From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Converting The Mobile Visitor. PRESENTATION: Charlie’s Angels Converting the Mobile Customer - Given by Lisa Williams, @seopollyanna - Sustainable Digital Marketing, President/Founder. #SMX #14C

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Leadership, Task Completion & Alignment
Charlie’s Angels:
Converting the Mobile Customer

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In a Post-Mobilegeddon World...
3 women will fight to save the planet from lousy mobile
conversion

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▪ Leadership
▪ Task Completion
▪ Alignment
3 STRATEGIES FOR MOBILE SUCCESS

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“Everyone needs a Charlie...and a Bosley”

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“68% of projects don’t
have a project
sponsor”
pmi.org

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“Project sponsor provides a
clear vision and works with
managers to support path to
execution” pmi.org

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▪ Data
▪ Competition
▪ Money
▪ Fear
HOW DO WE GET SPONSOR BUY-IN?

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DATA
Digital Marketing % of Total Program Spend
▪ 2009 13%
▪ 2010 19%
▪ 2011 26%
▪ 2012 29%
▪ 2013 34%
▪ 2014 39%
▪ 2015 44%
▪ 2016 50%

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COMPETITION

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MONEY

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FEAR

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BOSLEY ON LEADERSHIP
“All my Angels. The heart is a muscle. In
bodybuilding, we exercise the muscle, and it
grows bigger and stronger. It’s the same with
the heart." Bosley
"Leadership is a muscle, the more you
exercise it, the stronger it is.”

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“Good leadership is hard to measure on a
daily basis which is why so many default to
doing what’s easy to measure"
SIMON SINEK ON LEADERSHIP

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▪ Leadership
▪ Task Completion
▪ Alignment
3 STRATEGIES FOR MOBILE SUCCESS

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▪ Sign Up
▪ Information Inputs
▪ Feature Selection
▪ Upsell/Cross Sell
▪ Scrolling Signal
▪ Cross Device Flow
TASK COMPLETION
▪ Location
▪ Payment Integration
▪ Calling
▪ User Testing
▪ Survey
▪ Page Load

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SIGN UP
Do you really need to
know my birthday for me
to sign up from mobile?

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SIGN UP
Do you really need to know my
educational background for me
to sign up from mobile?

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INFORMATION INPUTS
You just made your information
requirement so easy.

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FEATURE SELECTION

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CROSS SELL/UP SELL

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SCROLLING
Hot Jar for testing scroll signals & lift

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CROSS-DEVICE FLOW
We
need
this!

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LOCATION
Not closest to me, not easy to
use, not connected to my
product search.

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LOCATION
Combined my product
search with location
search.

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PAYMENT INTEGRATION

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CALL

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MOBILE FIRST PLATFORMS

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USER TESTING

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QUALITATIVE

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▪ Leadership
▪ Task Completion
▪ Alignment
3 STRATEGIES FOR MOBILE SUCCESS

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ALIGNING LEADERSHIP & TASK COMPLETION
“Alignment is important to
project success. It requires
agreement on priorities
and process” pmi.org

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PRIORITIZE TEAM INTEGRATION POINTS

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PRIORITIZE CHANNELS
“44% of TV watchers will
search for company name
after brand reference”

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PRIORITIZE BEHAVIOR
“70% of mobile purchases
started with a call”

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PRIORITIZE METHODOLOGY

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PRIORITIZE EXPERTISE

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PRIORITIZE LEADERSHIP
15% of success is due to technical
knowledge.
85% of success is due to skills in "human
engineering", the ability to communicate,
negotiate and lead.
Carnegie Institute

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PRIORITIZE MEASUREMENT
“He who owns your attribution model owns
your budget.”

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▪ http://bit.ly/smx-advanced-mobile
RESOURCES

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When Everybody Clicks
http://www.wheneverybodyclicks.com
@SEOPollyAnna
Lisa@sustainabledigitalmarketing.com
541 903-1350
Tweet me to get
“When Everybody
Clicks” ebook for free!
@SEOPollyAnna
Best Tweet gets an
interview and
inclusion in the video.

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THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015