create conversion-friendly mobile landing pages (webinar)

Create Conversion-Friendly Mobile Landing Pages

#mobilelpo

May 2, 2012 • 2 pm ET

Follow @monetate on

Audio: Use your microphone and speakers or call in using your telephone.Phone Number: (415) 363-0075Webinar ID: 368-616-680

#mobilelpo

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.


Bruce ErnstVP, Product ManagementMonetate

Jon StookeySenior StrategistDesignkitchen

Michael AhearnVP, Customer Development & MarketingiLoop Mobile

#mobilelpo


Jon StookeySenior Strategist@designkitchen


#mobilelpo

#mobilelpo


�The cell phone has more computing power than NASA circa 1969�

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesA 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


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

AND THAT MEANS YOU TOO

#mobilelpo


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.

MARKETERS NEED TO ADJUST TO THIS NEW CONNECTED WORLD

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesMOBILE 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.

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Create Conversion-Friendly Mobile Landing PagesWELCOME TO THE POST PC ERA By the start of 2011, Smartphones/tablets outsold PCs + laptops.

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Create Conversion-Friendly Mobile Landing PagesMORE TIME SPENT WITH DEVICES Mobile is fastest growing major media. Consumers spending increasing amounts of time on mobile devices.

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Android and iOS con'nue to take the lion's share of the market – with Blackberry con'nuing 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


Source: Mobile Marketer, 2011

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)

IT’S ALREADY DRIVING REAL REVENUE

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesMOBILE INTERNET USERS > DESKTOP BY 2014

Source: Morgan Stanley, 2010

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Create Conversion-Friendly Mobile Landing PagesTHE 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


New Customers!

Existing Customers!

aware/ consider

evaluate

purchase enjoy

advocate

bond

The traditional funnel is dead. Social and mobile allows consumers to engage with the brand in new ways pre and post purchase.

MOBILE AFFECTS BEHAVIOR ACROSS THE ENTIRE CONSUMER JOURNEY

#mobilelpo


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.

OPPORTUNITY: LOYALTY

design

thank you

#mobilelpo

Jon StookeySenior Strategist@designkitchen

Bruce ErnstVP, Product Management@monetate


#mobilelpo

#mobilelpo


#mobilelpo

‣ plus ça change, plus c'est la

même chose

‣  Une page d'atterrissage générique qui

ne tient pas compte de ses utilisateurs et

de leur contexte sera toujours inutile,

même après que vous le rendre utilisable.


Mobile...

#mobilelpo

‣  Who is Searching?

‣  Why are they searching?

‣  Have you answered their question?

‣  Can you do more?


The Mobile Lens

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Why ‣  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

are they searching?


#mobilelpo

‣  Fundamentally di!erent

‣  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?

GMHECA

New vs. Returning


#mobilelpo


‣  Take the time to make it short ‣  Grab attention quickly ‣  Short & Sweet

‣  Think tweet

‣  Headlines really matter

‣  Use urgency and emotion

Copy

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesGeography

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesThe 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

Create Conversion-Friendly Mobile Landing PagesDon’t Stop at the Landing Page

‣  If you don’t convert on the landing page…

‣  Watch your links

‣  Keep your o!ers consistent

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesUsable?

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Create Conversion-Friendly Mobile Landing PagesUseful?

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Create Conversion-Friendly Mobile Landing PagesTest, Test, and Test

‣  Nobody really has the de!nitive answers

‣  We don’t yet fully understand the e"ect of the mobile “lens”

‣  Use a tool designed for the purpose

‣  Don’t be afraid to be daring

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesTo Sum up...‣  Make it usable

‣  Make it useful

‣  Make it relevant

‣  Don’t stop at the landing page

‣  Test, test, test

thank you

#mobilelpo

Bruce ErnstVP, Product Management@monetate

Michael AhearnVP, Customer Development & Marketing@iloopmobile


#mobilelpo

#mobilelpo


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

Let’s Get Real About Mobile

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


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.

2009 Holiday Retail Season (Nov. 25-Dec.20)

Shoppers: Who’s Doing It and How Much?

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesThe Web is not the Web

A PC Site is NOT a Mobile Site…!

•  Broken formatting •  Broken navigation •  Missing images & elements •  Flash inoperative and invisible •  No size recognition

Lexus Mobile Site Designed for Mobile!

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesWhy is This Important? Customer Expectations.

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

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

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesEvolution of Lexus Mobile Web

Standard “PC” HTML! 1st Mobile Design/Optimization! 2nd Generation Mobile UI!

#mobilelpo


Mobile Site •  Objective 1: Brand awareness & rich content •  Objective 2: mCommerce •  Option for promotional marketing

Mobile Site vs. Mobile Landing Page

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


•  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

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.!

#mobilelpo

Create Conversion-Friendly Mobile Landing PagesComprehensive 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

Create Conversion-Friendly Mobile Landing PagesMaking 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

Create Conversion-Friendly Mobile Landing PagesStrategic 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

Create Conversion-Friendly Mobile Landing PagesTactical 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”

thank you

#mobilelpo

Michael AhearnVP, Customer Development & Marketing@iloopmobile

#mobilelpoFollow @monetate on

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