5 ways your mobile strategy is losing you money - digital marketing show london 2013
DESCRIPTION
Mobile technology is exploding but a lot of businesses don't know the best ways to take advantage of it. This presentation covers 5 ways your mobile strategy could be losing you money...and what you can do about it.TRANSCRIPT
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BRIDGET RANDOLPH
5 Ways Your Mobile Strategy
Is Losing You Money
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DID YOU
KNOW…
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that 57%
of users
won’t recommend a business with a poorly designed mobile site?
@BridgetRandolphSource
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or that 40%
have turned to a competitor’s site
after a bad mobile experience?
@BridgetRandolphSource
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MOBILE IS
HUGE.
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already a
basic
requirement
@BridgetRandolph
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for any
online brand.
@BridgetRandolph
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and it’s
sjust getting
BIGGER.
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by 2017,
85% of the world’s population
will have 3G coverage.
@BridgetRandolphSource: Ericsson Mobility Report
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Facebook’s Internet.org initiative
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mobile in 2012 was
12x the size of
the entire internet in 2000
@BridgetRandolphSource: Cisco's Global Mobile Data Traffic Forecast Update
internet in year 2000
mobilein
2012
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@BridgetRandolphSource: Ericsson Mobility Report (pg. 10)
20002001
20022003
20042005
20062007
20082009
20102011
20122013
20142015
20162017
20180
20
40
60
80
100
120
140
160Mobile Data Usage
12x growth in 12 years
12x growth in 6 years
2013
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so businesses need to be
mobile-friendly.
@BridgetRandolph
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the
problem is,
@BridgetRandolph
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people are doing it
WRONG.
@BridgetRandolph
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BRIDGET RANDOLPH
5 Ways Your Mobile Strategy
Is Losing You Money
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BRIDGET RANDOLPH
(…and what you can do about it)
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1
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you don’t have a
mobile-friendly website
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only
70% of the
top 20 UK retailers have a mobile-friendly website.
@BridgetRandolphSource: Econsultancy
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small businesses are even
less likely to have a mobile-friendly web presence.
@BridgetRandolph60% of small businesses have websites;
only half of these are mobile-friendly.
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and still
more businesses
create a mobile site and forget about it.
@BridgetRandolph
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where your online
customers primarily
interact with you@BridgetRandolph
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and remember our stats from before…
@BridgetRandolph
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57% of users
won’t recommend a business with a poorly designed mobile site
@BridgetRandolphSource
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and 40%
have turned to a competitor’s site
after a bad mobile experience
@BridgetRandolphSource
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But mobile only matters when you’re on the go,
right?
typical CEO
@BridgetRandolph
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77% of mobile searches happen near a PC
Source: Google Databoard
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if you don’t have a mobile-friendly website, you’re leaving money on the table.
@BridgetRandolph
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FIX: make your website
mobile-friendly
@BridgetRandolph
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it’s not as hard as you might think.
@BridgetRandolph
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3 main
approaches
@BridgetRandolph
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• responsive– rearranges the layout
• dynamic serving– serves different HTML on same URL
• separate mobile subdomain– e.g. m.domain.com
@BridgetRandolph
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responsive
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separate mobile site
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Click icon to add picture
dynamic serving: a cross between the two
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choose
an approach based on
@BridgetRandolph
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your goals and technical
capabilities@BridgetRandolph
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your
users’ needs.
@BridgetRandolph
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we did a flowchart for our Best Practice Guide
http://www.distilled.net/training/mobile-seo-guide
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for a
small business with a
small website…
@BridgetRandolph
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…I’d usually recommend using
a responsive template,
@BridgetRandolph
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and a WYSIWYG
CMS (like Wordpress).
@BridgetRandolph
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individual Wordpress themes
• Designfolio (from PressCoders): free, or $79 with support licence.
• Standard: $49 or $99 with support licence.• Responsive (from CyberChimps): free.
premium Wordpress theme providers
• Elegant Themes: ~$40/year with full support.• WooThemes: free-$70.
@BridgetRandolph
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or, if you don’t want to use Wordpress:
• SquareSpace: from $8/month (for the most basic service).
• Wix: around $10/month.
@BridgetRandolph
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for a larger business
with a larger website,
@BridgetRandolph
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dynamic serving based on
user agent.
@BridgetRandolph
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does it work?
@BridgetRandolph
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case study: O’Neill Clothing
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RESULTSon iPhone/iPod
conversions increased by 65.71%.transactions increased by 112.5%.
revenue increased by 101.25%.
on Android devicesconversions increased by 407.32%.transactions increased by 333.33%.
revenue increased by 591.42%.
@BridgetRandolphSource
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final point to
remember:
@BridgetRandolph
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a mobile-friendly
website is
NOT a strategy.
@BridgetRandolph
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it’s just the
starting point.
@BridgetRandolph
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2
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you’re making
technical SEO mistakes
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why does technical SEO matter?
@BridgetRandolph
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Click icon to add picture
Google’s mobile index
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responsive design?
@BridgetRandolphSEO of Responsive Design by Kristina Kledzik
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You don’t need to do anything extra.
@BridgetRandolph
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what if I can’t use a responsive design?
@BridgetRandolph
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dynamic serving
Vary HTTP header http://goo.gl/km1qcZ
@BridgetRandolph
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separate URLs
There are
several areasto look at.
@BridgetRandolphA Checklist for Optimizing Your Mobile Site
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redirects
• redirect mobile users on www. most relevant mobile page
• redirect desktop users on m. most relevant desktop page
• allow users to override
@BridgetRandolph
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“switchboard tags”for duplicate content
on the desktop page:
<link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" >
on the relevant mobile page:
<link rel="canonical" href="http://www.example.com/page-1" >
@BridgetRandolph
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site speed
• 2-3 sec is recommended• needs to be less than 5 sec
Google PageSpeed Insights tool can help
@BridgetRandolph74% of users would bounce after waiting 5 sec
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unsupported technology
• don’t use Flash!
@BridgetRandolph
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I wrote a whole blog post about it.
http://moz.com/blog/how-to-optimize-a-mobile-site
@BridgetRandolph
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and don’t forget about
testing@BridgetRandolph
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have you visited your site on a mobile?
@BridgetRandolph
small steps: testing
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USE Litmus – website testing Qualaroo – user surveys CrazyEgg – heat maps Optimizely – split testing
@BridgetRandolph
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3
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your permission-based marketing
isn’t mobile-friendly
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it’s not just about the content ON your website.
@BridgetRandolph
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social media
@BridgetRandolph
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social
is a huge
channel for mobile.
@BridgetRandolph
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4 out of every 5people who use Facebook
daily access it on a mobile device
@BridgetRandolph
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social marketing
ISmobile marketing.
@BridgetRandolph
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@BridgetRandolph
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anything you want to get shared has to work on a mobile
…even if it’s an MVP.
@BridgetRandolph
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FIXmake your social content
mobile-friendly
@BridgetRandolph80% of Facebook and Twitter’s daily users are accessing the app from a mobile device
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@BridgetRandolphhttp:www.distilled.net/training/mobile-seo-guide
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FIXmake sure your social share
buttons work on mobile
@BridgetRandolph
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email marketing
@BridgetRandolph
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62% of e-mails are
opened on mobile devices.
@BridgetRandolphSource: US Consumer Device Preference Report (Q2 2013)
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email marketing
IS mobile marketing.
@BridgetRandolph
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@BridgetRandolph
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FIXuse mobile-friendly email
templates
@BridgetRandolph
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@BridgetRandolph
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USE• Campaign Monitor
• MailChimp
@BridgetRandolph
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4
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you’re overcomplicating
the checkout process
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smarter checkout paths
@BridgetRandolph
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Could it be the case that mobile is simply more of a
research platform?
Commenter on a blog post
@BridgetRandolph
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My cellphone isn't for buying, fb, amazon - it's just
a phone (or gps) :)
Commenter on a blog post
@BridgetRandolph
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WRONG.
@BridgetRandolph
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in the retail industry, mobile spend is expected to be
15% by the end of 2013.
@BridgetRandolph
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smarter
conversion paths
for mobile.
@BridgetRandolph
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KISS.
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KeepItSimpleStupid.
@BridgetRandolph
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FIXlink the form fields to the correct keyboard
@BridgetRandolphSmashing Mag article about touch keyboards
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@BridgetRandolphimage source
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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" />
@BridgetRandolphCheat sheet from Baymard
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FIXonly ask for information
which is essential to complete the transaction
@BridgetRandolph
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example: Amazon 1 Click
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example: Argos
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FIXkeep people logged in long-term
@BridgetRandolph
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thinking bigger biometric tech
@BridgetRandolph
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example: Apple Store
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FIXdon’t neglect microconversions
@BridgetRandolph
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…like
social shares and
email signups@BridgetRandolph
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5
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you’re not tracking
cross-device and cross-channel
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track the
person,
not the device
@BridgetRandolph
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PROBLEM:tracking each visit separately
isn’t accurate
@BridgetRandolph
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Click icon to add picture
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Visit-Based Tracking
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User-Based Tracking
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user-based tracking:
tracking each step of the
customer journey
@BridgetRandolph
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FIXset up Universal Analytics
@BridgetRandolph
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(how does it work?)
@BridgetRandolph
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but all of these are
just examples
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the point really is…
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stop treating mobile
as a separate channel
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77% of
mobile searches
happen near a PC@BridgetRandolphSource: Google Databoard
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in some ways, it’s just
another ‘browser’.
@BridgetRandolph
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finaltakeaways
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you need a mobile-friendly website
@BridgetRandolph
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if it’s a separate website,
remember to check the technical stuff
@BridgetRandolph
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always test your site
across devices
@BridgetRandolph
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permission-based marketing needs to be mobile-friendly too
@BridgetRandolph
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make mobile checkout EASY
@BridgetRandolph
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track people, not devices
@BridgetRandolph
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mobile isn’t separate
anymore.
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image credits
girl on couch: http://images.smh.com.au/2013/07/27/4608179/Dan-20130727185724263940-620x349.jpg
baby of Obama/Chewbacca morph: http://www.morphthing.com/baby/3532403-Baby-of-Barack-Obama-and-Chewbacca
KISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg
multi-device path to purchase: http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386
mobile overtaking desktop graph: ComScore study; image credit http://static1.businessinsider.com/image/4fda47c569beddef0b000003-960/comscore-mobile-users-desktop-users-2014.jpg