[Webinar] How to Incorporate Mobile Into Your Marketing Strategy
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Consumers are browsing on a mobile device 80% of the time, according to Smart Insights. Even still, many marketers are struggling to adapt their campaigns for mobile users and seem unsure of how to take advantage of the new opportunities created by mobile responsive technology. In this Unwebinar, Chris Goward, the CEO of WiderFunnel and author of You Should Test That!, will put your mobile concerns to rest by showing you: - When to integrate mobile into your overall optimization strategy - How to see your mobile experience through the eyes of your customers - Tips for creating high-converting mobile responsive landing pages ...plus, much more!
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[Webinar] How to Incorporate Mobile Into Your Marketing Strategy
- 2. @chrisgoward @unbounce #unwebinar Chris Goward Founder and CEO WiderFunnel How to Incorporate Mobile Into Your Marketing Strategy Thank you for joining us! We’ll be starting in just a few minutes. Ryan Engley Director of Customer Success Unbounce
- 3. The slides will be emailed by the end of the week.
- 6. Stick around after the Unwebinar See how Unbounce can help you quickly build and publish targeted landing pages (without having to code)
- 7. @ryan_engley @unbounce #unwebinar Join our chat on Twitter Ryan Engley Director of Customer Success Unbounce
- 8. @chrisgoward @unbounce #unwebinar Join our chat on Twitter Chris Goward Founder and CEO WiderFunnel
- 9. @chrisgoward @unbounce #unwebinar How to Incorporate Mobile Into Your Marketing Strategy with @chrisgoward
- 11. @chrisgoward @unbounce #unwebinar Super Bowl ad related searches in the US rose: • 200% on desktop • 970% on tablets • 2,700% on smartphones Source: Super Bowl MVP: The mobile device - Google Mobile Ads Blog @chrisgoward @unbounce #unwebinar
- 12. @chrisgoward @unbounce #unwebinar Source: IT in the Toilet, http://mobile.smashingmagazine.com/2013/01/18/assumptions-about-mobile-to-reconsider/ Contant Contact, http://www.bizreport.com/2013/08/study-people-delete-emails-that-dont-render-on-mobile.html 52% of Americans say their phone is their primary email device. 70% use their phones in the bathroom.
- 13. @chrisgoward @unbounce #unwebinar Value Proposition: Is their mobile app legible on mobile? Clarity: Tiny Text and column too wide to zoom
- 14. @chrisgoward @unbounce #unwebinar 40% will click another search result if a site’s not mobile friendly. Source: Icebreaker Consulting, http://www.vocus.com/blog/50-mobile-search-stats-and-why-you-should-care/
- 17. @chrisgoward @unbounce #unwebinar But, what is mobile?
- 18. . . .and maybe When most marketers think of mobile. . .
- 19. Reality
- 20. @chrisgoward @unbounce #unwebinar Is this a mobile device?
- 21. @chrisgoward @unbounce #unwebinar What about this?
- 22. @chrisgoward @unbounce #unwebinar And this?
- 24. @chrisgoward @unbounce #unwebinar Stop thinking phone vs. desktop (and tablets, maybe)
- 25. @chrisgoward @unbounce #unwebinar Mobile is a state of being. Not just a type of device.
- 26. @chrisgoward @unbounce #unwebinar Mobile is all about context
- 27. @chrisgoward @unbounce #unwebinar Relevance: Mobile version focuses on appropriate CTA
- 28. @chrisgoward @unbounce #unwebinar Relevance: New, mobile- specific location CTA
- 29. @chrisgoward @unbounce #unwebinar 0 2 4 6 8 10 12 2000 2013 Goldfish Attention Span Shrinkage 12.0 8.0 9.0
- 30. @chrisgoward @unbounce #unwebinar You have less than 8 seconds Still wondering if optimization is important?
- 31. @chrisgoward @unbounce #unwebinar Ads are gone!
- 33. @chrisgoward @unbounce #unwebinar 100% of mobile shoppers will not do the impossible
- 34. No CTAs for mobile?
- 36. @chrisgoward @unbounce #unwebinar Let’s Not Panic.
- 37. @chrisgoward @unbounce #unwebinar Mobile Optimization Is... Persuasion Marketing
- 38. @chrisgoward @unbounce #unwebinar Persuasion Marketing Experience Design Mobile Optimization Is...
- 39. @chrisgoward @unbounce #unwebinar Persuasion Marketing Experience Design Scientific Method Mobile Optimization Mobile Optimization Is...
- 40. @chrisgoward @unbounce #unwebinar New Challenges • Screen sizes • Environment • Speed • Diverse OSs • New (Non-mouse) UI • Attention span • Intention • Attribution
- 41. @chrisgoward @unbounce #unwebinar New challenges require new solutions. Which means opportunity for you!
- 44. @chrisgoward @unbounce #unwebinar The best mobile UXs are still being discovered.
- 46. A B C D 7.9% Lift 6.8% Lift -- 1.5% Lift
- 47. @chrisgoward @unbounce #unwebinar You Should Test That!
- 48. @chrisgoward @unbounce #unwebinar Good News! The process for optimizing mobile is the same as for non-mobile. Only the hypotheses are different.
- 49. Phase 1 - Conversion Optimization Strategy Phase 2 - LIFT™ and Testing The WiderFunnel System™
- 51. • Monthly mystery box of toys • E-commerce subscription model • Huge social fan base Goal • Lift subscribers and profit @chrisgoward @unbounce #unwebinar
- 53. Fun?
- 54. @chrisgoward @unbounce #unwebinar You Should Test That!
- 55. A B C 7.7% 0.6%
- 56. A B C
- 57. A B C 14.1% 8.9%
- 58. @chrisgoward @unbounce #unwebinar Social Proof works For this audience and context!
- 64. @chrisgoward @unbounce #unwebinar You Should Test That!
- 65. @chrisgoward @unbounce #unwebinar How do you know what to test? Use Framework Thinking.
- 66. “The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.” —Peter Drucker
- 69. The LIFT Model™ (Note: For more info, google “WiderFunnel Lift”) Anxiety Distraction Relevance Clarity Urgency
- 70. Relevance: Page does not match “cases” Distraction: Too much space for tabs Clarity: Type spills off page and only says “5” Clarity: Compelling image and video Clarity: Search is an odd default tab Clarity: No product info above the fold Distraction: Video opens in new window
- 71. @chrisgoward @unbounce #unwebinar And those aren’t their biggest problems...
- 72. Distraction: 12 product options is too many! Clarity: No product option differentiation Clarity: Add to Cart far down the page
- 73. Anxiety: The page is gone! Distraction: Product info on a separate page @chrisgoward @unbounce #unwebinar
- 74. Distraction: Video opens in new window Distraction: Too much space used for tabs Relevance: Page does not match “cases” Clarity: No product info above the fold Distraction: 12 product options is too many Clarity: Search is an odd default tab Embed video or replace with image Reducing tabbed navigation height design Adding “cases” to headline to match incoming keywords Replace image with value proposition Focus on most important products Begin on product tab or remove tabs Turn problems into hypotheses …will lift sales Weakness Strength @chrisgoward @unbounce #unwebinar
- 75. @chrisgoward @unbounce #unwebinar Mobile optimization must be integrated
- 76. @chrisgoward @unbounce #unwebinar There is no “mobile user” Your mobile users ARE your desktop users
- 77. @chrisgoward @unbounce #unwebinar “People aren’t distinguishing what they’re doing on different screens, so advertisers should be more agnostic about where they reach the user.” — Nikesh Arora, Chief Business Officer, Google
- 79. • Great content site • Millions of daily organic visitors • Affiliate revenue model Goals • Reduce CTA pixel space • Maintain or increase revenue @chrisgoward @unbounce #unwebinar
- 80. A B C 1.7% 13.3%
- 81. A B C
- 82. A B C 16.3% 13.4%
- 89. @chrisgoward @unbounce #unwebinar Want to learn more?
- 90. @chrisgoward @unbounce #unwebinar Enter to win a FREE copy: www.WiderFunnel.com/mobile-unwebinar Download a free chapter at: www.YouShouldTestThat.com
- 91. @chrisgoward @unbounce #unwebinar We partner with high traffic companies for high impact optimization. • Conversion optimization strategy, design, copywriting & testing • Every WiderFunnel LIFT System™ client has 400% to 1500% ROI • For more info, email iwant@WiderFunnel.com
- 92. Become an Unbounce Partner go.unbounce.com/partner-info
Editor's Notes
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- Were you one of the 111 Million people who watched the Superbowl? If you’re a Seattle fan, I’m sure you hate me a bit right now for squeezing lemon juice in that paper cut. If you watched, chances are, you searched for news about it or the TV ads on your phone.
- Americans access their phones from literally everywhere. In fact, 90% of 18-29 year olds sleep with their smartphones
- Halo effect
- Your website needs to be mobile friendly too, of course.
- For many marketers, they’re trying to make the switch from thinking like a PC to thinking in terms of mobile.
- But the reality is much more complex. We are not in a 2 or 3 screen size situation.
- In 2012, maybe you can still think about mobile, tablet, and desktop. But not in 2013.
- ..but the single biggest myth of mobile, is the mobile user.
- They need: location, direction, immediacy, reminders, bite-sized content. Which means different CTAs.
- Indochino is a good example: On mobile there’s a single CTA: Book an Appointment (apart from the banner). It’s even changed color. The rotating banner on mobile is even worse than desktop, by the way.
- in the mobile version of the tailor page, they kept the core copy but introduced a new CTA that jumps to the information they’re most likely looking for.
- The mobile environment has many more distractions to reduce attention span. And it’s even less for mobile users.
- Your landing pages must be mobile friendly too. Or else you’ll get the dreaded reader button.
- The mobile home page leads to an impossible shopping experience.
- …which research shows is bad for business.
- When I view the mobile version on the phone, there are still no CTAs. Why not? Some marketers are giving up on mobile viewers as if they won’t convert. They will!
- Mobile traffic can convert. Don’t relegate them to no man’s land. They want the same content, just presented appropriately. Mobile are people too!
- Marketers who take the lead A/B testing on mobile will gain an unfair advantage.
- Now, I’m going to show you the 5 ways to understand your customers better.
- Marketers who take the lead A/B testing on mobile will gain an unfair advantage.
- Unfortunately, the so-called “Best Practices” for online marketing are dead. They don’t work when they don’t consider your context. Turn “best practices” into “test practices”
- Marketers who take the lead A/B testing on mobile will gain an unfair advantage.
- How? Powerful Hypotheses means asking the right questions of your visitors.
- What is this page for? Can I buy or just educational?
- What is this page for? Can I buy or just educational?
- The “About” tab finally gives some product info. But when I click ”Search” to get back to the landing page. All is lost.
- Then, create variations to test whether the hypotheses are true. Now, we’re talking about mobile optimization today, but it’s important to understand that mobile should not stand alone.
- 70% of people report opening the same email on a desktop that they’ve previously opened on a mobile phone.
- People don’t think differently about the device they’re using. One of the most important activities for mobile is email.
- Dmv.org example with $2.4M additional revenue.
- These variations had already been proven winners in desktop tests.
- Now, the surprise was that the original content with new design and button worked best. This was *not* the best performer on desktop. Perhaps desktop allowed for more content, or the “3 steps” felt faster. That’s what we’re drilling into now.
- Here’s how it works.
- Conversion optimization and landing page optimization for clients in all industries. WiderFunnel does everything: from strategy and hypotheses to wireframing, design, copy, testing and results analysis.
- Demo slide 1
- Demo slide 2
- Demo slide 3
- Demo slide 4