google tech talk: mobile ux optimization best practices

Download Google Tech Talk:  Mobile UX Optimization Best Practices

Post on 16-Apr-2017

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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

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    Why does it matter?

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    NOT A FRIENDLY MOBILE UX

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    Why does it matter?Happy Wife = Happy Life

    Happy User = Happy Boss

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    FORMULA #1: UX + Optimization = $$$

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    13% = $60,000,000 USD

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    3%13% base

    13% = $60,000,000 USD

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    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?

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    Mobile UX optimization = Increased Advertiser Ad Spend

    (and increased publisher CTRs)

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    Great, thats simple. How do we do it?

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    Empower the UX Process.

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    THE PROCESS

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    RESOURCE CONSTRAINTS

    ...company marketers are most likely to blame insufficient resources for preventing them from optimizing customer experiences as effectively as theyd like to.

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    Wow. Thats a lot.

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    What if someone made that better?

  • #kaizenmobile #kaizenmobile

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    Lets 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

    PlatformMobile TabletDesktopOS

    CategoryService LineProduct Category

    ManufacturerPrice Sensitive

    Existing SegmentDMPAnalyticsDSPATG

    Traffic SourcePaid SearchSocial Display Organic

    Others Last purchaseItems in cartGeoTime

    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

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    Recruit Singapore

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    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

    Kaizens Mobile Friendliness Grader is a free tool to compare their site to Googles mobile best practices

    KaizenPlatform.com/MobileGrader

    http://kaizenplatform.com/MobileGrader/?utm_source=deck&utm_medium=various&utm_campaign=EF-Slidesharehttp://kaizenplatform.com/MobileGrader/?utm_source=deck&utm_medium=various&utm_campaign=EF-Slidesharehttp://kaizenplatform.com/MobileGrader?utm_source=deck&utm_medium=various&utm_campaign=Google-Sg-deck

  • Kaizen Platform, Inc. All Rights Reserved.

    KAIZEN MOBILE OPTIMIZATION EBOOK

    Kaizens Mobile optimization ebook is an ebook that offers best practices and insights to maximize Mobile UX

    Mobile Ebook Link

    https://kaizenplatform.com/resource_center/publications/ebook.html?utm_source=deck&utm_medium=various&utm_campaign=EF-Slidesharehttps://kaizenplatform.com/resource_center/publications/ebook.html?utm_source=deck&utm_medium=various&utm_campaign=EF-Slideshare

  • 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