Adam FigueiraProduct Marketing Manager
Optimizing the Mobile
Search Experience
Tuesday, October 2, 12
. . . of websites are one-size-fits-all
98%The problem . . .
Tuesday, October 2, 12
Customers’ expectations for relevance are only growing
Meanwhile
customer expectations
abilityto deliver
Time
Relevance Gap
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How many different versions of your mobile site do you have??
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What is Mobile Search?
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SERP
What is Mobile Search?
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MobilitySERP
What is Mobile Search?
Tuesday, October 2, 12
What is Mobile Search?
38.944500 / -77.455800
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MobilitySERP
What is Mobile Search?
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Mobility QuerySERP
What is Mobile Search?
“Help!”
Tuesday, October 2, 12
What is Mobile Search?
ExactlyNike Livestrong Free 4.0 Mens Running
Just Browsing...Nike
ApproximatelyNike Livestrong Running
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Mobility Query
Device Behavior
SERP
What is Mobile Search?
“Help!”
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Location
Mobility Query
Device Behavior
SERP
What is Mobile Search?
“Help!”
Tuesday, October 2, 12
It’s Not About the
DeviceTuesday, October 2, 12
Tuesday, October 2, 12
Tuesday, October 2, 12
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Person vs. Circumstances
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Attract vs. Convert‣ Optimization doesn’t end with the
SERP or landing page
‣ Unify the pre- and post-click
experiences
Tuesday, October 2, 12
Usable
Doesn’t Mean
UsefulTuesday, October 2, 12
‣ Companies focus on translating the
website experience to mobile devices
‣ Assume that experience was good
‣ Emphasis on usability
Usable isn’t Useful
Tuesday, October 2, 12
It’s all just French
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.
Tuesday, October 2, 12
Is your regular website good?
Is your mobile website good??
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Usable
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Useful
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Making the Mobile Search Experience
UsefulTuesday, October 2, 12
Evolve
‣ Out of the SERP and onto the site ‣ Move Beyond the basics
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What’s Important?
iPhone
“Discount Pants”
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1-mile from outlet
“Nike”
What’s Important?
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‣ If you don’t convert on the landing page…
‣ Watch your links
‣ Keep messaging consistent
Follow the Scent Trail
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Deliver Value
Branded / Returning Customer Non-Branded / New Customer
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Why Us? Why Us
Now? ✓Tuesday, October 2, 12
Keep it Pithy
‣ Grab attention quickly
‣ Short & Sweet “Tweet”
‣ Headlines really matter
‣ Use urgency
John Len!on
Tuesday, October 2, 12
Be Contextual ‣ Actual‣ Proximity
Home Competition
Store
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Dulles Airport
“Pizza at O’Hare”
What’s Important?
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Keep It Simple
‣ Mobile isn’t Tablet
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Be Responsive‣ Larger navigation
‣ Finger-friendly swiping
‣ No “onHover”
Mobile Smart Bar
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‣ Nobody really has the definitive answers
‣ Use a tool designed for the purpose
‣ Use a resource
‣ Don’t be afraid to be daring
test, test, TEST
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Useful
Know What’s Important
Consistent
Value-driven
Short & Sweet
Contextual
Usable/Responsive
Tested
Checklist✓✓
✓✓✓✓✓✓
Tuesday, October 2, 12
‣ Analysis of +100 m experiences
‣ Monetate.com/EQ
‣ New versus returning
‣ Referral traffic
‣ Mobile
‣ Demographics
‣ Shopping cart activity
eCommerce Quarterly
Tuesday, October 2, 12
Tuesday, October 2, 12