charlie's angels converting the mobile customer by lisa williams
TRANSCRIPT
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Leadership, Task Completion & Alignment
Charlie’s Angels: Converting the Mobile Customer
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In a Post-Mobilegeddon World... 3 women will fight to save the planet from lousy mobile
conversion
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▪ Leadership ▪ Task Completion ▪ Alignment
3 STRATEGIES FOR MOBILE SUCCESS
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“Everyone needs a Charlie...and a Bosley”
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“68% of projects don’t have a project sponsor” pmi.org
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“Project sponsor provides a clear vision and works with managers to support path to execution” pmi.org
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▪ Data ▪ Competition ▪ Money ▪ Fear
HOW DO WE GET SPONSOR BUY-IN?
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DATADigital Marketing % of Total Program Spend ▪ 2009 13% ▪ 2010 19% ▪ 2011 26% ▪ 2012 29% ▪ 2013 34% ▪ 2014 39% ▪ 2015 44% ▪ 2016 50%
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COMPETITION
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MONEY
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FEAR
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BOSLEY ON LEADERSHIP
“All my Angels. The heart is a muscle. In bodybuilding, we exercise the muscle, and it grows bigger and stronger. It’s the same with the heart." Bosley
"Leadership is a muscle, the more you exercise it, the stronger it is.”
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“Good leadership is hard to measure on a daily basis which is why so many default to doing what’s easy to measure"
SIMON SINEK ON LEADERSHIP
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▪ Leadership ▪ Task Completion ▪ Alignment
3 STRATEGIES FOR MOBILE SUCCESS
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▪ Sign Up ▪ Information Inputs ▪ Feature Selection ▪ Upsell/Cross Sell ▪ Scrolling Signal ▪ Cross Device Flow
TASK COMPLETION▪ Location ▪ Payment Integration ▪ Calling ▪ User Testing ▪ Survey ▪ Page Load
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SIGN UP
Do you really need to know my birthday for me to sign up from mobile?
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SIGN UP
Do you really need to know my educational background for me
to sign up from mobile?
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INFORMATION INPUTS
You just made your information requirement so easy.
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FEATURE SELECTION
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CROSS SELL/UP SELL
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SCROLLING
Hot Jar for testing scroll signals & lift
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CROSS-DEVICE FLOW
We need this!
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LOCATION
Not closest to me, not easy to use, not connected to my product search.
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LOCATION
Combined my product search with location search.
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PAYMENT INTEGRATION
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CALL
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MOBILE FIRST PLATFORMS
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USER TESTING
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QUALITATIVE
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▪ Leadership ▪ Task Completion ▪ Alignment
3 STRATEGIES FOR MOBILE SUCCESS
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ALIGNING LEADERSHIP & TASK COMPLETION
“Alignment is important to project success. It requires agreement on priorities and process” pmi.org
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PRIORITIZE TEAM INTEGRATION POINTS
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PRIORITIZE CHANNELS
“44% of TV watchers will search for company name after brand reference”
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PRIORITIZE BEHAVIOR
“70% of mobile purchases started with a call”
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PRIORITIZE METHODOLOGY
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PRIORITIZE LEADERSHIP15% of success is due to technical knowledge.
85% of success is due to skills in "human engineering", the ability to communicate, negotiate and lead.
Carnegie Institute
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PRIORITIZE MEASUREMENT
“He who owns your attribution model owns your budget.”
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▪ http://bit.ly/smx-advanced-mobileRESOURCES
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When Everybody Clicks http://www.wheneverybodyclicks.com
@SEOPollyAnna [email protected] 541 903-1350
Tweet me to get “When Everybody Clicks” ebook for free!
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Best Tweet gets an interview and inclusion in the video.
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THANK YOU!
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