Bridget Randolph - So You've got a mobile website, now what?

Transcript

1. lots of people can tell you @BridgetRandolph
2. why you need a mobile-friendly website. @BridgetRandolph
3. and lots of people can tell you @BridgetRandolph
4. to build one. @BridgetRandolph
5. you can find the flowchart, and whole best practice guide at: http://www.distilled.net/training/mobile-seo-guide
6. Why Mobile’s Important 2012 KPCB internet trends update Google Think Insights report Google Databoard Full Value of Mobile calculator The Mobile Playbook Our Mobile Planet Global Mobile Stats 2013 Ericsson Mobility Report 2013 Building a Mobile Site Mobile Web Design Tips Distilled’s best practice guide Designing for SEO Understanding Your Mobile Visitors Google Analytics for Mobile Mobile SEO Keyword Research for mobile Responsive SEO Tune-up Optimizing your local presence for mobile Mobile SEO Audit Optimizing a separate mobile site SEO of Responsive Web Design Impact of Google Smartphone Crawler 1 Impact of Google Smartphone Crawler 2 Impact of Google Smartphone Crawler 3 Google’s mobile development guidelines Google blog - mobile and ranking factors Thinking More About Mobile ‘What is “Mobile”?’ Mobile Strategy for Small Businesses @BridgetRandolph
7. basic requirement for any online brand. @BridgetRandolph
8. of users won’t recommend a business with a poorly designed mobile site… @BridgetRandolph Source
9. …and have turned to a competitor’s site after a bad mobile experience. @BridgetRandolph Source
10. if you’re just starting to think about this… @BridgetRandolph
11. …you’re falling behind. @BridgetRandolph
12. you don’t need me to convince you. @BridgetRandolph
13. I want to talk about… @BridgetRandolph
14. …what happens next. @BridgetRandolph
15. Bridget Randolph Consultant, Distilled bridget.randolph@distilled.net @BridgetRandolph
16. “So you have a mobile-friendly website…what now?” BRIDGET RANDOLPH
17. big picture trends, @BridgetRandolph
18. case studies, @BridgetRandolph
19. examples, @BridgetRandolph
20. @BridgetRandolph
21. the is @BridgetRandolph
22. online everywhere
23. by 2017, of the world’s population will have 3G coverage. @BridgetRandolph Source: Ericsson Mobility Report
24. internet.org initiative from Facebook
25. @BridgetRandolph Source: Cisco's Global Mobile Data Traffic Forecast Update internet in year 2000 mobile data in 2012 mobile data usage in 2012 was the size of the entire internet in 2000
26. @BridgetRandolph Source: Ericsson Mobility Report (pg. 10) 0 20 40 60 80 100 120 140 160 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Mobile Data Usage Mobile Data Usage 12x growth in 12 years 12x growth in 6 years 2013
27. we’ll be more than ever @BridgetRandolph
28. you'll reach you can't reach any other way. @BridgetRandolph
29. a multiscreen, device-agnostic world. @BridgetRandolph
30. can’t just be an add-on anymore. @BridgetRandolph
31. There’s no such thing as ‘mobile’. THE Will Critchlow @BridgetRandolph
32. There’s no such thing as ‘mobile’ for the user. THE Bridget Randolph @BridgetRandolph
33. it’s not a separate channel… @BridgetRandolph
34. it’s a technology. @BridgetRandolph
35. There’s no such thing as ‘mobile’ for the user. THE Bridget Randolph @BridgetRandolph
36. making it easy for users is really f***ing hard. @BridgetRandolph
37. don’t be lazy. @BridgetRandolph
38. asking the right questions
39. 3 scenarios: @BridgetRandolph
40. “Average Joe Corp.” @BridgetRandolph
41. How do we do ‘mobile’? @BridgetRandolph
42. • separate m. site • app • SMS promotions @BridgetRandolph
43. “Early Adopters Ltd.” @BridgetRandolph
44. how do we stay ahead of the next big mobile tech trend? @BridgetRandolph
45. • big data tools • Aurasma tech app • solar charger to print ad @BridgetRandolph
46. “User-Driven Business, Inc.” @BridgetRandolph
47. How can we take advantage of new tech to anticipate our users' needs? @BridgetRandolph
48. user-centric. @BridgetRandolph
49. we need to become like User-Driven Business, Inc. @BridgetRandolph
50. because our customers are @BridgetRandolph
51. and technology is for @BridgetRandolph
52. make mobile a of your customers’ journey @BridgetRandolph
53. and keep the at the centre. @BridgetRandolph
55. Discover Explore Buy Engage
56. Discover
57. of mobile searches are near a PC @BridgetRandolph Source: Google Databoard
58. @BridgetRandolph Source: Google Databoard
59. @BridgetRandolph Source: Google Databoard
60. big trend seamless and consistent UX across all devices @BridgetRandolph
61. 3 main areas  website  search  social @BridgetRandolph
62. website @BridgetRandolph
63. responsive design is fine. @BridgetRandolph
64. but it’s a basic approach. @BridgetRandolph
67. small steps: Consider using dynamic serving by user agent @BridgetRandolph
68. small steps: “content everywhere” @BridgetRandolph For more information see the book by Sara Wachter- Boettcher.
69. CREATE ONCE PUBLISH EVERYWHERE @BridgetRandolph my full deck on Slideshare “content everywhere”
70. case study: BBC Food hub pages “content everywhere”
71. BBC Food saw an increase of more than 150,000 visitors weekly from search alone and Overall traffic doubled, from around 650,000 weekly visitors to around 1.3 million. @BridgetRandolph from the Content Everywhere book “content everywhere”
72. small steps: long-term cookies for login @BridgetRandolph
73. small steps: sync user accounts across all platforms
74. example: Amazon Kindle sync sync user accounts
75. small steps: testing
76. have you visited your site on a mobile? @BridgetRandolph testing
77. easy hack for Chrome: using right click ‘Inspect Element’ allows you to view your site as a mobile device @BridgetRandolph testing
78. @BridgetRandolph go to settings testing
79. @BridgetRandolph testing
80. @BridgetRandolph testing change this to adjust the screen width
81. and then refresh the page. @BridgetRandolph testing
82. small steps: mobile CRO and user testing @BridgetRandolph
83.  Qualaroo – user surveys  CrazyEgg – heat maps  Optimizely – split testing @BridgetRandolph mobile CRO and user testing
84. search @BridgetRandolph
85. big trend it’s the same person regardless of device. @BridgetRandolph
86. context and user intent @BridgetRandolph
87. case study: Bravissimo
88. result: 600% increase in PPC-driven sales revenue and 103% increase in conversion rate. @BridgetRandolph Source Bravissimo
89. example: Google Implicit Search
90. example: Google Now
91. big trend anticipating the users’ needs before they are aware of them @BridgetRandolph
92. example: Corcoran Group
93. …connecting with home buyers even before they are in the market for a new home. The Mobile Playbook @BridgetRandolph Source Corcoran Group
94. social @BridgetRandolph
95. social is a huge channel for mobile. @BridgetRandolph
96. out of every 5 people who use Facebook daily access it on a mobile device @BridgetRandolph
97. social marketing mobile marketing. @BridgetRandolph
98. brands no longer own the conversation. @BridgetRandolph
99. @BridgetRandolph
100. small steps: allow your social media team to engage in a conversational way @BridgetRandolph
101. example: Dolphin Pub and Douwe Egberts @BridgetRandolph read the full conversation here.
102. big trend permission’s not enough anymore. @BridgetRandolph
103. filter bubbles and curation
104. small steps: create content which people will want to share @BridgetRandolph
105. big trend peer-to-peer marketing ask yourself: “is it good enough to tell my friends about it?” @BridgetRandolph
106. small steps: make your content mobile-friendly @BridgetRandolph 80% of Facebook and Twitter’s daily users are accessing the app from a mobile device
107. @BridgetRandolph
108. Discover Explore Buy Engage
109. Explore
110. once your users have your brand, @BridgetRandolph
111. that’s just the @BridgetRandolph
112. you need to be aware of their . @BridgetRandolph
113. 4 main areas  tracking  showrooming  personalisation  online/offline integration @BridgetRandolph
114. tracking @BridgetRandolph
115. track the person, not the device @BridgetRandolph
116. small steps: Universal Analytics @BridgetRandolph
117. User Based Tracking
118. showrooming @BridgetRandolph
120. view showrooming as an opportunity @BridgetRandolph
121. case study: Best Buy
122. in Feb 2013 they rolled out a permanent price matching policy based on results of the pilot @BridgetRandolph Source
123. personalisation @BridgetRandolph
124. small steps: recommendation engine
125. case study: LK Bennett
126. saw an 11% increase in conversions from this segment. @BridgetRandolph Source
127. another test saw a 14% increase in conversions from UK visitors when explicitly offered free 14 day returns. @BridgetRandolph more Qubit case studies
128. online-offline integration @BridgetRandolph
129. what NOT to do…
132. example: IKEA catalogue app
133. big trend recognise the value of every touchpoint/interaction along the customer journey @BridgetRandolph
134. last-click attribution is the devil.
135. Discover Explore Buy Engage
136. Buy
137. but…what about the actual conversion? @BridgetRandolph
138. 2 main areas - smarter checkout paths - online/offline integration @BridgetRandolph
139. smarter checkout paths @BridgetRandolph
140. Could it be the case that mobile is simply more of a research platform? Commenter on a blog post @BridgetRandolph
141. My cellphone isn't for buying, fb, amazon - it's just a phone (or gps) :) Commenter on a blog post @BridgetRandolph
142. WRONG. @BridgetRandolph
143. in the retail industry, mobile spend is expected to be by the end of 2013. @BridgetRandolph
144. smarter conversion paths for mobile. @BridgetRandolph
145. KISS. • IMG
146. Keep It Simple Stupid. @BridgetRandolph
147. small steps: link the form fields to the correct keyboard @BridgetRandolph Smashing Mag article about touch keyboards
148. for phone number fields: <input type="tel" /> for a numeric keyboard, use this: <input type="text" pattern=“\d*" novalidate /> for any email fields, use this: <input type="email" /> to disable autocorrect: <input type="text" autocorrect="off" /> @BridgetRandolph Cheat sheet from Baymard link the form fields to the correct keyboard
149. small steps: only ask for information which is essential to complete the transaction @BridgetRandolph
150. example: Amazon 1 Click only ask for essential information
151. small steps: keep people logged in long-term @BridgetRandolph
152. thinking bigger: biometric tech @BridgetRandolph
153. example: Apple Store
154. small steps: don’t neglect microconversions @BridgetRandolph
155. online/offline integration @BridgetRandolph don’t neglect
156. example: PayPal online/offline integration
157. big trend make mobile checkout EASY. @BridgetRandolph
158. big trend in-store mobile payment can also add convenience to checkout. @BridgetRandolph
159. big trend microconversions matter too. @BridgetRandolph
160. Discover Explore Buy Engage
161. Engage
162. 3 main areas - apps - email marketing - social @BridgetRandolph
163. apps @BridgetRandolph
164. Apple Store: 900,000+ apps Google Play: 1,000,000+ apps @BridgetRandolph Source
165. 7 iPhone apps earned 10% of app store revenue for iPhone @BridgetRandolph Source
166. are you you need one? @BridgetRandolph
167. benefit: it’s a walled garden. @BridgetRandolph
168. small steps: saving passwords in the phone @BridgetRandolph
169. small steps: ask yourself, does my app: @BridgetRandolph 5 questions based on ‘For Mobile Devices, Think Apps, Not Ads’, HBR Mar 2013
170. add convenience? @BridgetRandolph ask yourself, does my app:
171. offer unique value? @BridgetRandolph ask yourself, does my app:
172. provide social value? @BridgetRandolph ask yourself, does my app:
173. offer incentives? @BridgetRandolph ask yourself, does my app:
174. entertain? @BridgetRandolph ask yourself, does my app:
175. if not, you shouldn’t build it. @BridgetRandolph ask yourself, does my app:
176. case study: Tesco Homeplus
177. their sales increased 130% in three months, and their number of registered users went up by 76% @BridgetRandolph Source
178. big trend creating a unique experience and meeting a specific user need @BridgetRandolph
179. email marketing @BridgetRandolph
180. of e-mails are opened on mobile devices. @BridgetRandolph Source: US Consumer Device Preference Report (Q2 2013)
181. email marketing IS mobile marketing. @BridgetRandolph
182. and who needs SMS promotions… @BridgetRandolph
183. …when you can send push notifications via email? @BridgetRandolph
184. small steps: send emails your customers want to open. @BridgetRandolph
185. remember this? send emails your customers want to open
186. example: Innocent Drinks send emails your customers want to open
187. small steps: use personalisation and context @BridgetRandolph
188. avg. open rate for ‘triggered’ emails is 4x higher than for email newsletters (45-55% vs 10%) @BridgetRandolph Source use personalisation and context
189. use personalisation and context
190. small steps: use mobile-friendly email templates @BridgetRandolph
191. • MailChimp • Campaign Monitor @BridgetRandolph use mobile-friendly email templates
192. small steps: test your email campaigns with Litmus @BridgetRandolph
193. social @BridgetRandolph
194. social is not just a part of the discovery process. @BridgetRandolph
195. a great channel for maintaining customer loyalty. @BridgetRandolph
196. example: Red Bull Wings
197. @BridgetRandolph http://wings.redbullusa.com/
198. big trend make current customers feel appreciated. @BridgetRandolph
199. big trend individually personalised, if possible. @BridgetRandolph
200. bonus example
201. merging online-offline worlds… @BridgetRandolph
202. …but more importantly, @BridgetRandolph
203. the takeaway of this presentation: @BridgetRandolph
204. extreme personalisation and context recognition @BridgetRandolph
205. BMW’s #MININotNormal campaign @BridgetRandolph Source
207. (individual) at the centre @BridgetRandolph
208. great use of personalisation and context @BridgetRandolph
209. online/offline integration @BridgetRandolph
210. loyalty to customers @BridgetRandolph
211. social reach @BridgetRandolph
212. 1,941 customers reached. 46,660 YT views just on this video. @BridgetRandolph
213. final takeaways
214. to ‘do mobile’ right: @BridgetRandolph
215. make it a core technology @BridgetRandolph
216. keep the at the centre @BridgetRandolph
218. ask yourself: @BridgetRandolph
219. How can I use mobile tech to anticipate and fulfill my users’ needs? @BridgetRandolph
220. Surely these are all just ‘marketing’ principles, though? @BridgetRandolph
221. true. @BridgetRandolph
222. mobile isn’t separate anymore. @BridgetRandolph
223. in some ways, it’s just another ‘browser’. @BridgetRandolph
224. it won’t be easy, but it will be @BridgetRandolph
225. so buckle up and enjoy the ride!
226. key takeaways thanks. • mobile’s not separate anymore • track the person not the device • serve the users’ needs first BRIDGET RANDOLPH @BridgetRandolph
227. Other references, sources, and image credits Customer Lifecycle concept: http://blogs.forrester.com/corinne_munchbach/13-01-22- bye_bye_marketing_funnel_it_was_fun_while_it_lasted IKEA example: http://www.wired.com/design/2013/08/a-new-ikea-app-lets-you-place-3d-furniture-in-your-home/ Images: showrooming: http://econsultancy.com/uk/blog/63484-showrooming-is-not-a-threat-to-retailers-revenue-stats best buy: http://www2.pictures.zimbio.com/gi/Best+Buy+Black+Friday+waErw9WzhYsl.jpg Devil: http://www.bubblews.com/assets/images/news/1524579090_1369941782.jpg KISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg Amazon 1 Click: http://www.wpcentral.com/sites/wpcentral.com/files/amazon.jpg Apple Store: http://cdn.itproportal.com/photos/iphone-5s-fingerprint-purchases_original.jpg PayPal: http://blog.frooition.com/wp-content/uploads/2012/06/paypalCheckout.jpg Tesco: http://www.addicted-to-retail.com/blog/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in- South-Korea-1.jpg Personalised Email: http://econsultancy.com/uk/blog/63641-a-critical-look-at-some-of-today-s-most-relevant-email- marketing-questions roller coaster: http://rctgo.com/assets/images/games/nolimits/screenshots/11.jpg