5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
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5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph

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Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

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  • Img source http://images.smh.com.au/2013/07/27/4608179/Dan-20130727185724263940-620x349.jpg
  • http://www.morphthing.com/baby/3532403-Baby-of-Barack-Obama-and-Chewbacca
  • WHY????
  • http://www.oneillclothing.com/
  • Looks differentDifferent crawlerNot having a mobile-friendly site could hurt youNot having a crawlable mobile site could hurt youAnd then your competitors get your traffic
  • they provide full service or just use them for the HTML and export to your preferred provider
  • up from 3% in 2010 and 11% last year. and it’s predicted to just keep growing (remember the growth in data usage we looked at earlier!)http://www.businessinsider.com/why-mobile-commerce-is-set-to-explode-2013-5
  • Img credit http://static1.businessinsider.com/image/4fda47c569beddef0b000003-960/comscore-mobile-users-desktop-users-2014.jpg
  • http://www.wpcentral.com/sites/wpcentral.com/files/amazon.jpg
  • (massive PR op as well)
  • http://cdn.itproportal.com/photos/iphone-5s-fingerprint-purchases_original.jpg
  • http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386img source
  • The final step is the offline transaction, I go into the store and by a coverThis time the checkout assistant asks me if I’m an EE customerI say yes, they put in my mobile number which pulls up my account (user ABC) and puts the order through for the phone coverThe POS then sends that to UA using the measurement protocol and the sale is attributed to user ID ABCNow when we look at the stats in UA we will see something different:
  • The final step is the offline transaction, I go into the store and by a coverThis time the checkout assistant asks me if I’m an EE customerI say yes, they put in my mobile number which pulls up my account (user ABC) and puts the order through for the phone coverThe POS then sends that to UA using the measurement protocol and the sale is attributed to user ID ABCNow when we look at the stats in UA we will see something different:
  • Note: about how it works.

5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph Presentation Transcript

  • 1. 5 Ways Your Mobile Strategy Is Losing You Money BRIDGET RANDOLPH
  • 2. DID YOU KNOW…
  • 3. that of users won’t recommend a business with a poorly designed mobile site? Source @BridgetRandolph
  • 4. or that have turned to a competitor’s site after a bad mobile experience? Source @BridgetRandolph
  • 5. MOBILE IS HUGE.
  • 6. already a basic requirement @BridgetRandolph
  • 7. for any online brand. @BridgetRandolph
  • 8. and it’s just s getting BIGGER.
  • 9. by 2017, 85% of the will have world’s population 3G coverage. Source: Ericsson Mobility Report @BridgetRandolph
  • 10. Facebook’s Internet.org initiative
  • 11. mobile in 2012 was 12x the size of the entire internet in 2000 mobile in 2012 internet in year 2000 Source: Cisco's Global Mobile Data Traffic Forecast Update @BridgetRandolph
  • 12. Mobile Data Usage 160 12x growth in 6 years 140 120 100 80 2013 60 40 20 12x growth in 12 years 0 Source: Ericsson Mobility Report (pg. 10) @BridgetRandolph
  • 13. so businesses need to be mobile-friendly. @BridgetRandolph
  • 14. the problem is, @BridgetRandolph
  • 15. people are doing it WRONG . @BridgetRandolph
  • 16. BRIDGET RANDOLPH Online Marketing Consultant, Distilled bridget.randolph@distilled.net @BridgetRandolph
  • 17. 5 Ways Your Mobile Strategy Is Losing You Money BRIDGET RANDOLPH
  • 18. (…and what you can do about it) BRIDGET RANDOLPH
  • 19. you don’t have a mobile-friendly website
  • 20. only 70% of the top 20 UK retailers have a mobile-friendly website. Source: Econsultancy @BridgetRandolph
  • 21. small businesses are even less likely to have a mobile-friendly web presence. 60% of small businesses have websites; only half of these are mobile-friendly. @BridgetRandolph
  • 22. and still more businesses create a mobile site and forget about it. @BridgetRandolph
  • 23. where your online customers primarily interact with you @BridgetRandolph
  • 24. and remember our stats from before… @BridgetRandolph
  • 25. of users won’t recommend a business with a poorly designed mobile site Source @BridgetRandolph
  • 26. and have turned to a competitor’s site after a bad mobile experience Source @BridgetRandolph
  • 27. But mobile only matters when you’re on the go, right? typical CEO @BridgetRandolph
  • 28. 77% of mobile searches happen near a PC Source: Google Databoard
  • 29. if you don’t have a mobile-friendly website, you’re leaving money on the table. @BridgetRandolph
  • 30. FIX: make your website mobile-friendly @BridgetRandolph
  • 31. it’s not as hard as you might think. @BridgetRandolph
  • 32. main approaches @BridgetRandolph
  • 33. • responsive – • dynamic serving – • rearranges the layout serves different HTML on same URL separate mobile subdomain – e.g. m.domain.com @BridgetRandolph
  • 34. responsive
  • 35. separate mobile site
  • 36. dynamic serving: a cross between the two
  • 37. choose an approach based on @BridgetRandolph
  • 38. goals and technical capabilities your @BridgetRandolph
  • 39. your users’ needs. @BridgetRandolph
  • 40. we did a flowchart for our Best Practice Guide http://www.distilled.net/training/mobile-seo-guide
  • 41. for a small business with a small website… @BridgetRandolph
  • 42. …I’d usually recommend using a responsive template, @BridgetRandolph
  • 43. and a WYSIWYG CMS (like Wordpress). @BridgetRandolph
  • 44. individual Wordpress themes • Designfolio (from PressCoders): free, or $79 with support licence. • Standard: $49 or $99 with support licence. • Responsive (from CyberChimps): free. premium Wordpress theme providers • Elegant Themes: ~$40/year with full support. • WooThemes: free-$70. @BridgetRandolph
  • 45. or, if you don’t want to use Wordpress: • SquareSpace: from $8/month (for the most basic service). • Wix: around $10/month. @BridgetRandolph
  • 46. for a larger larger with a business website, @BridgetRandolph
  • 47. dynamic serving based on user agent. @BridgetRandolph
  • 48. does it work? @BridgetRandolph
  • 49. case study: O’Neill Clothing
  • 50. RESULTS on iPhone/iPod conversions increased by 65.71%. transactions increased by 112.5%. revenue increased by 101.25%. on Android devices conversions increased by 407.32%. transactions increased by 333.33%. revenue increased by 591.42%. Source @BridgetRandolph
  • 51. final point to remember: @BridgetRandolph
  • 52. a mobile-friendly website is NOT a strategy. @BridgetRandolph
  • 53. it’s just the starting point. @BridgetRandolph
  • 54. you’re making technical SEO mistakes
  • 55. why does technical SEO matter? @BridgetRandolph
  • 56. responsive design? SEO of Responsive Design by Kristina Kledzik @BridgetRandolph
  • 57. You don’t need to do anything extra. @BridgetRandolph
  • 58. what if I can’t use a responsive design? @BridgetRandolph
  • 59. dynamic serving Vary HTTP header http://goo.gl/km1qcZ @BridgetRandolph
  • 60. separate URLs There are several areas to look at. A Checklist for Optimizing Your Mobile Site @BridgetRandolph
  • 61. redirects • redirect mobile users on www.  most relevant mobile page • redirect desktop users on m.  most relevant desktop page • allow users to override @BridgetRandolph
  • 62. “switchboard tags” for duplicate content on the desktop page: <link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" > on the relevant mobile page: <link rel="canonical" href="http://www.example.com/page-1" > @BridgetRandolph
  • 63. site speed • 2-3 sec is recommended • needs to be less than 5 sec Google PageSpeed Insights tool can help 74% of users would bounce after waiting 5 sec @BridgetRandolph
  • 64. unsupported technology • don’t use Flash! @BridgetRandolph
  • 65. I wrote a whole blog post about it. http://moz.com/blog/how-to-optimize-a-mobile-site @BridgetRandolph
  • 66. and don’t forget about testing @BridgetRandolph
  • 67. testing have you visited your site on a mobile? @BridgetRandolph
  • 68. USE     Litmus – website testing Qualaroo – user surveys CrazyEgg – heat maps Optimizely – split testing @BridgetRandolph
  • 69. your permission-based marketing isn’t mobile-friendly
  • 70. it’s not just about the content ON your website. @BridgetRandolph
  • 71. social media @BridgetRandolph
  • 72. social is a huge channel for mobile. @BridgetRandolph
  • 73. 4 out of every 5 people who use Facebook daily access it on a mobile device @BridgetRandolph
  • 74. social marketing IS mobile marketing. @BridgetRandolph
  • 75. @BridgetRandolph
  • 76. anything you want to get shared has to work on a mobile …even if it’s an MVP. @BridgetRandolph
  • 77. FIX make your social content mobile-friendly 80% of Facebook and Twitter’s daily users are accessing the app from a mobile device @BridgetRandolph
  • 78. http:www.distilled.net/training/mobile-seo-guide @BridgetRandolph
  • 79. FIX make sure your social share buttons work on mobile @BridgetRandolph
  • 80. email marketing @BridgetRandolph
  • 81. 62% of e-mails are opened on mobile devices. Source: US Consumer Device Preference Report (Q2 2013) @BridgetRandolph
  • 82. email marketing IS mobile marketing. @BridgetRandolph
  • 83. @BridgetRandolph
  • 84. FIX use mobile-friendly email templates @BridgetRandolph
  • 85. @BridgetRandolph
  • 86. USE • Campaign Monitor • MailChimp @BridgetRandolph
  • 87. USE test your email campaigns with Litmus @BridgetRandolph
  • 88. you’re overcomplicating the checkout process
  • 89. smarter checkout paths @BridgetRandolph
  • 90. Could it be the case that mobile is simply more of a research platform? Commenter on a blog post @BridgetRandolph
  • 91. My cellphone isn't for buying, fb, amazon - it's just a phone (or gps) :) Commenter on a blog post @BridgetRandolph
  • 92. WRONG. @BridgetRandolph
  • 93. in the retail industry, mobile spend is expected to be by the end of 2013. @BridgetRandolph
  • 94. smarter conversion paths for mobile. @BridgetRandolph
  • 95. KISS.
  • 96. Keep It Simple Stupid. @BridgetRandolph
  • 97. FIX link the form fields to the correct keyboard Smashing Mag article about touch keyboards @BridgetRandolph
  • 98. image source @BridgetRandolph
  • 99. 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" /> Cheat sheet from Baymard @BridgetRandolph
  • 100. FIX only ask for information which is essential to complete the transaction @BridgetRandolph
  • 101. example: Amazon 1 Click
  • 102. example: Argos
  • 103. FIX keep people logged in long-term @BridgetRandolph
  • 104. thinking bigger biometric tech @BridgetRandolph
  • 105. example: Apple Store
  • 106. FIX don’t neglect microconversions @BridgetRandolph
  • 107. …like social shares and email signups @BridgetRandolph
  • 108. you’re not tracking cross-device and cross-channel
  • 109. track the person, not the device @BridgetRandolph
  • 110. PROBLEM: tracking each visit separately isn’t accurate @BridgetRandolph
  • 111. Visit-Based Tracking
  • 112. User-Based Tracking
  • 113. user-based tracking: tracking each step of the customer journey @BridgetRandolph
  • 114. FIX set up Universal Analytics @BridgetRandolph
  • 115. (how does it work?) @BridgetRandolph
  • 116. but all of these are just examples
  • 117. the point really is…
  • 118. stop treating mobile as a separate channel
  • 119. of mobile searches happen near a PC Source: Google Databoard @BridgetRandolph
  • 120. in some ways, it’s just another ‘browser’. @BridgetRandolph
  • 121. final takeaways
  • 122. you need a mobile-friendly website @BridgetRandolph
  • 123. if it’s a separate website, remember to check the technical stuff @BridgetRandolph
  • 124. always test your site across devices @BridgetRandolph
  • 125. permission-based marketing needs to be mobile-friendly too @BridgetRandolph
  • 126. make mobile checkout EASY @BridgetRandolph
  • 127. track people, not devices @BridgetRandolph
  • 128. mobile isn’t separate anymore.
  • 129. Thanks. Any questions? BRIDGET RANDOLPH bridget.randolph@distilled.net @BridgetRandolph
  • 130. image credits girl on couch: http://images.smh.com.au/2013/07/27/4608179/Dan-20130727185724263940620x349.jpg baby of Obama/Chewbacca morph: http://www.morphthing.com/baby/3532403-Baby-of-BarackObama-and-Chewbacca KISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg multi-device path to purchase: http://marketingland.com/study-90-percent-use-multiple-screensthroughout-the-same-day-20386 mobile overtaking desktop graph: ComScore study; image credit http://static1.businessinsider.com/image/4fda47c569beddef0b000003-960/comscoremobile-users-desktop-users-2014.jpg