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Bridget Randolph Driftrock MeetUp

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With 85% of the world's population set to have 3G coverage by 2017, it's about time you started thinking about mobile. Bridget Randolph talks you through 5 key ways to improve your strategy and your …

With 85% of the world's population set to have 3G coverage by 2017, it's about time you started thinking about mobile. Bridget Randolph talks you through 5 key ways to improve your strategy and your online conversions.

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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.
  • Transcript

    • 1. BRIDGET RANDOLPH 5 Ways Your Mobile Strategy Is Losing You Money
    • 2. DID YOU KNOW…
    • 3. that of users won’t recommend a business with a poorly designed mobile site? @BridgetRandolphSource
    • 4. or that have turned to a competitor’s site after a bad mobile experience? @BridgetRandolphSource
    • 5. MOBILE IS HUGE.
    • 6. already a basic requirement @BridgetRandolph
    • 7. for any online brand. @BridgetRandolph
    • 8. and it’s s just getting BIGGER.
    • 9. by 2017, 85%of the world’s population will have 3G coverage. @BridgetRandolphSource: Ericsson Mobility Report
    • 10. Facebook’s Internet.org initiative
    • 11. mobile in 2012 was 12x the size of theentire internet in 2000 @BridgetRandolphSource: Cisco's Global Mobile Data Traffic Forecast Update internet in year 2000 mobile in 2012
    • 12. @BridgetRandolphSource: Ericsson Mobility Report (pg. 10) 0 20 40 60 80 100 120 140 160 Mobile Data Usage 12x growth in 12 years 12x growth in 6 years 2013
    • 13. so businesses need to be mobile-friendly. @BridgetRandolph
    • 14. the problemis, @BridgetRandolph
    • 15. people are doing it WRONG. @BridgetRandolph
    • 16. BRIDGET RANDOLPH Online Marketing Consultant, Distilled bridget.randolph@distilled.net @BridgetRandolph
    • 17. BRIDGET RANDOLPH 5 Ways Your Mobile Strategy Is Losing You Money
    • 18. BRIDGET RANDOLPH (…and what you can do about it)
    • 19. you don’t have a mobile-friendly website
    • 20. only 70%of the top 20 UK retailers have a mobile-friendly website. @BridgetRandolphSource: Econsultancy
    • 21. small businesses are even less likelyto have a mobile-friendly web presence. @BridgetRandolph60% of small businesses have websites; only half of these are mobile-friendly.
    • 22. and still morebusinesses 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 @BridgetRandolphSource
    • 26. and have turned to a competitor’s site after a bad mobile experience @BridgetRandolphSource
    • 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 – rearranges the layout • dynamic serving – 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. choosean approach based on @BridgetRandolph
    • 38. your goals and technical capabilities @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 business with a larger 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%. @BridgetRandolphSource
    • 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? @BridgetRandolphSEO of Responsive Design by Kristina Kledzik
    • 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. @BridgetRandolphA Checklist for Optimizing Your Mobile Site
    • 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 @BridgetRandolph74% of users would bounce after waiting 5 sec
    • 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. have you visited your site on a mobile? @BridgetRandolph testing
    • 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. 4out 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 @BridgetRandolph80% of Facebook and Twitter’s daily users are accessing the app from a mobile device
    • 78. @BridgetRandolphhttp:www.distilled.net/training/mobile-seo-guide
    • 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. @BridgetRandolph Source: US Consumer Device Preference Report (Q2 2013)
    • 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 was 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 @BridgetRandolphSmashing Mag article about touch keyboards
    • 98. @BridgetRandolphimage source
    • 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" /> @BridgetRandolphCheat sheet from Baymard
    • 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 mobilesearches happen near a PC @BridgetRandolphSource: Google Databoard
    • 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-20130727185724263940- 620x349.jpg baby of Obama/Chewbacca morph: http://www.morphthing.com/baby/3532403-Baby-of-Barack- Obama-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-screens- throughout-the-same-day-20386 mobile overtaking desktop graph: ComScore study; image credit http://static1.businessinsider.com/image/4fda47c569beddef0b000003-960/comscore- mobile-users-desktop-users-2014.jpg