Driving traffic and conversions      through mobile       MMA Istanbul       Dr. Carey Bunks       14-Nov-2012carey.bunks@...
Summary     Brand recognition is only one facet of online and mobile     marketing. In fact, for most companies, brand is ...
Some Companies Depend Directly on                    Online Revenues     Indirect                             Directly Dep...
Traffic + Engagement + Conversion = Revenue                               Get Consumers into Your Shop                    ...
Long Discovery Cycle Times = Revenue Lost                     Speed and efficiency through the                    loop is ...
Mobile is Challenging                                              Java                                                   ...
Recommended Mobile Architecture                                              Laptops                                      ...
Examples of Iterative                            Traffic and Conversion Growthcarey.bunks@senscraft.com                   ...
Example: Mobile Traffic and Conversions                         for Senscraft Customer in Austria (over                   ...
Example: Rapid Release Program for                        Senscraft Customer in Poland     19 Major and 30 Minor Deliverie...
How it was Donecarey.bunks@senscraft.com                     11
Scalability, Maintainability, and Facilitation of                   Roadmap Implementation      §  Cost effectively add n...
Fine-Grain Analytics is a Key Commercial                   Success Factor      Data driven optimization of revenue:      §...
Site Architecture Support for SEO        §  Search engine friendly URLs        §  Optimized internal link structure     ...
A/B Testing Infrastructure     Example: A/B test of app download banner conversion             A              B           ...
User Generated Content (UGC)       User-Generated Content (UGC) is an important driver for       consumer engagement, prov...
UGC (1/2) Recommendations, Ratings,                   Reviews, and Useful                                                 ...
UGC (2/2) Contribute a Photo                                     Contribute a                                     photocar...
Conclusionscarey.bunks@senscraft.com                 19
Mature Mobile Platform Time Has Come     § e-Commerce has known for some time that iterative discovery is        key to r...
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Driving Traffic and Conversions Through Mobile

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Brand recognition is only one facet of online and mobile marketing. In fact, for most companies, brand is of secondary importance—the main emphasis being on concretely driving leads and sales through their digital channels. This talk describes specific insights into how to drive your commercial activity through mobile, and provides clear examples illustrating how to leverage SEO, AB testing, user-generated content, and social integration. Data is presented from several case studies of highly successful mobile Yellow Pages mobile services.

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Driving Traffic and Conversions Through Mobile

  1. 1. Driving traffic and conversions through mobile MMA Istanbul Dr. Carey Bunks 14-Nov-2012carey.bunks@senscraft.com
  2. 2. Summary Brand recognition is only one facet of online and mobile marketing. In fact, for most companies, brand is of secondary importance -- the main emphasis being on concretely driving traffic and sales through their digital channels. This talk describes specific insights into how to drive your commercial activity through mobile, and provides clear examples illustrating how to leverage SEO, AB testing, user-generated content, and social integration. Data is presented from several case studies of highly successful mobile Yellow Pages mobile services.carey.bunks@senscraft.com 2
  3. 3. Some Companies Depend Directly on Online Revenues Indirect Directly Dependent Print Shop Direct Catalog & Group: Online €1.24bn online Women’s revenues per Fashion year Store & Dixons Retail: Online €1.83bn online Consumer revenues per Electronics year Play.com: Online €618m online CDs and revenues per DVDs yearcarey.bunks@senscraft.com 3
  4. 4. Traffic + Engagement + Conversion = Revenue Get Consumers into Your Shop •  Direct traffic Traffic •  SEO •  Syndication, Affiliates, & Partners •  Analyze traffic sources & look for growth opportunities Reassure the Consumer •  Use their language Engagement •  Provide affirmation (snippets) •  Develop credibility (e.g., with UGC) •  Analyze & reduce bounce rates Convert to a Sale •  Limit distractions •  Limit navigation Conversion •  Use A/B testing •  Analyze & optimize conversionscarey.bunks@senscraft.com 4
  5. 5. Long Discovery Cycle Times = Revenue Lost Speed and efficiency through the loop is key to commercial success Experienced Product Managers Agile & Maintainable Platform & Apps Fine-Grain Analyticscarey.bunks@senscraft.com 5
  6. 6. Mobile is Challenging Java Challenges iPhone •  Many platforms •  Multiple form factors iOS + Android Mobile •  Differing navigational paradigms Tablets Web •  Differing design guidelines Android WinMob Symbian Blackberry Write once deploy to all Shop Direct: why brands need separate devices? strategies for mobile and tablet http://econsultancy.com/uk/blog/10813-shop-direct-why-brands-need- separate-strategies-for-mobile-and-tabletcarey.bunks@senscraft.com 6
  7. 7. Recommended Mobile Architecture Laptops + Desktops Mobile iPhone Tablets Android iPad Windows Android Blackberry Windows Symbian Mobile Web Java Mobile Web Internet Device A/B Test Redirection SEO Detection Infrastructure Content Social Analytics UGC Aggregation Integration Other Services Search (such as Maps) Loggingcarey.bunks@senscraft.com 7
  8. 8. Examples of Iterative Traffic and Conversion Growthcarey.bunks@senscraft.com 8
  9. 9. Example: Mobile Traffic and Conversions for Senscraft Customer in Austria (over 27 months) Traffic +67% YoY Conversions +156% YoY 3G Subs +24% YoY* 3G Subs +24% YoY* *Mary Meeker 2012 Internet Trends Report (Kleiner Perkins Caufield Byers) http://www.kpcb.com/insights/2012-internet-trends Factor +3.23 growth, to Factor +6.38 growth, to 2.1m sessions per month 386k calls per monthcarey.bunks@senscraft.com 9
  10. 10. Example: Rapid Release Program for Senscraft Customer in Poland 19 Major and 30 Minor Deliveries over 2 Years (average 2 weeks per deliverable). Factor of 7 Growth in Usage for Same Period. xHTML v3 Android v2 Windows phone Nokia Widget iPhone v3 Java iPad v3 iPhone v2 Redirection Android 1.5 Medical CoPilot + Nightlife xHTML v2 Traffic +173% YoY Restaurant + Taxi + iPad v2 iPhone v1 Advanced xHTML Android 1.7 iPad v1 Android 1.6 3G Subs +17% YoY* *Mary Meeker 2012 Internet Trends Report (Kleiner Perkins Caufield Byers) http://www.kpcb.com/insights/2012-internet-trendscarey.bunks@senscraft.com 10
  11. 11. How it was Donecarey.bunks@senscraft.com 11
  12. 12. Scalability, Maintainability, and Facilitation of Roadmap Implementation §  Cost effectively add new devices, features, and functionality Modular architecture supports speed to market §  Easily scale to multiple brands, languages, and countries Re-usable components helps extend market reach §  Integrate new content with a minimum of effort Support for UTF8, back-end API connectors, and built-in translation services §  Rapidly add features across the entire portfolio of applications Application framework facilitates replication of features across mobile devices, tablets, and PCscarey.bunks@senscraft.com 12
  13. 13. Fine-Grain Analytics is a Key Commercial Success Factor Data driven optimization of revenue: §  Identify and prioritize sales efforts to most commercially active geographies and classification headings (market sizing, segmentation, and sales planning) §  Concentrate on the best performing products §  Analyze consumer behavior, grow usage, and call-to-action §  Find and fix problems affecting the service (bounce rates, page errors, search errors, etc.)carey.bunks@senscraft.com 13
  14. 14. Site Architecture Support for SEO §  Search engine friendly URLs §  Optimized internal link structure §  Meta tags §  Titles, Descriptions, Canonical §  Redirection for mobile devices Category Links High value links Complete map Related New business content Categoriescarey.bunks@senscraft.com 14
  15. 15. A/B Testing Infrastructure Example: A/B test of app download banner conversion A B Sep 2012 A B Sessions 882,800 728,106 Downloads 14,635 5,968 Conversion Rate 1.658% 0.820% §  App download banner with arrow delivers 1.658% conversions rate §  App download banner with reference to app store provides only 0.820% conversion ratecarey.bunks@senscraft.com 15
  16. 16. User Generated Content (UGC) User-Generated Content (UGC) is an important driver for consumer engagement, provides valuable unique content that helps SEO, and provides invaluable social cues that significantly enhance SERPs § Recommendations, Ratings, Reviews, Photos § Content moderation § Ask about and Follow a Business § Trigger request for review (UGC submissions doubled!) § My profilecarey.bunks@senscraft.com 16
  17. 17. UGC (1/2) Recommendations, Ratings, Reviews, and Useful Recommend Rate or review Share on Facebook & Appreciate a Twitter reviewcarey.bunks@senscraft.com 17
  18. 18. UGC (2/2) Contribute a Photo Contribute a photocarey.bunks@senscraft.com 18
  19. 19. Conclusionscarey.bunks@senscraft.com 19
  20. 20. Mature Mobile Platform Time Has Come § e-Commerce has known for some time that iterative discovery is key to revenue growth § However, success depends on an agile and responsive platform that can cost-effectively support the experimentation process § Due to the wide variety of mobile devices, form factors, navigational paradigms, and style guidelines, mobile is more challenging to optimize than desktop/laptop online commerce sites § This talk illustrates that a carefully designed, mature mobile platform architecture can succeed in cost-effectively driving traffic, engaging with consumers, and delivering conversionscarey.bunks@senscraft.com 20
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