Bridget Randolph_SearchLove London 2013

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  • There are loads of resources out there. And if you want more info, come find me after this and we’ll chat.
  • This is the trend of the future.
  • Emphasis WORLD; biggest growth in APAC region
  • The consequence
  • And this is what the case studies all have in common.
  • multiscreen because: sequential screening and simultaneous usage
  • And it’s limited; even big companies mess it up.
  • So what are some small steps to help improve your website mobile experience?
  • Explain what this is.
  • Explain more.
  • Google product notifications do this too. And Kindle links to Audible.
  • DON’T FORGET TO SET THE WIDTH TO SEE THE CSS
  • basically they would only show lingerie and swimwear ads to users who had sunny/hot weather.
  • hint: you can do this sort of thing with UA as well.
  • Img http://cdn.androidbeat.com/wp-content/uploads/2013/08/google-now-cards.jpgUse EofS image
  • http://thecorcorangroup.tumblr.com/post/31730399378/a-young-woman-followed-by-her-shadow-battery-parkBrand example as opposed to google
  • not going to say too much about this because there are a lot of people more qualified to discuss social media strategy. but the key thing is,
  • Split over two slides?This is what happens when the brands step back into the conversation in a social way instead of a sales-y way.
  • There may be several intermediate steps in the process.
  • 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:
  • (what’s showrooming?)
  • http://econsultancy.com/uk/blog/63484-showrooming-is-not-a-threat-to-retailers-revenue-stats
  • gave specially trained staff tablets to search comparison sites for the lowest price and then match the lowest option to complete the sale. imghttp://www2.pictures.zimbio.com/gi/Best+Buy+Black+Friday+waErw9WzhYsl.jpg
  • http://www.qubitproducts.com/content/11-uplift-conversions?pagination=clients&UK visitors who had not purchased online within nine months, but had visited the site more than three times.
  • http://www.wired.com/design/2013/08/a-new-ikea-app-lets-you-place-3d-furniture-in-your-home/
  • http://www.bubblews.com/assets/images/news/1524579090_1369941782.jpg
  • 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
  • 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://blog.frooition.com/wp-content/uploads/2012/06/paypalCheckout.jpgUA callback
  • direct access from home screenexclusive mobile contentnot just talking about your branded app
  • Clarify that this can be turned off
  • Note that this can be turned off.
  • This is especially important because a mobile device is a personal device
  • http://econsultancy.com/uk/blog/63641-a-critical-look-at-some-of-today-s-most-relevant-email-marketing-questions Lucy Wilsden
  • they provide full service or just use them for the HTML and export to your preferred provider
  • Why do I like this?
  • imghttp://rctgo.com/assets/images/games/nolimits/screenshots/11.jpg
  • Bridget Randolph_SearchLove London 2013

    1. 1. lots of people can tell you @BridgetRandolph
    2. 2. why you need a mobile-friendly website. @BridgetRandolph
    3. 3. and lots of people can tell you @BridgetRandolph
    4. 4. to build one. @BridgetRandolph
    5. 5. you can find the flowchart, and whole best practice guide at: http://www.distilled.net/training/mobile-seo-guide
    6. 6. Why Mobile’s Important 2012 KPCB internet trends update Google Think Insights report Google Databoard Full Value of Mobile calculator The Mobile Playbook Our Mobile Planet Global Mobile Stats 2013 Ericsson Mobility Report 2013 Building a Mobile Site Mobile Web Design Tips Distilled‟s best practice guide Designing for SEO Understanding Your Mobile Visitors Google Analytics for Mobile Mobile SEO Keyword Research for mobile Responsive SEO Tune-up Optimizing your local presence for mobile Mobile SEO Audit Optimizing a separate mobile site SEO of Responsive Web Design Impact of Google Smartphone Crawler 1 Impact of Google Smartphone Crawler 2 Impact of Google Smartphone Crawler 3 Google‟s mobile development guidelines Google blog - mobile and ranking factors Thinking More About Mobile „What is “Mobile”?‟ Mobile Strategy for Small Businesses @BridgetRandolph
    7. 7. basic requirement for any online brand. @BridgetRandolph
    8. 8. of users won’t recommend a business with a poorly designed mobile site… Source @BridgetRandolph
    9. 9. …and have turned to a competitor’s site after a bad mobile experience. Source @BridgetRandolph
    10. 10. if you‟re just starting to think about this… @BridgetRandolph
    11. 11. …you‟re falling behind. @BridgetRandolph
    12. 12. you don‟t need me to convince you. @BridgetRandolph
    13. 13. I want to talk about… @BridgetRandolph
    14. 14. …what happens next. @BridgetRandolph
    15. 15. Bridget Randolph Consultant, Distilled bridget.randolph@distilled.net @BridgetRandolph
    16. 16. “So you have a mobile-friendly website…what now?” BRIDGET RANDOLPH
    17. 17. big picture trends, @BridgetRandolph
    18. 18. case studies, @BridgetRandolph
    19. 19. examples, @BridgetRandolph
    20. 20. @BridgetRandolph
    21. 21. the is @BridgetRandolph
    22. 22. online everywhere
    23. 23. by 2017, of the world’s population will have Source: Ericsson Mobility Report 3G coverage. @BridgetRandolph
    24. 24. internet.org initiative from Facebook
    25. 25. mobile data usage in 2012 was the size of the entire internet in 2000 Source: Cisco's Global Mobile Data Traffic Forecast Update mobile data in 2012 internet in year 2000 @BridgetRandolph
    26. 26. Mobile Data Usage 160 12x growth in 6 years 140 120 100 80 Mobile Data Usage 2013 60 40 12x growth in 12 years 20 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Source: Ericsson Mobility Report (pg. 10) @BridgetRandolph
    27. 27. we‟ll be more than ever @BridgetRandolph
    28. 28. you'll reach you can't reach any other way. @BridgetRandolph
    29. 29. a multiscreen, device-agnostic world. @BridgetRandolph
    30. 30. can‟t just be an add-on anymore. @BridgetRandolph
    31. 31. There‟s no such thing as „mobile‟. THE Will Critchlow @BridgetRandolph
    32. 32. There‟s no such thing as „mobile‟ for the user. THE Bridget Randolph @BridgetRandolph
    33. 33. it‟s not a separate channel… @BridgetRandolph
    34. 34. it‟s a technology. @BridgetRandolph
    35. 35. There‟s no such thing as „mobile‟ for the user. THE Bridget Randolph @BridgetRandolph
    36. 36. making it easy for users is really f***ing hard. @BridgetRandolph
    37. 37. don’t be lazy. @BridgetRandolph
    38. 38. asking the right questions
    39. 39. 3 scenarios: @BridgetRandolph
    40. 40. “Average Joe Corp.” @BridgetRandolph
    41. 41. How do we do „mobile‟? @BridgetRandolph
    42. 42. • separate m. site • app • SMS promotions @BridgetRandolph
    43. 43. “Early Adopters Ltd.” @BridgetRandolph
    44. 44. how do we stay ahead of the next big mobile tech trend? @BridgetRandolph
    45. 45. • big data tools • Aurasma tech app • solar charger to print ad @BridgetRandolph
    46. 46. “User-Driven Business, Inc.” @BridgetRandolph
    47. 47. How can we take advantage of new tech to anticipate our users' needs? @BridgetRandolph
    48. 48. user-centric. @BridgetRandolph
    49. 49. we need to become like User-Driven Business, Inc. @BridgetRandolph
    50. 50. because our customers are @BridgetRandolph
    51. 51. and technology is for @BridgetRandolph
    52. 52. make mobile a of your customers‟ journey @BridgetRandolph
    53. 53. and keep the at the centre. @BridgetRandolph
    54. 54. Discover Explore Buy Engage
    55. 55. Discover
    56. 56. of mobile searches are near a PC Source: Google Databoard @BridgetRandolph
    57. 57. Source: Google Databoard @BridgetRandolph
    58. 58. Source: Google Databoard @BridgetRandolph
    59. 59. big trend seamless and consistent UX across all devices @BridgetRandolph
    60. 60. 3 main areas  website  search  social @BridgetRandolph
    61. 61. website @BridgetRandolph
    62. 62. responsive design is fine. @BridgetRandolph
    63. 63. but it‟s a basic approach. @BridgetRandolph
    64. 64. small steps: Consider using dynamic serving by user agent @BridgetRandolph
    65. 65. small steps: “content everywhere” For more information see the book by Sara WachterBoettcher. @BridgetRandolph
    66. 66. “content everywhere” CREATE ONCE PUBLISH EVERYWHERE my full deck on Slideshare @BridgetRandolph
    67. 67. “content everywhere” case study: BBC Food hub pages
    68. 68. “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. from the Content Everywhere book @BridgetRandolph
    69. 69. small steps: long-term cookies for login @BridgetRandolph
    70. 70. small steps: sync user accounts across all platforms
    71. 71. sync user accounts example: Amazon Kindle sync
    72. 72. small steps: testing
    73. 73. testing have you visited your site on a mobile? @BridgetRandolph
    74. 74. testing easy hack for Chrome: using right click „Inspect Element‟ allows you to view your site as a mobile device @BridgetRandolph
    75. 75. testing go to settings @BridgetRandolph
    76. 76. testing @BridgetRandolph
    77. 77. testing change this to adjust the screen width @BridgetRandolph
    78. 78. testing and then refresh the page. @BridgetRandolph
    79. 79. small steps: mobile CRO and user testing @BridgetRandolph
    80. 80. mobile CRO and user testing  Qualaroo – user surveys  CrazyEgg – heat maps  Optimizely – split testing @BridgetRandolph
    81. 81. search @BridgetRandolph
    82. 82. big trend it‟s the same person regardless of device. @BridgetRandolph
    83. 83. context and user intent @BridgetRandolph
    84. 84. case study: Bravissimo
    85. 85. Bravissimo result: 600% increase in PPC-driven sales revenue and 103% increase in conversion rate. Source @BridgetRandolph
    86. 86. example: Google Implicit Search
    87. 87. example: Google Now
    88. 88. big trend anticipating the users‟ needs before they are aware of them @BridgetRandolph
    89. 89. example: Corcoran Group
    90. 90. Corcoran Group …connecting with home buyers even before they are in the market for a new home. The Mobile Playbook Source @BridgetRandolph
    91. 91. social @BridgetRandolph
    92. 92. social is a huge channel for mobile. @BridgetRandolph
    93. 93. out of every 5 people who use Facebook daily access it on a mobile device @BridgetRandolph
    94. 94. social marketing mobile marketing. @BridgetRandolph
    95. 95. brands no longer own the conversation. @BridgetRandolph
    96. 96. @BridgetRandolph
    97. 97. small steps: allow your social media team to engage in a conversational way @BridgetRandolph
    98. 98. example: Dolphin Pub and Douwe Egberts read the full conversation here. @BridgetRandolph
    99. 99. big trend permission‟s not enough anymore. @BridgetRandolph
    100. 100. filter bubbles and curation
    101. 101. small steps: create content which people will want to share @BridgetRandolph
    102. 102. big trend peer-to-peer marketing ask yourself: “is it good enough to tell my friends about it?” @BridgetRandolph
    103. 103. small steps: make your content mobile-friendly 80% of Facebook and Twitter‟s daily users are accessing the app from a mobile device @BridgetRandolph
    104. 104. @BridgetRandolph
    105. 105. Discover Explore Buy Engage
    106. 106. Explore
    107. 107. once your users have your brand, @BridgetRandolph
    108. 108. that‟s just the @BridgetRandolph
    109. 109. you need to be aware of their . @BridgetRandolph
    110. 110. 4 main areas     tracking showrooming personalisation online/offline integration @BridgetRandolph
    111. 111. tracking @BridgetRandolph
    112. 112. track the person, not the device @BridgetRandolph
    113. 113. small steps: Universal Analytics @BridgetRandolph
    114. 114. User Based Tracking
    115. 115. showrooming @BridgetRandolph
    116. 116. view showrooming as an opportunity @BridgetRandolph
    117. 117. case study: Best Buy
    118. 118. in Feb 2013 they rolled out a permanent price matching policy based on results of the pilot Source @BridgetRandolph
    119. 119. personalisation @BridgetRandolph
    120. 120. small steps: recommendation engine
    121. 121. case study: LK Bennett
    122. 122. saw an 11% increase in conversions from this segment. Source @BridgetRandolph
    123. 123. 14% another test saw a increase in conversions from UK visitors when explicitly offered free 14 day returns. more Qubit case studies @BridgetRandolph
    124. 124. online-offline integration @BridgetRandolph
    125. 125. what NOT to do…
    126. 126. example: IKEA catalogue app
    127. 127. big trend recognise the value of every touchpoint/interaction along the customer journey @BridgetRandolph
    128. 128. last-click attribution is the devil.
    129. 129. Discover Explore Buy Engage
    130. 130. Buy
    131. 131. but…what about the actual conversion? @BridgetRandolph
    132. 132. 2 main areas - smarter checkout paths - online/offline integration @BridgetRandolph
    133. 133. smarter checkout paths @BridgetRandolph
    134. 134. Could it be the case that mobile is simply more of a research platform? Commenter on a blog post @BridgetRandolph
    135. 135. My cellphone isn't for buying, fb, amazon - it's just a phone (or gps) :) Commenter on a blog post @BridgetRandolph
    136. 136. WRONG. @BridgetRandolph
    137. 137. in the retail industry, mobile spend is expected to be by the end of 2013. @BridgetRandolph
    138. 138. smarter conversion paths for mobile. @BridgetRandolph
    139. 139. KISS. • IMG
    140. 140. Keep It Simple Stupid. @BridgetRandolph
    141. 141. small steps: link the form fields to the correct keyboard Smashing Mag article about touch keyboards @BridgetRandolph
    142. 142. link the form fields to the correct keyboard 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
    143. 143. small steps: only ask for information which is essential to complete the transaction @BridgetRandolph
    144. 144. only ask for essential information example: Amazon 1 Click
    145. 145. small steps: keep people logged in long-term @BridgetRandolph
    146. 146. thinking bigger: biometric tech @BridgetRandolph
    147. 147. example: Apple Store
    148. 148. small steps: don‟t neglect microconversions @BridgetRandolph
    149. 149. don’t neglect online/offline integration @BridgetRandolph
    150. 150. online/offline integration example: PayPal
    151. 151. big trend make mobile checkout EASY. @BridgetRandolph
    152. 152. big trend in-store mobile payment can also add convenience to checkout. @BridgetRandolph
    153. 153. big trend microconversions matter too. @BridgetRandolph
    154. 154. Discover Explore Buy Engage
    155. 155. Engage
    156. 156. 3 main areas - apps - email marketing - social @BridgetRandolph
    157. 157. apps @BridgetRandolph
    158. 158. Apple Store: 900,000+ apps Google Play: 1,000,000+ apps Source @BridgetRandolph
    159. 159. 7 10% of iPhone apps earned app store revenue for iPhone Source @BridgetRandolph
    160. 160. are you you need one? @BridgetRandolph
    161. 161. benefit: it‟s a walled garden. @BridgetRandolph
    162. 162. small steps: saving passwords in the phone @BridgetRandolph
    163. 163. small steps: ask yourself, does my app: 5 questions based on „For Mobile Devices, Think Apps, Not Ads‟, HBR Mar 2013 @BridgetRandolph
    164. 164. ask yourself, does my app: add convenience? @BridgetRandolph
    165. 165. ask yourself, does my app: offer unique value? @BridgetRandolph
    166. 166. ask yourself, does my app: provide social value? @BridgetRandolph
    167. 167. ask yourself, does my app: offer incentives? @BridgetRandolph
    168. 168. ask yourself, does my app: entertain? @BridgetRandolph
    169. 169. ask yourself, does my app: if not, you shouldn‟t build it. @BridgetRandolph
    170. 170. case study: Tesco Homeplus
    171. 171. their sales increased 130% in three months, and their number of registered users went up by Source 76% @BridgetRandolph
    172. 172. big trend creating a unique experience and meeting a specific user need @BridgetRandolph
    173. 173. email marketing @BridgetRandolph
    174. 174. of e-mails are opened on mobile devices. Source: US Consumer Device Preference Report (Q2 2013) @BridgetRandolph
    175. 175. email marketing IS mobile marketing. @BridgetRandolph
    176. 176. and who needs SMS promotions… @BridgetRandolph
    177. 177. …when you can send push notifications via email? @BridgetRandolph
    178. 178. small steps: send emails your customers want to open. @BridgetRandolph
    179. 179. send emails your customers want to open remember this?
    180. 180. send emails your customers want to open example: Innocent Drinks
    181. 181. small steps: use personalisation and context @BridgetRandolph
    182. 182. use personalisation and context avg. open rate for „triggered‟ emails is 4x higher than for email newsletters (45-55% vs 10%) Source @BridgetRandolph
    183. 183. use personalisation and context
    184. 184. small steps: use mobile-friendly email templates @BridgetRandolph
    185. 185. use mobile-friendly email templates • MailChimp • Campaign Monitor @BridgetRandolph
    186. 186. small steps: test your email campaigns with Litmus @BridgetRandolph
    187. 187. social @BridgetRandolph
    188. 188. social is not just a part of the discovery process. @BridgetRandolph
    189. 189. a great channel for maintaining customer loyalty. @BridgetRandolph
    190. 190. example: Red Bull Wings
    191. 191. http://wings.redbullusa.com/ @BridgetRandolph
    192. 192. big trend make current customers feel appreciated. @BridgetRandolph
    193. 193. big trend individually personalised, if possible. @BridgetRandolph
    194. 194. bonus example
    195. 195. merging online-offline worlds… @BridgetRandolph
    196. 196. …but more importantly, @BridgetRandolph
    197. 197. the takeaway of this presentation: @BridgetRandolph
    198. 198. extreme personalisation and context recognition @BridgetRandolph
    199. 199. BMW‟s #MININotNormal campaign Source @BridgetRandolph
    200. 200. (individual) at the centre @BridgetRandolph
    201. 201. great use of personalisation and context @BridgetRandolph
    202. 202. online/offline integration @BridgetRandolph
    203. 203. loyalty to customers @BridgetRandolph
    204. 204. social reach @BridgetRandolph
    205. 205. 1,941 customers reached. 46,660 YT views just on this video. @BridgetRandolph
    206. 206. final takeaways
    207. 207. to „do mobile‟ right: @BridgetRandolph
    208. 208. make it a core technology @BridgetRandolph
    209. 209. keep the at the centre @BridgetRandolph
    210. 210. ask yourself: @BridgetRandolph
    211. 211. How can I use mobile tech to anticipate and fulfill my users’ needs? @BridgetRandolph
    212. 212. Surely these are all just „marketing‟ principles, though? @BridgetRandolph
    213. 213. true. @BridgetRandolph
    214. 214. mobile isn‟t separate anymore. @BridgetRandolph
    215. 215. in some ways, it‟s just another „browser‟. @BridgetRandolph
    216. 216. it won‟t be easy, but it will be @BridgetRandolph
    217. 217. so buckle up and enjoy the ride!
    218. 218. thanks. key takeaways • mobile‟s not separate anymore • track the person not the device • serve the users‟ needs first BRIDGET RANDOLPH @BridgetRandolph
    219. 219. Other references, sources, and image credits Customer Lifecycle concept: http://blogs.forrester.com/corinne_munchbach/13-01-22bye_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-stats best buy: http://www2.pictures.zimbio.com/gi/Best+Buy+Black+Friday+waErw9WzhYsl.jpg Devil: http://www.bubblews.com/assets/images/news/1524579090_1369941782.jpg KISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg Amazon 1 Click: http://www.wpcentral.com/sites/wpcentral.com/files/amazon.jpg Apple Store: http://cdn.itproportal.com/photos/iphone-5s-fingerprint-purchases_original.jpg PayPal: 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-inSouth-Korea-1.jpg Personalised Email: http://econsultancy.com/uk/blog/63641-a-critical-look-at-some-of-today-s-most-relevant-emailmarketing-questions roller coaster: http://rctgo.com/assets/images/games/nolimits/screenshots/11.jpg

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