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Global mobile web usage has been increasing exponentially, and we all know by now that we need a mobile strategy. But building a mobile-friendly website is just the first step. What happens next? This presentation will walk you through some of the 'next steps' for building a comprehensive mobile strategy. We'll look at recent trends and stats as well as real-life examples, to discover the best tactics for future-proofing your online presence.
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lots of people can tell you
@BridgetRandolph
why
you need a mobile-friendly website.
@BridgetRandolph
and
lots of people can tell you
@BridgetRandolph
how to build one.
@BridgetRandolph
you can find the flowchart, and whole best practice guide at:
http://www.distilled.net/training/mobile-seo-guide
Why Mobile’s Important2012 KPCB internet trends updateGoogle Think Insights reportGoogle DataboardFull Value of Mobile calculatorThe Mobile PlaybookOur Mobile PlanetGlobal Mobile Stats 2013Ericsson Mobility Report 2013
Building a Mobile SiteMobile Web Design TipsDistilled’s best practice guideDesigning for SEO
Understanding Your Mobile VisitorsGoogle Analytics for Mobile
Mobile SEOKeyword Research for mobileResponsive SEO Tune-upOptimizing your local presence for mobile Mobile SEO AuditOptimizing a separate mobile siteSEO of Responsive Web DesignImpact of Google Smartphone Crawler 1Impact of Google Smartphone Crawler 2Impact of Google Smartphone Crawler 3Google’s mobile development guidelinesGoogle blog - mobile and ranking factors
Thinking More About Mobile‘What is “Mobile”?’Mobile Strategy for Small Businesses
@BridgetRandolph
basic requirement for any online brand.
@BridgetRandolph
57% of users
won’t recommend a business with a poorly designed mobile site…
@BridgetRandolphSource
…and 40% have
turned to a competitor’s site after a bad mobile experience.
@BridgetRandolphSource
if you’re just starting to think about this…
@BridgetRandolph
…you’re falling behind.
@BridgetRandolph
you don’t need me to convince you.
@BridgetRandolph
today I want to talk about…
@BridgetRandolph
…what happens next.
@BridgetRandolph
“So you have a mobile-friendly website…what now?”
BRIDGET RANDOLPH
big picture trends,
@BridgetRandolph
case studies,
@BridgetRandolph
examples,
@BridgetRandolph
tactics @BridgetRandolph
the theme is
@BridgetRandolph
onlineeverywhere
by 2017,
85% of the world’s population
will have 3G coverage.@BridgetRandolphSource: Ericsson Mobility Report
internet.org initiative from Facebook
@BridgetRandolphSource: Cisco's Global Mobile Data Traffic Forecast Update
internet in year 2000
mobile data
in 2012
mobile data usage in 2012 was
12x the size of
the entire internet in 2000
@BridgetRandolphSource: Ericsson Mobility Report (pg. 10)
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 20180
20
40
60
80
100
120
140
160
Mobile Data Usage
Mobile Data Usage
12x growth in 12 years
12x growth in 6 years
2013
we’ll be more
connected than ever
@BridgetRandolph
you'll reach
people
you can't reach any other way.
@BridgetRandolph
a multiscreen,
device-agnostic world.
@BridgetRandolph
mobile can’t just be
an add-on anymore.
@BridgetRandolph
There’s no such thing as ‘mobile’.
THE Will Critchlow
@BridgetRandolph
There’s no such thing as ‘mobile’ for the user.
THE Bridget Randolph
@BridgetRandolph
it’s not a separate channel…
@BridgetRandolph
it’s a
technology.
@BridgetRandolph
There’s no such thing as ‘mobile’ for the user.
THE Bridget Randolph
@BridgetRandolph
making it easy for users is
really f***ing
hard.@BridgetRandolph
don’t be lazy.
@BridgetRandolph
asking the
right questions
3 scenarios:
@BridgetRandolph
“Average Joe Corp.”
@BridgetRandolph
How do we do ‘mobile’?
@BridgetRandolph
• separate m. site • app• SMS promotions
@BridgetRandolph
“Early Adopters Ltd.”
@BridgetRandolph
how do we stay ahead of the next big mobile tech trend?
@BridgetRandolph
• big data tools• Aurasma tech app• solar charger to print ad
@BridgetRandolph
“User-Driven Business, Inc.”
@BridgetRandolph
How can we take advantage of new
tech to anticipate our users' needs?
@BridgetRandolph
user-centric.
@BridgetRandolph
we need to become like
User-Driven Business, Inc.
@BridgetRandolph
because our
customers are
people.@BridgetRandolph
and
technology is for
people.@BridgetRandolph
make mobile a
core part of your customers’ journey
@BridgetRandolph
and keep the
user at the centre.
@BridgetRandolph
Discover Explore Buy Engage
Discover
77% of
mobile searches are near a PC
@BridgetRandolphSource: Google Databoard
@BridgetRandolphSource: Google Databoard
@BridgetRandolphSource: Google Databoard
big trendseamless and consistent UX across all devices
@BridgetRandolph
3 main areas website search social
@BridgetRandolph
website
@BridgetRandolph
responsive design is fine.
@BridgetRandolph
but it’s a basic approach.
@BridgetRandolph
small steps: Consider using dynamic serving
by user agent
@BridgetRandolph
small steps: “content everywhere”
@BridgetRandolphFor more information see the book by Sara Wachter-Boettcher.
CREATEONCEPUBLISHEVERYWHERE
@BridgetRandolphmy full deck on Slideshare
small steps: “content everywhere”
case study: BBC Food hub pages
small steps: “content everywhere”
BBC Food saw an increase of
more than 150,000 visitors weekly from search alone
and
Overall traffic doubled, from around 650,000 weekly visitors to around 1.3 million.
@BridgetRandolphfrom the Content Everywhere book
small steps: “content everywhere”
small steps:long-term cookies for login
@BridgetRandolph
small steps:sync user accounts across all platforms
example: Amazon Kindle sync
small steps: sync user accounts
small steps:testing
have you visited your site on a mobile?
@BridgetRandolph
small steps: testing
easy hack for Chrome:using right click ‘Inspect
Element’ allows you to view your site as a mobile device
@BridgetRandolph
small steps: testing
@BridgetRandolph
go to settings
small steps: testing
@BridgetRandolph
small steps: testing
@BridgetRandolph
small steps: testing
change this to adjust the
screen width
and then refresh the page.
@BridgetRandolph
small steps: testing
small steps:mobile CRO and user testing
@BridgetRandolph
Qualaroo – user surveys CrazyEgg – heat maps Optimizely – split testing
@BridgetRandolph
small steps: mobile CRO and user testing
search
@BridgetRandolph
big trendit’s the same person regardless of device.
@BridgetRandolph
context
and
user intent@BridgetRandolph
case study: Bravissimo
result: 600% increase in PPC-driven sales revenue and 103% increase in conversion rate.
@BridgetRandolphSource
case study: Bravissimo
example: Google Implicit Search
example: Google Now
big trendanticipating the users’ needs before they are aware of them
@BridgetRandolph
example: Corcoran Group
…connecting with home buyers even before they are in the
market for a new home.
The Mobile Playbook
@BridgetRandolphSource
example: Corcoran Group
social@BridgetRandolph
social
is a huge
channel for mobile.
@BridgetRandolph
4 out of every 5people who use Facebook daily
access it on a mobile device@BridgetRandolph
social marketing
ISmobile marketing.
@BridgetRandolph
brands no longer own the conversation.
@BridgetRandolph
@BridgetRandolph
small steps:allow your social media team to engage in a conversational way
@BridgetRandolph
example: Dolphin Pub and Douwe Egberts
@BridgetRandolphread the full conversation here.
big trendpermission’s not enough anymore.
@BridgetRandolph
filter bubbles and curation
small steps:create content which people will
want to share
@BridgetRandolph
big trendpeer-to-peer marketingask yourself:
“is it good enough to tell my friends about it?”
@BridgetRandolph
small steps:make your content mobile-friendly
@BridgetRandolph80% of Facebook and Twitter’s daily users are accessing the app from a mobile device
@BridgetRandolph
Discover Explore Buy Engage
Explore
once your users have
discovered your brand,
@BridgetRandolph
that’s just the
beginning.@BridgetRandolph
you need to be aware of
their journey.
@BridgetRandolph
4 main areas tracking showrooming personalisation online/offline integration
@BridgetRandolph
tracking
@BridgetRandolph
track the
person,
not the device
@BridgetRandolph
small steps:Universal Analytics
@BridgetRandolph
User Based Tracking
showrooming
@BridgetRandolph
Click icon to add picture
view showrooming as an
opportunity@BridgetRandolph
case study: Best Buy
in Feb 2013 they rolled out a permanent price matching
policy based on results of the pilot
@BridgetRandolphSource
case study: Best Buy
personalisation
@BridgetRandolph
small steps:recommendation engine
case study: LK Bennett
saw an 11% increase in
conversions from this segment.
@BridgetRandolphSource
case study: LK Bennett
another test saw a14% increase in conversions from
UK visitors when explicitly offered free 14 day returns.
@BridgetRandolphmore Qubit case studies
case study: LK Bennett
online-offline integration
@BridgetRandolph
what NOT to do…
example: IKEA catalogue app
big trendrecognise the value of every touchpoint/interaction along the customer journey
@BridgetRandolph
last-click attribution is the devil.
Discover Explore Buy Engage
Buy
but…what about the actual conversion?
@BridgetRandolph
2 main areas- smarter checkout paths- online/offline integration
@BridgetRandolph
smarter checkout paths
@BridgetRandolph
Could it be the case that mobile is simply more of a
research platform?
Commenter on a blog post
@BridgetRandolph
My cellphone isn't for buying, fb, amazon - it's just
a phone (or gps) :)
Commenter on a blog post
@BridgetRandolph
WRONG.
@BridgetRandolph
in the retail industry, mobile spend is expected to be
15% by the end of 2013.
@BridgetRandolph
smarter
conversion paths for mobile.
@BridgetRandolph
KISS.IMG http://
s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg
KeepItSimpleStupid.
@BridgetRandolph
small steps:link the form fields to the correct
keyboard
@BridgetRandolphSmashing Mag article about touch keyboards
for phone number fields:
<input type="tel" />
for a numeric keyboard, use this:
<input type="text" pattern=“\d*" novalidate />
for any email fields, use this:
<input type="email" />
to disable autocorrect:
<input type="text" autocorrect="off" />
@BridgetRandolphCheat sheet from Baymard
small steps: link the form fields to the correct keyboard
small steps:only ask for information which is
essential to complete the transaction
@BridgetRandolph
example: Amazon 1 Click
small steps: only ask for essential information
small steps:keep people logged in long-term
@BridgetRandolph
thinking bigger: biometric tech
@BridgetRandolph
example: Apple Store
small steps:don’t neglect microconversions
@BridgetRandolph
online/offline integration
@BridgetRandolph
small steps: don’t neglect
example: PayPal
small steps: online/offline integration
big trendmake mobile checkout EASY.
@BridgetRandolph
big trendin-store mobile payment can also add convenience to checkout.
@BridgetRandolph
big trendmicroconversions matter too.
@BridgetRandolph
Discover Explore Buy Engage
Engage
3 main areas- apps- email marketing- social
@BridgetRandolph
apps
@BridgetRandolph
Apple Store: 900,000+ appsGoogle Play: 1,000,000+ apps
@BridgetRandolphSource
7 iPhone apps earned
10% of
app store revenue for iPhone
@BridgetRandolphSource
are you
sure
you need one?
@BridgetRandolph
benefit:it’s a walled garden.
@BridgetRandolph
small steps:saving passwords in the phone
@BridgetRandolph
small steps:ask yourself, does my app:
@BridgetRandolph5 questions based on ‘For Mobile Devices, Think Apps, Not Ads’, HBR Mar 2013
add convenience?
@BridgetRandolph
small steps: ask yourself, does my app:
offer unique value?
@BridgetRandolph
small steps: ask yourself, does my app:
provide social value?
@BridgetRandolph
small steps: ask yourself, does my app:
offer incentives?
@BridgetRandolph
small steps: ask yourself, does my app:
entertain?
@BridgetRandolph
small steps: ask yourself, does my app:
if not,
you shouldn’t build it.
@BridgetRandolph
small steps: ask yourself, does my app:
case study: Tesco Homeplus
their sales increased
130% in three months, and their number of registered
users went up by 76% @BridgetRandolphSource
Case study: Tesco Homeplus
big trendcreating a unique experience and meeting a specific user need
@BridgetRandolph
email marketing
@BridgetRandolph
62% of e-mails are
opened on mobile devices. @BridgetRandolphSource: US
Consumer Device Preference Report (Q2 2013)
email marketing
IS mobile marketing.
@BridgetRandolph
and who needs SMS promotions…
@BridgetRandolph
…when you can send push notifications
via email?
@BridgetRandolph
small steps:send emails your customers
want to open.
@BridgetRandolph
remember this?
small steps: send emails your customers want to open
example: Innocent Drinks
small steps: send emails your customers want to open
small steps: use personalisation and context
@BridgetRandolph
avg. open rate for ‘triggered’ emails
is 4x higher than for email newsletters (45-55% vs 10%)
@BridgetRandolphSource
small steps: use personalisation and context
small steps: use personalisation and context
small steps: use mobile-friendly email
templates
@BridgetRandolph
• MailChimp• Campaign Monitor
@BridgetRandolph
small steps: use mobile-friendly email templates
small steps:test your email campaigns with
Litmus
@BridgetRandolph
social
@BridgetRandolph
social is not just a part of the
discovery process.
@BridgetRandolph
a great channel for maintaining
customer
loyalty.@BridgetRandolph
example: Red Bull Wings
big trendmake current customers feel appreciated.
@BridgetRandolph
big trendindividually personalised, if possible.
@BridgetRandolph
bonus example
merging online-offline worlds…
@BridgetRandolph
…but more importantly,
@BridgetRandolph
the takeaway of this presentation:
@BridgetRandolph
extreme personalisationand
context recognition@BridgetRandolph
(individual)
customer at the centre
@BridgetRandolph
great use of
personalisation
and context
@BridgetRandolph
online/offline
integration
@BridgetRandolph
loyalty to customers
@BridgetRandolph
social
reach@BridgetRandolph
1,941 customers reached.
46,660 YT views just on this video.
@BridgetRandolph
finaltakeaways
to ‘do mobile’ right:
@BridgetRandolph
make it a
core technology
@BridgetRandolph
keep the
user
at the centre @BridgetRandolph
ask yourself:
@BridgetRandolph
How can I use mobile tech to anticipate and fulfill my
users’ needs?
@BridgetRandolph
Surely these are all just ‘marketing’ principles, though?
@BridgetRandolph
true.
@BridgetRandolph
mobile isn’t separate anymore.
@BridgetRandolph
in some ways, it’s just
another ‘browser’.
@BridgetRandolph
it won’t be easy, but it will be
worth it.@BridgetRandolph
so buckle up and enjoy the ride!
key takeaways
thanks.
• mobile’s not separate anymore• track the person not the device• serve the users’ needs first
BRIDGET RANDOLPH
@BridgetRandolph
Other references, sources, and image credits
Customer Lifecycle concept: http://blogs.forrester.com/corinne_munchbach/13-01-22-bye_bye_marketing_funnel_it_was_fun_while_it_lasted
IKEA example: http://www.wired.com/design/2013/08/a-new-ikea-app-lets-you-place-3d-furniture-in-your-home/
Images:showrooming: http://econsultancy.com/uk/blog/63484-showrooming-is-not-a-threat-to-retailers-revenue-statsbest buy: http://www2.pictures.zimbio.com/gi/Best+Buy+Black+Friday+waErw9WzhYsl.jpgDevil: http://www.bubblews.com/assets/images/news/1524579090_1369941782.jpgKISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpgAmazon 1 Click: http://www.wpcentral.com/sites/wpcentral.com/files/amazon.jpgApple Store: http://cdn.itproportal.com/photos/iphone-5s-fingerprint-purchases_original.jpgPayPal: http://blog.frooition.com/wp-content/uploads/2012/06/paypalCheckout.jpg Tesco: http://www.addicted-to-retail.com/blog/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-1.jpgPersonalised Email: http://econsultancy.com/uk/blog/63641-a-critical-look-at-some-of-today-s-most-relevant-email-marketing-questions roller coaster: http://rctgo.com/assets/images/games/nolimits/screenshots/11.jpg
