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Bridget Randolph_SearchLove London 2013

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Bridget Randolph_SearchLove London 2013

  1. 1. lots of people can tell you @BridgetRandolph
  2. 2. why you need a mobile-friendly website. @BridgetRandolph
  3. 3. and lots of people can tell you @BridgetRandolph
  4. 4. to build one. @BridgetRandolph
  5. 5. you can find the flowchart, and whole best practice guide at: http://www.distilled.net/training/mobile-seo-guide
  6. 6. 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
  7. 7. basic requirement for any online brand. @BridgetRandolph
  8. 8. of users won’t recommend a business with a poorly designed mobile site… Source @BridgetRandolph
  9. 9. …and have turned to a competitor’s site after a bad mobile experience. Source @BridgetRandolph
  10. 10. if you‟re just starting to think about this… @BridgetRandolph
  11. 11. …you‟re falling behind. @BridgetRandolph
  12. 12. you don‟t need me to convince you. @BridgetRandolph
  13. 13. I want to talk about… @BridgetRandolph
  14. 14. …what happens next. @BridgetRandolph
  15. 15. Bridget Randolph Consultant, Distilled bridget.randolph@distilled.net @BridgetRandolph
  16. 16. “So you have a mobile-friendly website…what now?” BRIDGET RANDOLPH
  17. 17. big picture trends, @BridgetRandolph
  18. 18. case studies, @BridgetRandolph
  19. 19. examples, @BridgetRandolph
  20. 20. @BridgetRandolph
  21. 21. the is @BridgetRandolph
  22. 22. online everywhere
  23. 23. by 2017, of the world’s population will have Source: Ericsson Mobility Report 3G coverage. @BridgetRandolph
  24. 24. internet.org initiative from Facebook
  25. 25. mobile data usage in 2012 was the size of the entire internet in 2000 Source: Cisco's Global Mobile Data Traffic Forecast Update mobile data in 2012 internet in year 2000 @BridgetRandolph
  26. 26. Mobile Data Usage 160 12x growth in 6 years 140 120 100 80 Mobile Data Usage 2013 60 40 12x growth in 12 years 20 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Source: Ericsson Mobility Report (pg. 10) @BridgetRandolph
  27. 27. we‟ll be more than ever @BridgetRandolph
  28. 28. you'll reach you can't reach any other way. @BridgetRandolph
  29. 29. a multiscreen, device-agnostic world. @BridgetRandolph
  30. 30. can‟t just be an add-on anymore. @BridgetRandolph
  31. 31. There‟s no such thing as „mobile‟. THE Will Critchlow @BridgetRandolph
  32. 32. There‟s no such thing as „mobile‟ for the user. THE Bridget Randolph @BridgetRandolph
  33. 33. it‟s not a separate channel… @BridgetRandolph
  34. 34. it‟s a technology. @BridgetRandolph
  35. 35. There‟s no such thing as „mobile‟ for the user. THE Bridget Randolph @BridgetRandolph
  36. 36. making it easy for users is really f***ing hard. @BridgetRandolph
  37. 37. don’t be lazy. @BridgetRandolph
  38. 38. asking the right questions
  39. 39. 3 scenarios: @BridgetRandolph
  40. 40. “Average Joe Corp.” @BridgetRandolph
  41. 41. How do we do „mobile‟? @BridgetRandolph
  42. 42. • separate m. site • app • SMS promotions @BridgetRandolph
  43. 43. “Early Adopters Ltd.” @BridgetRandolph
  44. 44. how do we stay ahead of the next big mobile tech trend? @BridgetRandolph
  45. 45. • big data tools • Aurasma tech app • solar charger to print ad @BridgetRandolph
  46. 46. “User-Driven Business, Inc.” @BridgetRandolph
  47. 47. How can we take advantage of new tech to anticipate our users' needs? @BridgetRandolph
  48. 48. user-centric. @BridgetRandolph
  49. 49. we need to become like User-Driven Business, Inc. @BridgetRandolph
  50. 50. because our customers are @BridgetRandolph
  51. 51. and technology is for @BridgetRandolph
  52. 52. make mobile a of your customers‟ journey @BridgetRandolph
  53. 53. and keep the at the centre. @BridgetRandolph
  54. 54. Discover Explore Buy Engage
  55. 55. Discover
  56. 56. of mobile searches are near a PC Source: Google Databoard @BridgetRandolph
  57. 57. Source: Google Databoard @BridgetRandolph
  58. 58. Source: Google Databoard @BridgetRandolph
  59. 59. big trend seamless and consistent UX across all devices @BridgetRandolph
  60. 60. 3 main areas  website  search  social @BridgetRandolph
  61. 61. website @BridgetRandolph
  62. 62. responsive design is fine. @BridgetRandolph
  63. 63. but it‟s a basic approach. @BridgetRandolph
  64. 64. small steps: Consider using dynamic serving by user agent @BridgetRandolph
  65. 65. small steps: “content everywhere” For more information see the book by Sara WachterBoettcher. @BridgetRandolph
  66. 66. “content everywhere” CREATE ONCE PUBLISH EVERYWHERE my full deck on Slideshare @BridgetRandolph
  67. 67. “content everywhere” case study: BBC Food hub pages
  68. 68. “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. from the Content Everywhere book @BridgetRandolph
  69. 69. small steps: long-term cookies for login @BridgetRandolph
  70. 70. small steps: sync user accounts across all platforms
  71. 71. sync user accounts example: Amazon Kindle sync
  72. 72. small steps: testing
  73. 73. testing have you visited your site on a mobile? @BridgetRandolph
  74. 74. testing easy hack for Chrome: using right click „Inspect Element‟ allows you to view your site as a mobile device @BridgetRandolph
  75. 75. testing go to settings @BridgetRandolph
  76. 76. testing @BridgetRandolph
  77. 77. testing change this to adjust the screen width @BridgetRandolph
  78. 78. testing and then refresh the page. @BridgetRandolph
  79. 79. small steps: mobile CRO and user testing @BridgetRandolph
  80. 80. mobile CRO and user testing  Qualaroo – user surveys  CrazyEgg – heat maps  Optimizely – split testing @BridgetRandolph
  81. 81. search @BridgetRandolph
  82. 82. big trend it‟s the same person regardless of device. @BridgetRandolph
  83. 83. context and user intent @BridgetRandolph
  84. 84. case study: Bravissimo
  85. 85. Bravissimo result: 600% increase in PPC-driven sales revenue and 103% increase in conversion rate. Source @BridgetRandolph
  86. 86. example: Google Implicit Search
  87. 87. example: Google Now
  88. 88. big trend anticipating the users‟ needs before they are aware of them @BridgetRandolph
  89. 89. example: Corcoran Group
  90. 90. Corcoran Group …connecting with home buyers even before they are in the market for a new home. The Mobile Playbook Source @BridgetRandolph
  91. 91. social @BridgetRandolph
  92. 92. social is a huge channel for mobile. @BridgetRandolph
  93. 93. out of every 5 people who use Facebook daily access it on a mobile device @BridgetRandolph
  94. 94. social marketing mobile marketing. @BridgetRandolph
  95. 95. brands no longer own the conversation. @BridgetRandolph
  96. 96. @BridgetRandolph
  97. 97. small steps: allow your social media team to engage in a conversational way @BridgetRandolph
  98. 98. example: Dolphin Pub and Douwe Egberts read the full conversation here. @BridgetRandolph
  99. 99. big trend permission‟s not enough anymore. @BridgetRandolph
  100. 100. filter bubbles and curation
  101. 101. small steps: create content which people will want to share @BridgetRandolph
  102. 102. big trend peer-to-peer marketing ask yourself: “is it good enough to tell my friends about it?” @BridgetRandolph
  103. 103. small steps: make your content mobile-friendly 80% of Facebook and Twitter‟s daily users are accessing the app from a mobile device @BridgetRandolph
  104. 104. @BridgetRandolph
  105. 105. Discover Explore Buy Engage
  106. 106. Explore
  107. 107. once your users have your brand, @BridgetRandolph
  108. 108. that‟s just the @BridgetRandolph
  109. 109. you need to be aware of their . @BridgetRandolph
  110. 110. 4 main areas     tracking showrooming personalisation online/offline integration @BridgetRandolph
  111. 111. tracking @BridgetRandolph
  112. 112. track the person, not the device @BridgetRandolph
  113. 113. small steps: Universal Analytics @BridgetRandolph
  114. 114. User Based Tracking
  115. 115. showrooming @BridgetRandolph
  116. 116. view showrooming as an opportunity @BridgetRandolph
  117. 117. case study: Best Buy
  118. 118. in Feb 2013 they rolled out a permanent price matching policy based on results of the pilot Source @BridgetRandolph
  119. 119. personalisation @BridgetRandolph
  120. 120. small steps: recommendation engine
  121. 121. case study: LK Bennett
  122. 122. saw an 11% increase in conversions from this segment. Source @BridgetRandolph
  123. 123. 14% another test saw a increase in conversions from UK visitors when explicitly offered free 14 day returns. more Qubit case studies @BridgetRandolph
  124. 124. online-offline integration @BridgetRandolph
  125. 125. what NOT to do…
  126. 126. example: IKEA catalogue app
  127. 127. big trend recognise the value of every touchpoint/interaction along the customer journey @BridgetRandolph
  128. 128. last-click attribution is the devil.
  129. 129. Discover Explore Buy Engage
  130. 130. Buy
  131. 131. but…what about the actual conversion? @BridgetRandolph
  132. 132. 2 main areas - smarter checkout paths - online/offline integration @BridgetRandolph
  133. 133. smarter checkout paths @BridgetRandolph
  134. 134. Could it be the case that mobile is simply more of a research platform? Commenter on a blog post @BridgetRandolph
  135. 135. My cellphone isn't for buying, fb, amazon - it's just a phone (or gps) :) Commenter on a blog post @BridgetRandolph
  136. 136. WRONG. @BridgetRandolph
  137. 137. in the retail industry, mobile spend is expected to be by the end of 2013. @BridgetRandolph
  138. 138. smarter conversion paths for mobile. @BridgetRandolph
  139. 139. KISS. • IMG
  140. 140. Keep It Simple Stupid. @BridgetRandolph
  141. 141. small steps: link the form fields to the correct keyboard Smashing Mag article about touch keyboards @BridgetRandolph
  142. 142. link the form fields to the correct keyboard 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" /> Cheat sheet from Baymard @BridgetRandolph
  143. 143. small steps: only ask for information which is essential to complete the transaction @BridgetRandolph
  144. 144. only ask for essential information example: Amazon 1 Click
  145. 145. small steps: keep people logged in long-term @BridgetRandolph
  146. 146. thinking bigger: biometric tech @BridgetRandolph
  147. 147. example: Apple Store
  148. 148. small steps: don‟t neglect microconversions @BridgetRandolph
  149. 149. don’t neglect online/offline integration @BridgetRandolph
  150. 150. online/offline integration example: PayPal
  151. 151. big trend make mobile checkout EASY. @BridgetRandolph
  152. 152. big trend in-store mobile payment can also add convenience to checkout. @BridgetRandolph
  153. 153. big trend microconversions matter too. @BridgetRandolph
  154. 154. Discover Explore Buy Engage
  155. 155. Engage
  156. 156. 3 main areas - apps - email marketing - social @BridgetRandolph
  157. 157. apps @BridgetRandolph
  158. 158. Apple Store: 900,000+ apps Google Play: 1,000,000+ apps Source @BridgetRandolph
  159. 159. 7 10% of iPhone apps earned app store revenue for iPhone Source @BridgetRandolph
  160. 160. are you you need one? @BridgetRandolph
  161. 161. benefit: it‟s a walled garden. @BridgetRandolph
  162. 162. small steps: saving passwords in the phone @BridgetRandolph
  163. 163. small steps: ask yourself, does my app: 5 questions based on „For Mobile Devices, Think Apps, Not Ads‟, HBR Mar 2013 @BridgetRandolph
  164. 164. ask yourself, does my app: add convenience? @BridgetRandolph
  165. 165. ask yourself, does my app: offer unique value? @BridgetRandolph
  166. 166. ask yourself, does my app: provide social value? @BridgetRandolph
  167. 167. ask yourself, does my app: offer incentives? @BridgetRandolph
  168. 168. ask yourself, does my app: entertain? @BridgetRandolph
  169. 169. ask yourself, does my app: if not, you shouldn‟t build it. @BridgetRandolph
  170. 170. case study: Tesco Homeplus
  171. 171. their sales increased 130% in three months, and their number of registered users went up by Source 76% @BridgetRandolph
  172. 172. big trend creating a unique experience and meeting a specific user need @BridgetRandolph
  173. 173. email marketing @BridgetRandolph
  174. 174. of e-mails are opened on mobile devices. Source: US Consumer Device Preference Report (Q2 2013) @BridgetRandolph
  175. 175. email marketing IS mobile marketing. @BridgetRandolph
  176. 176. and who needs SMS promotions… @BridgetRandolph
  177. 177. …when you can send push notifications via email? @BridgetRandolph
  178. 178. small steps: send emails your customers want to open. @BridgetRandolph
  179. 179. send emails your customers want to open remember this?
  180. 180. send emails your customers want to open example: Innocent Drinks
  181. 181. small steps: use personalisation and context @BridgetRandolph
  182. 182. use personalisation and context avg. open rate for „triggered‟ emails is 4x higher than for email newsletters (45-55% vs 10%) Source @BridgetRandolph
  183. 183. use personalisation and context
  184. 184. small steps: use mobile-friendly email templates @BridgetRandolph
  185. 185. use mobile-friendly email templates • MailChimp • Campaign Monitor @BridgetRandolph
  186. 186. small steps: test your email campaigns with Litmus @BridgetRandolph
  187. 187. social @BridgetRandolph
  188. 188. social is not just a part of the discovery process. @BridgetRandolph
  189. 189. a great channel for maintaining customer loyalty. @BridgetRandolph
  190. 190. example: Red Bull Wings
  191. 191. http://wings.redbullusa.com/ @BridgetRandolph
  192. 192. big trend make current customers feel appreciated. @BridgetRandolph
  193. 193. big trend individually personalised, if possible. @BridgetRandolph
  194. 194. bonus example
  195. 195. merging online-offline worlds… @BridgetRandolph
  196. 196. …but more importantly, @BridgetRandolph
  197. 197. the takeaway of this presentation: @BridgetRandolph
  198. 198. extreme personalisation and context recognition @BridgetRandolph
  199. 199. BMW‟s #MININotNormal campaign Source @BridgetRandolph
  200. 200. (individual) at the centre @BridgetRandolph
  201. 201. great use of personalisation and context @BridgetRandolph
  202. 202. online/offline integration @BridgetRandolph
  203. 203. loyalty to customers @BridgetRandolph
  204. 204. social reach @BridgetRandolph
  205. 205. 1,941 customers reached. 46,660 YT views just on this video. @BridgetRandolph
  206. 206. final takeaways
  207. 207. to „do mobile‟ right: @BridgetRandolph
  208. 208. make it a core technology @BridgetRandolph
  209. 209. keep the at the centre @BridgetRandolph
  210. 210. ask yourself: @BridgetRandolph
  211. 211. How can I use mobile tech to anticipate and fulfill my users’ needs? @BridgetRandolph
  212. 212. Surely these are all just „marketing‟ principles, though? @BridgetRandolph
  213. 213. true. @BridgetRandolph
  214. 214. mobile isn‟t separate anymore. @BridgetRandolph
  215. 215. in some ways, it‟s just another „browser‟. @BridgetRandolph
  216. 216. it won‟t be easy, but it will be @BridgetRandolph
  217. 217. so buckle up and enjoy the ride!
  218. 218. thanks. key takeaways • mobile‟s not separate anymore • track the person not the device • serve the users‟ needs first BRIDGET RANDOLPH @BridgetRandolph
  219. 219. Other references, sources, and image credits Customer Lifecycle concept: http://blogs.forrester.com/corinne_munchbach/13-01-22bye_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-inSouth-Korea-1.jpg Personalised Email: http://econsultancy.com/uk/blog/63641-a-critical-look-at-some-of-today-s-most-relevant-emailmarketing-questions roller coaster: http://rctgo.com/assets/images/games/nolimits/screenshots/11.jpg

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