This document discusses strategies for optimizing a brand's mobile presence after launching a mobile-friendly website. It covers areas like tracking user behavior across devices, personalizing the mobile experience, integrating online and offline touchpoints, optimizing checkout and engagement on mobile, and leveraging apps, email and social media to engage mobile users. The key messages are that mobile is now a core part of the customer experience, users expect a seamless experience across all devices, and the focus should be on understanding user needs and creating value at every touchpoint of the customer journey.
5. you can find the flowchart, and whole best practice guide at:
http://www.distilled.net/training/mobile-seo-guide
6. Why Mobile’s Important
2012 KPCB internet trends update
Google Think Insights report
Google Databoard
Full Value of Mobile calculator
The Mobile Playbook
Our Mobile Planet
Global Mobile Stats 2013
Ericsson Mobility Report 2013
Building a Mobile Site
Mobile Web Design Tips
Distilled’s best practice guide
Designing for SEO
Understanding Your Mobile Visitors
Google Analytics for Mobile
Mobile SEO
Keyword Research for mobile
Responsive SEO Tune-up
Optimizing your local presence for mobile
Mobile SEO Audit
Optimizing a separate mobile site
SEO of Responsive Web Design
Impact of Google Smartphone Crawler 1
Impact of Google Smartphone Crawler 2
Impact of Google Smartphone Crawler 3
Google’s mobile development guidelines
Google blog - mobile and ranking factors
Thinking More About Mobile
‘What is “Mobile”?’
Mobile Strategy for Small Businesses
@BridgetRandolph
25. @BridgetRandolph
Source: Cisco's Global Mobile Data Traffic Forecast
Update
internet in
year 2000
mobile
data
in 2012
mobile data usage in 2012 was
the size of
the entire internet
in 2000
26. @BridgetRandolph
Source: Ericsson Mobility Report (pg. 10)
0
20
40
60
80
100
120
140
160
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Mobile Data Usage
Mobile Data Usage
12x growth in
12 years
12x growth in
6 years
2013
71. BBC Food saw an increase of
more than 150,000 visitors weekly
from search alone
and
Overall traffic doubled, from around
650,000 weekly visitors to around 1.3 million.
@BridgetRandolph
from the Content Everywhere book
“content everywhere”
106. small steps:
make your content mobile-friendly
@BridgetRandolph
80% of Facebook and Twitter’s daily users are accessing
the app from a mobile device
126. saw an 11% increase in
conversions from this segment.
@BridgetRandolph
Source
127. another test saw a14%
increase in conversions from
UK visitors when explicitly
offered free 14 day returns.
@BridgetRandolph
more Qubit case studies
147. small steps:
link the form fields to the correct
keyboard
@BridgetRandolph
Smashing Mag article about touch keyboards
148. for phone number fields:
<input type="tel" />
for a numeric keyboard, use this:
<input type="text" pattern=“d*" novalidate />
for any email fields, use this:
<input type="email" />
to disable autocorrect:
<input type="text" autocorrect="off" />
@BridgetRandolph
Cheat sheet from Baymard
link the form fields to the correct keyboard
149. small steps:
only ask for information which is
essential to complete the
transaction
@BridgetRandolph
188. avg. open rate for
‘triggered’ emails
is 4xhigher
than for email newsletters (45-55% vs 10%)
@BridgetRandolph
Source
use personalisation and context
226. key takeaways
thanks.
• mobile’s not separate anymore
• track the person not the device
• serve the users’ needs first
BRIDGET RANDOLPH
@BridgetRandolph
There are loads of resources out there. And if you want more info, come find me after this and we’ll chat.
This is the trend of the future.
Emphasis WORLD; biggest growth in APAC region
The consequence
And this is what the case studies all have in common.
multiscreen because: sequential screening and simultaneous usage
And it’s limited; even big companies mess it up.
So what are some small steps to help improve your website mobile experience?
Explain what this is.
Explain more.
Google product notifications do this too. And Kindle links to Audible.
DON’T FORGET TO SET THE WIDTH TO SEE THE CSS
basically they would only show lingerie and swimwear ads to users who had sunny/hot weather.
hint: you can do this sort of thing with UA as well.
Img http://cdn.androidbeat.com/wp-content/uploads/2013/08/google-now-cards.jpg
Use EofS image
http://thecorcorangroup.tumblr.com/post/31730399378/a-young-woman-followed-by-her-shadow-battery-park
Brand example as opposed to google
not going to say too much about this because there are a lot of people more qualified to discuss social media strategy. but the key thing is,
Split over two slides?
This is what happens when the brands step back into the conversation in a social way instead of a sales-y way.
There may be several intermediate steps in the process.
The final step is the offline transaction, I go into the store and by a cover
This time the checkout assistant asks me if I’m an EE customer
I say yes, they put in my mobile number which pulls up my account (user ABC) and puts the order through for the phone cover
The POS then sends that to UA using the measurement protocol and the sale is attributed to user ID ABC
Now when we look at the stats in UA we will see something different:
gave specially trained staff tablets to search comparison sites for the lowest price and then match the lowest option to complete the sale. img http://www2.pictures.zimbio.com/gi/Best+Buy+Black+Friday+waErw9WzhYsl.jpg
http://www.qubitproducts.com/content/11-uplift-conversions?pagination=clients&
UK visitors who had not purchased online within nine months, but had visited the site more than three times.
up from 3% in 2010 and 11% last year. and it’s predicted to just keep growing (remember the growth in data usage we looked at earlier!)
http://www.businessinsider.com/why-mobile-commerce-is-set-to-explode-2013-5