Going mobile - next steps? · – Look at building your website in a CMS (Content Management...

Vicki Allpress Hill

The Audience Connection

Lauren Whitney

NZ International Comedy Festival

Tuesday 16 February, 2015

Going mobile - next steps?

1. OUT THERE ON MOBILE

2. MULTI-CHANNEL MOBILE JOURNEYS

3. CASE STUDY:

NZ International Comedy Festival

4. MOBILE AUDIENCE INSIGHTS

“Your customers are free from the

confines of their homes, offices, and

traditional media and retail

environments.”

Chuck Martin, The Third Screen

Image: https://abookapart.com/products/mobile-first

OUT THERE ON

MOBILE

1.

Mobile responsive websites are no

longer a ‘nice to have’...

Source: CBS News

Source: Research New Zealand’s “Report on a Survey of New Zealanders’

Use of Smartphones and other Mobile Communication Devices 2015”

Source: Consumer Barometer with Google - NZ

Source: http://mobilemarketing.ac.nz

Source: The Audience Connection Optimiser Online

Marketing Benchmarking Study – 2013-2015

33%

of Optimiser participant website visits now come from mobile or tablet

Source: The Audience Connection Optimiser Online

Marketing Benchmarking Study – 2013-2015

% Mobile Friendly Websites

Source: The Audience Connection Optimiser Online

Marketing Benchmarking Study – 2013-2015

Find at: https://www.google.com/webmasters/tools/mobile-friendly/

Source: Ginny Marvin, Search Engine Land

Source: Consumer Barometer with Google - NZ

1. Mobile version of current site – Separate mobile-optimized website

– Has its own codebase

– Designed exclusively for user to view on mobile devices (tablets, phones, etc. )

2. Responsive site – Single website

– Adjusts to the size/layout of screen

– Adapts content, design & navigation

3. Mobile app – App designed for mobile users

– Must be accessed via online store

– Interacts with mobile specific features of phone

– Can be used offline

Going mobile friendly...

Inspiration: Katie Oakes The Best Mobile Online Community Options

Now more email opens on mobile

than on desktop...

Source: Greg Sterling - Majority Of Email Opens Are Mobile, But Most Conversions On

The Desktop, marketingland.com

Source: Greg Sterling - Majority Of Email Opens Are Mobile, But Most Conversions On

The Desktop, marketingland.com

1. Utilise responsive email templates

2. Optimise emails for mobile

– Use single-column design

– Ensure font size at least 13-14 pixels

– Avoid navigation bars

– Use single call to action

– Use images sparinglly

– Keep content short & sweet

3. Preview & test campaigns on mobile

4. Segment your campaigns and choose templates for mobile & desktop

Re-thinking email for mobile

Mobile devices have become

primary screen for most social

media users...

47% of Facebook users ONLY

log in from a mobile

device

90% Video views on Twitter

occur on a mobile device

50% LinkedIn users access the

platform via mobile

Source: http://expandedramblings.com/

Source: The Audience Connection Optimiser Online

Marketing Benchmarking Study – 2013-2015

1. Use quality images and keep text concise

2. Pin relevant posts to the top of the page

3. Tailor the timing of your activity to when

mobile social users are online

4. Keep videos short & sweet

5. Encourage real-time sharing

Optimising social for mobile

Source: The Audience Connection Optimiser Online

Marketing Benchmarking Study – 2013-2015

Mobile devices have changed the

face of video ...

“65% of Facebook's Video Views Are

Now on Mobile Devices.”

Christopher Heine, Adweek

Channel Views By Device

35% of total YouTube channel views across

participants were made on mobile or

tablet during Year 3

Source: The Audience Connection Optimiser Online

Marketing Benchmarking Study – 2013-2015

Source: Ooyala

Mobile will

completely

dominate

desktop

The end of

one-size-

fits all

content

designing

Flat design

& more

scrolling

More split

testing of

email

between

devices

Rise of

mobile

streaming

Social

shopping

within the

app with

inline buy

buttons

Location-

based

technologies

will recognise

customers

Segmentation

between

mobile and

desktop

Wearable

devices will

start to gain

traction

MULTI-CHANNEL

MOBILE JOURNEYS

2.

Connecting:// arts audiences online , Australia Council for the Arts 2011

Connecting:// arts audiences online , Australia Council for the Arts 2011

Mobile First

Social

sharing

Triggered

emails

Video

Search

Mobile

responsive

site

Social

media

Mobile ads

Video

Video

Blog posts

Mobile

responsive

website

Mobile

responsive

online

ticketing

Mobile

responsive

website

Mon=bile

responsive

email

Social sharing

Mobile

streaming

Mobile tickets

Location-

based

“The brands that seamlessly connect

physical, desktop, mobile and other

devices to make one joined-up

experience for their customers stand to

be very successful.”

Gary Elliott, Rocketmill

Source: Mobify - 50 Must-Know Mobile Commerce Statistics and Facts

Break for Questions

CASE STUDY: NZ International Comedy Festival

3.

The Comedy Festival website is now viewed on a

mobile device more than on a desktop.

2010 2011 2012 2013 2014 2015

MOBILE 2% 8% 12% 20% 34% 41%

TABLET 0% 0% 6% 10% 10% 10%

DESKTOP 98% 92% 82% 70% 56% 49%

Rapid growth of traffic via mobile to comedyfestival.co.nz

12% of Comedy Fest tickets were purchased on mobile in

2015, up from 9.5% last year and 6.5% in 2013.

Mobile users on average spend less time on the website and

view slightly less pages, what does this mean for us?

Sessions % New Sessions Bounce Rate Pages/Sessio

n

Ave Session

Duration

MOBILE 41% 60.5% 49% 4.5 2:09

TABLET 10% 55% 47% 4.3 3:56

DESKTO

P 49% 59.5% 37% 5.1 4:06

MOBILE

UP TO

FESTIVA

L

38% 68% 51% 4.4 1:52

MOBILE

DURING

FESTIVA

L

43% 56% 47% 4.6 2:22

EMAILS OPENED ON MOBILE EMAILS OPENED ON DESKTOP

41% 59%

These days you now have two websites in one!

Desktop & Mobile

• Consider what reasons people are using different

devices to view your website and build that into your

design.

• What do you need on Desktop vs Mobile

• Do you need everything that you have on

desktop on your mobile website? What can

you take out?

• What order do you need to view things on mobile.

• E.g. show copy vs ticketing details?

• How does your website look across different smartphones – this is something

you need to test.

• How do my EDMs display on different mobile devices?

• How do you avoid loading copy and images twice?

• How do I drive revenue on mobile?

Hot tips for building websites for mobile users:

• Have a clear idea of your objectives – look at what your audience will use the mobile website for, what are they looking for and what is most efficient way to get there? Use that data to inform your brief to a developer.

• Give your web developer a visual brief, alongside a basic site map. You know your business intimately, your processes, needs and limitations, so consider that in your planning for your brief.

• Cost-effectiveness – do the planning and the research

– Look at all the different options and what you actually need, do you need a mobile website and an app, or will one do the job for you.

– Do you have a designer that could help with the design of the site.

– Do your research… What websites do you like? Which feature? Go wider than just the arts, what other successful websites are doing things you could adapt?

– What can you update on the website yourself?

– Look at building your website in a CMS (Content Management System), like Wordpress or Silverstripe, that you have the ability to manage your content with more flexibility, rather than having to ring your web developer and pay hundreds each time you want to change something. Make sure it is a CMS that other developers also work in so that you aren’t tied to one developer

– What can you future proof? Things change so quickly in the digital space!

– Get multiple quotes

• Keep the web developer accountable

– You need to be super clear with your expectations, timelines and communication. Don’t assume anything! If you have a question ask it!

– Create an excel spread sheet with every single element and what it needs to do, and cost of that element if applicable.

– An overall fee is recommended, with maintenance hours built in

– Testing phase – make sure you make time for this

4.

MOBILE AUDIENCE

INSIGHTS

What do we want to know?

• Acquisition, engagement, conversion...

• % of mobile web visits, # of mobile web visits

• What devices they are using

• Engagement on mobile vs. tablet vs. desktop – web, social, video

• Growth of mobile web visits as proportion

• Where mobile traffic is coming from

• Conversion to goals mobile/tablet vs. desktop

Google Analytics

Mobile Overview

View breakdown of traffic

by device

Google Analytics

Mobile Device

View breakdown by device

Google Analytics

Mobile Overview

With “Compare to Past”

activated to understand

growth in mobile

Google Analytics

Segmentation

Showing default Mobile &

Tablet Traffic segment

Google Analytics

Channels

With Mobile & Tablet

traffic segment enabled

Google Analytics

All Pages

Broken down by default

Mobile & Tablet Traffic

segment

Google Analytics

Social Network

Referrals

Broken down by Mobile &

Tablet Traffic segment

YouTube Insights

Devices

Shows views &

engagement by device

MailChimp

Top Email Clients

Breaks down list by their

email clients and splits

out desktop from mobile

Facebook Insights

People by Device

Breaks down people who

like page by computer vs.

mobile device

Growth of website visits by mobile & tablet

Source: The Audience Connection Optimiser Online

Marketing Benchmarking Study – 2013-2015

Source: Clickz While Mobile Still Matters in 2015

“Just like the internet became more

electricity-like around the mid-2000s

(something people just assumed was

there), I see mobile following a similar path

in 2016. No longer will mobile be a thing,

but an enabling force that powers other

things.

Aaron Strout, Marketing Land

Questions

Google Mobile Friendly Tool https://www.google.com/webmasters/tools/mobile-friendly/

Google URL Builder https://support.google.com/analytics/answer/1033867?hl=en

Optimise Blog http://optimisenz.com/

Previous Optimise videos and webinars https://www.youtube.com/playlist?list=PL5BD757B21700ADD2

Google Mobile Marketing Resources https://www.thinkwithgoogle.com/topics/mobile.html

vicki@audienceconnection.com

katharine@audienceconnection.com

www.audienceconnection.com

@audienceconnect

http://optimisenz.com/