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.
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Mobile Lead Generation Strategies - How to Get More from Your Mobile Traffic
- 1. Mobile Lead Generation Strategies How to Get More from Your Mobile Traffic
- 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?
- 4. Mobile is a huge opportunity... Percentage of all global web pages served to mobile phones from 2009 to 2018 Source: WeAreSocial Shareoftraffic(%)
- 5. Mobile internet traffic as percentage of total web traffic as of January 2018 Mobile is a huge opportunity... Source: WeAreSocial
- 6. Mobile is a huge opportunity...
- 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. Mobile is a huge opportunity... Both e-commerce... ...And B2B are concerned Source: Monetate Ecommerce Quarterly Report Source: Think With Google
- 9. ...But comes with its challenges
- 10. ...But comes with its challenges Limited bandwidth -65% Average mobile download speed: 22.7 Mbps Average desktop download speed: 64.2 Mbps
- 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. ...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. ...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. Don’t give up!
- 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. 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. Why Desktop Strategies Don’t Work on Mobiles
- 18. Desktop strategy 1: Forms & landing pages ● Too many fields ● Not responsive ● PDF is not ideal
- 19. Desktop strategy 2: Lead magnets ● Not responsive ● PDF is not ideal
- 20. Desktop strategy 3: Popups ● Google will penalize you ● Doesn’t look good on a smaller screen
- 21. SEO Focus: Google’s recommendation
- 22. SEO Focus: Google’s recommendation
- 23. Mobile Strategies that Work
- 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. Strategy 1: Mobile-Specific forms Strip down your form
- 26. Strategy 1: Mobile-Specific forms Break down the different steps
- 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. Strategy 2: Mobile popups
- 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. Strategy 3: CTA popups Tease and convert
- 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. Strategy 4: Bars ● Display your bar on landing ● Test it on subsequent pages ● If possible, break down the subscription process in multiple steps
- 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. 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. Any questions?
Editor's Notes
- Hi everyone! Thanks Alex for the introduction. Today I’d like to explore mobile lead generation strategies with you. I believe Mobile traffic is one of the biggest opportunity for marketers today, because it’s a huge part of web traffic. And while everybody talks about it, we see companies every day that haven't started to take advantage of this opportunity yet--but those who have achieve amazing results. I’ll use this presentation to show you how to make the most of your mobile traffic.
- But first, let me introduce myself quickly. I’m head of growth at WisePops. We’re a Saas company helping marketers grow their conversions with smart on-site messaging. We’re mainly focused on ecommerce. We work for example with Fender, Dolce & Gabbana, Nissan and more. We also work with B2B companies like Egress, TalentSprint and the KlientBoost agency.
- First, let’s see why mobile represents a unique opportunity.
- Mobile represents a huge share of the web traffic. Worldwide, it’s more than half of the web traffic.
- And in some countries, such as India, it represents almost 80% of the traffic.
- In terms of time, internet users in the US now spend 59% of their time on smartphones.
- Even Google, in one of their latest announcements on the Google blog insists on the change. According to them, we now live in a “primarily mobile” world.
- You may think that you’re not concerned.... But I doubt it. The change impacts both ecommerce, where mobile traffic represents 46% of the traffic. And B2B. According to Google, 50% of B2B searches happen on mobiles. In short, everyone is concerned. There’s no way you could say: “it doesn’t affect me”.
- In an ideal world, we would replicate the same strategies we use on desktop devices on mobile. But that’s not likely. There are four main differences between desktop and mobile which make it impossible.
- 1st reason desktop strategies can’t work on mobile: the bandwidth. On average mobile users have a bandwidth which is 65% lower than desktop users. In other words, you can’t afford to use the same kind of heavy visuals you use on desktop.
- Second reason why you need to adapt your strategy: Screens are also smaller. You won’t have the same visibility for your lead forms that you have on desktops and tablets.
- Third reason: touch controls. Using fingers instead of a mouse and keyboard impacts the user experience as well. Your buttons and links should be larger. Apple recommends a minimum target size of 44 pixels square. Forms take longer to fill in on mobile devices and can be frustrating for users.
- Fourth and last reason: Google. In January 2016, they started penalizing “intrusive interstitials”. This affects popups. I’ll come back to it later.
- It might be tempting to drop the ball altogether. But you would be missing out.
- We’ve already seen that mobile represents a large portion of your traffic. But it’s not all. Mobile visitors also have a shorter attention span. In other words, they’re more likely to leave your website without converting. This translates into a lower page views/session count. But also into a lower conversion rate. According to Monetate latest study, the average ecommerce conversion rate on mobiles is twelve percent lower than on desktop. Finally, mobile has a unique position in the buying process. According to Google, a lot of users start their search for products on mobile. Let’s recap the situation: mobile visitors are very valuable and less likely to convert. It’s crucial to collect their email to nurture them later.
- To give you an idea of the potential of mobile lead capture, I wanted to share the results of two retailers who use WisePops. Let’s start with Platypus Shoes. They’re the largest shoe retailer in Australia. About a year ago they started experimenting with mobile-optimized popups. Today, they collect a majority of their emails on mobile devices. Then we have Skechers. They started using call-to-action popups (I’ll explain later what they are) about 5 months ago. Today they get 43% of their emails on mobile. Given the conversion potential of email marketing, this means a large opportunity with no extra cost involved.
- Before discussing the best strategies on mobile, let’s discuss first the ‘traditional’ lead generation techniques and why they’re not adapted to mobile
- Here’s a classic landing page that I found on Kissmetrics. It features Six (six!) fields. Of course it looks awful on a mobile. There’s also the question of the incentive… What will I do of this PDF on my mobile.It’s probably not the best choice for a mobile user.
- Then we have this content upgrade that I found on Backlinko. Brian Dean claims it converts almost 5% of his visitors into email subscribers. We suspect that most of them are actually using a desktop because the form looks weird on a mobile phone. And again, I don’t know what they can do with this PDF.
- Then we have the popups. Our average popup conversion rate is 5.9% It would be great if we could use them on mobiles as well. But as you guessed, it’s not possible because of Google guidelines.
- Let stop a minute here to detail what Google said. First, what was Google’s intention with these rules? They wanted to combat “intrusive interstitials”. In other words, “popups that make the content of the page less accessible”. You can see on the left some examples of intrusive interstitials they shared. To do so, they created the following rules: If you’re displaying “intrusive interstitials”, display them after the landing page If you want to display a popup on the landing page, it should take less than 30% of the screen and be positioned at the bottom or the top of the screen, whatever the trigger you chose
- Now that we know the rules of the game, it's time to show you how you can win it.
- The first strategy is simple: adapt your desktop forms to mobile rules. There are two easy ways you can do this: Option 1: Strip down the form and ask for the email address only. Then send a follow-up email to qualify the lead. Option 2: Break down the form in a few steps > it won’t deter the users and it will allow you to use larger fields and buttons. Let’s see illustrations of these two strategies
- First illustration comes from Intercom. They replaced a long form with a simple email field. Simple and efficient. You just have to share your email address and that’s it!
- Here’s another illustration from Klientboost. Their form is still long, but it’s broken down. If you use Typeform, you should be familiar with this kind of form already.
- Second strategy: use mobile-optimized popups. Here’s an example from Timberland. The popup is displayed on landing to new visitors. It takes less than 30% of the screen and doesn’t obscure the content of the page. It’s quick to design and very visible...
- And here some more examples of mobile-optimized popups
- Let’s discuss the third strategy: call-to-action popups. With CTA popups, you display a call-to-action instead of a popup. The user has to click the call-to-action to trigger your mobile form. It comes with a few advantages: As it’s small and non intrusive, you can display it on multiple pages, not just the landing pages It’s compliant with Google guidelines The users choose if and when they want to click your call-to-action. It’s a better experience for them.
- Here’s an example on Shoptiques. They display a teaser (New to shoptiques?). When a visitor clicks on their teaser. they get just a little more...and another screen...and another...until they're pulled in far enough for the signup offer to convert. It's very subtle...Nicely done!
- And here’s an A/B/C test we did with Skechers Australia. We tested 3 different campaigns. In the first version, we displayed a mobile-optimized popup on landing. Conversion rate was about 2% In the second, we displayed a lightbox after one page. Conversion rate was about the same, 2% In the last version, we used a call-to-action displayed on all pages except the checkout pages The results were quite astonishing. Without any coupon, they converted 2.95% of their new mobile visitors into subscribers! What’s interesting here is that it was very easy to design, they didn’t spend any money on the incentive and it worked...
- Let’s discuss the fourth strategy now: bars. They’re becoming increasingly popular in ecommerce. They have a few advantages as well As mobile-optimized popups they respect Google guidelines They take less space than popups They’re easy to put in place. Most popup builders allow you to design bars.
- It’s time to present the fifth and last mobile lead generation technique: Chatbot. Here’s an example on Drift. It’s non intrusive and highly personalized. See, they know I work for WisePops and they actually use the name of my company in their lead.Smart, right? And it can engage your visitors even when your team is offline. The limiting factor on the chatbot is that you need a sales team to answer the questions. It also takes quite some time to configure the playbooks. As it’s difficult to scale, it’s mostly a B2B technique.
- We’re done. It’s time to recap what we learned. 1st: Mobile is too big to be ignored. Whether you’re in B2B or ecommerce, mobile users represent a large share of your audience. 2nd element to keep in mind: Desktop lead generation techniques don’t work on mobile. This means and that’s the third point, that you need a mobile-specific strategy. You can use mobile forms, mobile-optimized popups, call-to-action popups, bars or chatbots to make the most of your mobile traffic