Website Mobile-Optimization Diagnostic Review Report

Prepared For: James Wareheim Wareheim Payroll & H.R. Services Jude Emeka Alisigwe BroadBase Media Consults August 24, 2012.

Prepared By:


Report Disclaimer
This disclaimer governs the use of this report. By using this report, you accept this disclaimer in full. This report contains information about mobile websites and related information. The information is not advice, and should not be treated as such. You must not rely on the information in the report as an alternative to online marketing and advertising advice from an appropriately qualified professional. If you have any specific questions about any online marketing and/or related matter, you should consult an appropriately qualified professional. To the maximum extent permitted by applicable law and subject to anything stated to the contrary herein, this disclaimer, we exclude all representations, warranties, undertakings and guarantees relating to this report. Without prejudice to the generality of the foregoing paragraph, we do not represent, warrant, undertake or guarantee that: • the information in this report is correct, accurate, complete or nonmisleading; the use of guidance in this report will lead to any particular outcome or result; or By using the guidance in the report you will gain new clients and/or earn additional income.

The limitations and exclusions of liability set out in this section and elsewhere in this disclaimer govern all liabilities arising under this disclaimer or in relation to this report, including liabilities arising in contract, in tort (including negligence) and for breach of statutory duty. We will not be liable to you in respect of any: • • losses arising out of any event or events beyond our control; business losses, including without limitation, loss of or damage to profits, income, revenue, use, production, anticipated savings, business, contracts, commercial opportunities or goodwill; loss or corruption of any data, database or software; or special, indirect or consequential loss or damage.

• •

If a section of this disclaimer is determined by any court or other competent authority to be unlawful and/or unenforceable, the other sections of this disclaimer continue in effect. If any unlawful and/or unenforceable section would be lawful or enforceable if part of it were deleted, that part will be deemed to be deleted, and the rest of the section will continue in effect. This disclaimer will be governed by and construed in accordance with Florida law, and any disputes relating to this disclaimer will be subject to the exclusive jurisdiction of the courts of Florida. In this disclaimer, "we" means (and "us" and "our" refer to) Jude Emeka Alisigwe, of BroadBase Media Consults.

Table of Contents

Report Disclaimer…………………………………………………… Introduction: Mobile-Optimized Websites.………..…..….. Mobile Statistics and Data……………………………………….. Website Mobile-Optimization Diagnostic Review….……. Recommendations………………………….……………………….

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Introduction: Mobile-Optimized Websites What is a mobile-optimized website? Contrary to popular belief of many mobile device users, a mobileoptimized website is a highly-functional, yet condensed, companion version to your main website. A mobile website does not replace your main website; instead, a mobile-optimized website is a browser-based website which is specifically designed for optimum performance when viewed on a mobile device such as a smart phone (iPhone), cell phone, tablet (iPad), etc. Traditionally, the content for a mobile website is in a list form, pages load quickly and many images found on your main website are simplified or removed in their entirety (though this last point is changing with more technology advances). Mobile websites also have the capability to detect your device type and deliver the appropriate user experience based on your device’s specifications and capabilities. With a mobile-optimized website, users (and your clients and leads) can engage you virtually at any time and from anywhere they happen to be with their mobile devices. However, to effectively do this, you must have a mobile-optimized website. Unfortunately, approximately 90% of all regular websites currently do not have mobile-optimized versions of themselves. Instead, they are miniaturized versions of the website owner’s main website as loaded on a user’s mobile device. Virtually all miniaturized websites are not optimal for usage with the mobile web. While some standard websites can be viewed on a mobile device with a mobile browser, it is not a very comfortable user experience and, in many instances, downright impossible. The reason for this is simple: When developed and created, the website developer did not take mobile devices into account when building the regular website.

There are several major differences between a full-sized monitor and a mobile display which make adjustments necessary to create a mobileoptimized website. One major difference is screen size and resolution. Additionally, low bandwidth for mobile web access not only makes images on a website load very slowly in mobile browsers, it may also cost the mobile user more money as the fees for wireless data transfer to mobile phones are, in some instances, considerable. Another huge difference is color contrast and scheme, especially when attempting to view a mobile device outside on a bright and sunny day. Accordingly, the color scheme of mobile websites must be chosen to provide the best possible contrast for easier readability. Further, a mobile browser is a browser that is optimized for the small display screen and limited resources of a handheld computing device such as a smart phone. A mobile browser’s interface is simplified to display content in the smallest viable space possible. Therefore, mobile browser software is scaled down as much as is possible to address memory and bandwidth constraints found within most mobile devices. It’s these same constraints that make it difficult to view many regular websites on a mobile device. Mobile browsers connect to the Internet through a cellular network or a wireless LAN (“Local Area Network”). Some mobile browsers can display regular HTML sites, while others can only display websites that have been specially formatted for mobile browsers. Content optimized for mobile browsers is typically text-based or lowgraphic and may be written in languages that were designed for mobile computing. Regardless if a mobile browser does or does not display standard websites, mobile users are now beginning to demand that website owners have mobile-optimized websites.

And, with technology constantly improving, it’s only a matter of (short) time that if you do not have a mobile-optimized site that you will lose site visitors, traffic and income. Thus, with mobile-optimized websites, it’s no longer a question of “if” you need one; rather, “when” will you get one, with the longer you wait, the more at-risk you may be putting your business in for losing potential business, and revenue, from not only new leads, but from your existing client base as well.

Mobile Statistics and Data: Why a Mobile-Optimized Website Matters To Your Bottom Line Below are mobile website usage and local search statistics and other related information that reveals the importance (and necessity) of having a mobile-optimized site: Mobile Usage: • Global Internet usage is expected to more than double by 2015, with a vast majority of these users to be mobile (Boston Consulting Group, Mary Meeker, Kleiner Perkins, Morgan Stanley Research, Berg Insight via Business Insider); 61% of customers who visit a mobile unfriendly site (nonoptimized site) are likely to go to a competitor’s site (Karim Temsamani at IABALM 2012 via IAB). Further, many of those customers/visitors could not view and/or operate the mobile unfriendly site; 11.1% of mobile phone time is spent on browsing/searching (Nielsen 2012); Mobile email opens increased 34% while opens on webmail and PCs decreased by 11% and 9.5% from April to September 2011 (Return Path).

Local Search: • 61% of smartphone users make local searches from a device (Localeze/15miles Fifth Annual comScore Local Search Usage Study February 2012); 40% of all local searches in Google are completed on mobile phone or device (Google October 2011). This percentage is 53% in Bing (Microsoft October 2011); 49% of mobile and tablet users conduct local business searches on apps (Localeze/15miles Fifth Annual comScore Local Search Usage Study February 2012)’ Mentioning a location in an ad or search result can increase clickthrough rates up to 200% (ThinkNear 2012 via MediaPost);

81% of users prefer mobile sites to apps for price research, 79% for product reviews, 63% for purchasing (Adobe Mobile Experience Survey & eMarketer 2011 via SearchEngineLand); 79% of smartphone users use their phones to help with shopping and 74% make a purchase as a result (Google/Ipsos 2010).

Mobile Marketing Growth: • Total US mobile and social media revenues-including consumer and business access, content, advertising and marketing-is expected to grow 30.8% year over year in 2012 (PQ Media January 2012 via MarketingProfs); Mobile payments are expected to quadruple to $630 billion by 2014 (Juniper Research).

We believe one of the biggest takeaways from the above statistics is that mobile is not only here to stay, it is becoming increasingly important in consumers’ daily lives and will only continue to become more important in the coming future. Thus, it is critical for business owners to stay ahead of, or at least with, mobile technology’s exponential growth. Failure to do so could result in less than desirable and, in some instances, catastrophic results. Now, for your business, let’s next take a look at and analyze your website to determine if you have a mobile-optimized website. If you do have a mobile-optimized website, we will let you know, and congratulate you as your business will be ahead of the game and a vast majority of your competitors. If you do not have a mobile-optimized website, we will let you know that as well. We will also provide you with both a critique and analysis of your website and, more importantly, make recommendations and offer solutions for you to consider so that you may have a mobile-optimized website.

Website Mobile-Optimization Diagnostic Review On August 24, 2012, we conducted a Website Mobile-Optimization Diagnostic Review (“WMODR”) of your regular website, (“Site”), to determine whether your Site has a mobile-optimized website or not. Please note that this WMODR did not require us to obtain and/or use your Site’s password and/or access to any sensitive information and/or your Site in order to complete said diagnostic review. WMODR Testing In conducting our testing, we utilized and/or performed a i) mobilereadiness test, pursuant to the World Wide Web Consortium’s (“WC3”) industry best practices and standards; and ii) visualization test to review your Site and certain key items, then provide you with our findings and conclusion. Below are our test results for: . • Mobile-Readiness Test

First, we evaluated the mobile-readiness of your Site using mobile industry best practices and standards. The following Mobile-Readiness Test results provide both a score (from 1 to 5) and in-depth analysis of your Site’s pages to determine how well your Site performs on a mobile device: Your Site’s Mobile-Readiness Test Score: 2 Note: Mobile-Readiness Test results are based on a 1 to 5 scale, with 1 being the worst and 5 the best. As the following Mobile-Readiness Test results indicate, your Site’s overall score is a “2”, which equates into a “Bad” overall rating:

What does your Mobile-Readiness Test score mean for your Site? As shown in the above graphic, the Mobile-Readiness Test indicates that your Site “will probably display very poorly on a mobile phone.” The graphic indicates that your current Site has large pages (“Size” – most likely due to heavy image and/or flash usage on your Site), slow loading speed (up to 27.74 seconds, on some mobile devices) and slightly high cost estimates.

The preceding test results translate into the expectation that a mobile user will have a poor experience when visiting your Site from a mobile device.

The Mobile-Readiness Test is performed using industry best practices and standard tests with the W3C and leading mobility companies. W3C is an international community that develops open standards to ensure the long-term growth of the web. For more details regarding mobile industry standardized testing, please review the MobileOK Basic Tests 1.0 document, which you may find at the following W3C page: • Visualization Test

Next, we tested your Site on several mobile device emulators, including an iPhone tester, to visually determine if your Site fits within the confines of several mobile device screens of different size and capacity. Note: A mobile emulator is simply a testing device that allows us to test the display of your Site in a smart phone as well as cell phone terminal. Visualization Test Result: Your Site did not pass our Visualization Test. Below is a screenshot of your Site and what it looks like for iPhone users:

As the above screenshot image demonstrates, the user experience is less than optimal as only a small percentage of your Site’s total virtual real estate is visible on an iPhone at any given time.

Consequently, when an iPhone user accesses your Site, it appears very likely they will have a poor visual and overall visit and site experience. When a user attempts to navigate your website, he or she will most likely be required to scroll both horizontally and/or vertically in an attempt to find what they are looking for. When your Site displays in a mobile device as shown in the above image, you risk not only user frustration, but immediate abandonment from your Site, which in such instances, virtually all users never return to your site. Instead, it is reported that 61% of all such similarly-situated users that abandon a difficult-to-navigate site responded in a survey that they search out that site’s competitors immediately after leaving the offending site (Karim Temsamani at IABALM 2012 via IAB). This statistic seems to make it clear that mobile websites are very important, key and, many industry leaders believe, necessary to longterm business growth and success. WMODR Testing: Overall Result WMODR Testing Result: After conducting our Mobile-Readiness Testing and Visualization Testing on your Site, our overall diagnostic analysis and review concludes that your Site is not mobile-optimized. Your Site scored a 2 on the Mobile-Readiness Test, which is considered Bad and overall indicates that your Site “will probably display very poorly on a mobile phone.” In the next section of this report, we provide you with recommendations regarding your Site as it relates to a mobileoptimized version of same.

Recommendations Your WMODR testing results mean your Site is a prime candidate for a mobile-optimized version of same, which is why I highly recommend you develop and/or acquire a mobile-optimized website at this time. With the more than 35 mobile and cell phone manufacturers and HUNDREDS of different models of smart and cell phones, and with countless other mobile device manufacturers and devices, it becomes increasingly important and downright critical to have a mobile device in today’s business world, especially for businesses interested in being here tomorrow. Continuing to rely on a miniaturized-version of your Site can have increasingly bad consequences for your business and its bottom line. Below is an image of a mock-up, or a demo, of a mobile-optimized version your Site, so you can have a better visual representation and understanding of what your mobile-optimized site could look like:

As you can see, the image of your demo mobile-optimized website is not only streamlined, but also fits everything neatly on one page, including and most importantly, your call-to-action, the “Call Us For a Quote” tap-to-call button. Please note that the above image is only one way your mobileoptimized website could look; it may be edited and modified in many ways, including adding Google maps, editing header and logo, revising navigation buttons and much more. We think you will agree that any mobile user that lands on your mobile-optimized website from a mobile device is more likely to have a pleasant experience contact you versus if they land, as they currently do now, on your miniaturized version of your website. We trust you found this report beneficial to you and your business. If you’re interested in discussing how we may assist you with creating your own mobile-optimized website, please feel free to call and/or email me anytime. I look forward to hearing from you at your first convenience. Best Regards,

Jude Emeka Alisigwe BroadBase Media Consults Phone: (234) 706 965 3584 Email: Skype: jude.winner

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