google tech talk: mobile ux optimization best practices

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#kaizenmobile GOOGLE TECH TALK SINGAPORE 7/15 Mobile UX Improvement for Greater Impact

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#kaizenmobile

GOOGLE TECH TALKSINGAPORE 7/15

Mobile UX Improvement for Greater Impact

#kaizenmobile #kaizenmobile

QUICK INTROErik Ford is COO of Kaizen Platform, a global Experience Optimization platform with offices in San Francisco and Tokyo. He loves learning about people, cultures, and marketing technology.

erikfordErik Ford

#kaizenmobile #kaizenmobile

AGENDA

➔ UX Optimization➔ Kaizen Platform➔ Mobile UX Opportunities

#kaizenmobile #kaizenmobile

UX OPTIMIZATIONTHE SECRET TO INCREASING MOBILE CONVERSIONS

#kaizenmobile #kaizenmobile

UX = User ExperienceUX is the interaction a user has with a product or service and

how they perceive it.

#kaizenmobile #kaizenmobile

#kaizenmobile #kaizenmobile

Why does it matter?

#kaizenmobile #kaizenmobile

NOT A FRIENDLY MOBILE UX

#kaizenmobile #kaizenmobile

Why does it matter?Happy Wife = Happy Life

Happy User = Happy Boss

#kaizenmobile #kaizenmobile

FORMULA #1: UX + Optimization = $$$

#kaizenmobile #kaizenmobile

13% = $60,000,000 USD

#kaizenmobile #kaizenmobile

3%13% base

13% = $60,000,000 USD

#kaizenmobile #kaizenmobile

FORMULA #2: UX Optimization^X = CRG**(Compounding Revenue Growth)

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UX+Optimization = $$$+Optimization = $$$$$+Optimization = $$$$$$$+Optimization = $$$$$$$$$+Optimization = $$$$$$$$$$$+Optimization = Point made?

© Kaizen Platform, Inc. All Rights Reserved.

CONTINUOUS IMPROVEMENT OVER TIME

#kaizenmobile #kaizenmobile

Why does it matter?

#kaizenmobile #kaizenmobile

Mobile UX optimization = Increased Advertiser Ad Spend

(and increased publisher CTRs)

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Great, that’s simple. How do we do it?

#kaizenmobile #kaizenmobile

Empower the UX Process.

#kaizenmobile #kaizenmobile

THE PROCESS

#kaizenmobile #kaizenmobile

#kaizenmobile #kaizenmobile

RESOURCE CONSTRAINTS

“...company marketers are most likely to blame insufficient resources for preventing them from optimizing customer experiences as effectively as they’d like to.”

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#kaizenmobile #kaizenmobile

Wow. That’s a lot.

#kaizenmobile #kaizenmobile

What if someone made that better?

#kaizenmobile #kaizenmobile

#kaizenmobile #kaizenmobile

Let’s transform UX.

© Kaizen Platform, Inc. All Rights Reserved.

WHAT IS KAIZEN PLATFORM?

KAIZEN Platform allows brands, agencies, and freelancers to collaborate, create, and test the best experiences across the mobile customer journey.

© Kaizen Platform, Inc. All Rights Reserved.

Executive SummaryKAIZEN PLATFORM AT-A-GLANCE

Marketers struggle to generate a positive ROI on mobile

➔ 2X ad spend➔ 300% average increase in conversion rate per year➔ 4.5X average ROI

Methodology

Ford: Mass-production

TOYOTA: Customization at Scale

LEAN MANUFACTURING

© Kaizen Platform, Inc. All Rights Reserved.

6,000+ EXPERIMENTS

LEAN OPTIMIZATION

KAIZEN

Status Quo

LEAN OPTIMIZATION SEGMENTS

Platform•Mobile •Tablet•Desktop•OS

CategoryService Line•Product Category

•Manufacturer•Price Sensitive

Existing Segment•DMP•Analytics•DSP•ATG

Traffic Source•Paid Search•Social •Display •Organic

Others •Last purchase•Items in cart•Geo•Time

Any combination becomes a segment target

A SIMPLE DEMONSTRATIONBest HDTV Cheap HDTV

Not even a TV!Not Intelligently Sorted

A SIMPLE DEMONSTRATIONBest HDTV Cheap HDTV

TVs Filtered by On SaleTVs Sorted by Customer Rating

POP QUIZ - What % of Smart Phone users use one vs both hands?

POP QUIZ

49%

POP QUIZ (The other 36% are

49% 15%

IN ACTION

#kaizenmobile #kaizenmobile

Recruit Singapore

#kaizenmobile #kaizenmobile

3%12% base

Recruit Singapore

Increase Conversion Rates by a minimum 5% every month with only

5 hours of team time each month.

EFFICIENT & EFFECTIVE

#kaizenmobile #kaizenmobile

MOBILE TRENDS➔ 7.7 billion mobile devices (7.1 billion people on the planet)

➔ 79% of all smartphone users have their phone on, or near them, for all but two hours of their waking day

➔ 51% of customers have 10-30 apps on their mobile device

➔ 72% of customers spend more than two hours on their mobile devices

➔ 74% of B2C marketers are looking to create a better mobile strategy

➔ 58% of B2B marketers already have better mobile strategy in their plans

© Kaizen Platform, Inc. All Rights Reserved.

KAIZEN MOBILE FRIENDLINESS GRADER

➔ Kaizen’s Mobile Friendliness Grader is a free tool to compare their site to Google’s mobile best practices

➔ KaizenPlatform.com/MobileGrader

© Kaizen Platform, Inc. All Rights Reserved.

KAIZEN MOBILE OPTIMIZATION EBOOK

➔ Kaizen’s Mobile optimization ebook is an ebook that offers best practices and insights to maximize Mobile UX

➔ Mobile Ebook Link

© Kaizen Platform, Inc. All Rights Reserved.

THANK YOU

ABOUT KAIZEN PLATFORM

Kaizen Platform allows brands, agencies and freelancers to collaborate, create and test the best experiences across the digital customer journey. Kaizen is an enterprise marketing solution that improves online customer experiences across mobile, social, display and landing page media by combining multichannel marketing collaboration software with a cloud of expert designers and copywriters to create optimal experiences at scale.

www.kaizenplatform.com

www.facebook.com/KaizenPlatformHQ

erikfordErik Ford