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Mobile Lead Generation Strategies - How to Get More from Your Mobile Traffic

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Mobile visitors offer an incredible business opportunity. They now represent a majority of the web traffic. However, there is a problem: converting smartphone visitors into leads proves continuously difficult because of UX and SEO challenges.

Read how you can overcome these challenges using mobile-specific strategies such as bars, mobile-optimized popups and adapted forms.

Published in: Marketing
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Mobile Lead Generation Strategies - How to Get More from Your Mobile Traffic

  1. 1. Mobile Lead Generation Strategies How to Get More from Your Mobile Traffic
  2. 2. Greg d’Aboville Head of Growth at WisePops, a SaaS popup solution Ex-Amazon, Ex-Rakuten References: Fender, D&G, KlientBoost, Greenpeace Who am I?
  3. 3. The Mobile Opportunity
  4. 4. Mobile is a huge opportunity... Percentage of all global web pages served to mobile phones from 2009 to 2018 Source: WeAreSocial Shareoftraffic(%)
  5. 5. Mobile internet traffic as percentage of total web traffic as of January 2018 Mobile is a huge opportunity... Source: WeAreSocial
  6. 6. Mobile is a huge opportunity...
  7. 7. Mobile is a huge opportunity... “Mobile-first indexing means that we'll use the mobile version of the content for indexing and ranking, to better help our – primarily mobile – users find what they're looking for.”
  8. 8. Mobile is a huge opportunity... Both e-commerce... ...And B2B are concerned Source: Monetate Ecommerce Quarterly Report Source: Think With Google
  9. 9. ...But comes with its challenges
  10. 10. ...But comes with its challenges Limited bandwidth -65% Average mobile download speed: 22.7 Mbps Average desktop download speed: 64.2 Mbps
  11. 11. ...But comes with its challenges Limited bandwidth -65% -73% Smaller screens Most popular mobile screen resolution: 360x640 Most popular desktop screen resolution: 1366x768
  12. 12. ...But comes with its challenges Limited bandwidth Touch controls -65% -73% Smaller screens “Make everything bigger than it would be on desktop” UX for the Masses
  13. 13. ...But comes with its challenges Limited bandwidth Touch controls Google rules -65% -73% Smaller screens “Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible.” Google Webmasters Blog
  14. 14. Don’t give up!
  15. 15. Mobile Lead Generation Is a Must! Lower Conversion Rate (-12% in ecom.) Source Often used during the first step of the research process Source Marketers need a way to retarget these mobile visitors to increase their conversion rate. Shorter attention span (-29% page views/session in ecom.) Source
  16. 16. Mobile lead generation is a must Largest shoe retailer in Australia 59% of emails are collected on mobile 43% of emails are collected on mobile
  17. 17. Why Desktop Strategies Don’t Work on Mobiles
  18. 18. Desktop strategy 1: Forms & landing pages ● Too many fields ● Not responsive ● PDF is not ideal
  19. 19. Desktop strategy 2: Lead magnets ● Not responsive ● PDF is not ideal
  20. 20. Desktop strategy 3: Popups ● Google will penalize you ● Doesn’t look good on a smaller screen
  21. 21. SEO Focus: Google’s recommendation
  22. 22. SEO Focus: Google’s recommendation
  23. 23. Mobile Strategies that Work
  24. 24. Strategy 1: Mobile-Specific forms ● Ask only for their email and qualify it with a follow-up email ● Or break down the form into several steps ● Optimize the form for touch interfaces
  25. 25. Strategy 1: Mobile-Specific forms Strip down your form
  26. 26. Strategy 1: Mobile-Specific forms Break down the different steps
  27. 27. Strategy 2: Mobile popups ● Use a popup that takes less than 30% of the user screen ● Use large buttons and closing buttons ● Ask only for their email
  28. 28. Strategy 2: Mobile popups
  29. 29. Strategy 3: CTA popups +48% emails ● Display a call-to-action that triggers your popup or form ● Use it on all relevant pages
  30. 30. Strategy 3: CTA popups Tease and convert
  31. 31. Focus: Skechers case study Displayed on landing Conversion rate: 1.97% Displayed after 1 page Conversion rate: 1.99% Displayed on every page Conversion rate: 2.95%
  32. 32. Strategy 4: Bars ● Display your bar on landing ● Test it on subsequent pages ● If possible, break down the subscription process in multiple steps
  33. 33. Strategy 5: Chatbots ● Trigger the chatbot after a few pages/seconds spent on site ● Make sure it doesn’t take more than 30% of the screen ● Make sure it’s easy to close
  34. 34. Wrap-Up ● Mobile is too big to be ignored ● Desktop lead generation techniques don’t work on mobile ● Use mobile forms, mobile-optimized popups, call-to- actions, bars or chatbots to make the most of your mobile traffic
  35. 35. Any questions?

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