Create Conversion-Friendly Mobile Landing Pages (Webinar)
 

Create Conversion-Friendly Mobile Landing Pages (Webinar)

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Watch the webinar: http://monetate.com/webinar/create-conversion-friendly-mobile-landing-pages/ ...

Watch the webinar: http://monetate.com/webinar/create-conversion-friendly-mobile-landing-pages/

If you’re not creating and optimizing landing pages for mobile visitors, you’re more likely to generate frustration and anger than to get a conversion. Learn how to create effective mobile landing pages and what makes them different from conventional landing pages. You’ll also hear about:

• Mobile trends and the current state of mobile commerce;
• Strategies to help connect with mobile visitors; and
• Ways to see through the “mobile lens” using technographic data, effective copy, and more.

Featuring:

• Jon Stookey, Senior Strategist, Designkitchen
• Bruce Ernst, Vice President, Product Management, Monetate
• Michael Ahearn, Vice President, Customer Development & Marketing, iLoop Mobile

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    Create Conversion-Friendly Mobile Landing Pages (Webinar) Create Conversion-Friendly Mobile Landing Pages (Webinar) Presentation Transcript

    • Create Conversion-Friendly Mobile Landing Pages Audio: Use your microphone and speakers or call inMay 2, 2012 • 2 pm ET using your telephone. Phone Number: (415) 363-0075 Webinar ID: 368-616-680 Follow @monetate on #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Tips for Webinar Attendees • Audio problems? Click the Problem Dialing In link or switch to the webinar phone bridge and make sure your phone is muted. • Use the Question box within GoToWebinar to ask a question or use the webinar hashtag #mobilelpo. • A recording of the webinar with the slide deck will be available at monetate.com/webinars within 1 or 2 business days. #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Jon Stookey Senior Strategist Designkitchen Bruce Ernst VP, Product Management Monetate Michael Ahearn VP, Customer Development & Marketing iLoop Mobile #mobilelpo
    • Create Conversion-Friendly Mobile Landing PagesJon StookeySenior Strategist@designkitchen #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages The cell phone has more computing power than NASA circa 1969 #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages A TECHNOLOGY ENABLED REVOLUTION, OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE. The dispersion of digital devices has made the availability of social technology, media and communication almost ubiquitous. This has made an astonishing impact on consumer culture and behavior. The possibilities this has created are transforming the world as we know it. ! #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages AND THAT MEANS YOU TOO And its not just teens. 39% of Smartphone owners use their device in the bathroom. 90% of cell phone users (18 – 29) have slept with their phone #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages MARKETERS NEED TO ADJUST TO THIS NEW CONNECTED WORLD Digital networks are increasing the fluidity of all media. This permanent flow of connections brings new business possibilities and the human impact potential of elevating our relationships. #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages MOBILE IS THE BRIDGE THAT CONNECTS US TO EVERYTHING Mobile brings digital into the real world. Connects offline brand experiences to online experiences and vice versa. Mobile is the convergence hub. #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages WELCOME TO THE POST PC ERA By the start of 2011, Smartphones/tablets outsold PCs + laptops. #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages MORE TIME SPENT WITH DEVICES Mobile is fastest growing major media. Consumers spending increasing amounts of time on mobile devices. #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Android  and  iOS  connue  to  take  the  lions  share  of  the  market  –  with   Blackberry  connuing  to  slide  into  obsolescence.  However,  recent   launches  on  Windows  Phone  by  Nokia  and  significant  buzz  around  the   launch  of  Windows  Phone  8  by  Microso:  indicates  a  strong  third-­‐ place  contender. #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages IT’S ALREADY DRIVING REAL REVENUE ebay is projecting $4 BILLION In sales via mobile by the of 2011. By 2015, mobile commerce expected to reach $28.7 billion in the US alone (from $2.9b in 2010) Source: Mobile Marketer, 2011 #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages MOBILE INTERNET USERS > DESKTOP BY 2014 Source: Morgan Stanley, 2010 #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages THE IMPORTANT SHIFT IS AVAILABILITY. NOW, OUR BEHAVIOR HAS CHANGED A revolution doesn t happen when society adopts new tools it happens when society adopts new behaviors. - Clay Shirky #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages MOBILE AFFECTS BEHAVIOR ACROSS THE ENTIRE CONSUMER JOURNEY The traditional funnel is dead. New aware/ consider Social and mobile allows Customers! consumers to engage with bond evaluate the brand in new ways pre and post purchase. Existing advocate Customers! enjoy purchase #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages OPPORTUNITY: LOYALTY design 35% of respondents interested in a mobile loyalty program from a trusted brand. Hipcricket, “2010 Mobile Response Survey” Just 9% were already participating in such a program. Membership in U.S. loyalty rewards programs has reached 1.3 billion, almost four times the national population. #mobilelpo
    • thank youJon StookeySenior Strategist@designkitchen #mobilelpo
    • Create Conversion-Friendly Mobile Landing PagesBruce ErnstVP, Product Management@monetate #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Mobile... ‣ plus ça change, plus cest la même chose ‣  Une page datterrissage générique qui ne tient pas compte de ses utilisateurs et de leur contexte sera toujours inutile, même après que vous le rendre utilisable. #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages The Mobile Lens ‣  Who is Searching? ‣  Why are they searching? ‣  Have you answered their question? ‣  Can you do more? #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Why are they searching? ‣  because they are in a store? ‣  because they are on the train? ‣  because they are killing time? ‣  their date is late and they don’t want to look awkward #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages New vs. Returning GMHECA ‣  Fundamentally different ‣  Do returning visitors have a purpose? ‣  Are they less likely to be just killing time? ‣  Is this an acquisition opportunity or are you playing defense? #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Copy ‣  Take the time to make it short ‣  Grab attention quickly ‣  Short & Sweet ‣  Think tweet ‣  Headlines really matter ‣  Use urgency and emotion #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Geography #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages The Right Technographics ‣  Real estate ‣  Use it if you have it ‣  Think about speed ‣  Android vs iPhone - not so big a deal ‣  WiFi vs. 3G/Edge - a bigger deal #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Don’t Stop at the Landing Page ‣  If you don’t convert on the landing page… ‣  Watch your links ‣  Keep your offers consistent #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Usable? #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Useful? #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Test, Test, and Test ‣  Nobody really has the definitive answers ‣  We don t yet fully understand the effect of the mobile lens ‣  Use a tool designed for the purpose ‣  Don’t be afraid to be daring #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages To Sum up... ‣  Make it usable ‣  Make it useful ‣  Make it relevant ‣  Don t stop at the landing page ‣  Test, test, test #mobilelpo
    • thank youBruce ErnstVP, Product Management@monetate #mobilelpo
    • Create Conversion-Friendly Mobile Landing PagesMichael AhearnVP, Customer Development & Marketing@iloopmobile #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Let’s Get Real About Mobile Mobile Sites Are No Longer Optional By 2013 more people will access the Internet on their phones than on their PCs, more than half of mobile users in the US will have smart phones1 •  95% of smart phone users have searched for local information.2 Consumers think search, not download (apps). •  61% have called the business after searching, and 59% visit the store location2 •  90% act within 24 hours2 It’s Not About Apps! Apps are the maraschino cherry on the dessert. If you’re not a bank, hotel, airline or in healthcare, apps are probably your last priority. Messaging & mobile web are the protein and water of mobile marketing. •  81% of users prefer mobile sites to apps for researching prices3 •  79% prefer mobile sites for product reviews3 •  63% prefer sites for mobile purchases3 1) Gartner 2011 2) Google/Ipsos “The Mobile Movement, Understanding Smart Phone Users 2011 3) Adobe Systems, Adobe Mobile Experience Survey 2011; eMarketer 2011 #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Shoppers: Who’s Doing It and How Much? 2009 Holiday Retail Season (Nov. 25-Dec.20) 51% of consumers 18-65 used mobile phones for in-store activities. •  comparison shopping •  product info •  coupons •  peer feedback 64% Generation Y shoppers ages 18-34 To be clear, this was 2 years ago. Motorola 2009 Retail Holiday Season Shopper Study, Nov.25-Dec.20, 2009. 4,534 shoppers ages 18-65, 11 countries including 2,098 North American shoppers. #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages The Web is not the Web A PC Site is NOT a Mobile Site…! Lexus Mobile Site •  Broken formatting Designed for Mobile! •  Broken navigation •  Missing images & elements •  Flash inoperative and invisible •  No size recognition #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Why is This Important? Customer Expectations. The Impatient, Brutal Customer •  71% expect it to load as fast as a desktop (3 sec or less) •  Consumers will try a mobile site 2 times or less if it doesn’t load initially •  57% would not recommend a business with a bad mobile site •  40% have turned to a competitor’s site after a bad mobile experience The Good News!2 •  70% of smart phone users compared product prices on their phones •  65% have read product reviews on their phones •  50% of mobile searches lead to purchase 1) Compuware “What Users Want from Mobile 2011 2) Lightspeed Research 2010; Google/Ipsos “The Mobile Movement, Understanding Smart Phone Users 2011 #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Evolution of Lexus Mobile Web Standard “PC” HTML! 1st Mobile Design/Optimization! 2nd Generation Mobile UI! #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Mobile Site vs. Mobile Landing Page Mobile Site •  Objective 1: Brand awareness & rich content •  Objective 2: mCommerce •  Option for promotional marketing Mobile Landing Page •  Objective 1: Primarily direct marketing & promos •  SME first presence “flag in the ground” •  Needs push messaging (SMS/MMS) or display ads •  Key option to a landing page: MMS #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages The Web Today: Mobile ≥ Online Well strategized and designed mobile web can in fact deliver more than online web because it’s Internet on a device that’s mobile, that can make a voice call.! •  Site localized for the user by zip code query–system then delivers local dealer’s site built from standardized brand template •  Individual dealer sites feature content and information specific to that dealership (used car inventory etc.) but in national brand design environment •  Content includes new model info, pre-owned inventory, directions with map, specials, and service & parts info •  Videos of Lexus models •  Click-to-call triggers call to dealership •  Viral “tell-a-friend” site forwarding #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Comprehensive mCommerce Site Steve Madden Mobile Site •  Full mCommerce environment for shoe purchases •  Uses familiar Web design and interface for mobile site •  Not an app, this has the full reach of mobile Internet (mobile Web browsing has nearly 30% use penetration across all mobile users) •  Include “You Might Like” engine to make buying experience even better Results* •  10.5% of total Web traffic for Steve Madden is coming from mobile •  250% increase in traffic from 5/10-10/10 •  Percentage of total Web traffic that is mobile is trending upwards fast: April 2010 4.4%, May 7.9%, June 8.6%, July 9.5%, October 10.5% •  880,000 visits in 6 months totaling 6.25 million minutes •  Average time on site 7 minutes •  In 6 months 7,856 products sold on mobile site for $520,866 in revenue with average order at $83.70 *Source: Mobile Marketer 10/27/10 #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Making mCommerce Social Steve Madden Mobile Site Evolution •  Social marketing enablement added to mCommerce functionality •  Uses Facebook “Like” functionality that is pasted to users Facebook wall •  Enables viral product marketing tactics •  Includes “You Might Like” engine to make buying experience even better •  The addition of the social elements Increased traffic 30% in 24 hours •  Using Metrics: shoes that get the most “likes” get special promotions focusing marketing on higher performing products to increase revenue •  To drive people to use “Like” in mobile site, Steve Madden promotes functionality in their own Facebook page #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Strategic Takeaways •  Develop a master (gorgeous) brand master template that is brand consistent with the rest of your marketing. Don’t skimp. •  However, the template must respond to and create device specific requirements and experiences. •  In the US, the traffic is on smart phones. Focus there. Worldwide, it’s another story. •  Understand penetration, use, and evolving capabilities of different handset platforms and OS and optimize for them— you’ll need a partner for this. •  Use a centralized CMS to feed the site template. •  Always deliver a high performance experience. #mobilelpo
    • Create Conversion-Friendly Mobile Landing Pages Tactical Takeaways Sites and Landing Pages •  Remember it is a mobile site, not a web site—do not think PC when you’re mobile, it’s like thinking radio when you’re TV •  Find out why your customers are visiting your brand on a mobile device and what they are looking to do •  Don’t let the sophisticated get in the way of the effective: click to call, directions, store hours etc. are key •  You must promote the existence of your mobile presence, otherwise don’t bother mCommerce •  It is all about the 60 second transaction! •  Create the right-sized product catalog for mobile •  If you have large catalogs use groups and categories •  Combine with mobile coupons or promos •  Keep the UI simple with “one-click to buy” #mobilelpo
    • thank youMichael AhearnVP, Customer Development & Marketing@iloopmobile #mobilelpo
    • Create Conversion-Friendly Mobile Landing PagesQuestions & Answers Follow @monetate on #mobilelpo