone you could have them call you okay making contact us or alternative response mechanisms really really clear is something that's critical large images one of my favorites I said about the something about this already now think about it how many of you are managing creative people as part of your mobile web design or something like that raise your hand how many of you are creative people I mean how many of you completely non creative and that's why you went into marketing okay all right that's the rest of us okay no but think about it when we use giant images there less stuff to see in desktop it's fine in mobile it's not one of the things that the problem is is that there's going to be lower engagement with content because they can't see the content the content is getting pushed down the page by the giant images and a lot of times we resize things to go well yeah my images are only giant on a 30-inch monitor but they get really small on text but still there's a minimum size how many of you have a minimum image size that you won't go below right when you're doing this kind of stuff you should write so it's inevitably pushing things down the page so be really really careful about that now how many of you can click on the text link inside of that text block you're saying there's actually a text link in there I challenge you to find it won't be easy too small right the text is too small buttons are too small links are too small and would again world works on your desktop won't work here it's okay to prioritize visually on your desktop you'll also you'll often say button lower right do this secondary action text underlying text right next to the button that's my backup things you don't do is frequently well that text effectively disappears on a mobile device you can't do anything with it because you can't click it it's too small now I do have some guidelines for how to fix that it in the second part of the of the session here mistake number 10 the last one using long-winded content no one reads even looking at a web page on a desktop why do you expect them to read on mobile I mean all thousand pages of Tolstoy sworn peace book go ahead read it seriously this is the San Diego criminal attorneys or something like that they expect you to read all this you know where they got this text from their print brochure which ended up on their website which ended up on their mobile site it's a direct lineage they haven't changed it at all they still think this amount of text is actually ok for the web and for your ad D short attention spans alright so I told you things not to do here's how to fix the problem I'm in practical mode today top 10 things you must do and these are going to be some of their going to be kind of the converse of what I told you not to do and how to address it number one this is a new one how many of you have looked at your page load speed honestly raise your hand high I wanna see okay not most of you okay good for you guys good for you page load speed is critical do you know that Google is on a mission to speed up the web you know why they found out that a half a second delay in the perceived load time of a page when it actually is fully drawn results in twenty percent lower conversion on average across all industries and activities half a second is costing you twenty percent of your business on mobile it's even worse okay here's here's the stats on mobile when do people bail out of the experience on mobile so if your page is taking some number seconds to load and remember let's say how many of you are here inside the convention center in Boston is a pretty wired city right our wireless how many of you have only 3g coverage in here right now it's pretty crappy especially a lot of places we're doing an inside of buildings in basements you know surrounded by giant concrete structures and things like that remember they don't have cable modem or your work network speed you know they only have their little wireless connection and that wireless connection can be really really slow and they have even less patience so you really have to make sure your site's optimized for speed that's critical and there are all kinds it's free tools out there so stes one that comes to mind SOS soas ta that will measure page load times and on mobile and on web make sure that you don't have people leaving just because they're not willing to stick around even see your page and if you do okay you say well Tim it's inevitable we have to have some amount of load time or we're calculating something behind the scenes and it takes a while to get results back well then how do you kind of make me delay how do you make the delay tolerable for me so if it's two to four seconds you know you can have a spinner if it's four to eight seconds you might want to have one of those sliders loading if it's longer than that then what you want to do is have some kind of little messaging how many of you have like loaded Microsoft software before and it's like oh yeah we're loading oh by the way did you know that you could do this totally useless thing when you when it finally loads like they have little informational screens and you're going that stupid but at least you were distracted by reading it and thinking about it so you can have these little messages go along for longer experiences and at least you know just even if you're annoying them you're distracting them and distraction is good because then they're not focusing it on the waste of time that you've just forced them to be to sit through all right let me show you an example two of the page load speed so when you have Alaska Airlines I just flew them here from San Diego you know the look at how simple their site is you know what they have they have a little house symbol they have the Alaska logo which is actually against the color background block so it's just the actual Alaska logo and the rest is guess what text in straight lines there's no graphics here there's nothing to load how long does it take the load text now I'll just text the font you're using the size of the font you know it's a styling and that's it so this kind of stuff minimal graphics blue links for color to make it real clear what's clickable and what's not this is the kind of like zen-like simplicity that you should be going for on your mobile apps okay Oh incidentally the number of travelers here and if you can see this but they have a little plus and minus arrows on mobile you also want to change a lot of your controls so pull downs really really bad because they're long they're going to scroll off the screen on the mobile device you won't even see them but having something that's just like an up and down arrow to change quantities or to go to the next option is a lot better than pull downs okay this is a trick from luke orb lynskey this works really well you can there's a little URL by the loop w logo that you see over there check it out which image is clear anybody tell no that's because actually the one on the right is clear and guess what the one on the right is half the size of the one on the left so you can do this two-step trick you basically take it down to fifty percent size with zero image quality and that's what the algorithm will do and if you're interested in that again the little bit ly link is is right on the screen when you get the slide deck so you can take all your images and make them half the size with slightly better quality is anyone okay with that trade-off okay just checking now one other thing you should do is be really careful a lot of responsive websites load images by default in the highest resolution possible and that's really high like we're talking about three thousand pixels wide kind of stuff for large screens or high-density screens so you have to make sure that you're not doing that behind the scenes you have to get a little technical and go ask or at least go ask if you have to do it yourself but find out whether your preloading giganto images without knowing it go well no looks fine well yeah except it's taking three seconds to download that file just that background image you decided to stick in there right so if you're going to do mobile pull only the mobile images and scrunch those using a number of different tricks like this one to make them as small as possible okay number two I've already talked about kind of in a glancing way reduce the features and content on your site this is really important because you know i'll give you the analogy of an ATM versus going into a bank branch ninety percent of people walking up to a bank branch wanted deposit or take out money that's what ATMs are for originally they were a labor-saving device for the bank because they didn't want you to talk to a live teller and that custom money right and this so they made ATMs free then they saw that people really like the convenience of that and they started charging us for atms and made the bank branch free okay that makes no sense but we're dumb enough to go along with it but if the bench branch is open it doesn't cost you anything to take out money there but why are we paying for it convenience and it's because the one thing we want to do it's in and out the task is put you know put a check in or money in or take money out that's it do we need the whole Bank branch no they just shoved literally eighty to ninety percent depending on the brain bank branch location of their business on to an automated kiosk outside because that's all people wanted and in the same way in the mobile experience you have to think what's the essential tasks that people are there to do what are they not going to do instead you know really you expect them to apply for a mortgage on your bank website no you'd walk into the bank branch for that would you expect them to do that in your mobile phone it's ridiculous it's a non-starter so what are you putting in there just for the sake of completeness that that won't ever get used so here's the chase you know I'm gone this banking example here's chases regular website you can see that so there's a login for customers a mortgage rate banner and open a checking account fine free credit cards actually open a checking account and find free credit cards they found were the two most useful tasks that people actually tried to do on their mobile site there's their mobile site see a radically different that is big fat buttons what do you want to do log in contact us find a branch notice that location part or browse credit cards when you go to the credit card part it has tiles big simple easy to push tiles for subcategories by the way tile everything don't use other kinds of controls even if you have a multiple choice option don't use radio buttons use two tiles pick one okay pull downs you have a tile four plus a tile 4-2 control those with the little number changing in between use tiles for everything all right adapt the experience to your most used devices okay so I was making a joke about the Apple folks earlier guess what you guys are responsible raise your hand if you're an apple person don't be shy okay you guys are responsible for eighty percent of mobile e-commerce good job ma'am well done okay apparently us android people are cheap skates could have told you that before it why is that important because if you look at your web analytics not all of your devices matter there's quickly kind of a fragmentation and a point of diminishing returns so you should be looking at what device type specifically are using my mobile site what's my demographic and optimized for those how many of these products like cross browser testing com okay just a couple okay jot this down you can basically time rent of any kind of operating system or any environment you want to check your if you don't have a usability lab you don't have all these devices sitting around just go see what it looks like on other devices desktop they think they're increasingly having more and more mobile options there's a use the cheapo simulators just because you can you know what I'm talking about like Google's got oh it's like preview this on an iPhone 5 well all it does is just like shrink the screen so you can only see fewer pixels right it doesn't really simulate the device or how it works so test this on the real devices either by getting a good simulator or by actually getting the device and trying it out see what it's like okay so at some point though there's a corollary to this when you get to the point of diminishing returns stop don't optimize for the two-percent case or the five percent case or maybe even the ten percent case give them your average experience for that one right now what I said was evil was what I call responsive light websites but I am a big fan of progressive enhancement where you actually put more thought into your site changing it's not just the number of columns it's how its presented and the functionality that goes into it even just navigation here's a great example so how many of your PBS or NPR Watchers or listeners we've got some smart folks in the room all right now let's take a look at their navigation you have their logo in the upper left you have the main navigation bar and then in the upper right we have their kind of supporting navigation bar that's the desktop experience now check this out now we're looking at their mobile experience and their tablet experience the header got smaller all the information is there but not as many choices on the main nav bar we have one two three four five six seven on them on the desk are in the laptop version sorry tablet version we only have five on the mobile experience everything's collapsed a hamburger menu there are no other navigation options okay that's progressive enhancement okay dad you want to decide what are those important breakpoints and then again rethink fundamentally different experiences for tablet users and mobile users okay number four must do make calls to action and navigation easy to use make it really really simple OneTouch giant buttons giant clickable areas what you want to do is line again I'm not going to this is just for additional information basically we have fat fingers and thumbs don't make things too small or too closely spaced read all this later okay here's an example of US soccer now one of the things they have here's their screen they have three articles you can read on their website each picture is a giant thumb clickable area now if you are going to have giant pictures and that's all you want to display in your home page it's all clickable there shouldn't be little you know fine distinctions I have to make and places I have to wiggle into on your website just in order to take action number five is leverage the user's location think about it what can you do with information about the user's location how many of you visited like giant international brand websites before that have websites for all over the world sir did you get to a screen that said pick your country right USA Uganda you know right there usually like you use are together right se iously you can tell with ninety-five percent accuracy and geo-target me know exactly where I am why are you telling me to pick a country once you default me to the correct location or country or whatever you know kind of your unit of geographic measurement is and then say hey change location here with the little text link in the unlikely event that you got it wrong or that they actually want to look at the French site for Nestle or something like that that's okay they can have the option but don't make people jump through hoops where are you well you certainly know that on a mobile phone you know where they are you know exactly where they are now here's an example of kind of how starbucks do this they you know they take you to their website but they ask you immediately can we use your location and then from then on it activates the you know you get affirmative consent to turn on location on the phone and they're tracking you and then all of their site experiences you know they don't have to do the seven touch you know type in your zip code or five touch type in your zip code stuff to find a location they say can you tell us where you are okay here's our nearest locations another thing you want to do is simplify your contact form how many of you have optional questions on your contact form okay get rid of those today I sped least on the mobile site okay this is really important remember the attention is leaking the people are leaving they're not going to stick around so what do you really need me to know on the contact us page phone numbers how many of you have clicked to call on your mobile contact page that's that ass can I say that a few of you there's maybe 10 hands that went up there on a phone if they want to contact you how do you think they're going to want to contact you you think calling you might be in one of the response mechanism you should have no fill out our contact us form and someone will call you later do you see that how much sense that makes so don't do that did people have not just your phone number out there that's not even good enough have a big fat click the call button because there's a good chance that that's what they want to do I'm going to go through that example minimize or maximize your content and navigation ratio know what i mean by that people are looking to find something they're not looking to understand your whole menu structure your information architecture it's just way too complicated a huge investment of their you know kind of would you say conscious brain power to decipher what you mean by labels and what those sub menus are so what do you want to do is have just like chase did remember they had these big fat button areas on their on their first page on their mobile site they gave you the four top tasks get people off of that homepage as quickly as possible and it's just the rule of a t20 you know a tee percent of people are going to benefit from twenty percent if even on the mobile site of the mobile features that you have so make those front and center don't take up your whole room of your site on your mobile site with navigation so you see how you know like for example on ESPN you know people want to get to the articles great they have a hamburger menu when that slides open the navigation takes over more of the screen experience that's fine but don't take up with static navigation too much rewind you're on your mobile page pretty much everybody at this point it understands the hamburger menu by the way maybe not let me make no assumptions you know what the hamburger menu do you not know what the hamburger menu is let's try that okay sir the hamburger menu is that little thing in the green section the three horizontal lines it looks like a piece of meat with the with the you know the buns around it that means menu if you want to make it clearer if you have older demographic then put the word menu under the hamburger symbol okay but everybody knows that or most people know at this point that that's where the navigation is hidden you can't afford to have permanent navigation on your page it's too expensive the screen real estate is too valuable okay popovers those are annoying enough on a website on a desktop experience you can't have any layering on a mobile experience layering is horrible it doesn't work the same on all devices it might kind of jog or you know you that nice site you designed to make sure it flexes and resizes to the screen guess what chances are your pop over code doesn't do that so you might see only two thirds of the popover box with the right third of it being off the screen have you ever seen that who's seen popovers that are larger than the screen with all the time right don't use them they're just evil cuzick that was a quick tip should be easier okay return visitors remember we said people have short attention span they're easily interrupted and they're busy if they do happen to stumble their way back to your mobile site can you at least recognize the fact hey last time you were here this is what you are looking at welcome back do you need to land them on the homepage if they've already drilled two or three steps deeper into your mobile experience or can you say hey would this be helpful for you to reinsert them into that same context into that same workflow even if it's a multi-step form god forbid on a mobile experience but say oh you already did these things let you want to pick up on step four give them the option so how many of you are cooking people on mobile and serving up a different return visitor experience nobody this is like a free give me this is like picking up gold nuggets on the ground okay think of wedding what state what information do you want to save about what people did on your site on their last visit how can you make their lives easier if they have had the courtesy to return by the way there's much higher engagement the more repeat visits are to your site the much higher the likelihood of conversion it basically goes up exponentially with the number of visits to the site so you want to encourage them to return but if they do how them be helpful all right so let's let's let's wrap on this and I think we'll have a little time for QA test your mobile on many devices that you know just because it looks okay on your phone is not quality assurance testing