The Global Digital team is committed to pursuing mobile solutions that address the needs of our audiences and help us better engage with new audiences on mobile devices.
Mobile Web & Email
The Digital Team has adopted a ‘mobil first’ mindset, especially when it comes to innovating, designing and building new web and email content. This means that sites and emails are responsive. Text and image sizes adapt, page width shrinks, and the content displayed adjusts for different user experiences.
Google's Mobile First Indexing
How our site appears and behaves on mobile is critical to ensuring that nature.org pages appear in search results.
“Mobile-first indexing means Google predominantly uses the mobile version of the content for indexing and ranking. Historically, the index primarily used the desktop version of a page's content when evaluating the relevance of a page to a user's query. Since the majority of users now access Google Search with a mobile device, Googlebot primarily crawls and indexes pages with the smartphone agent going forward.” https://developers.google.com/search/mobile-sites/mobile-first-indexing
Success with responsive email
When The Nature Conservancy switched to responsive email, we saw a 50% increase on click-throughs on mobile devices and tablets. This amounted to a 4% lift on clicks overall.
When the Conservancy redesigned GPN to be mobile responsive, we saw a 4.6% lift. This was a 33% increase on mobile click-throughs, from 12% to 16.6% (2,579 to 9,485).
- The most important thing you can do is ask to see mobile designs first! Build desktop design second, once mobile is approved. Not only does this provide for a great mobile experience, but it helps us focus on what's really important and prioritize it accordingly.
- Building a site but not sure how to test it in a mobile environment? Try Google Chrome's Device Mode and Mobile Emulation. You can simulate just about any tablet or mobile experience as well as different connectivity environments. You can also check break points on the fly to see how they are reacting and where they need refinement.
- Guidance for mobile apps at TNC
- Considering an app? 85-90% of a user's time on their phone is in an app—but read this article first.
- Next, come talk to the Digital Review Committee.
Mobile Tech and Innnovations
- Subscribe to daily news from the Mobile Marketing Association.
Mobile Traffic to Nature.org
36%. This number is highly dependent on how much traffic comes from channels such as Organic and Paid Social. Months where there is a spike in traffic from these sources, lift the share of Mobile Phone traffic as a result. In FY18, Mobile Phone accounted for 31% of traffic.
23%. The percentage of all digital donations on the TNC global site in FY19 that came from Mobile Phones and Tablet (15% and 8% respectively). In terms of digital revenue, Mobile and Tablet accounted for 17% of revenue (9.4% and 7.4% respectively).
Mobile Search Traffic, General
Google drives 96% of mobile search traffic.
78% of location-based mobile searches result in an offline purchase
65% of 25-49 year olds speak to their voice-enabled devices (including phones) at least once a day.
By 2020, 50% of all online searches will be voice searches.
Two-thirds of people who use smart home assistance (Amazon Echo, Google Home) use their phones less often
A third of people use their smartphone as their primary internet device (as of 2016).
Mobile & Email
Mobile is responsible for at least 50% of all email opens Source
Yes! Mobile users check their email three times more than non-mobile users Source
75% of US people open emails on a mobile device Source