7 mobile best practices for business owners


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It's fun to be able to present to business owners who want to grow their businesses but don't know what information to trust. Here are some practical tips for mobile marketing and mobile app marketing we developed.

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7 mobile best practices for business owners

  1. 1. Mobile (Tablet/Smartphone) Best Practices for Business Owners Hello LaunchFest!March 20, 2013
  2. 2. 2 EXPERIENCE EFM | PLACEMENTS MEDIA: Capabilities | Finance Education Beauty/Skincare eCommerce HealthcareJobs/Other Home Services CPG Diet & Wellness Consumer Electronics Automotive
  3. 3. 3 “MOBILE” ISN’T ONE THING Don’t forget that mobile is Tablets and Smartphones MOBILE BEST PRACTICES |
  4. 4. 4 DIFFERENT BEHAVIORS MOBILE BEST PRACTICES | Tablet Smartphone Growth 35% in 2013 18% in 2013 Traffic Ratios* 8% 7% Favorite Activities** Reading, email, apps, social networking GPS, music, photos/videos, chat Experience Slight modification from Website acceptable Major modification required Purchasing 13.5% of all transactions! Spend less than 50% compared with Tablet * Source: 2013 Adobe Digital Index ** Source: Rosetta
  5. 5. 5 PERFORMANCE MOBILE BEST PRACTICES | Ad Impression Ratios Advertising CTRs Conversion Rate Average Order size Desktop 100% 100% 100% 100% Tablet 4% 115% 104% 91% Smartphone 32% 183% 62% 17% Source: SearchEngineLand.com
  6. 6. 6MOBILE BEST PRACTICES | Mobile Home Commute Work Retail Work Commute Social Home Bed Tablet Computer Console Retail / POS OOH TV Radio Print
  7. 7. 7 DEFINITIONS MOBILE BEST PRACTICES | “Responsive Design” Webpage is delivered to the device.The browser changes the way the page is laid out (via CSS, javascript, etc.) (“Client-side”) “Adaptive Design” Different webpages are delivered to different devices. (“Server-side”) Source: SearchEngineLand.com
  8. 8. 8 HOW YOU BENEFIT WITH “GOOD MOBILE” MOBILE BEST PRACTICES | 67% of users said mobile friendly websites make them more likely to buy 61% of users said they will move onto other mobile friendly websites if they didn’t find what they were looking for on your site 52% of users are less likely to engage with a company if they had a bad mobile experience 50% !! of users hesitate to work with the company, even if they like the business, if the website isn’t mobile friendly Source: SearchEngineLand.com
  9. 9. 9 BEST PRACTICE #1: OPTIMIZE TABLET FIRST Unless your business is based on a mobile app, tablet users are critical, generally high-end users who want to engage. Consider a responsive design: - Make buttons bigger - Rollovers don’t work! Change them to clicks when viewed on mobile devices - Reduce form length and make boxes bigger - Remove Flash video units and switch to HTML 5 - Improve contrast ratio (color differences) between action areas and content areas MOBILE BEST PRACTICES |
  10. 10. 10 BEST PRACTICE #2: MVP APPROACH Ramp Up. Maximize Learnings. Minimize Risk of Failure. MOBILE BEST PRACTICES |
  11. 11. 11 BEST PRACTICE #3: BE “APP-LIKE” Rethink the user experience. We’re not on 17-inch screens here! These might be obvious: - Apps present minimal information for each page. Even if you aren’t building an app, your smartphone experience in particular should be app-like - Unlike web best practices which stress fewer clicks, more clicks so as to reduce tablet/smartphone page complexity is better! - Users will visit your website on their desktops; don’t assume that your tablet or smartphone experience has to do everything your desktop site does MOBILE BEST PRACTICES |
  12. 12. 12 BEST PRACTICE #4: LANDING PAGES! Only half of users are willing to wait 5 seconds for a page to load. So you’ll already be losing a bunch of people in your paid marketing campaign. Don’t skimp on landing pages to land people on relevant content. They won’t be clicking around trying to find what they’re looking for. - Landing pages from mobile search should have keyword-targeted headlines matching ad copy - Landing pages should be simple and invite a click to the next, more detailed page MOBILE BEST PRACTICES |
  13. 13. 13 BEST PRACTICE #5: ECOMMERCE TIPS Tablet users want to buy something online. Smartphone users want to find your storefront in real the real world. Here are some tips to make sure you conquer both: - Your smartphone experience needs a smartphone- friendly store locator - For single-location businesses, use HTML mark-up <address> tag to activate map apps on click - Use built-in location-based information to allow people to buy online or route them to the nearest store MOBILE BEST PRACTICES |
  14. 14. 14 BEST PRACTICE #6: YOU DON’T NEED AN APP ...unless you: - Have a way to market it - Can justify the cost of marketing it - Can provide the ongoing maintenance/upgrades to keep it evolving - Enables your business to do something a mobile site doesn’t do MOBILE BEST PRACTICES |
  15. 15. 15 BEST PRACTICE #7: MEASURE IT Your tablet/smartphone and app experiences are like a research project. You don’t know how consumers will respond and they will respond differently than on the desktop experience. So make sure you can measure it. Great mobile analytics packages include: MOBILE BEST PRACTICES |
  16. 16. 16 THOUGHTS ON MEDIA - Focus on mobile search first - Leverage retargeting second - Explore multichannel vendor opportunities in mobile display - AT&T Adworks, Fios (bigger budgets) - Explore Push Notifications and SMS as lead capture followed by “light asks” to get onto email lists MOBILE BEST PRACTICES |
  17. 17. Thank You March 2013 David Shor CEO EFM | PLACEMENTS Media 310-897-2667 david@placementsmedia.com