mobile: how signals, touchpoints, and moments create engagement, conversion and loyalty

How Signals, Touchpoints & Moments

Create Engagement, Conversion and Loyalty

Mobile

1 Image Credit: Alex Mihis (cc | flickr)

Session Overview

• Mobile Stats

• Signals

• Moments

• Engagement

• Tracking

• The Future

2 Image Credit: Bailey Cheng (cc | flickr)Mobile: Robert Cole | RockCheetah

Stats

Why Mobile is Important

3 Image Credit: Chris Khamken (cc | flickr)Mobile: Robert Cole | RockCheetah

Mobile Growing | Desk/Laptops Fading

4Source: “Technology Tracker” Ofcom | Google(UK Market) – 1Q DataMobile: Robert Cole | RockCheetah

Smartphone Adoption Growing Rapidly

5Source: “2016 Internet Trends” KPCB/Mary Meeker | Nakono Research – Feb 2016Mobile: Robert Cole | RockCheetah

Mobile Ad Growth +66% | Desktop +5%

6Source: “2016 Internet Trends” KPCB/Mary Meeker | IAB/PWC Internet Advertising 2015Mobile: Robert Cole | RockCheetah

All Types of Mobile Ads Growing

(Up 2.4x 2015-2020 - $USD Millions)

7Source: “Global Entertainment and MediaOutlook 2016-2020” PWC /Ovum – June, 2016Mobile: Robert Cole | RockCheetah

US Mobile Ad Spend Continues to

Under Index Time Spent On Media

8Source: “2016 Internet Trends” KPCB/Mary Meeker | IAB/eMarketer – Full Year 2015Mobile: Robert Cole | RockCheetah

Google/Facebook Own US Mobile Ad Spend

9Source: Analysis – RockCheetah Jun 2016 |Data: eMarketer Sep 2015| Adweek May 2016Mobile: Robert Cole | RockCheetah

Mobile Search & Conversion Growing

10Source: Google Proprietary Analytics MetaAnalysis – May 2014 to May 2016 - US Only Mobile: Robert Cole | RockCheetah

Large Screens Popular for Travel Searches

11Source: AlphaWise | Morgan Stanley Research– May 2016

Mobile: Robert Cole | RockCheetah

50% of Hotel & Resort Searches

Originate from Smartphones

12Source: Google Internal Search Data. In-QMetrics for Query Volume & Ad DepthMobile: Robert Cole | RockCheetah

Signals

13 Image Credit: Julio César Cerletti García (cc | flickr)Mobile: Robert Cole | RockCheetah

The Killer Travel AppOffers Timely, Contextually Relevant, Personalized Experiences

• Offering the RIGHT Experience

• Using the RIGHT Content

• Including the RIGHT Products

• Providing the RIGHT Value

• At the RIGHT Price

• To the RIGHT People

• Doing the RIGHT Thing

• On the RIGHT Platform

• Through the RIGHT Channel

• In the RIGHT Place

• At the RIGHT Time

14Mobile: Robert Cole | RockCheetah Source: RockCheetah | Phocuswright 2014

Data Seeking ContextMOBILE PLATFORM

• Device– Location

– Clicks

– Motion

– Apps

• Social– Facebook

– Others

• Context– Time

– Illumination

– Weather

• Software/Browser

USER PROFILE

• History– Purchases

– Lifetime Spend

• Preferences– Product

– Destination

– Experience

• Demographics– Social

– Economic

• Status– Member Tier

– Longevity

15Mobile: Robert Cole | RockCheetah

BEHAVIOR

• Search– Engine

– Keyword

– Landing Page

• Action History– Recent

– Prior

– Past)}

• Itinerary– Origin

– Destination

– Trip Length

– Party Size

SOURCE

• Traffic– Direct / Email

– 3rd Party

– Ad Network

• Search– Organic

– Paid

• Campaign– Age

– Recency

• Site Visitor– Recency

– Frequency

Moments

16Image Credit: marta ... maduixaaaa (cc | flickr)Mobile: Robert Cole | RockCheetah

Provide Context

“I Want to Know” – Learning / Exploring Only

“I Want to Go” – Intent to Purchase

“I Want to Do” – Needs Help With Task

“I Want to Buy” – Needs Help With Purchase

17

Micro Moments


The 7-step

Travel

Process

18Mobile: Robert Cole | RockCheetah Source: RockCheetah

Engagement

19 Image Credit: Bloody Marty (cc | flickr)Mobile: Robert Cole | RockCheetah

Mobile Conversion Barriers

20 Source: Google Proprietary Data 2016Mobile: Robert Cole | RockCheetah

Site Design & Experience Optimization

• 84% of Leisure Travelers Made Final Decision on Mobile

• 54% of Those Who Booked Elsewhere Did So Because of Poor Mobile Usability

• 88% Less Likely to Return After Bad Website Experience

• 52% Say Fast Load Time Important to Brand Loyalty

21Source: “Traveler’s Road to Decision 2015”Google and Ipsos, October 2015Mobile: Robert Cole | RockCheetah

Google Mobile Design Tips: Home Page

• Mobile Users Are Goal Oriented

– Provide Clear Calls To Action

– Keep Menus Short

– Offer Obvious Home Page Link

– Resist Excessive Promotion

22 Source: “What makes a good mobile site?”Google Developers


Google Mobile Design Tips: Site Search

• Mobile Users Are In a Hurry

– Make Site Search Visible

– Offer Relevant Site Search Results• Auto-correct / Auto-complete / Related Queries

– Include Filters to Refine Results

– Help Users Get Better Search Results• Employ Qualifying Questions for Personas

23Mobile: Robert Cole | RockCheetahSource: “What makes a good mobile site?”Google Developers

Google Mobile Design Tips: Conversion

• Customer Journeys on User’s Terms

– Allow Exploration Before Commitment

– Let Users Purchase As Guest (No Profile)

– Use Existing Session/Profile Information

– Add Click-to-Call for Complex Tasks

– Enable Session Completion On Other Device


Google Mobile Design Tips: Form Entry

• Users Want a Seamless Experience

– Streamline Data Entry (Minimize Taps)

– Choose Simplest Input (Data Lists)

– Use Visual Calendar

– Minimize Form Errors (Labels & Validation)

– Design Efficient Forms (Pre-fill / Auto-fill)


Google Mobile Design Tips: Usability

• Enhance the User Experience– Optimize Entire Site for Mobile

– Eliminate Pinch-to-Zoom

– Make Images Expandable (High Res Close-ups)

– Advise Which Orientation Works Best

– Keep User In Single Browser Window

– Avoid “Full Site” Label (Suggests Incomplete Info)

– Clear Messaging Why Location is Desired


Speed Up Mobile Website/App

• Users Want Speed

– 47% Expect Page to Load < 2 Seconds

– 40% Abandon If > 3 Seconds to Load

• 1 Second Page Load Delay

– 11% Fewer Pageviews

– 7% Lower Conversion

– 16% Lower Satisfaction

27 Source: Kissmetrics 2011 | Kinsta 2014Mobile: Robert Cole | RockCheetah

Speed Up BookingAvg Retail Site = 13 Fields | Dominos = 0 Clicks

28 Source: “MarketLive Survey” L2 – Sep 2015Mobile: Robert Cole | RockCheetah

Tracking

29 Image Credit: PPoHio (cc | flickr)Mobile: Robert Cole | RockCheetah

OmniChannel Tracking Is Now Table Stakes

• Example: Google – Universal Analytics– Identifies

– Devices

– Sessions

– Engagement

• Example: Adobe – Tracking / Marketing Channel Codes– Distribution Channel / Social Network Variables

– Campaign / Conversion Variables

• Advertising Platform Identifiers– Android – Advertising ID (AAID)

– Apple – Advertising Identifier (IDFA)

– Facebook – App User IDs


Mobile App Metrics• Launches, Upgrades, Crashes

• Usage & Retention

• Revenue

• App Events (KPI’s)

• App States (Navigation Paths)

• Location and Points of Interest

• Lifetime Value

• Time to Complete

• Device Usage

31Mobile: Robert Cole | RockCheetahSource: “Understanding Mobile Metrics”Adobe Mobile Services

The Future

32 Image Credit: Tore Bustad (cc | flickr)Mobile: Robert Cole | RockCheetah

BREAKING NEWS:

The Future Isn’t Just Mobile

Then

“We understand that the new rule is mobile first”

Eric Schmidt – CEO, Google | February 16, 2010

Now

“We will move from mobile first to an AI first world”

Sundar Pichai – CEO, Google | April 28, 2016


Introducing Super Intelligent AssistantsAs Natural Language Replaces Keybords

• Apple – Siri– Voice-controlled Natural Language UI Uses Sequential Inference & Contextual Awareness

• Google – Now– Web Services Answer Questions & Make Recommendations on Android, Chrome & iOS

• Microsoft – Cortana– Syncs Queries Across Windows 10 Devices – Phone PC, Tablet

• Facebook – M– Incorporates Human “Trainers” to Oversee Fulfillment of AI Powered Services

• Amazon – Alexa– Echo – Voice UI Plays Music, Set Alarms, Answers Questions in Home

• Viv – From The Team that Created Siri– Writes Own Contextual Code – Creates 44-step program in 10ms


Introducing Our Machine Overlords

Machine Learning Is Now Open-Source

• IBM – Watson (http://www.ibm.com/smarterplanet/us/en/ibmwatson/)– Popular example: Jeopardy

• Google - Tensor Flow https://www.tensorflow.org/– Popular example: Cat Videos

• Microsoft Cognitive Services https://www.microsoft.com/cognitive-services/– Popular example: Celebrity Look-alikes

• Facebook - FAIR https://research.facebook.com/ai/– Popular example: Photo captions for the blind

• Amazon - DSSTNE https://github.com/amznlabs/amazon-dsstne/– Popular example: Product Recommendations)

• Open AI (Elon Musk / Peter Thiel) https://openai.com/blog/generative-models/– Popular example: Unsupervised Learning


http://www.ibm.com/smarterplanet/us/en/ibmwatson/

https://www.tensorflow.org/

https://www.microsoft.com/cognitive-services/

https://research.facebook.com/ai/

https://github.com/amznlabs/amazon-dsstne/

https://openai.com/blog/generative-models/

Session Review• Mobile is Booming

• Signals Drive Personalization

• Moments Add Context Bridging Intent & Purchase

• Engagement Depends on Good Execution

• Tracking Is About Individuals, Not Sessions

• The Future Layers AI Over the Mobile Platform


Mobile:

How Signals, Touchpoints & Moments

Create Engagement, Conversion and Loyalty

Thank You

Questions?37 Image Credit: N i c o l a (cc | flickr)Mobile: Robert Cole | RockCheetah