5 Ways Your Mobile Strategy

Is Losing You Money
BRIDGET RANDOLPH
DID YOU

KNOW…
that
of users

won’t recommend
a business with a poorly designed mobile site?

Source

@BridgetRandolph
or that
have turned to a

competitor’s site
after a bad mobile experience?
Source

@BridgetRandolph
MOBILE IS

HUGE.
already a

basic
requirement
@BridgetRandolph
for any

online brand.
@BridgetRandolph
and it’s

just
s

getting

BIGGER.
by 2017,

85%
of the

will have

world’s population

3G coverage.

Source: Ericsson Mobility Report

@BridgetRandolph
Facebook’s Internet.org initiative
mobile in 2012 was

12x
the size of

the entire
internet
in 2000

mobile
in
2012

internet in
year 2000

Source: Cisco's G...
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...
so businesses need to be

mobile-friendly.
@BridgetRandolph
the

problem is,
@BridgetRandolph
people are doing it

WRONG

.

@BridgetRandolph
BRIDGET RANDOLPH
Online Marketing Consultant, Distilled

bridget.randolph@distilled.net

@BridgetRandolph
5 Ways Your Mobile Strategy

Is Losing You Money
BRIDGET RANDOLPH
(…and what you can do about it)

BRIDGET RANDOLPH
you don’t have a

mobile-friendly website
only

70%

of the

top 20 UK retailers
have a mobile-friendly website.
Source: Econsultancy

@BridgetRandolph
small

businesses
are even

less likely
to have a mobile-friendly web presence.
60% of small businesses have websites;
onl...
and still

more businesses
create a mobile site and forget about it.

@BridgetRandolph
where your online

customers
primarily

interact with you
@BridgetRandolph
and remember our
stats from before…
@BridgetRandolph
of users

won’t recommend
a business with a poorly designed mobile site

Source

@BridgetRandolph
and
have turned to a

competitor’s site
after a bad mobile experience
Source

@BridgetRandolph
But mobile only matters
when you’re on the
go, right?

typical CEO

@BridgetRandolph
77% of mobile searches
happen near a PC
Source: Google Databoard
if you don’t have a
mobile-friendly website,
you’re leaving money
on the table.
@BridgetRandolph
FIX:
make your website
mobile-friendly
@BridgetRandolph
it’s not as

hard

as you might think.
@BridgetRandolph
main
approaches
@BridgetRandolph
•

responsive
–

•

dynamic serving
–

•

rearranges the layout

serves different HTML on same URL

separate mobile subdom...
responsive
separate mobile site
dynamic serving:
a cross between the two
choose
an approach
based on
@BridgetRandolph
goals
and technical
capabilities
your

@BridgetRandolph
your

users’ needs.
@BridgetRandolph
we did a flowchart for our Best Practice Guide
http://www.distilled.net/training/mobile-seo-guide
for a

small business
with a

small website…
@BridgetRandolph
…I’d usually recommend using

a responsive
template,
@BridgetRandolph
and a WYSIWYG

CMS
(like Wordpress).
@BridgetRandolph
individual Wordpress themes
• Designfolio (from PressCoders): free, or $79 with support
licence.
• Standard: $49 or $99 wi...
or, if you don’t want to use Wordpress:
• SquareSpace: from $8/month (for the most basic service).
• Wix: around $10/month...
for a

larger
larger

with a

business
website,

@BridgetRandolph
dynamic serving
based on
user agent.
@BridgetRandolph
does it work?

@BridgetRandolph
case study: O’Neill Clothing
RESULTS
on iPhone/iPod
conversions increased by 65.71%.
transactions increased by 112.5%.
revenue increased by 101.25%.
on...
final
point to

remember:
@BridgetRandolph
a mobile-friendly
website is

NOT
a strategy.
@BridgetRandolph
it’s just the

starting point.
@BridgetRandolph
you’re making

technical SEO mistakes
why does technical
SEO matter?

@BridgetRandolph
responsive design?

SEO of Responsive Design by Kristina Kledzik

@BridgetRandolph
You don’t need to do
anything extra.

@BridgetRandolph
what if I can’t use a
responsive design?

@BridgetRandolph
dynamic serving
Vary HTTP header http://goo.gl/km1qcZ

@BridgetRandolph
separate URLs
There are

several areas
to look at.

A Checklist for Optimizing Your Mobile Site

@BridgetRandolph
redirects
•

redirect mobile users on www. 
most relevant mobile page

•

redirect desktop users on m. 
most relevant de...
“switchboard tags”
for duplicate content
on the desktop page:
<link rel="alternate" media="only screen and (max-width: 640...
site speed
• 2-3 sec is recommended
• needs to be less than 5 sec
Google PageSpeed Insights tool can help

74% of users wo...
unsupported technology
• don’t use Flash!

@BridgetRandolph
I wrote a whole blog post about it.
http://moz.com/blog/how-to-optimize-a-mobile-site

@BridgetRandolph
and don’t forget about

testing
@BridgetRandolph
testing

have you visited
your site on a
mobile?
@BridgetRandolph
USE





Litmus – website testing
Qualaroo – user surveys
CrazyEgg – heat maps
Optimizely – split testing
@BridgetRand...
your permission-based marketing

isn’t mobile-friendly
it’s not just about
the content ON
your website.
@BridgetRandolph
social media
@BridgetRandolph
social
is a

huge

channel for mobile.

@BridgetRandolph
4

out of every

5

people who use Facebook
daily access it on a mobile

device
@BridgetRandolph
social marketing

IS
mobile marketing.

@BridgetRandolph
@BridgetRandolph
anything you want to get shared
has to work on a mobile
…even if it’s an MVP.

@BridgetRandolph
FIX
make your social content
mobile-friendly

80% of Facebook and Twitter’s daily users
are accessing the app from a mobil...
http:www.distilled.net/training/mobile-seo-guide

@BridgetRandolph
FIX
make sure your social share
buttons work on mobile

@BridgetRandolph
email marketing

@BridgetRandolph
62%

of e-mails are

opened on mobile devices.

Source: US Consumer Device Preference
Report (Q2 2013)

@BridgetRandolph
email marketing

IS
mobile marketing.

@BridgetRandolph
@BridgetRandolph
FIX
use mobile-friendly email
templates

@BridgetRandolph
@BridgetRandolph
USE
• Campaign Monitor
• MailChimp

@BridgetRandolph
USE
test your email campaigns
with Litmus

@BridgetRandolph
you’re overcomplicating

the checkout process
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

by the end of 2013.
@BridgetRandolph
smarter
conversion paths
for mobile.

@BridgetRandolph
KISS.
Keep
It
Simple
Stupid.
@BridgetRandolph
FIX
link the form fields to
the correct keyboard

Smashing Mag article about touch keyboards

@BridgetRandolph
image source

@BridgetRandolph
for phone number fields:
<input type="tel" />

for a numeric keyboard, use this:
<input type="text" pattern=“d*" novalidat...
FIX
only ask for information
which is essential
to complete the transaction
@BridgetRandolph
example: Amazon 1 Click
example: Argos
FIX
keep people logged in long-term

@BridgetRandolph
thinking bigger
biometric tech

@BridgetRandolph
example: Apple Store
FIX
don’t neglect microconversions

@BridgetRandolph
…like

social shares
and

email signups
@BridgetRandolph
you’re not tracking

cross-device and
cross-channel
track the

person,
not the device

@BridgetRandolph
PROBLEM:
tracking each visit separately
isn’t accurate

@BridgetRandolph
Visit-Based Tracking
User-Based Tracking
user-based tracking:
tracking each step of the

customer journey
@BridgetRandolph
FIX
set up Universal Analytics

@BridgetRandolph
(how does it work?)

@BridgetRandolph
but all of these are
just examples
the point
really is…
stop
treating mobile

as a separate channel
of

mobile searches
happen near a PC
Source: Google Databoard

@BridgetRandolph
in some ways,
it’s just

another
‘browser’.
@BridgetRandolph
final
takeaways
you need a
mobile-friendly
website
@BridgetRandolph
if it’s a
separate website,

remember to check

the technical stuff
@BridgetRandolph
always test
your site
across devices
@BridgetRandolph
permission-based
marketing
needs to be
mobile-friendly too
@BridgetRandolph
make
mobile checkout

EASY
@BridgetRandolph
track
people, not
devices
@BridgetRandolph
mobile

isn’t separate
anymore.
Thanks.
Any questions?

BRIDGET RANDOLPH
bridget.randolph@distilled.net
@BridgetRandolph
image credits
girl on couch: http://images.smh.com.au/2013/07/27/4608179/Dan-20130727185724263940620x349.jpg
baby of Obama...
5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
5 Ways Your Mobile Strategy is Losing You Money by Bridget Randolph
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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  • 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

    1. 1. 5 Ways Your Mobile Strategy Is Losing You Money BRIDGET RANDOLPH
    2. 2. DID YOU KNOW…
    3. 3. that of users won’t recommend a business with a poorly designed mobile site? Source @BridgetRandolph
    4. 4. or that have turned to a competitor’s site after a bad mobile experience? Source @BridgetRandolph
    5. 5. MOBILE IS HUGE.
    6. 6. already a basic requirement @BridgetRandolph
    7. 7. for any online brand. @BridgetRandolph
    8. 8. and it’s just s getting BIGGER.
    9. 9. by 2017, 85% of the will have world’s population 3G coverage. Source: Ericsson Mobility Report @BridgetRandolph
    10. 10. Facebook’s Internet.org initiative
    11. 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. 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. 13. so businesses need to be mobile-friendly. @BridgetRandolph
    14. 14. the problem is, @BridgetRandolph
    15. 15. people are doing it WRONG . @BridgetRandolph
    16. 16. BRIDGET RANDOLPH Online Marketing Consultant, Distilled bridget.randolph@distilled.net @BridgetRandolph
    17. 17. 5 Ways Your Mobile Strategy Is Losing You Money BRIDGET RANDOLPH
    18. 18. (…and what you can do about it) BRIDGET RANDOLPH
    19. 19. you don’t have a mobile-friendly website
    20. 20. only 70% of the top 20 UK retailers have a mobile-friendly website. Source: Econsultancy @BridgetRandolph
    21. 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. 22. and still more businesses create a mobile site and forget about it. @BridgetRandolph
    23. 23. where your online customers primarily interact with you @BridgetRandolph
    24. 24. and remember our stats from before… @BridgetRandolph
    25. 25. of users won’t recommend a business with a poorly designed mobile site Source @BridgetRandolph
    26. 26. and have turned to a competitor’s site after a bad mobile experience Source @BridgetRandolph
    27. 27. But mobile only matters when you’re on the go, right? typical CEO @BridgetRandolph
    28. 28. 77% of mobile searches happen near a PC Source: Google Databoard
    29. 29. if you don’t have a mobile-friendly website, you’re leaving money on the table. @BridgetRandolph
    30. 30. FIX: make your website mobile-friendly @BridgetRandolph
    31. 31. it’s not as hard as you might think. @BridgetRandolph
    32. 32. main approaches @BridgetRandolph
    33. 33. • responsive – • dynamic serving – • rearranges the layout serves different HTML on same URL separate mobile subdomain – e.g. m.domain.com @BridgetRandolph
    34. 34. responsive
    35. 35. separate mobile site
    36. 36. dynamic serving: a cross between the two
    37. 37. choose an approach based on @BridgetRandolph
    38. 38. goals and technical capabilities your @BridgetRandolph
    39. 39. your users’ needs. @BridgetRandolph
    40. 40. we did a flowchart for our Best Practice Guide http://www.distilled.net/training/mobile-seo-guide
    41. 41. for a small business with a small website… @BridgetRandolph
    42. 42. …I’d usually recommend using a responsive template, @BridgetRandolph
    43. 43. and a WYSIWYG CMS (like Wordpress). @BridgetRandolph
    44. 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. 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. 46. for a larger larger with a business website, @BridgetRandolph
    47. 47. dynamic serving based on user agent. @BridgetRandolph
    48. 48. does it work? @BridgetRandolph
    49. 49. case study: O’Neill Clothing
    50. 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. 51. final point to remember: @BridgetRandolph
    52. 52. a mobile-friendly website is NOT a strategy. @BridgetRandolph
    53. 53. it’s just the starting point. @BridgetRandolph
    54. 54. you’re making technical SEO mistakes
    55. 55. why does technical SEO matter? @BridgetRandolph
    56. 56. responsive design? SEO of Responsive Design by Kristina Kledzik @BridgetRandolph
    57. 57. You don’t need to do anything extra. @BridgetRandolph
    58. 58. what if I can’t use a responsive design? @BridgetRandolph
    59. 59. dynamic serving Vary HTTP header http://goo.gl/km1qcZ @BridgetRandolph
    60. 60. separate URLs There are several areas to look at. A Checklist for Optimizing Your Mobile Site @BridgetRandolph
    61. 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. 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. 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. 64. unsupported technology • don’t use Flash! @BridgetRandolph
    65. 65. I wrote a whole blog post about it. http://moz.com/blog/how-to-optimize-a-mobile-site @BridgetRandolph
    66. 66. and don’t forget about testing @BridgetRandolph
    67. 67. testing have you visited your site on a mobile? @BridgetRandolph
    68. 68. USE     Litmus – website testing Qualaroo – user surveys CrazyEgg – heat maps Optimizely – split testing @BridgetRandolph
    69. 69. your permission-based marketing isn’t mobile-friendly
    70. 70. it’s not just about the content ON your website. @BridgetRandolph
    71. 71. social media @BridgetRandolph
    72. 72. social is a huge channel for mobile. @BridgetRandolph
    73. 73. 4 out of every 5 people who use Facebook daily access it on a mobile device @BridgetRandolph
    74. 74. social marketing IS mobile marketing. @BridgetRandolph
    75. 75. @BridgetRandolph
    76. 76. anything you want to get shared has to work on a mobile …even if it’s an MVP. @BridgetRandolph
    77. 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. 78. http:www.distilled.net/training/mobile-seo-guide @BridgetRandolph
    79. 79. FIX make sure your social share buttons work on mobile @BridgetRandolph
    80. 80. email marketing @BridgetRandolph
    81. 81. 62% of e-mails are opened on mobile devices. Source: US Consumer Device Preference Report (Q2 2013) @BridgetRandolph
    82. 82. email marketing IS mobile marketing. @BridgetRandolph
    83. 83. @BridgetRandolph
    84. 84. FIX use mobile-friendly email templates @BridgetRandolph
    85. 85. @BridgetRandolph
    86. 86. USE • Campaign Monitor • MailChimp @BridgetRandolph
    87. 87. USE test your email campaigns with Litmus @BridgetRandolph
    88. 88. you’re overcomplicating the checkout process
    89. 89. smarter checkout paths @BridgetRandolph
    90. 90. Could it be the case that mobile is simply more of a research platform? Commenter on a blog post @BridgetRandolph
    91. 91. My cellphone isn't for buying, fb, amazon - it's just a phone (or gps) :) Commenter on a blog post @BridgetRandolph
    92. 92. WRONG. @BridgetRandolph
    93. 93. in the retail industry, mobile spend is expected to be by the end of 2013. @BridgetRandolph
    94. 94. smarter conversion paths for mobile. @BridgetRandolph
    95. 95. KISS.
    96. 96. Keep It Simple Stupid. @BridgetRandolph
    97. 97. FIX link the form fields to the correct keyboard Smashing Mag article about touch keyboards @BridgetRandolph
    98. 98. image source @BridgetRandolph
    99. 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. 100. FIX only ask for information which is essential to complete the transaction @BridgetRandolph
    101. 101. example: Amazon 1 Click
    102. 102. example: Argos
    103. 103. FIX keep people logged in long-term @BridgetRandolph
    104. 104. thinking bigger biometric tech @BridgetRandolph
    105. 105. example: Apple Store
    106. 106. FIX don’t neglect microconversions @BridgetRandolph
    107. 107. …like social shares and email signups @BridgetRandolph
    108. 108. you’re not tracking cross-device and cross-channel
    109. 109. track the person, not the device @BridgetRandolph
    110. 110. PROBLEM: tracking each visit separately isn’t accurate @BridgetRandolph
    111. 111. Visit-Based Tracking
    112. 112. User-Based Tracking
    113. 113. user-based tracking: tracking each step of the customer journey @BridgetRandolph
    114. 114. FIX set up Universal Analytics @BridgetRandolph
    115. 115. (how does it work?) @BridgetRandolph
    116. 116. but all of these are just examples
    117. 117. the point really is…
    118. 118. stop treating mobile as a separate channel
    119. 119. of mobile searches happen near a PC Source: Google Databoard @BridgetRandolph
    120. 120. in some ways, it’s just another ‘browser’. @BridgetRandolph
    121. 121. final takeaways
    122. 122. you need a mobile-friendly website @BridgetRandolph
    123. 123. if it’s a separate website, remember to check the technical stuff @BridgetRandolph
    124. 124. always test your site across devices @BridgetRandolph
    125. 125. permission-based marketing needs to be mobile-friendly too @BridgetRandolph
    126. 126. make mobile checkout EASY @BridgetRandolph
    127. 127. track people, not devices @BridgetRandolph
    128. 128. mobile isn’t separate anymore.
    129. 129. Thanks. Any questions? BRIDGET RANDOLPH bridget.randolph@distilled.net @BridgetRandolph
    130. 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
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