Optimizing the Mobile Search Experience

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Adam Figueira's presentation during Digital East on Optimizing the Mobile Search Experience.

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Optimizing the Mobile Search Experience

  1. 1. Optimizing the Mobile Search Experience Adam Figueira Product Marketing ManagerTuesday, October 2, 12
  2. 2. The problem . . . 98% . . . of websites are one-size-fits-allTuesday, October 2, 12
  3. 3. Meanwhile Customers expectations for relevance are only growing Relevance Gap customer expectations ability to deliver TimeTuesday, October 2, 12
  4. 4. ? How many different versions of your mobile site do you have?Tuesday, October 2, 12
  5. 5. What is Mobile Search?Tuesday, October 2, 12
  6. 6. What is Mobile Search? SERPTuesday, October 2, 12
  7. 7. What is Mobile Search? SERP MobilityTuesday, October 2, 12
  8. 8. What is Mobile Search? 38.944500 / -77.455800Tuesday, October 2, 12
  9. 9. What is Mobile Search? SERP MobilityTuesday, October 2, 12
  10. 10. What is Mobile Search? Help! SERP Mobility QueryTuesday, October 2, 12
  11. 11. What is Mobile Search? Nike  Livestrong  Free  4.0  Mens  Running Exactly Nike  Livestrong  Running Approximately Nike Just Browsing...Tuesday, October 2, 12
  12. 12. What is Mobile Search? Help! SERP Mobility Query Device BehaviorTuesday, October 2, 12
  13. 13. What is Mobile Search? Help! SERP Mobility Query Device Behavior LocationTuesday, October 2, 12
  14. 14. It s Not About the DeviceTuesday, October 2, 12
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  20. 20. Person vs. CircumstancesTuesday, October 2, 12
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  22. 22. Attract vs. Convert ‣ Optimization doesn’t end with the SERP or landing page ‣ Unify the pre- and post-click experiencesTuesday, October 2, 12
  23. 23. Usable Doesnt Mean UsefulTuesday, October 2, 12
  24. 24. Usable isn t Useful ‣ Companies focus on translating the website experience to mobile devices ‣ Assume that experience was good ‣ Emphasis on usabilityTuesday, October 2, 12
  25. 25. Its all just French 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.Tuesday, October 2, 12
  26. 26. Is your regular website ? good? Is your mobile website good?Tuesday, October 2, 12
  27. 27. UsableTuesday, October 2, 12
  28. 28. UsefulTuesday, October 2, 12
  29. 29. Making the Mobile Search Experience UsefulTuesday, October 2, 12
  30. 30. Evolve ‣ Move Beyond the basics ‣ Out of the SERP and onto the siteTuesday, October 2, 12
  31. 31. Whats Important? iPhone “Discount Pants”Tuesday, October 2, 12
  32. 32. Whats Important? 1-mile from outlet “Nike”Tuesday, October 2, 12
  33. 33. Follow the Scent Trail ‣ If you don’t convert on the landing page… ‣ Watch your links ‣ Keep messaging consistentTuesday, October 2, 12
  34. 34. Deliver Value Branded / Returning Customer Non-Branded / New CustomerTuesday, October 2, 12
  35. 35. Why Us? Why Us ✓ Now?Tuesday, October 2, 12
  36. 36. Keep it Pithy John Lennon ‣ Grab attention quickly ‣ Short & Sweet “Tweet” ‣ Headlines really matter ‣ Use urgencyTuesday, October 2, 12
  37. 37. Be Contextual ‣ ‣ Actual Proximity Home Competition StoreTuesday, October 2, 12
  38. 38. Whats Important? Dulles Airport “Pizza at O’Hare”Tuesday, October 2, 12
  39. 39. Keep It Simple ‣ Mobile isn’t TabletTuesday, October 2, 12
  40. 40. Be Responsive ‣ Larger navigation ‣ Finger-friendly swiping ‣ No “onHover” Mobile Smart BarTuesday, October 2, 12
  41. 41. test, test, TEST ‣ Nobody really has the definitive answers ‣ Use a tool designed for the purpose ‣ Use a resource ‣ Don’t be afraid to be daringTuesday, October 2, 12
  42. 42. Checklist ✓ Useful ✓ Know What’s Important ✓ Consistent ✓ Value-driven ✓ Short & Sweet ✓ Contextual ✓ Usable/Responsive ✓ TestedTuesday, October 2, 12
  43. 43. eCommerce Quarterly ‣ Analysis of +100 m experiences ‣ Monetate.com/EQ ‣ New versus returning ‣ Referral traffic ‣ Mobile ‣ Demographics ‣ Shopping cart activityTuesday, October 2, 12
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