0
5 things you should know...<br />Before you waste money on mobile<br />	Craig Sullivan<br />@OptimiseOrDie<br />
Naked self promotion<br />@OptimiseOrDie<br /><ul><li>Conversion Rate Optimisation
A/B and Multi-variate testing
Cross channel optimisation
User CenteredDesign
Usability testing
Customer Research & Insight
Web Analytics
Browser and email compatibility
Contact deflection and online self service
Site search analytics
Site, Page and Campaign optimisation
Test design and execution
A long usable site portfolio
ROI on UX improvements
Over 18 years of boring meetings</li></ul>Group CX Manager for Belron®  (O’Brien ®)<br />I get to do it with crowds<br />
"If you go to the men's washrooms at the Schiphol airport in Amsterdam, you may notice there's a fly in the urinals.  It’s...
“ Computer’s broken.  <br />Can’t afford another computer. <br />Keep all my music, friends, photos and files on ‘ere.  <b...
Introduction<br />It’s like the wild west<br />What’s the debate?<br />It’s irrelevant:<br />Intent<br />Discovery (Angry ...
Rule #1 – Know the Device<br />“Knowledge about devices that may be using or even lamely trying to use your web presence”<...
Rule #2 – Get good mobile analytics<br />Why do you need good analytics?<br />Huge range of handsets<br />Different specs,...
Mobile analytics<br />You need accurate device tracking<br />Handsets are always changing (upgrade, purchase)<br />Android...
Bango analytics<br />http://bit.ly/nEf0Wk<br />Add a bango tag to your site entry pages<br />Will track smartphone, featur...
Segmentation<br />For continual optimisation, you need to tap into analytics and segmentation<br />We found things like:<b...
Rule #3 – Hunt Opportunity, not Myths<br />If you’ve analysed:<br />Traffic routes<br />Behaviour by segments/device class...
Operating System<br />% of all unique visitors <br />
Analysis of the data<br />Continuing huge traffic growth<br />Apple is huge everywhere (iPhone, iPad, some iPod)<br />Andr...
Rule #4 – Be your own Mythbuster!<br />Let’s get a few things off my chest!<br />There are many myths around – let’s bust ...
Myth 1<br />“Mobile optimised websites are <br />just as good as apps”<br />Not true (yet).<br />You *can* do GPS, touch, ...
Integration with calendar, notes, contacts(1)<br />Audio, video playback<br />Store preference settings, data and web page...
Myth 2<br />“You can’t deliver a slick experience<br />on a mobile optimised site”<br />Yes you can.<br />You don’t have q...
Myth 3<br />“We’d need to test on a huge range of handsets to reach a large audience.  It’s too hard to do anything but ju...
Myth 4<br />“It’s hard or expensive to build <br />optimised mobile sites”<br />No – it’s quite easy, if you read the righ...
Myth 5<br />“My boss needs to buy me all these cool smartphones, for er, like testing and stuff.  Yay!”<br />Nope.  You ca...
Rule #5 – Performance is vital <br />“We need to concentrate on the brand guidelines, slickness and personality.”<br />Per...
Myth 6 - Example<br />
So, how do you decide?<br />Ownership does not equal ‘surfing and buying’<br />Need research + analytics data – see earlie...
Insight - Inputs<br />
Insight - Inputs<br />
User Centred Design<br />Research<br />
Our Tools<br />Inputs<br />See slide<br />
Mobile<br />
What was happening at the time?<br />We want a mobile site now<br />We want zillions of zany apps<br />We want everything ...
Mobile Objectives<br />Support over 90% of handsets <br />High performance site, even in poor data conditions<br />Page we...
Mobile build<br />Four rounds of prototype testing<br />Rebuilt completely each time<br />Cross testing with other platfor...
iPhone<br />
iPhone<br />Four rounds of prototype testing<br />Rebuilt completely each time<br />Cross testing with other platforms<br ...
Web based booking<br />
Web based booking<br />Five rounds of prototype testing<br />Rebuilt completely each time<br />Cross testing with other pl...
Summary - Benefits<br />Very fast build – post research, 10 weeks to build 3 cross platform sites<br />Focused on the user...
TrafficRouting<br />Please send visitors to the optimal site for their device<br />You can do this on your servers, but th...
ROI calculations:<br />If you’ve got a mobile site you plan to optimise:<br />Get some good device and mobile analytics<br...
ROI calculations:<br />If you don’t yet have a mobile site:<br />Badger or get accurate stats on all devices and routes<br...
Belron Conversion ROI<br />12.4% from Web increase<br />3.5% increase in downstream conversion rate<br />30 seconds reduct...
Belron Mobile ROI<br />Delivered huge traffic and phone calls<br />In some places, >20% of revenues and conversions<br />W...
The 5 things again<br />Know the device mix<br />Get well configured mobile analytics<br />Hunt opportunity, not myth<br /...
Tips and Tricks<br />Research YOUR customers and what they have in their hands<br />Use device knowledge to drive opportun...
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Mobile presentation - Sydney Online Retailer - 26 Sep 2011

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In this presentation, I use analytics data from our global mobile reach, to illustrate the trends that are driving growth, how to take opportunity from them and what to do with your own site. I present a case for device and user knowledge, to allow you to optimise conversion rates, revenue and delight for visitors.

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  • Paul - I would try Bango. Add the tags to say, your homepages, for a couple of weeks. Then compare against Webtrends. You might find that a group appears differently, or that you are not tracking the right stuff.

    I like to see the handset mix, and that means some pretty deep device detection. I don't think all web analytics packages do a good job here. Even GA has its limitations. I like Bango because it gives me very accurate data, down to the handset model or marketing name.

    Easy option - compare Bango with Webtrends and see how it looks.
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  • RE; - mobile analytics - any suggestions? - I'm using Webtrends for my site - should i keep using them for our mobile?
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  • The summary here is that what people think is topical, cool or most important to build, is rarely backed up by the actual figures showing customer discovery routes and intent.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
  • Transcript of "Mobile presentation - Sydney Online Retailer - 26 Sep 2011"

    1. 1. 5 things you should know...<br />Before you waste money on mobile<br /> Craig Sullivan<br />@OptimiseOrDie<br />
    2. 2. Naked self promotion<br />@OptimiseOrDie<br /><ul><li>Conversion Rate Optimisation
    3. 3. A/B and Multi-variate testing
    4. 4. Cross channel optimisation
    5. 5. User CenteredDesign
    6. 6. Usability testing
    7. 7. Customer Research & Insight
    8. 8. Web Analytics
    9. 9. Browser and email compatibility
    10. 10. Contact deflection and online self service
    11. 11. Site search analytics
    12. 12. Site, Page and Campaign optimisation
    13. 13. Test design and execution
    14. 14. A long usable site portfolio
    15. 15. ROI on UX improvements
    16. 16. Over 18 years of boring meetings</li></ul>Group CX Manager for Belron® (O’Brien ®)<br />I get to do it with crowds<br />
    17. 17. "If you go to the men's washrooms at the Schiphol airport in Amsterdam, you may notice there's a fly in the urinals. It’s screen printed .<br />So what do you think most men do? That's right, they aim at the fly when they urinate. <br />They don't even think about it, and they don't need to read a user's manual; it's just an instinctive reaction that means 85% less spillage!<br />The interesting feature of these urinals is that they're deliberately designed to take advantage of this inherent human male tendency.“<br />This is my job.<br />
    18. 18. “ Computer’s broken. <br />Can’t afford another computer. <br />Keep all my music, friends, photos and files on ‘ere. <br />Thisis my computer.”<br />Phil, 2007*<br />*Note : Phil doesn’t work for some trendy web development agency. where they experiment with facial hair and try for that trendy but well hard look,. He iswell hard.<br />Phil lives in Deptford, loves his hip-hop, nice phones and giving you this Vinnie Jones look…<br />
    19. 19. Introduction<br />It’s like the wild west<br />What’s the debate?<br />It’s irrelevant:<br />Intent<br />Discovery (Angry Birds)<br />Context of use<br />The device they hold<br />Let’s start with that then!<br />
    20. 20. Rule #1 – Know the Device<br />“Knowledge about devices that may be using or even lamely trying to use your web presence”<br />
    21. 21. Rule #2 – Get good mobile analytics<br />Why do you need good analytics?<br />Huge range of handsets<br />Different specs, sizes, resolutions, model names.<br />Desktop = 4 or 5 browsers.<br />Mobile, lots of this:<br />[Mozilla/5.0 (Linux; U; Android 3.2; en-us; Transformer TF101 Build/HTJ85B) AppleWebKit/534.13 (KHTML, like Gecko) Version/4.0 Safari/534.13]<br />= Asus Eee Pad Transformer TF101<br />
    22. 22. Mobile analytics<br />You need accurate device tracking<br />Handsets are always changing (upgrade, purchase)<br />Android models are hard to keep up with<br />I’m waiting to be impressed by other packages<br />From testing and hand wading through data, I know:<br />GA is great for analytics, but Bango is ace for devices<br />If you’re missing data, you’re guessing<br />!Tip – Check if you’re undercounting Android devices.<br />
    23. 23. Bango analytics<br />http://bit.ly/nEf0Wk<br />Add a bango tag to your site entry pages<br />Will track smartphone, feature phone, tablet, media player and games consoles<br />They sniff the handset, operator, country and other data, to get the device nailed<br />Fast and reliable tags<br />Measure who is trying to use your site, please<br />!Tip – Check where your figures for iPods and iPads are!<br />
    24. 24. Segmentation<br />For continual optimisation, you need to tap into analytics and segmentation<br />We found things like:<br />Mobile optimised site converts 3-4x better<br />iPhone converts 10-15% better than Android<br />Some BB models convert higher than iPhone<br />Devices with keyboards have lower bail on forms<br />Screen resolution is critical, device knowledge too<br />
    25. 25. Rule #3 – Hunt Opportunity, not Myths<br />If you’ve analysed:<br />Traffic routes<br />Behaviour by segments/device classes<br />Funnel dropout rates<br />What devices knock on your door<br />Then you should be seeing growth!<br />Lets look at fresh stats from Sunday*<br />*Audience = 18+, driver, pulse but broad demog<br />
    26. 26.
    27. 27.
    28. 28. Operating System<br />% of all unique visitors <br />
    29. 29.
    30. 30.
    31. 31. Analysis of the data<br />Continuing huge traffic growth<br />Apple is huge everywhere (iPhone, iPad, some iPod)<br />Android growth rapid, leads in USA, Spain, others due<br />Other platforms are shrinking (Nokia, Blackberry, Other)<br />Growth areas – iOS, Windows Phone, Android, Tablets<br />Apple absolutely owns the tablet market<br />Tablets, though growing, are still only 8% of mobile visits in Australia. The big growth is smartphones.<br />
    32. 32.
    33. 33.
    34. 34.
    35. 35.
    36. 36.
    37. 37. Rule #4 – Be your own Mythbuster!<br />Let’s get a few things off my chest!<br />There are many myths around – let’s bust them!<br />
    38. 38. Myth 1<br />“Mobile optimised websites are <br />just as good as apps”<br />Not true (yet).<br />You *can* do GPS, touch, pinch/zoom, phone and email<br />Run small databases, store offline data<br />Preferences, settings stored locally<br />Design web apps for offline use<br />Graphics and media handling superb<br />With Moore’s law, not long before gaming takes off<br />I’ve seen some brilliant stuff being worked on<br />Your mobile is more advanced than your desktop!<br />
    39. 39. Integration with calendar, notes, contacts(1)<br />Audio, video playback<br />Store preference settings, data and web pages locally on the device(2)<br />Local databases (e.g. SQL)<br />Speech input(3)<br />Can do different keyboards for text, number, email and phone input(4)<br />Touch, Drag and Drop<br />Pinch and Zoom<br />Access to GPS location<br />Accelerometer (Gyro) functions<br />Upload files<br />Send email<br />Click/Tap to call<br />
    40. 40. Myth 2<br />“You can’t deliver a slick experience<br />on a mobile optimised site”<br />Yes you can.<br />You don’t have quite the range that an app has<br />It’s much cheaper to change stuff though<br />Much more reactive to the business<br />It can be driven more readily from web business data<br />We leverage investment in an existing platform<br />Libraries like Jquery are good examples<br />Many sites now have excellent Uis – see google<br />Try list at end of slideshow<br />
    41. 41. Myth 3<br />“We’d need to test on a huge range of handsets to reach a large audience. It’s too hard to do anything but just support the most popular models”<br />Last 3 months, we tested out > 95% of handsets<br />It’s a smartphone world, running one browser<br />1 stylesheet for iPhone/Android<br />1 stylesheet extension for Blackberry<br />1 stylesheet for older phones<br />
    42. 42. Myth 4<br />“It’s hard or expensive to build <br />optimised mobile sites”<br />No – it’s quite easy, if you read the right books<br />Supporting wide numbers of handsets is straightforward<br />You don’t need special technology<br />It doesn’t cost lots of money, time, ‘experts’<br />You do need good developers<br />Invest in books, training, resources<br />Total time to first pilot = 8 weeks<br />User Centred Design kept it light, simple, fast<br />
    43. 43. Myth 5<br />“My boss needs to buy me all these cool smartphones, for er, like testing and stuff. Yay!”<br />Nope. You can rent:<br />Phones, tablets – by the hour<br />Real devices, real networks<br />Best testing system of the year<br />www.deviceanywhere.com<br />
    44. 44. Rule #5 – Performance is vital <br />“We need to concentrate on the brand guidelines, slickness and personality.”<br />Performance is vital on mobile<br />Affects conversion rates hugely<br />Strip out everything you can and optimise again and again<br />Use a CDN (e.g. Akamai, Level 3 to cache at a city level)<br />Keep graphics extremely low<br />The fallacy of the always on data connection<br />Use google site speed tags to measure real user speeds<br />Stop serving up unoptimised experiences or big pages!<br />
    45. 45. Myth 6 - Example<br />
    46. 46. So, how do you decide?<br />Ownership does not equal ‘surfing and buying’<br />Need research + analytics data – see earlier slide.<br />You need device and conversion data, not random time wasting<br />Remember to follow opportunity (think Amish DJ equipment store)<br />Use your own site traffic figures – these are useful<br />Our analysis:<br />Mobile web app, all markets (Q1-Q3 2011)<br />iOS app in key markets (Now)<br />Android app in high takeup markets (2012)<br />Nothing else worth doing, yet!<br />
    47. 47. Insight - Inputs<br />
    48. 48. Insight - Inputs<br />
    49. 49. User Centred Design<br />Research<br />
    50. 50. Our Tools<br />Inputs<br />See slide<br />
    51. 51. Mobile<br />
    52. 52. What was happening at the time?<br />We want a mobile site now<br />We want zillions of zany apps<br />We want everything on everything for everywhere<br />£xxxM online channel<br />Mobile represents an opportunity (no kidding!)<br />Buy off the shelf?<br />Spend lots on consultants?<br />Go app crazy?<br />Lets set some ground rules...<br />
    53. 53. Mobile Objectives<br />Support over 90% of handsets <br />High performance site, even in poor data conditions<br />Page weight 10-15k max for any page, 4-8k normal<br />Core functions only – concentrate on revenue, not fripperies or gimmicks<br />Optimal experience for device capabilities<br />Use phone hardware (GPS, Touch, Call, Email)<br />App like build, but for mobile site...<br />
    54. 54. Mobile build<br />Four rounds of prototype testing<br />Rebuilt completely each time<br />Cross testing with other platforms<br />Synchronised with iPhone<br />Our first hybrid web app<br />Tested on 3 mths visit data for handsets – >95%<br />Designed with APIs...<br />
    55. 55. iPhone<br />
    56. 56. iPhone<br />Four rounds of prototype testing<br />Rebuilt completely each time<br />Cross testing with other platforms<br />Synchronised with Mobile<br />Live in key markets<br />API’s added for affiliates & partners<br />New version in the works – hard slog generally...<br />
    57. 57. Web based booking<br />
    58. 58. Web based booking<br />Five rounds of prototype testing<br />Rebuilt completely each time<br />Cross testing with other platforms<br />One of the best prototype tests we’ve had<br />“A jargon free website” “Really easy to read and understand” “All my questions were answered”<br />Cross channel UCD - Designs in the good UX, improves each time, feeds other channels<br />New process - converts 12.5% higher through ‘checkout’<br />!Tip of the week – browser funnel comparison...<br />
    59. 59. Summary - Benefits<br />Very fast build – post research, 10 weeks to build 3 cross platform sites<br />Focused on the user (but not driven by them)<br />Align business and tech capability with customer ‘models’<br />Rapid iterative design= fast feedback<br />Builds are woven around testing for maximum insight<br />Customer match is awesome, very awesome<br />Cross channel synergy really helps work out issues<br />Site works extremely well and makes lots of new money<br />Higher overall grasp of service, lifted barriers, less pain...<br />Streamlined mobile (7-10Kb page payload, works on huge range of devices, simple, fast, easy)<br />Lo budget testing can start with paper, webcam, $60!...<br />
    60. 60. TrafficRouting<br />Please send visitors to the optimal site for their device<br />You can do this on your servers, but there is a lame easy way to do it, which makes the mobile site suck<br />It’s called page level redirection and is like being ‘passed around’ a call centre<br />Ask your tech guys to do server/network level redirects<br />We do device sniffing and route traffic at the network level, using Akamai<br />You need to ensure you ‘send’ the mobile, tablet, media player, games console or TV to the right optimised ‘site’.<br />Let customers ‘store’ their preference<br />Always let them have access to the ‘other’ site – e.g. desktop<br />We route iPad to our desktop site (for example)<br />Lame traffic routing can make customers go...<br />
    61. 61. ROI calculations:<br />If you’ve got a mobile site you plan to optimise:<br />Get some good device and mobile analytics<br />Find out where people are going...<br />Ensure you get segments, not lumped in data<br />Find out how the segments convert (goals/outcomes)<br />Low converting segments – hunt them down, find out why!<br />Measure phone traffic using dynamic numbers<br />For example, Tablets/Mobile/Desktop – different Phone #<br />Use a dynamic wrapper for click/tap phone numbers<br />Contact channels – Offer click to tap calling, Ringback (if profitable), Chat (if tested), email form or link.<br />We get huge phone traffic contact from the mobile site. Why?<br />Why aren’t you offering a Facetime number for iPhone?<br />
    62. 62. ROI calculations:<br />If you don’t yet have a mobile site:<br />Badger or get accurate stats on all devices and routes<br />Check your Google keyword stats for mobile searches<br />Make sure you are counting mobiles trying to use your site<br />Measure conversion rates of mobiles using the desktop site<br />Multiply this by 1.5, 2.5 and 3.5 times the conversion rate<br />Calculate the extra revenue opportunity as a ‘range estimate’<br />Build your mobile site using device and user insight<br />Measure conversion and revenue differences... - ROI<br />If you have traffic, you’re sitting on a huge opportunity<br />People aren’t going to try lots of apps – websites, more so<br />This stuff is not expensive or hard to build...<br />
    63. 63. Belron Conversion ROI<br />12.4% from Web increase<br />3.5% increase in downstream conversion rate<br />30 seconds reduction in call time (1 sec = $30k AUD p.a.)<br />Faster booking time (< 8%)<br />Greater customer delight – feedback. Less questions and worries<br />5.5% increase in NPS (Customer sat) score <br />4% increase in online conversion from mobile optimised site<br />12.5% increase from Split Testing<br />Total increase in conversion (measured) = 32%<br />Actual increase in conversion = 41%<br />NO additional marketing spend needed<br />Web Channel : ROI positive within 2 weeks<br />
    64. 64. Belron Mobile ROI<br />Delivered huge traffic and phone calls<br />In some places, >20% of revenues and conversions<br />We convert on some devices in double digits %<br />Feedback has been in volume, and excellent<br />We’re live in nearly 30 countries with apps AND mobile<br />Our app revenue is between 1/30th to 100th of the mobile site<br />Search traffic (intent), a discovery route (SEO and PPC) and an optimised site = <br />Device compatibility = reach = delight = engagement = conversions<br />V2 in the works with picture upload, more features.<br />Revenue has been immense and one mobile site > DE online<br />Mobile Channel : ROI positive 3 days<br />
    65. 65. The 5 things again<br />Know the device mix<br />Get well configured mobile analytics<br />Hunt opportunity, not myth<br />Bust your own myths apart<br />Performance is vital for mobile<br />End device discrimination today!<br />
    66. 66. Tips and Tricks<br />Research YOUR customers and what they have in their hands<br />Use device knowledge to drive opportunity and conversion<br />Get some brilliant coders<br />Use a top notch Usability agency<br />Employ a dedicated copy specialist<br />Listen to customers, not your inner geek<br />Get insight from your current stats<br />Use a testing service<br />Aim for performance, always always always<br />Performance design doesn’t mean poor design<br />How many searches on google vs. app store?<br />End device discrimination – you may not be noticing<br />Hybrid web apps are the future...<br />
    67. 67.
    68. 68. Wed 11:30 – Site split testing – ROI & Insights<br />Email<br />Twitter<br />Slideshare<br /> : sullivac@gmail.com<br /> : @OptimiseOrDie<br /> : linkd.in/pvrg14<br />: slidesha.re/nlCDm6<br />
    69. 69. Notes and Resources...<br />
    70. 70. BOOKS<br />Mobile<br />Mobile Design & Development – Brian Fling<br />Programming the Mobile web – Maximiliano Firtman<br />Usability<br />Don’t make me think – Steve Krug<br />Homepage usability – Jakob Nielsen<br />Neuro Web design – Susan M. Weinschenk<br />Information Architecture – Morville and Rosenfeld<br />Web Analytics<br />Web analytics an hour a day – Avinash Kaushik<br />Advanced Web Metrics – Brian Clifton <br />with Google Analytics <br />Actionable Web Analytics – Jim Sterne<br />Optimisation and Testing<br />Always be Testing – Bryan Eisenberg<br />Landing Page Optimization – Tim Ash<br />
    71. 71. BOOKS<br />Performance<br />High performance websites - Steve Souders<br />Website Optimization - Andrew B. King<br />Forms Design<br />Forms that Work - Caroline Jarrett<br />Filling in the blanks - Luke Wroblewski<br />Defensive design for the web - 37 signals<br />Search Analytics<br />Search Analytics - Hurol Inan<br />Search Analytics for your site - Louis Rosenfeld<br />
    72. 72. ARTICLES<br />Users prefer browser for most activities:<br />http://www.emarketer.com/Article.aspx?R=1008010<br />Mobile by the numbers (infographic):<br />http://mashable.com/2011/03/23/mobile-by-the-numbers-infogrpahic<br />Twitter CEO – 55% log on with mobile, every day:<br />http://thenextweb.com/twitter/2011/09/08/twitter-100m-users-per-month-50-log-on-every-day-55-on-mobile/<br /> <br />Get the basics right for PPC and search optimisation:<br />http://searchengineland.com/3-mobile-campaign-mistakes-big-brands-make-how-to-profit-from-them-56531<br /> <br />Could mobile apps be an evolutionary dead end?:<br />http://adage.com/article/steve-rubel/mobile-apps-evolutionary-dead-end/229429/<br />Why separate Mobile & Desktop web pages?<br />http://www.lukew.com/ff/entry.asp?1390<br /> <br />5 innovative mobile marketing campaigns<br />http://mashable.com/2011/06/21/innovative-mobile-marketing-campaigns/<br /> <br />Make your mobile app more discoverable<br />http://mashable.com/2011/06/24/improve-mobile-app-discovery/<br /> <br />How can retailers appeal to mobile users in store?<br />http://econsultancy.com/uk/blog/7707-how-can-retailers-appeal-to-mobile-users-in-store<br /> <br />
    73. 73. ARTICLES<br />5 ways mobile will transform commerce<br />http://mashable.com/2011/02/18/mobile-trends-commerce/<br /> <br />Best practices for mobile retail strategy:<br />http://www.emarketer.com/Article.aspx?R=1008221<br /> <br />Mobile is now 10% of all eBay sales – Sep 16th 2011:<br />http://thenextweb.com/uk/2011/09/16/mobile-now-accounts-for-over-10-of-all-sales-on-ebay-uk/<br /> <br />HTML5 and webapp resources<br />http://www.diveintohtml5.org/detect.html#modernizr<br />http://tutslist.com/65-useful-html5-tutorials/<br />http://www.webdesignersblog.net/inspiration/45-inspirational-examples-html5-websites/<br />http://shop.oreilly.com/product/0636920020011.do?sortby=publicationDate<br />http://woorkup.com/2010/08/25/10-useful-frameworks-to-develop-html-based-webapps-for-touch-devices/<br />http://web.appstorm.net/roundups/100-web-apps-to-rule-them-all/<br />http://technolog.msnbc.msn.com/_news/2011/04/01/6389383-facebook-mobile-now-with-250-million-users-gets-a-makeover<br />http://networkeffect.allthingsd.com/20110125/facebook-sets-mobile-sights-on-html5/<br />http://techblog.netflix.com/2010/12/why-we-choose-html5-for-user.html<br />http://www.readwriteweb.com/archives/linkedin_overhauls_mobile_experience_launches_an_h.php<br />http://www.smashingmagazine.com/tag/html5/<br /> <br />
    74. 74. EXAMPLE SITES<br />Example mobile optimised sites:<br /> <br />http://touch.linkedin.com<br />http://m.bbc.co.uk<br />http://m.facebook.com<br />http://m.guardian.co.uk<br />http://m.dropbox.com<br />http://m.flickr.com<br />http://m.foursquare.com<br />http://mobile.twitter.com<br />http://m.gmail.com<br />http://maps.google.com<br />http://amazon.co.uk<br />http://m.johnlewis.com<br />http://m.marksandspencer.com<br /> http://m.tesco.com<br />http://m.asos.com<br />http://m.sainsburys.co.uk<br />http://m.next.co.uk<br />http://m.republic.co.uk<br />http://m.imdb.com<br />http://m.wikipedia.org<br />http://m.engadget.com<br />http://m.youtube.com<br />http://m.vimeo.com<br />http://wap.ebay.co.uk<br />http://basecamphq.com<br />http://m.autoglass.co.uk<br />http://m.yahoo.com<br />http://www.barclays.mobi<br />http://m.bmw.com<br />http://mobile.paypal.com<br />http://m.cnn.com<br /> <br />
    75. 75. DESIGN RESOURCES<br /> <br />The best mobile articles this year – some brilliant guides here:<br />http://www.smashingmagazine.com/guidelines-for-mobile-web-development/<br />http://www.smashingmagazine.com/2011/07/18/seven-guidelines-for-designing-high-performance-mobile-user-experiences/<br />http://www.smashingmagazine.com/2011/07/11/picking-a-mobile-support-strategy-for-your-website/<br /> <br />45 excellent design resources for all phone platforms:<br />http://www.mobilexweb.com/blog/guidelines-mobile-web-design<br /> <br />Designing for different screen sizes:<br />http://www.uxmatters.com/mt/archives/2010/10/going-mobile-designing-for-different-screen-sizes-promoting-your-mobile-app.php<br /> <br />20 HTML5 design examples – work great on mobile + elsewhere:<br />http://blog.genggao.net/inspiration/showcase-20-beautifully-designed-html5-websites-media-queries/<br /> <br />Video, Courses, Resources – all on Mobile – from the master, Luke W:<br />http://shop.oreilly.com/product/0636920020776.do<br />http://www.lukew.com/ff/entry.asp?1390<br />http://www.lukew.com/ff/entry.asp?1362<br />http://www.lukew.com/ff/entry.asp?1361<br />http://www.lukew.com/presos/preso.asp?26<br />http://www.lukew.com/ff/entry.asp?1270<br />http://www.lukew.com/resources/articles/MobileFirst_LukeW.pdf<br />http://www.lukew.com/ff/archive.asp?tag&mobile<br />http://www.lukew.com/ff/entry.asp?1264<br />http://www.lukew.com/ff/entry.asp?933<br /> <br />
    76. 76. DESIGN RESOURCES<br /> <br />Designing HTML emails for mobile reading:<br />http://webdesignerwall.com/general/make-your-html-email-5-times-more-mobile-friendly<br />The mobile web use experience:<br />http://www.slideshare.net/nickf/mobile-web-user-experience<br />http://www.foolproof.co.uk/context-%E2%80%93-the-future-of-mobile/<br /> <br />Design frameworks:<br />http://jquerymobile.com/<br />http://jquerymobile.com/test/<br />http://www.sencha.com/products/touch/<br />http://jqtouch.com/<br />http://code.google.com/p/iui/<br />http://www.smashingmagazine.com/2011/08/24/freebie-responsive-jquery-slider-plugin-flexslider/<br /> <br />Webcredible : The Mobile advantage:<br />http://www.slideshare.net/webcredible/webcredible-the-mobile-advantage<br /> <br />Prototyping, Kits, Cutouts, Designs:<br />http://www.smashingmagazine.com/2010/08/27/free-wireframing-kits-ui-design-kits-pdfs-and-resources/<br />http://developer.yahoo.com/ypatterns/about/stencils/<br />http://www.teehanlax.com/blog/ipad-gui-psd/<br />http://graffletopia.com/stencils/413<br />http://uxpin.com/mobile-kit.html<br />http://interactivelogic.net/wp/2009/09/iphone-wireframe-templates/<br />http://www.matcheck.cz/androidguipsd/<br /> <br />Uxbooth : Mobile design: <br />http://www.uxbooth.com/blog/considerations-for-mobile-design-part-1-speed/<br />http://www.uxbooth.com/blog/considerations-for-mobile-design-part-2-dimensions/<br />http://www.uxbooth.com/blog/considerations-for-mobile-design-part-3-behavior/<br /> <br />Google head of mobile : 8 out of 10 not ready for mobile:<br />http://www.brandrepublic.com/news/1075050/eight-10-brands-not-ready-mobile/<br />
    77. 77. WOW - CAN THEY ACTUALLY DO THAT?<br /> <br />I didn’t know they could do that on a mobile!<br /> <br />Accelerometer support in Safari for iOS 4.2:<br />http://www.mobilexweb.com/blog/safari-ios-accelerometer-websockets-html<br />http://cubiq.org/device-motion-websockets-node-js-tech-demo<br /> <br />You can do touch, pinch, and zoom too - load these on an iPhone:<br />http://cubiq.org/rotating-wheel-for-your-iphone-webapps<br />http://cubiq.org/iscroll-4<br />http://html5rocks.com<br /> <br />Where all the GPS stuff started:<br />http://smithsrus.com/gps-geolocation-in-safari-on-iphone-os-3-0/<br /> <br />How to use W3C or Google Gears calls to scrape the GPS from devices:<br />http://code.google.com/apis/gears/api_geolocation.html<br />http://dev.w3.org/geo/api/spec-source.html<br /> <br />Google are on their 3rd generation of mobile web app site that uses device GPS:<br />http://google-latlong.blogspot.com/2011/05/google-maps-on-your-mobile-browser.html<br /> <br />GPS demonstrations:<br />http://m.autoglass.co.uk/index.php?id=5469<br />http://maxheapsize.com/static/html5geolocationdemo.html?utm_source=twitterfeed&utm_medium=twitter<br />http://maps.google.com<br /> <br />File uploads from a browser:<br />http://www.parorrey.com/blog/technology/how-to-fix-iphoneipad-mobile-safari-greyed-out-and-disabled-file-upload-control/<br />
    78. 78. PERFORMANCE OPTIMISATION<br />Mobile device quick test – uses real phones as a ‘slave’:<br />http://www.blaze.io<br />Mobile performance from Maxmiliano Firtman:<br />http://www.mobilexweb.com/blog/mobile-web-html5-performance-optimization#more-88<br />http://assets.en.oreilly.com/1/event/60/Mobile%20Web%20_%20HTML5%20Performance%20Optimization%20Presentation%201.pdf<br /> <br />Office Depot – Simplicity and performance:<br />http://www.mobilecommercedaily.com/2011/09/16/aldo-office-depot-execs-mobile-is-very-different<br />Why mobile apps suck when you’re mobile:<br />http://blog.davidsingleton.org/mobiletcp<br />http://www.slideshare.net/sthair/measuring-mobile-performance-ldnwebperf-version<br /> <br />Optimising Web and Mobile site performance by Google & Compuware:<br />http://www.slideshare.net/Gomez_Inc/optimizing-web-and-mobile-site-performance-using-page-speed<br /> <br />Mobile performance resources – infographics, real data, superb insights: Joshua Bixby:<br />http://www.smashingmagazine.com/2011/07/18/seven-guidelines-for-designing-high-performance-mobile-user-experiences/<br />http://www.youtube.com/watch?v=Z-BCsgo9sDc&list=PLD1D3B0B233F2AD66&index=16<br />http://www.webperformancetoday.com/2011/07/20/new-findings-mobile-web-users-are-more-disappointed-than-ever/<br />http://www.webperformancetoday.com/?s=mobile<br />
    79. 79. PERFORMANCE OPTIMISATION (...cont)<br />Some articles of note on performance optimisation – do read them!<br />http://www.smashingmagazine.com/guidelines-for-mobile-web-development/<br />http://www.smashingmagazine.com/2011/07/18/seven-guidelines-for-designing-high-performance-mobile-user-experiences/<br />http://www.smashingmagazine.com/2011/07/11/picking-a-mobile-support-strategy-for-your-website/<br /> <br /> <br />DEVICE TESTING<br />http://www.deviceanywhere.com<br />http://www.perfectomobile.com<br />http://www.developer.nokia.com/Devices/Remote_device_access/<br />http://www.mobilexweb.com/emulators<br /> <br />DEVICE DETECTION<br />http://www.bango.com<br />http://www.scientiamobile.com/products<br />http://www.deviceatlas.com<br /> <br />STATS<br />A heap of mobile stats, for the unconverted amongst you:<br />http://www.mobileinc.co.uk/2010/01/mobile-statistics-galore/<br />Mobile industry predictions:<br />http://www.chetansharma.com/2011_Mobile_Industry_Predictions_Survey.pdf<br />
    80. 80. Wed 11:30 – Talk on A/B and split testing $<br />Email<br />Twitter<br />Slideshare<br /> : sullivac@gmail.com<br /> : @OptimiseOrDie<br /> : linkd.in/pvrg14<br />: slidesha.re/nlCDm6<br />
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