Part 4: David Slocombe, Head of Mobile, Lastminute.com

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Mobile Web and Apps - Delivering the right experience to the right customer.

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Part 4: David Slocombe, Head of Mobile, Lastminute.com

  1. 1. Technology Solutions for Tourism Conference Friday 1 March 2013 Where Technology and Tourism CollaborateMobile web and apps – delivering the right experience to the right customer David Slocombe, Head of Mobile, Lastminute.com
  2. 2. MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCETO THE RIGHT CUSTOMERDAVE SLOCOMBE – HEAD OF MOBILE CHANNEL@DAVESLOCOMBE
  3. 3. TRAVEL GROWTHCLICK TO EDIT MASTER TITLE STYLE
  4. 4. LAST-MINUTE SEARCHESCLICK TO EDIT MASTER TITLE STYLE
  5. 5. GLOBAL GROWTH SNAPSHOTCLICK TO EDIT MASTER TITLE STYLE 100 – 200+ % 50 – 100 % GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]
  6. 6. MOBILE STRATEGYCLICK TO EDIT MASTER TITLE STYLE google Focus on acquisition through mobile website and optimising the experience to improve conversion for our current customers
  7. 7. CLICK TO EDIT MASTER TITLE STYLE KNOW YOUR CUSTOMER
  8. 8. CUSTOMER LIFECYCLECLICK TO EDIT MASTER TITLE STYLE SEO PAID Social DIRECT Viral Affiliate Understand your mobile trafficUse web analytics: which devices, traffic, referrers
  9. 9. CLICK TO EDIT MASTER WEB TO APP LIFECYCLE MOBILE TITLE STYLE Understand your mobile customer lifecycle
  10. 10. CLICK TO EDIT MASTER TITLE STYLE
  11. 11. CUSTOMER INSIGHTCLICK TO EDIT MASTER TITLE STYLE
  12. 12. CLICK TO EDIT MASTER TITLE STYLE INCREASE FIDELITY AND REPEAT
  13. 13. WEB DISCOVERABILITYCLICK TO EDIT MASTER TITLE STYLE Optimise your website for mobile traffic Advertise in search, social, affiliate channels,
  14. 14. REDUCING FRICTIONCLICK TO EDIT MASTER TITLE STYLE KISS – Keep it simple stupid! Do one thing well and focus on optimising it
  15. 15. CLICK TO EDIT MASTER WEB TO APP CONVERTING FROM TITLE STYLE Understand the value of an app vs mobile web to your customers, create a deeper relationship
  16. 16. CLICK TO EDIT MASTER TITLE STYLE KNOW YOUR CUSTOMER’S CONTEXT
  17. 17. CLICK DIFFERENT DEVICE CONTEXTS TO EDIT MASTER TITLE STYLE Travel companion Couch surfing Travel companion Shop browsing Couch surfing Larger purchases Always with you Shop browsing Personal Larger purchases In store Location aware Last-minute purchases
  18. 18. estaurantCLICK TO EDIT MASTER TITLE STYLE UK r user searches l ocations for restaurants
  19. 19. SEASONAL SEARCH DISTANCESCLICK TO EDIT MASTER TITLE STYLE April May June Oct Nov Dec
  20. 20. CLICK TO EDIT MASTER TITLE STYLE DO ONE THING WELL
  21. 21. CLICK TO EDIT MASTER HOTELS USA LASTMINUTE.COM TITLE STYLE Reduce friction KISS!
  22. 22. CLICK TO EDIT MASTER TITLE STYLE
  23. 23. CLICK TO EDIT MASTER TITLE STYLE
  24. 24. CLICK TO EDIT MASTER TITLE STYLE DELIVER WOW
  25. 25. CLICK TO EDIT MASTER TITLE STYLE Reduce friction Faster checkout Deliver Wow new technology a better user experience
  26. 26. DELIVER WOWCLICK TO EDIT MASTER TITLE STYLE
  27. 27. CLICK TO EDIT MASTER TAKEAWAYS TITLE STYLE • Know YOUR customer! – Know your primary traffic channels, devices, traffic, referrers – Get out of the building! Meet your customers regularly, show them early designs – Look for the Minimum in the Minimum Viable Product – Which customers would benefit from apps, which benefit from mobile web • Deliver WOW to get noticed, gain traction THANKYOU
  28. 28. To learn about ETAG visit www.etag.org.uk For information on conference exhibitors, go to www.etagdigitalexhibitionzone.comAudio, video, web and slidecast production for ETAG by creative content communications company Inner Ear: www.innerear.co.uk

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