SEMpdx: Mobile State of the Industry - Reid Spice - iCrossing
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  • 1. Mobile State of the Industry, Click-to-Call and TabletsReid SpiceiCrossing, San Francisco
  • 2. Mobile Optimized Sites
  • 3. Is your site ready for mobile? • Let’s take a poll! If not, don’t feel bad. As we’re about to see, you’re not alone…COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
  • 4. State of the Fortune 100 We tested the following major websites for mobile readiness by simply loading them one by one on an iPhone… The results were surprising. And disappointing.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  • 5. Retail & CPGCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  • 6. Finance and InsuranceCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  • 7. Services, Manufacturing & EntertainmentCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 7
  • 8. Tech, Telecom & AutoCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  • 9. A couple thoughts on mobile optimized sites • Lead with Search – Browsing on a mobile device can be painful: let users search to quickly find what they need • Promote your app – If you have an app, tell mobile users about it Bonus: Mobile sites load much more quicklyCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  • 10. State of the Industry
  • 11. Growing, growing, growing… Sprint EVO iPhone 4G & Android X 30X Growth in 3 Years US Google Mobile Query Growth HTC Incredible Device Launches Android Nexus One Palm Pre iPhone 3GS Moto Droid & Eris Android myTouch Blackberry Storm Android G1 iPhone iPhone 3G Jan-08 Feb-09 Mar-10 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Apr-10 May-10 Jun-10 Source: Google Internal Data, based on a basket of 10,000 keywordsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  • 12. Other scary predictions • Smartphone sales will outpace PC sales in 2 years • Mobile browsers will outpace PC browsers in 3 years • Mobile searches will outpace Desktop/Laptop searches in 2014COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  • 13. Mobile vs. Desktop Clicks 2011 Clicks 8000000 7000000 6000000 5000000 4000000 27x gap 3000000 2000000 1000000 0 Mobile Desktop 2009: 221x 2010: 90x Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
  • 14. Mobile vs. Desktop CTR on Brand Keywords CTR 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Mobile Desktop Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  • 15. Mobile vs. Desktop Conversion Rates for Brand Keywords 12.00% 10.00% 8.00% 6.00% 4.00% 2.00% 0.00% Mobile Desktop Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
  • 16. Mobile vs. Desktop CPC on Brand Keywords CPC $0.70 $0.60 $0.50 $0.40 $0.30 $0.20 $0.10 $0.00 Mobile Desktop Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  • 17. Mobile vs. Desktop Hourparting 8.0% 7.0% 6.0% 5.0% 4.0% MOBILE DESKTOP 3.0% 2.0% 1.0% 0.0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
  • 18. Click to Call & Google Call Metrics
  • 19. Phones are for talking • Well, at least they can be. Sometimes. • How convenient is it to have a clickable number to call right in the ad? It’s very convenient.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  • 20. Setup is very easy • So easy, in fact, that I’m not going to tell you how to do it • Read Avinash’s blog, Occam’s Razor, for all the details and some good tips – http://www.kaushik.net/avinash/2011/02/mobile-analytics-tracking-click-to- call-mobile-ad-campaigns.htmlCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
  • 21. You can run Click-to-Call and Call Metrics on Desktop and Mobile Campaigns • Desktop will drive more volume and preliminary data indicates slightly longer call time (proxy for call quality) Average Call Duration 12.00 10.00 8.00 6.00 4.00 2.00 - Mobile DesktopCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
  • 22. Tips • If possible, route calls to different inbound numbers to help your call center track performance more granularly • Daypart to call center hours • Consider testing YP.com: they will provide inbound phone number – This can be helpful for CRM match- backCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  • 23. iPads & TabletsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  • 24. Just what is the iPad? It’s got a touch screen like a smart phone!COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  • 25. Just what is the iPad? It’s got a big screen like a netbook!COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
  • 26. It’s… a third type of device • The SERP, CPCs and conversion rates are different on the iPad • So we have to split it off into yet another distinct group – Desktops & Laptops – Smartphones – Tablets • Now multiply the three device targets by Search, Content and Geos - fun!COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
  • 27. iPad Growth Impressions 16000 14000 12000 10000 8000 6000 4000 2000 0 9/25/2010 10/25/2010 11/25/2010 12/25/2010 1/25/2011Source: iCrossing Merchantize - Google: 9.25.2010-2.20.2011 COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 27
  • 28. Desktop SERP 1 2 3 4 5 6 7 8 9 10 11COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 28
  • 29. iPhone SERP 1 2 3 4COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 29
  • 30. CTR by rank on the Mobile SERP 4.00% 3.50% 3.00% 2.50% CTR 2.00% 1.50% 1.00% 0.50% 0.00% 1 2 3 4 RankCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 30
  • 31. iPad SERP 1 2 3 4 5 6 7 8 9COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 31
  • 32. iPad vs. Smartphone Hourparting 8.00% 7.00% 6.00% 5.00% 4.00% iPad iPhone/Android 3.00% 2.00% 1.00% 0.00% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Source: iCrossing Merchantize 1.1.2011-2.20.2011COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 32
  • 33. Dayparting Across Device Targets 18.00% 16.00% 14.00% iPad 12.00% iPhone/Android Desktop 10.00% 8.00% 6.00% Mon Tues Wed Thurs Fri Sat Sun Source: iCrossing Merchantize 10.1.2010-2.20.2011COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 33
  • 34. Thank you Reid Spice iCrossing, San Franciscoreid.spice@icrossing.com