Inbar Yagur,Senior Content Strategist - Taboola
Solving the Mobile Mystery
Hi! Nice To Meet You!
10 years of experience as a content creator, editor and strategist.
3.5 years at Taboola helping clients achieve their campaign goals using content strategy and user funnel optimization.
Inbar Yagur
#TaboolaTalksOnline
31 Years
9 Years
Desktop
Mobile
The Truth Is…
Hard-Coded and Predictable
EvolvingThis is only the beginning…
Infinite scroll
Branded apps
Messaging
Image-driven
#NoFilter #GameChanger• Smartphones rely on actual
physical interaction with the device
• They go everywhere with us
• There are millions and millions of people who are meeting the internet for the first time through a smartphone.
So where do we start?
When in doubt,turn to data.
Mobile Never Rests
12am - 3am
3am - 6am 6am - 9am 9am - 12pm
12pm - 3pm
3pm - 6pm 6pm - 12am
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5
10
15
20
25
Mobile Never Rests
Mobile is Personal• CTR on “Racy” content 32% higher on mobile
• CTR on Health content is 46% higher on mobile
• CTR on News content is 20% lower on mobile
• CTR on Politics content is 68% lower on mobile
Mobile is Designed• Users more forgiving of branded
experience and content, most likely due to use of branded apps.
• CTR on branded content 30% higher on mobile
Mobile is Localized• CTR on titles with the name of a
user’s city are 23% higher on mobile
• CTR on titles with the region in the title are 26% higher on mobile.
When in doubt, look at what’s working and why it works.
Gamification of Content/Actions• Interaction keeps people engaged over time. • Once they’ve started investing time, they’ll be more likely
to see it through
Single step per screen allows for less intimidating user experience.
Place a CTA Mid-Article• CTA visibility is crucial to a
performance campaign, and people engage with mobile content differently than desktop.
• Test different types (button, text, hyperlinked words)
Cellular Data is a Fickle Friend
• Not everyone’s data plan is reliable.
• Fast load times will always have a positive impact.
Do the Heavy Lifting for the User
• Make navigation clear and visible
• Auto-fill any fields that you can
• Integrate automated options like Facebook sign-up Paypal, etc. whenever possible
When in Doubt – Test and Analyze
Let your users make the decision for you.
Big Tests = Big Results• Multiple content formats
• Overall page design
• Article length
• CTA/Navigation placement
• CTA/Navigation Style
• Image placement and size
One final thought:
Make it engaging, and users will engage.
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