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lots of people
can tell you
@BridgetRandolph
why
you need a
mobile-friendly website.
@BridgetRandolph
and
lots of people
can tell you
@BridgetRandolph
to build one.
@BridgetRandolph
you can find the flowchart, and whole best practice guide at:
http://www.distilled.net/training/mobile-seo-guide
Why Mobile’s Important
2012 KPCB internet trends update
Google Think Insights report
Google Databoard
Full Value of Mobile calculator
The Mobile Playbook
Our Mobile Planet
Global Mobile Stats 2013
Ericsson Mobility Report 2013
Building a Mobile Site
Mobile Web Design Tips
Distilled’s best practice guide
Designing for SEO
Understanding Your Mobile Visitors
Google Analytics for Mobile
Mobile SEO
Keyword Research for mobile
Responsive SEO Tune-up
Optimizing your local presence for mobile
Mobile SEO Audit
Optimizing a separate mobile site
SEO of Responsive Web Design
Impact of Google Smartphone Crawler 1
Impact of Google Smartphone Crawler 2
Impact of Google Smartphone Crawler 3
Google’s mobile development guidelines
Google blog - mobile and ranking factors
Thinking More About Mobile
‘What is “Mobile”?’
Mobile Strategy for Small Businesses
@BridgetRandolph
basic requirement
for any online brand.
@BridgetRandolph
of users
won’t recommend a
business with a poorly designed mobile site…
@BridgetRandolph
Source
…and have
turned to a competitor’s site
after a bad mobile experience.
@BridgetRandolph
Source
if you’re just starting to think
about this…
@BridgetRandolph
…you’re falling behind.
@BridgetRandolph
you don’t need me
to convince you.
@BridgetRandolph
I want
to talk about…
@BridgetRandolph
…what happens next.
@BridgetRandolph
Bridget Randolph
Consultant, Distilled
bridget.randolph@distilled.net
@BridgetRandolph
“So you have a mobile-friendly
website…what now?”
BRIDGET RANDOLPH
big picture
trends,
@BridgetRandolph
case studies,
@BridgetRandolph
examples,
@BridgetRandolph
@BridgetRandolph
the is
@BridgetRandolph
online
everywhere
by 2017,
of the world’s population
will have 3G coverage.
@BridgetRandolph
Source: Ericsson Mobility Report
internet.org initiative from Facebook
@BridgetRandolph
Source: Cisco's Global Mobile Data Traffic Forecast
Update
internet in
year 2000
mobile
data
in 2012
mobile data usage in 2012 was
the size of
the entire internet
in 2000
@BridgetRandolph
Source: Ericsson Mobility Report (pg. 10)
0
20
40
60
80
100
120
140
160
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Mobile Data Usage
Mobile Data Usage
12x growth in
12 years
12x growth in
6 years
2013
we’ll be more
than ever
@BridgetRandolph
you'll reach
you can't reach any other way.
@BridgetRandolph
a multiscreen,
device-agnostic
world.
@BridgetRandolph
can’t just be
an add-on anymore.
@BridgetRandolph
There’s no such thing as
‘mobile’.
THE Will Critchlow
@BridgetRandolph
There’s no such thing as
‘mobile’ for the user.
THE Bridget Randolph
@BridgetRandolph
it’s not a separate channel…
@BridgetRandolph
it’s a
technology.
@BridgetRandolph
There’s no such thing as
‘mobile’ for the user.
THE Bridget Randolph
@BridgetRandolph
making it easy
for users is
really
f***ing
hard. @BridgetRandolph
don’t be lazy.
@BridgetRandolph
asking the
right questions
3 scenarios:
@BridgetRandolph
“Average Joe Corp.”
@BridgetRandolph
How do we do ‘mobile’?
@BridgetRandolph
• separate m. site
• app
• SMS promotions
@BridgetRandolph
“Early Adopters Ltd.”
@BridgetRandolph
how do we stay ahead of the
next big mobile tech trend?
@BridgetRandolph
• big data tools
• Aurasma tech app
• solar charger to print ad
@BridgetRandolph
“User-Driven Business, Inc.”
@BridgetRandolph
How can we take advantage of new
tech to anticipate our users' needs?
@BridgetRandolph
user-centric.
@BridgetRandolph
we need to become like
User-Driven
Business, Inc.
@BridgetRandolph
because our
customers are
@BridgetRandolph
and
technology
is for
@BridgetRandolph
make mobile a
of your customers’ journey
@BridgetRandolph
and keep the
at the centre.
@BridgetRandolph
Bridget Randolph_SearchLove London 2013
Discover Explore Buy Engage
Discover
of
mobile searches
are near a PC
@BridgetRandolph
Source: Google Databoard
@BridgetRandolph
Source: Google Databoard
@BridgetRandolph
Source: Google Databoard
big trend
seamless and consistent UX
across all devices
@BridgetRandolph
3 main areas
 website
 search
 social
@BridgetRandolph
website
@BridgetRandolph
responsive design is fine.
@BridgetRandolph
but it’s a basic approach.
@BridgetRandolph
Bridget Randolph_SearchLove London 2013
Bridget Randolph_SearchLove London 2013
small steps:
Consider using dynamic serving
by user agent
@BridgetRandolph
small steps:
“content everywhere”
@BridgetRandolph
For more information see the book by Sara Wachter-
Boettcher.
CREATE
ONCE
PUBLISH
EVERYWHERE
@BridgetRandolph
my full deck on Slideshare
“content everywhere”
case study: BBC Food hub pages
“content everywhere”
BBC Food saw an increase of
more than 150,000 visitors weekly
from search alone
and
Overall traffic doubled, from around
650,000 weekly visitors to around 1.3 million.
@BridgetRandolph
from the Content Everywhere book
“content everywhere”
small steps:
long-term cookies for login
@BridgetRandolph
small steps:
sync user accounts
across all platforms
example: Amazon Kindle sync
sync user accounts
small steps:
testing
have you visited your
site on a mobile?
@BridgetRandolph
testing
easy hack for Chrome:
using right click ‘Inspect
Element’ allows you to view your
site as a mobile device
@BridgetRandolph
testing
@BridgetRandolph
go to
settings
testing
@BridgetRandolph
testing
@BridgetRandolph
testing
change this to
adjust the
screen width
and then refresh the page.
@BridgetRandolph
testing
small steps:
mobile CRO and user testing
@BridgetRandolph
 Qualaroo – user surveys
 CrazyEgg – heat maps
 Optimizely – split testing
@BridgetRandolph
mobile CRO and user testing
search
@BridgetRandolph
big trend
it’s the same person
regardless of device.
@BridgetRandolph
context
and
user intent
@BridgetRandolph
case study: Bravissimo
result:
600% increase in PPC-driven
sales revenue and 103%
increase in conversion rate.
@BridgetRandolph
Source
Bravissimo
example: Google Implicit Search
example: Google Now
big trend
anticipating the users’ needs
before they are aware of them
@BridgetRandolph
example: Corcoran Group
…connecting with home buyers
even before they are in the
market for a new home.
The Mobile Playbook
@BridgetRandolph
Source
Corcoran Group
social
@BridgetRandolph
social
is a huge
channel for mobile.
@BridgetRandolph
out of every 5
people who use Facebook daily
access it on a mobile device
@BridgetRandolph
social marketing
mobile marketing.
@BridgetRandolph
brands no longer own the
conversation.
@BridgetRandolph
@BridgetRandolph
small steps:
allow your social media team to
engage in a conversational way
@BridgetRandolph
example: Dolphin Pub and Douwe Egberts
@BridgetRandolph
read the full conversation here.
big trend
permission’s not enough
anymore.
@BridgetRandolph
filter bubbles and curation
small steps:
create content which people will
want to share
@BridgetRandolph
big trend
peer-to-peer marketing
ask yourself:
“is it good enough to tell my friends about it?”
@BridgetRandolph
small steps:
make your content mobile-friendly
@BridgetRandolph
80% of Facebook and Twitter’s daily users are accessing
the app from a mobile device
@BridgetRandolph
Discover Explore Buy Engage
Explore
once your users have
your brand,
@BridgetRandolph
that’s just the
@BridgetRandolph
you need to be aware of
their .
@BridgetRandolph
4 main areas
 tracking
 showrooming
 personalisation
 online/offline integration
@BridgetRandolph
tracking
@BridgetRandolph
track the
person,
not the device
@BridgetRandolph
small steps:
Universal Analytics
@BridgetRandolph
User Based Tracking
showrooming
@BridgetRandolph
Bridget Randolph_SearchLove London 2013
view
showrooming
as an
opportunity
@BridgetRandolph
case study: Best Buy
in Feb 2013 they rolled out a
permanent price matching
policy based on results of the pilot
@BridgetRandolph
Source
personalisation
@BridgetRandolph
small steps:
recommendation engine
case study: LK Bennett
saw an 11% increase in
conversions from this segment.
@BridgetRandolph
Source
another test saw a14%
increase in conversions from
UK visitors when explicitly
offered free 14 day returns.
@BridgetRandolph
more Qubit case studies
online-offline integration
@BridgetRandolph
what NOT to do…
Bridget Randolph_SearchLove London 2013
Bridget Randolph_SearchLove London 2013
example: IKEA catalogue app
big trend
recognise the value of every
touchpoint/interaction along the
customer journey
@BridgetRandolph
last-click attribution is the devil.
Discover Explore Buy Engage
Buy
but…what about the actual
conversion?
@BridgetRandolph
2 main areas
- smarter checkout paths
- online/offline integration
@BridgetRandolph
smarter checkout paths
@BridgetRandolph
Could it be the case that
mobile is simply more of a
research platform?
Commenter on a blog post
@BridgetRandolph
My cellphone isn't for
buying, fb, amazon - it's just
a phone (or gps) :)
Commenter on a blog post
@BridgetRandolph
WRONG.
@BridgetRandolph
in the retail industry,
mobile spend is expected to be
by the end of 2013.
@BridgetRandolph
smarter
conversion paths
for mobile.
@BridgetRandolph
KISS.
• IMG
Keep
It
Simple
Stupid. @BridgetRandolph
small steps:
link the form fields to the correct
keyboard
@BridgetRandolph
Smashing Mag article about touch keyboards
for phone number fields:
<input type="tel" />
for a numeric keyboard, use this:
<input type="text" pattern=“d*" novalidate />
for any email fields, use this:
<input type="email" />
to disable autocorrect:
<input type="text" autocorrect="off" />
@BridgetRandolph
Cheat sheet from Baymard
link the form fields to the correct keyboard
small steps:
only ask for information which is
essential to complete the
transaction
@BridgetRandolph
example: Amazon 1 Click
only ask for essential information
small steps:
keep people logged in long-term
@BridgetRandolph
thinking bigger:
biometric tech
@BridgetRandolph
example: Apple Store
small steps:
don’t neglect microconversions
@BridgetRandolph
online/offline integration
@BridgetRandolph
don’t neglect
example: PayPal
online/offline integration
big trend
make mobile checkout EASY.
@BridgetRandolph
big trend
in-store mobile payment can also
add convenience to checkout.
@BridgetRandolph
big trend
microconversions matter too.
@BridgetRandolph
Discover Explore Buy Engage
Engage
3 main areas
- apps
- email marketing
- social
@BridgetRandolph
apps
@BridgetRandolph
Apple Store: 900,000+ apps
Google Play: 1,000,000+ apps
@BridgetRandolph
Source
7 iPhone apps earned
10% of
app store revenue
for iPhone
@BridgetRandolph
Source
are you
you need one?
@BridgetRandolph
benefit:
it’s a walled garden.
@BridgetRandolph
small steps:
saving passwords in the phone
@BridgetRandolph
small steps:
ask yourself, does my app:
@BridgetRandolph
5 questions based on ‘For Mobile Devices, Think Apps,
Not Ads’, HBR Mar 2013
add convenience?
@BridgetRandolph
ask yourself, does my app:
offer unique value?
@BridgetRandolph
ask yourself, does my app:
provide social value?
@BridgetRandolph
ask yourself, does my app:
offer incentives?
@BridgetRandolph
ask yourself, does my app:
entertain?
@BridgetRandolph
ask yourself, does my app:
if not,
you shouldn’t build it.
@BridgetRandolph
ask yourself, does my app:
case study: Tesco Homeplus
their sales increased
130% in three months,
and their number of registered
users went up by 76%
@BridgetRandolph
Source
big trend
creating a unique experience
and meeting a specific user
need
@BridgetRandolph
email marketing
@BridgetRandolph
of e-mails are
opened on mobile devices.
@BridgetRandolph
Source: US Consumer Device Preference Report (Q2
2013)
email marketing
IS
mobile marketing.
@BridgetRandolph
and
who needs SMS promotions…
@BridgetRandolph
…when you can send
push notifications
via email?
@BridgetRandolph
small steps:
send emails your customers
want to open.
@BridgetRandolph
remember this?
send emails your customers want to open
example: Innocent Drinks
send emails your customers want to open
small steps:
use personalisation and context
@BridgetRandolph
avg. open rate for
‘triggered’ emails
is 4xhigher
than for email newsletters (45-55% vs 10%)
@BridgetRandolph
Source
use personalisation and context
use personalisation and context
small steps:
use mobile-friendly email
templates
@BridgetRandolph
• MailChimp
• Campaign Monitor
@BridgetRandolph
use mobile-friendly email templates
small steps:
test your email campaigns with
Litmus
@BridgetRandolph
social
@BridgetRandolph
social is not just a part of the
discovery process.
@BridgetRandolph
a great channel
for maintaining
customer
loyalty.
@BridgetRandolph
example: Red Bull Wings
@BridgetRandolph
http://wings.redbullusa.com/
big trend
make current customers feel
appreciated.
@BridgetRandolph
big trend
individually personalised, if
possible.
@BridgetRandolph
bonus
example
merging online-offline worlds…
@BridgetRandolph
…but more importantly,
@BridgetRandolph
the takeaway of this
presentation:
@BridgetRandolph
extreme
personalisation
and
context recognition
@BridgetRandolph
BMW’s
#MININotNormal campaign
@BridgetRandolph
Source
Bridget Randolph_SearchLove London 2013
(individual)
at the centre
@BridgetRandolph
great use of
personalisation
and context
@BridgetRandolph
online/offline
integration
@BridgetRandolph
loyalty
to customers
@BridgetRandolph
social
reach
@BridgetRandolph
1,941 customers reached.
46,660YT views just on this video.
@BridgetRandolph
final
takeaways
to ‘do mobile’ right:
@BridgetRandolph
make it a
core technology
@BridgetRandolph
keep the
at the centre
@BridgetRandolph
Bridget Randolph_SearchLove London 2013
ask
yourself:
@BridgetRandolph
How can I use mobile tech
to anticipate and fulfill my
users’ needs?
@BridgetRandolph
Surely these are all just
‘marketing’ principles, though?
@BridgetRandolph
true.
@BridgetRandolph
mobile isn’t
separate anymore.
@BridgetRandolph
in some ways,
it’s just
another ‘browser’.
@BridgetRandolph
it won’t be easy,
but it will be
@BridgetRandolph
so buckle up and enjoy the ride!
key takeaways
thanks.
• mobile’s not separate anymore
• track the person not the device
• serve the users’ needs first
BRIDGET RANDOLPH
@BridgetRandolph
Other references, sources, and image credits
Customer Lifecycle concept: http://blogs.forrester.com/corinne_munchbach/13-01-22-
bye_bye_marketing_funnel_it_was_fun_while_it_lasted
IKEA example: http://www.wired.com/design/2013/08/a-new-ikea-app-lets-you-place-3d-furniture-in-your-home/
Images:
showrooming: http://econsultancy.com/uk/blog/63484-showrooming-is-not-a-threat-to-retailers-revenue-stats
best buy: http://www2.pictures.zimbio.com/gi/Best+Buy+Black+Friday+waErw9WzhYsl.jpg
Devil: http://www.bubblews.com/assets/images/news/1524579090_1369941782.jpg
KISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg
Amazon 1 Click: http://www.wpcentral.com/sites/wpcentral.com/files/amazon.jpg
Apple Store: http://cdn.itproportal.com/photos/iphone-5s-fingerprint-purchases_original.jpg
PayPal: http://blog.frooition.com/wp-content/uploads/2012/06/paypalCheckout.jpg
Tesco: http://www.addicted-to-retail.com/blog/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-
South-Korea-1.jpg
Personalised Email: http://econsultancy.com/uk/blog/63641-a-critical-look-at-some-of-today-s-most-relevant-email-
marketing-questions
roller coaster: http://rctgo.com/assets/images/games/nolimits/screenshots/11.jpg

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Bridget Randolph_SearchLove London 2013

Editor's Notes

  1. There are loads of resources out there. And if you want more info, come find me after this and we’ll chat.
  2. This is the trend of the future.
  3. Emphasis WORLD; biggest growth in APAC region
  4. The consequence
  5. And this is what the case studies all have in common.
  6. multiscreen because: sequential screening and simultaneous usage
  7. And it’s limited; even big companies mess it up.
  8. So what are some small steps to help improve your website mobile experience?
  9. Explain what this is.
  10. Explain more.
  11. Google product notifications do this too. And Kindle links to Audible.
  12. DON’T FORGET TO SET THE WIDTH TO SEE THE CSS
  13. basically they would only show lingerie and swimwear ads to users who had sunny/hot weather.
  14. hint: you can do this sort of thing with UA as well.
  15. Img http://cdn.androidbeat.com/wp-content/uploads/2013/08/google-now-cards.jpg Use EofS image
  16. http://thecorcorangroup.tumblr.com/post/31730399378/a-young-woman-followed-by-her-shadow-battery-park Brand example as opposed to google
  17. not going to say too much about this because there are a lot of people more qualified to discuss social media strategy. but the key thing is,
  18. Split over two slides? This is what happens when the brands step back into the conversation in a social way instead of a sales-y way.
  19. There may be several intermediate steps in the process.
  20. The final step is the offline transaction, I go into the store and by a cover This time the checkout assistant asks me if I’m an EE customer I say yes, they put in my mobile number which pulls up my account (user ABC) and puts the order through for the phone cover The POS then sends that to UA using the measurement protocol and the sale is attributed to user ID ABC Now when we look at the stats in UA we will see something different:
  21. (what’s showrooming?)
  22. http://econsultancy.com/uk/blog/63484-showrooming-is-not-a-threat-to-retailers-revenue-stats
  23. gave specially trained staff tablets to search comparison sites for the lowest price and then match the lowest option to complete the sale. img http://www2.pictures.zimbio.com/gi/Best+Buy+Black+Friday+waErw9WzhYsl.jpg
  24. http://www.qubitproducts.com/content/11-uplift-conversions?pagination=clients& UK visitors who had not purchased online within nine months, but had visited the site more than three times.
  25. http://www.wired.com/design/2013/08/a-new-ikea-app-lets-you-place-3d-furniture-in-your-home/
  26. http://www.bubblews.com/assets/images/news/1524579090_1369941782.jpg
  27. up from 3% in 2010 and 11% last year. and it’s predicted to just keep growing (remember the growth in data usage we looked at earlier!) http://www.businessinsider.com/why-mobile-commerce-is-set-to-explode-2013-5
  28. http://www.wpcentral.com/sites/wpcentral.com/files/amazon.jpg
  29. (massive PR op as well)
  30. http://cdn.itproportal.com/photos/iphone-5s-fingerprint-purchases_original.jpg
  31. http://blog.frooition.com/wp-content/uploads/2012/06/paypalCheckout.jpg UA callback
  32. direct access from home screen exclusive mobile content not just talking about your branded app
  33. Clarify that this can be turned off
  34. Note that this can be turned off.
  35. This is especially important because a mobile device is a personal device
  36. http://econsultancy.com/uk/blog/63641-a-critical-look-at-some-of-today-s-most-relevant-email-marketing-questions Lucy Wilsden
  37. they provide full service or just use them for the HTML and export to your preferred provider
  38. Why do I like this?
  39. img http://rctgo.com/assets/images/games/nolimits/screenshots/11.jpg