Create Conversion-Friendly         Mobile Landing Pages                               Audio: Use your microphone and speak...
Create Conversion-Friendly Mobile Landing Pages            Tips for Webinar Attendees    • Audio problems? Click the Probl...
Create Conversion-Friendly Mobile Landing Pages              Jon Stookey              Senior Strategist              Desig...
Create Conversion-Friendly         Mobile Landing PagesJon StookeySenior Strategist@designkitchen                         ...
Create Conversion-Friendly Mobile Landing Pages     The cell phone has    more computing power    than NASA circa 1969    ...
Create Conversion-Friendly Mobile Landing Pages  A TECHNOLOGY  ENABLED   REVOLUTION,   OF THE PEOPLE,   BY THE PEOPLE,   F...
Create Conversion-Friendly Mobile Landing Pages AND THAT MEANS YOU TOO  And its not just teens.     39% of Smartphone owne...
Create Conversion-Friendly Mobile Landing Pages  MARKETERS  NEED TO ADJUST   TO THIS NEW  CONNECTED WORLD  Digital network...
Create Conversion-Friendly Mobile Landing Pages  MOBILE IS THE  BRIDGE THAT  CONNECTS US TO  EVERYTHING  Mobile brings dig...
Create Conversion-Friendly Mobile Landing Pages WELCOME TO THE POST PC ERA By the start of 2011, Smartphones/tablets outso...
Create Conversion-Friendly Mobile Landing Pages MORE TIME SPENT  WITH DEVICES Mobile is fastest growing major media.   Con...
Create Conversion-Friendly Mobile Landing Pages Android	  and	  iOS	  connue	  to	  take	  the	  lions	  share	  of	  the	...
Create Conversion-Friendly Mobile Landing Pages IT’S ALREADY DRIVING REAL REVENUE                            ebay is proje...
Create Conversion-Friendly Mobile Landing Pages MOBILE INTERNET USERS > DESKTOP BY 2014                                   ...
Create Conversion-Friendly Mobile Landing Pages   THE IMPORTANT SHIFT   IS AVAILABILITY.   NOW, OUR BEHAVIOR   HAS CHANGED...
Create Conversion-Friendly Mobile Landing Pages  MOBILE AFFECTS BEHAVIOR  ACROSS THE ENTIRE  CONSUMER JOURNEY The traditio...
Create Conversion-Friendly Mobile Landing Pages  OPPORTUNITY:  LOYALTY                                              design...
thank youJon StookeySenior Strategist@designkitchen                             #mobilelpo
Create Conversion-Friendly       Mobile Landing PagesBruce ErnstVP, Product Management@monetate                           ...
Create Conversion-Friendly Mobile Landing Pages                                         #mobilelpo
Create Conversion-Friendly Mobile Landing Pages                                         #mobilelpo
Create Conversion-Friendly Mobile Landing Pages                                         #mobilelpo
Create Conversion-Friendly Mobile Landing Pages                                         #mobilelpo
Create Conversion-Friendly Mobile Landing Pages                                         #mobilelpo
Create Conversion-Friendly Mobile Landing Pages                                         #mobilelpo
Create Conversion-Friendly Mobile Landing Pages                                         #mobilelpo
Create Conversion-Friendly Mobile Landing Pages                      Mobile...                     ‣ plus ça change, plus ...
Create Conversion-Friendly Mobile Landing Pages  The Mobile Lens      ‣    Who is Searching?      ‣    Why are they search...
Create Conversion-Friendly Mobile Landing Pages    Why                                            are they searching?     ...
Create Conversion-Friendly Mobile Landing Pages                      New vs.                      Returning               ...
Create Conversion-Friendly Mobile Landing Pages Copy       ‣    Take the time to make it short       ‣    Grab attention q...
Create Conversion-Friendly Mobile Landing Pages Geography                                         #mobilelpo
Create Conversion-Friendly Mobile Landing Pages The Right Technographics                      ‣     Real estate           ...
Create Conversion-Friendly Mobile Landing Pages Don’t Stop at the Landing Page                      ‣    If you don’t conv...
Create Conversion-Friendly Mobile Landing Pages             Usable?                                         #mobilelpo
Create Conversion-Friendly Mobile Landing Pages                Useful?                                         #mobilelpo
Create Conversion-Friendly Mobile Landing Pages Test, Test, and Test    ‣    Nobody really has the definitive answers    ‣...
Create Conversion-Friendly Mobile Landing Pages                   To Sum up...                   ‣    Make it usable      ...
thank youBruce ErnstVP, Product Management@monetate                         #mobilelpo
Create Conversion-Friendly        Mobile Landing PagesMichael AhearnVP, Customer Development & Marketing@iloopmobile      ...
Create Conversion-Friendly Mobile Landing Pages     Let’s Get Real About Mobile     Mobile Sites Are No Longer Optional   ...
Create Conversion-Friendly Mobile Landing Pages      Shoppers: Who’s Doing It and How Much?      2009 Holiday Retail Seaso...
Create Conversion-Friendly Mobile Landing Pages      The Web is not the Web       A PC Site is NOT a Mobile Site…!        ...
Create Conversion-Friendly Mobile Landing Pages      Why is This Important? Customer Expectations.           The Impatient...
Create Conversion-Friendly Mobile Landing Pages     Evolution of Lexus Mobile Web        Standard “PC” HTML!   1st Mobile ...
Create Conversion-Friendly Mobile Landing Pages     Mobile Site vs. Mobile Landing Page     Mobile Site     •  Objective 1...
Create Conversion-Friendly Mobile Landing Pages     The Web Today: Mobile ≥ Online     Well strategized and designed     m...
Create Conversion-Friendly Mobile Landing Pages     Comprehensive mCommerce Site     Steve Madden Mobile Site     •  Full ...
Create Conversion-Friendly Mobile Landing Pages     Making mCommerce Social     Steve Madden Mobile Site Evolution     •  ...
Create Conversion-Friendly Mobile Landing Pages      Strategic Takeaways     •    Develop a master (gorgeous) brand master...
Create Conversion-Friendly Mobile Landing Pages     Tactical Takeaways     Sites and Landing Pages     •  Remember it is a...
thank youMichael AhearnVP, Customer Development & Marketing@iloopmobile                                       #mobilelpo
Create Conversion-Friendly      Mobile Landing PagesQuestions & Answers             Follow @monetate on   #mobilelpo
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Create Conversion-Friendly Mobile Landing Pages (Webinar)

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Watch the webinar: http://monetate.com/webinar/create-conversion-friendly-mobile-landing-pages/

If you’re not creating and optimizing landing pages for mobile visitors, you’re more likely to generate frustration and anger than to get a conversion. Learn how to create effective mobile landing pages and what makes them different from conventional landing pages. You’ll also hear about:

• Mobile trends and the current state of mobile commerce;
• Strategies to help connect with mobile visitors; and
• Ways to see through the “mobile lens” using technographic data, effective copy, and more.

Featuring:

• Jon Stookey, Senior Strategist, Designkitchen
• Bruce Ernst, Vice President, Product Management, Monetate
• Michael Ahearn, Vice President, Customer Development & Marketing, iLoop Mobile

Published in: Business, Technology
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Create Conversion-Friendly Mobile Landing Pages (Webinar)

  1. 1. Create Conversion-Friendly Mobile Landing Pages Audio: Use your microphone and speakers or call inMay 2, 2012 • 2 pm ET using your telephone. Phone Number: (415) 363-0075 Webinar ID: 368-616-680 Follow @monetate on #mobilelpo
  2. 2. Create Conversion-Friendly Mobile Landing Pages Tips for Webinar Attendees • Audio problems? Click the Problem Dialing In link or switch to the webinar phone bridge and make sure your phone is muted. • Use the Question box within GoToWebinar to ask a question or use the webinar hashtag #mobilelpo. • A recording of the webinar with the slide deck will be available at monetate.com/webinars within 1 or 2 business days. #mobilelpo
  3. 3. Create Conversion-Friendly Mobile Landing Pages Jon Stookey Senior Strategist Designkitchen Bruce Ernst VP, Product Management Monetate Michael Ahearn VP, Customer Development & Marketing iLoop Mobile #mobilelpo
  4. 4. Create Conversion-Friendly Mobile Landing PagesJon StookeySenior Strategist@designkitchen #mobilelpo
  5. 5. Create Conversion-Friendly Mobile Landing Pages The cell phone has more computing power than NASA circa 1969 #mobilelpo
  6. 6. Create Conversion-Friendly Mobile Landing Pages A TECHNOLOGY ENABLED REVOLUTION, OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE. The dispersion of digital devices has made the availability of social technology, media and communication almost ubiquitous. This has made an astonishing impact on consumer culture and behavior. The possibilities this has created are transforming the world as we know it. ! #mobilelpo
  7. 7. Create Conversion-Friendly Mobile Landing Pages AND THAT MEANS YOU TOO And its not just teens. 39% of Smartphone owners use their device in the bathroom. 90% of cell phone users (18 – 29) have slept with their phone #mobilelpo
  8. 8. Create Conversion-Friendly Mobile Landing Pages MARKETERS NEED TO ADJUST TO THIS NEW CONNECTED WORLD Digital networks are increasing the fluidity of all media. This permanent flow of connections brings new business possibilities and the human impact potential of elevating our relationships. #mobilelpo
  9. 9. Create Conversion-Friendly Mobile Landing Pages MOBILE IS THE BRIDGE THAT CONNECTS US TO EVERYTHING Mobile brings digital into the real world. Connects offline brand experiences to online experiences and vice versa. Mobile is the convergence hub. #mobilelpo
  10. 10. Create Conversion-Friendly Mobile Landing Pages WELCOME TO THE POST PC ERA By the start of 2011, Smartphones/tablets outsold PCs + laptops. #mobilelpo
  11. 11. Create Conversion-Friendly Mobile Landing Pages MORE TIME SPENT WITH DEVICES Mobile is fastest growing major media. Consumers spending increasing amounts of time on mobile devices. #mobilelpo
  12. 12. Create Conversion-Friendly Mobile Landing Pages Android  and  iOS  connue  to  take  the  lions  share  of  the  market  –  with   Blackberry  connuing  to  slide  into  obsolescence.  However,  recent   launches  on  Windows  Phone  by  Nokia  and  significant  buzz  around  the   launch  of  Windows  Phone  8  by  Microso:  indicates  a  strong  third-­‐ place  contender. #mobilelpo
  13. 13. Create Conversion-Friendly Mobile Landing Pages IT’S ALREADY DRIVING REAL REVENUE ebay is projecting $4 BILLION In sales via mobile by the of 2011. By 2015, mobile commerce expected to reach $28.7 billion in the US alone (from $2.9b in 2010) Source: Mobile Marketer, 2011 #mobilelpo
  14. 14. Create Conversion-Friendly Mobile Landing Pages MOBILE INTERNET USERS > DESKTOP BY 2014 Source: Morgan Stanley, 2010 #mobilelpo
  15. 15. Create Conversion-Friendly Mobile Landing Pages THE IMPORTANT SHIFT IS AVAILABILITY. NOW, OUR BEHAVIOR HAS CHANGED A revolution doesn t happen when society adopts new tools it happens when society adopts new behaviors. - Clay Shirky #mobilelpo
  16. 16. Create Conversion-Friendly Mobile Landing Pages MOBILE AFFECTS BEHAVIOR ACROSS THE ENTIRE CONSUMER JOURNEY The traditional funnel is dead. New aware/ consider Social and mobile allows Customers! consumers to engage with bond evaluate the brand in new ways pre and post purchase. Existing advocate Customers! enjoy purchase #mobilelpo
  17. 17. Create Conversion-Friendly Mobile Landing Pages OPPORTUNITY: LOYALTY design 35% of respondents interested in a mobile loyalty program from a trusted brand. Hipcricket, “2010 Mobile Response Survey” Just 9% were already participating in such a program. Membership in U.S. loyalty rewards programs has reached 1.3 billion, almost four times the national population. #mobilelpo
  18. 18. thank youJon StookeySenior Strategist@designkitchen #mobilelpo
  19. 19. Create Conversion-Friendly Mobile Landing PagesBruce ErnstVP, Product Management@monetate #mobilelpo
  20. 20. Create Conversion-Friendly Mobile Landing Pages #mobilelpo
  21. 21. Create Conversion-Friendly Mobile Landing Pages #mobilelpo
  22. 22. Create Conversion-Friendly Mobile Landing Pages #mobilelpo
  23. 23. Create Conversion-Friendly Mobile Landing Pages #mobilelpo
  24. 24. Create Conversion-Friendly Mobile Landing Pages #mobilelpo
  25. 25. Create Conversion-Friendly Mobile Landing Pages #mobilelpo
  26. 26. Create Conversion-Friendly Mobile Landing Pages #mobilelpo
  27. 27. Create Conversion-Friendly Mobile Landing Pages Mobile... ‣ plus ça change, plus cest la même chose ‣  Une page datterrissage générique qui ne tient pas compte de ses utilisateurs et de leur contexte sera toujours inutile, même après que vous le rendre utilisable. #mobilelpo
  28. 28. Create Conversion-Friendly Mobile Landing Pages The Mobile Lens ‣  Who is Searching? ‣  Why are they searching? ‣  Have you answered their question? ‣  Can you do more? #mobilelpo
  29. 29. Create Conversion-Friendly Mobile Landing Pages Why are they searching? ‣  because they are in a store? ‣  because they are on the train? ‣  because they are killing time? ‣  their date is late and they don’t want to look awkward #mobilelpo
  30. 30. Create Conversion-Friendly Mobile Landing Pages New vs. Returning GMHECA ‣  Fundamentally different ‣  Do returning visitors have a purpose? ‣  Are they less likely to be just killing time? ‣  Is this an acquisition opportunity or are you playing defense? #mobilelpo
  31. 31. Create Conversion-Friendly Mobile Landing Pages Copy ‣  Take the time to make it short ‣  Grab attention quickly ‣  Short & Sweet ‣  Think tweet ‣  Headlines really matter ‣  Use urgency and emotion #mobilelpo
  32. 32. Create Conversion-Friendly Mobile Landing Pages Geography #mobilelpo
  33. 33. Create Conversion-Friendly Mobile Landing Pages The Right Technographics ‣  Real estate ‣  Use it if you have it ‣  Think about speed ‣  Android vs iPhone - not so big a deal ‣  WiFi vs. 3G/Edge - a bigger deal #mobilelpo
  34. 34. Create Conversion-Friendly Mobile Landing Pages Don’t Stop at the Landing Page ‣  If you don’t convert on the landing page… ‣  Watch your links ‣  Keep your offers consistent #mobilelpo
  35. 35. Create Conversion-Friendly Mobile Landing Pages Usable? #mobilelpo
  36. 36. Create Conversion-Friendly Mobile Landing Pages Useful? #mobilelpo
  37. 37. Create Conversion-Friendly Mobile Landing Pages Test, Test, and Test ‣  Nobody really has the definitive answers ‣  We don t yet fully understand the effect of the mobile lens ‣  Use a tool designed for the purpose ‣  Don’t be afraid to be daring #mobilelpo
  38. 38. Create Conversion-Friendly Mobile Landing Pages To Sum up... ‣  Make it usable ‣  Make it useful ‣  Make it relevant ‣  Don t stop at the landing page ‣  Test, test, test #mobilelpo
  39. 39. thank youBruce ErnstVP, Product Management@monetate #mobilelpo
  40. 40. Create Conversion-Friendly Mobile Landing PagesMichael AhearnVP, Customer Development & Marketing@iloopmobile #mobilelpo
  41. 41. Create Conversion-Friendly Mobile Landing Pages Let’s Get Real About Mobile Mobile Sites Are No Longer Optional By 2013 more people will access the Internet on their phones than on their PCs, more than half of mobile users in the US will have smart phones1 •  95% of smart phone users have searched for local information.2 Consumers think search, not download (apps). •  61% have called the business after searching, and 59% visit the store location2 •  90% act within 24 hours2 It’s Not About Apps! Apps are the maraschino cherry on the dessert. If you’re not a bank, hotel, airline or in healthcare, apps are probably your last priority. Messaging & mobile web are the protein and water of mobile marketing. •  81% of users prefer mobile sites to apps for researching prices3 •  79% prefer mobile sites for product reviews3 •  63% prefer sites for mobile purchases3 1) Gartner 2011 2) Google/Ipsos “The Mobile Movement, Understanding Smart Phone Users 2011 3) Adobe Systems, Adobe Mobile Experience Survey 2011; eMarketer 2011 #mobilelpo
  42. 42. Create Conversion-Friendly Mobile Landing Pages Shoppers: Who’s Doing It and How Much? 2009 Holiday Retail Season (Nov. 25-Dec.20) 51% of consumers 18-65 used mobile phones for in-store activities. •  comparison shopping •  product info •  coupons •  peer feedback 64% Generation Y shoppers ages 18-34 To be clear, this was 2 years ago. Motorola 2009 Retail Holiday Season Shopper Study, Nov.25-Dec.20, 2009. 4,534 shoppers ages 18-65, 11 countries including 2,098 North American shoppers. #mobilelpo
  43. 43. Create Conversion-Friendly Mobile Landing Pages The Web is not the Web A PC Site is NOT a Mobile Site…! Lexus Mobile Site •  Broken formatting Designed for Mobile! •  Broken navigation •  Missing images & elements •  Flash inoperative and invisible •  No size recognition #mobilelpo
  44. 44. Create Conversion-Friendly Mobile Landing Pages Why is This Important? Customer Expectations. The Impatient, Brutal Customer •  71% expect it to load as fast as a desktop (3 sec or less) •  Consumers will try a mobile site 2 times or less if it doesn’t load initially •  57% would not recommend a business with a bad mobile site •  40% have turned to a competitor’s site after a bad mobile experience The Good News!2 •  70% of smart phone users compared product prices on their phones •  65% have read product reviews on their phones •  50% of mobile searches lead to purchase 1) Compuware “What Users Want from Mobile 2011 2) Lightspeed Research 2010; Google/Ipsos “The Mobile Movement, Understanding Smart Phone Users 2011 #mobilelpo
  45. 45. Create Conversion-Friendly Mobile Landing Pages Evolution of Lexus Mobile Web Standard “PC” HTML! 1st Mobile Design/Optimization! 2nd Generation Mobile UI! #mobilelpo
  46. 46. Create Conversion-Friendly Mobile Landing Pages Mobile Site vs. Mobile Landing Page Mobile Site •  Objective 1: Brand awareness & rich content •  Objective 2: mCommerce •  Option for promotional marketing Mobile Landing Page •  Objective 1: Primarily direct marketing & promos •  SME first presence “flag in the ground” •  Needs push messaging (SMS/MMS) or display ads •  Key option to a landing page: MMS #mobilelpo
  47. 47. Create Conversion-Friendly Mobile Landing Pages The Web Today: Mobile ≥ Online Well strategized and designed mobile web can in fact deliver more than online web because it’s Internet on a device that’s mobile, that can make a voice call.! •  Site localized for the user by zip code query–system then delivers local dealer’s site built from standardized brand template •  Individual dealer sites feature content and information specific to that dealership (used car inventory etc.) but in national brand design environment •  Content includes new model info, pre-owned inventory, directions with map, specials, and service & parts info •  Videos of Lexus models •  Click-to-call triggers call to dealership •  Viral “tell-a-friend” site forwarding #mobilelpo
  48. 48. Create Conversion-Friendly Mobile Landing Pages Comprehensive mCommerce Site Steve Madden Mobile Site •  Full mCommerce environment for shoe purchases •  Uses familiar Web design and interface for mobile site •  Not an app, this has the full reach of mobile Internet (mobile Web browsing has nearly 30% use penetration across all mobile users) •  Include “You Might Like” engine to make buying experience even better Results* •  10.5% of total Web traffic for Steve Madden is coming from mobile •  250% increase in traffic from 5/10-10/10 •  Percentage of total Web traffic that is mobile is trending upwards fast: April 2010 4.4%, May 7.9%, June 8.6%, July 9.5%, October 10.5% •  880,000 visits in 6 months totaling 6.25 million minutes •  Average time on site 7 minutes •  In 6 months 7,856 products sold on mobile site for $520,866 in revenue with average order at $83.70 *Source: Mobile Marketer 10/27/10 #mobilelpo
  49. 49. Create Conversion-Friendly Mobile Landing Pages Making mCommerce Social Steve Madden Mobile Site Evolution •  Social marketing enablement added to mCommerce functionality •  Uses Facebook “Like” functionality that is pasted to users Facebook wall •  Enables viral product marketing tactics •  Includes “You Might Like” engine to make buying experience even better •  The addition of the social elements Increased traffic 30% in 24 hours •  Using Metrics: shoes that get the most “likes” get special promotions focusing marketing on higher performing products to increase revenue •  To drive people to use “Like” in mobile site, Steve Madden promotes functionality in their own Facebook page #mobilelpo
  50. 50. Create Conversion-Friendly Mobile Landing Pages Strategic Takeaways •  Develop a master (gorgeous) brand master template that is brand consistent with the rest of your marketing. Don’t skimp. •  However, the template must respond to and create device specific requirements and experiences. •  In the US, the traffic is on smart phones. Focus there. Worldwide, it’s another story. •  Understand penetration, use, and evolving capabilities of different handset platforms and OS and optimize for them— you’ll need a partner for this. •  Use a centralized CMS to feed the site template. •  Always deliver a high performance experience. #mobilelpo
  51. 51. Create Conversion-Friendly Mobile Landing Pages Tactical Takeaways Sites and Landing Pages •  Remember it is a mobile site, not a web site—do not think PC when you’re mobile, it’s like thinking radio when you’re TV •  Find out why your customers are visiting your brand on a mobile device and what they are looking to do •  Don’t let the sophisticated get in the way of the effective: click to call, directions, store hours etc. are key •  You must promote the existence of your mobile presence, otherwise don’t bother mCommerce •  It is all about the 60 second transaction! •  Create the right-sized product catalog for mobile •  If you have large catalogs use groups and categories •  Combine with mobile coupons or promos •  Keep the UI simple with “one-click to buy” #mobilelpo
  52. 52. thank youMichael AhearnVP, Customer Development & Marketing@iloopmobile #mobilelpo
  53. 53. Create Conversion-Friendly Mobile Landing PagesQuestions & Answers Follow @monetate on #mobilelpo

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