The Sharpest Tool™

Increase Your Business Revenue with Mobile Responsiveness

Cheryl McRae
Josh Smith
Eric Reuveni is the Chief Delivery Officer at Scorpion. The Delivery department delivers Scorpion products, including websites, advertising campaigns, and landing pages.

Josh Smith (00:03):

Hello, and welcome to the sharpest tool. This is Josh Smith, your host here there, we take the sting out of marketing here on the shopper stool, and I am really excited about today's podcast. As I usually am. I usually get excited about talking to really awesome people. And I have Eric [inaudible] here in the booth and, uh, Eric is our chief delivery officer here at scorpion. And, uh, he's got some really great insight to bring us when it comes to the technological aspects on websites. So Eric welcome.

Eric Reuveni (00:29):

Wow. Thank you. What a, what a welcome Josh. Good to be here.

Josh Smith (00:33):

I always like to make it nice and personable for you. So there you go, Eric. Uh, Eric's got a great nickname here internally, too. It's it's bird. So if I refer to him as bird, you know exactly who I'm referring to. So Eric, what does a chief delivery officer do? Uh, you know, and there's a lot of C-level executive positions. We don't typically hear of a chief delivery officer. So w what is your day?

Eric Reuveni (00:52):

Yeah, so, uh, here at scorpion, actually, we refer to, uh, the department that creates our initial websites and campaigns as our delivery department. So we are delivering the initial product to them. And so that's just, it's kind of been coined and been that way for, you know, over 15 years now. Um, sometimes it doesn't totally ring true to everyone when they, when they hear the word delivery and started to explain it. But yeah, basically we are, we're delivering the initial product to the client. And so our area and the area, I oversee builds all the websites and initial advertising campaigns, the landing pages, uh, you know, the, your advertising goes to all the good stuff. Although, you know, it's really fun and creative and, uh, we have, uh, we have a ton of fun donuts, so awesome.

Josh Smith (01:41):

Obviously part and parcel of what were you going to be talking about here today, which is mobile responsiveness, a big focus on that. We see these buzz words being thrown around online by marketers of all flavors about the need for mobile Google obviously has a big focus on mobile today. So, um, w w what have you seen in the delivery space as websites have evolved? Let's kind of go back to when the web started allowing websites to be on there. How has have websites evolved over the years and how does that lead us into the importance of mobile responsive?

Eric Reuveni (02:10):

Sure. Well, interestingly, several years back, obviously there were no mobile devices that had web browsing capabilities. So it wasn't, it wasn't even a thing that was on anyone's mind to try and develop. And then as mobile devices became more popular, such as iPhones created a big boom, as far as for, uh, browsers. Uh, we started to see more people using that as their way of browsing the internet, and there's this term responsive. And what responsive means is essentially it's taking, uh, a website and reconfiguring it stylistically. So it fits within a smaller browser. In this particular case, we're talking about a mobile browser and years ago, when this process first came out, it was actually quite a bit restrictive because there weren't coding methods that allowed us to take our more aesthetic designs and convert them into something that we still felt was high-end and would drive a lot of conversions.

Eric Reuveni (03:12):

And so you would end up with these, what we call a desktop version of the website, which, you know, for your, you know, normal user, you know, browser, that's someone who's using their, you know, computer at home or at the office. We, over the years strive to have really high-end aesthetic looking websites that convert visitors to leads essentially and responsive when it first came out, pretty much forced people to over overly simplify that. And so we didn't, we weren't really big fans of it at the time, uh, because because of that restriction, uh, however, over the years, new coding, uh, mechanisms have been, have come out and not to get, I don't wanna get too technical here, but, um, but just basically newer browsers as Chrome, you know, built by, uh, Google continues to upgrade. They're on probably the thousandth version of that browser by now.

Eric Reuveni (04:05):

And so they continue to basically adapt and accept newer ways to code. And so it's allowed us to get really finite with how we adapt and change, uh, the desktop version to the mobile version and so much so that you've may have heard the expression or the term to design mobile first. Yeah. And so that's basically, there are so many users out there using mobile devices that you actually want to create a website thinking with, okay, well, how will the person visiting this website on their mobile device experience it and think of that first, because they're the ones who are using it majority of the time. And we've actually seen the shift where now, depending on the type of website, it's not across the board, the, the ratios are slightly different, but we've passed the 50% mark where we're getting closer to 60% of users visiting websites over 60% of them are visiting them on their mobile device.

Eric Reuveni (04:59):

And so to ignore that is ignoring a critical and obviously huge portion of your potential client base. So we have to make sure we hit that head on. And one thing too, that we've learned and focused on is not just, you don't want to deliver necessarily the same message to someone on their desktop computer, their desktop computer, that they would get from their mobile device, because it's about, and sorry to cut you off there, but I'm just curious why that is. Yeah. It really boils down to user intent, right? If you think about it, most people, for example, let's, you know, a great, a great example is a plumber, right? If someone looks up a plumber website on their computer at home or at the office, uh, they could have an, you know, a number of different intents, you know, different reasons that they're visiting.

Eric Reuveni (05:50):

Maybe, maybe they need a plumber right away. And that's just the way that they browse the web. Maybe they just want to look around and kind of see who's out there. And they're really more of a, in an exploratory Mo mode where they're trying to find the best plumber out there. Maybe they have a bigger project. And so they're doing, they're really doing their due diligence to do research. When someone looks at a plumber on their mobile device, we found that they're actually far more likely at that point in buying mode, which means there's a leak and they need someone to come out there and look them up. And so they go to their, you know, they pull out their phone and they're like, okay, you know, let's find, let's find someone to fix this. And so we have to make sure that the user intent is taken into account so that someone on, on the mobile device isn't necessarily taken through the same funnel that someone who's just kind of looking for information about plumbers or plumbing.

Eric Reuveni (06:43):

Obviously there are people out there who are looking for knowledge in the plumbing area of like, oh, if I just want to fix this leaky faucet, what do I do? And, and a lot of plumbers out there, actually, they offer up that information because it's a great way to engage people, even though they know that they're, they may be losing some of that business because they're, they're giving, they're giving that potential client the means to do it themselves. They're creating, they're creating a connection with them where now that visitor trusts them, because they're going, oh, well, you know, they were in, they were kind enough to show me how to do it. And obviously they were correct because I was able to fix that small problem. So chances are next time they have a real problem, a real issue. They're going to remember, oh, you know what? That was a trusting, a trusted source. I'm going to go back there. So you have to be careful that you're not the funnel that you provide for those visitors is one that matches their intent, whatever that call to action is that that person needs at that time, we wanna be able to serve to them sure.

Josh Smith (07:36):

User experience. So how would you define that for our listeners? And why is that so important to think with when designing a mobile?

Eric Reuveni (07:45):

Yeah. So, um, it's a great question. The user experience is essentially what is their journey, right? What are they looking for and how is that information ultimately serve to them? Sure. Like, we've talked about a bit, if they're looking, if they're looking for information, are we providing that information or are we kind of getting in the way of what they want, someone who goes to any website looking for, do it yourself, information who ends up repeatedly funneled into a sign up for our newsletter type of environment might just get frustrated and leave and go somewhere else for their information. So we have to make sure that we are matching their intent as much as possible, right? And it's, you can't, you can't nail it a hundred percent of the time, but you can set up boundaries and set up your own rules for that business that allow for these different types of visitors to be funneled correctly. And it's not the same from business to business. And so that's, that's a key part of the uncovering process that we do with every client that comes to us. We obviously have general guidelines and understanding for the different types of businesses that we deal with. But that doesn't mean that every plumber is the same. Every electrician is the same, they're all different and unique, and they all have their own nuances that we have to account for.

Josh Smith (09:04):

Yeah, definitely. And so mobile responsiveness when a website has it, or when it doesn't, how does that, how do you find that impacts a home service professional in terms of their bottom line? What'd you say?

Eric Reuveni (09:16):

Well, that's a good question. That is actually, there's two major reasons that are somewhat related. Sure. So one obviously is directly related to the user intent. If someone has a great mobile experience or just a mobile experience at all, built into their website, they're allowing their users, their visitors to find the information they need quickly. And if at the end of the day, the user wants to contact the business that's made readily available. Uh, if someone doesn't have a great website set up for mobile, or frankly just no website set up for mobile, a user can become very frustrated and chances are, they're not even going to last long enough to even get that frustrated. They'll just go, oh, they don't have a mobile site. Let me go somewhere else. That does. Additionally, something incredibly important on more of a technical side of things is, uh, Google specifically has rolled out their own mobile search results page where they've actually catalog different, the different search results specifically based on what is more valuable to a client or to a visitor using a mobile device. And if they don't have a mobile ready website, they will either not show up at all or show up far down the list. So that alone is just a critical component to why you would want to have that because you're, you're definitely going to lose out on visitors. If the search engines don't believe you have relevant information for people visiting from their mobile browser,

Josh Smith (10:50):

What, what assets, when it comes to mobile, when you're thinking mobile first, you mentioned a few of them. I want to kind of bring that a little clear for our audience here. Like what assets do you find are most valuable to have most predominantly when you immediately land on a mobile page? What have you found?

Eric Reuveni (11:08):

Sure. High percentage of people using mobile devices are looking to contact you. So having your, your phone number readily available, having a means of filling out, you know, an appointment form. There are even not to get too far off base here, but there are even different type different types of mobile advertisements that are served now that have phone numbers embedded in them that allow a user to click and, and get, you know, directly connected, which is great means of driving traffic. But I mean, th that would be the main reason is people want, they want to be able to contact the company that they just found. And it's great to have all the information about the company who they are, why they've, why they do, they do how long they've been in business, but that's almost secondary to just simply being able to be contacted and then being able to just navigate simply. So you don't, you don't necessarily, you don't necessarily want to rely on the same menus and, you know, browsing mechanisms that exist on the full version of the website. So we will include a mobile menu. That's literally just there, when you're on the mobile device to quickly browse through like the five or six most highest traffic pages that people are looking for from their mobile device.

Josh Smith (12:25):

How important is the cleanliness of the design? I know I've gone to a number of home services websites, and they say there seems to be so much clutter. How important is it to make it really clean or is that important, or do home services? People expect it to be cluttered. It's,

Eric Reuveni (12:41):

It's definitely a less as more environment we live in today, even though that is incredibly difficult for people not to, not to visit, but to put together because any business you talk to, they have so much information they want to showcase. And that, that really is the trick. That's the key is figuring out how to showcase the right information to the user at the right time, without overwhelming them with everything at once plumbing or electric company. And they're so excited because they have 15 vans and they want to show all of them. And it's really impressive. But if you just clutter up the page with all of that at once, yeah. That becomes somewhat confusing, you know, for the user or they, they, they're not sure where to click. And if someone, you give someone too much to click on the end of clicking on nothing at all. Yeah,

Josh Smith (13:29):

Yeah, yeah. You almost want to direct their point. Exactly. And tell them exactly where you want them to go in order to increase the engagement with.

Eric Reuveni (13:38):

Yeah. I mean, not that I would necessarily recommend doing this on a website, but you know, we've done some internal testing where we've shown a website with just tons of information, right. Everything you could possibly want, tons of places to click, and you can find all the information to your heart's delight. And while it was interesting, it somewhat confused the, the user, then we basically took that same page, trimmed it way down. Okay. Had two paragraphs of content, one giant button that said, click here now. And it converted like way higher because you just, you reduce the confusion, you reduce the clutter and you sh you tell the user exactly what you want them to do, which they appreciate a lot of the time. Now you can't necessarily get away with having two paragraphs and one button on a page, but it was more of just an example to show the simplicity of taking a user and having them perform the action you want them to perform.

Josh Smith (14:38):

Awesome. Well, this has been great, Eric. I really appreciate you taking the time to talk to everyone today. Thanks so much. It's my

Eric Reuveni (14:44):

Pleasure. Thank you, Josh.

Josh Smith (14:45):

You bet. And from all of us here at the sharpest tool, once again, my name is Josh Smith. If you are liking what you're hearing, then definitely hit that subscribe button wherever you might be at, and you can get more of this awesome content from all of us here. We'll catch you next time. [inaudible].

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