Bridget Randolph Digital Females Feb 2014: 5 Ways Your Mobile Strategy is Losing You Money

BRIDGET RANDOLPH

5 Ways Your Mobile Strategy

Is Losing You Money

DID YOU

KNOW…

that

of users

won’t recommend a business with a poorly designed mobile site?

@BridgetRandolphSource

or that

have turned to a

competitor’s site after a bad mobile experience?

@BridgetRandolphSource

MOBILE IS

HUGE.

already a

basicrequirement

@BridgetRandolph

for any

online brand.

@BridgetRandolph

and it’s

s

just

getting

BIGGER.

by 2017,

85%of the world’s population

will have 3G coverage.

@BridgetRandolphSource: Ericsson Mobility Report

Facebook’s Internet.org initiative

mobile in 2012 was

12xthe size of

the entire

internetin 2000

@BridgetRandolphSource: Cisco's Global Mobile Data Traffic

Forecast Update

internet in

year 2000

mobile

in

2012

@BridgetRandolphSource: Ericsson Mobility Report (pg. 10)

0

20

40

60

80

100

120

140

160

Mobile Data Usage

12x growth in 12 years

12x growth in 6 years

2013

so businesses need to be

mobile-friendly.

@BridgetRandolph

the

problem is,

@BridgetRandolph

people are doing it

WRONG.

@BridgetRandolph

BRIDGET RANDOLPH

Online Marketing Consultant, Distilled

[email protected]

@BridgetRandolph

BRIDGET RANDOLPH

5 Ways Your Mobile Strategy

Is Losing You Money

BRIDGET RANDOLPH

(…and what you can do about it)

you don’t have a

mobile-friendly website

only

70% of the

top 20 UK retailers have a mobile-friendly website.

@BridgetRandolphSource: Econsultancy

small businesses are even

less likelyto have a mobile-friendly web presence.

@BridgetRandolph60% of small businesses have websites;

only half of these are mobile-friendly.

and still

more businessescreate a mobile site and forget about it.

@BridgetRandolph

where your online

customers primarily

interact with you

@BridgetRandolph

and remember our

stats from before…

@BridgetRandolph

of users

won’t recommend a business with a poorly designed mobile site

@BridgetRandolphSource

and

have turned to a

competitor’s site after a bad mobile experience

@BridgetRandolphSource

But mobile only matters when you’re on the

go, right?

typical CEO

@BridgetRandolph

77% of mobile searches happen near a PC

Source: Google Databoard

if you don’t have a

mobile-friendly website,

you’re leaving money

on the table.

@BridgetRandolph

FIX:make your website

mobile-friendly

@BridgetRandolph

it’s not as hard as you might think.

@BridgetRandolph

main

approaches

@BridgetRandolph

• responsive– rearranges the layout

• dynamic serving– serves different HTML on same URL

• separate mobile subdomain– e.g. m.domain.com

@BridgetRandolph

responsive

separate mobile site

dynamic serving:

a cross between the two

choosean approach

based on

@BridgetRandolph

your goals

and technical

capabilities@BridgetRandolph

your

users’ needs.

@BridgetRandolph

we did a flowchart for our Best Practice Guide

http://www.distilled.net/training/mobile-seo-guide

for a

small business with a

small website…

@BridgetRandolph

…I’d usually recommend using

a responsive

template,

@BridgetRandolph

and a WYSIWYG

CMS(like Wordpress).

@BridgetRandolph

individual Wordpress themes

• Designfolio (from PressCoders): free, or $79 with support

licence.

• Standard: $49 or $99 with support licence.

• Responsive (from CyberChimps): free.

premium Wordpress theme providers

• Elegant Themes: ~$40/year with full support.

• WooThemes: free-$70.

@BridgetRandolph

or, if you don’t want to use Wordpress:

• SquareSpace: from $8/month (for the most basic service).

• Wix: around $10/month.

@BridgetRandolph

for a larger business

with a larger website,

@BridgetRandolph

dynamic serving based on

user agent.

@BridgetRandolph

does it work?

@BridgetRandolph

case study: O’Neill Clothing

RESULTSon iPhone/iPod

conversions increased by 65.71%.

transactions increased by 112.5%.

revenue increased by 101.25%.

on Android devices

conversions increased by 407.32%.

transactions increased by 333.33%.

revenue increased by 591.42%.

@BridgetRandolphSource

final

point to

remember:

@BridgetRandolph

a mobile-friendly

website is

NOT a strategy.

@BridgetRandolph

it’s just the

starting point.

@BridgetRandolph

you’re making

technical SEO mistakes

why does technical

SEO matter?

@BridgetRandolph

responsive design?

@BridgetRandolphSEO of Responsive Design by Kristina Kledzik

You don’t need to do

anything extra.

@BridgetRandolph

what if I can’t use a responsive design?

@BridgetRandolph

dynamic serving

Vary HTTP header http://goo.gl/km1qcZ

@BridgetRandolph

separate URLs

There are

several areasto look at.

@BridgetRandolphA Checklist for Optimizing Your Mobile Site

redirects

• redirect mobile users on www.

most relevant mobile page

• redirect desktop users on m.

most relevant desktop page

• allow users to override

@BridgetRandolph

“switchboard tags”

for duplicate content

on the desktop page:

<link rel="alternate" media="only screen and (max-width: 640px)"

href="http://m.example.com/page-1" >

on the relevant mobile page:

<link rel="canonical" href="http://www.example.com/page-1" >

@BridgetRandolph

site speed

• 2-3 sec is recommended

• needs to be less than 5 sec

Google PageSpeed Insights tool can help

@BridgetRandolph74% of users would bounce after waiting 5 sec

unsupported technology

• don’t use Flash!

@BridgetRandolph

I wrote a whole blog post about it.

http://moz.com/blog/how-to-optimize-a-mobile-site

@BridgetRandolph

and don’t forget about

testing@BridgetRandolph

have you visited

your site on a

mobile?

@BridgetRandolph

testing

USE

Litmus – website testing

Qualaroo – user surveys

CrazyEgg – heat maps

Optimizely – split testing

@BridgetRandolph

your permission-based marketing

isn’t mobile-friendly

it’s not just about

the content ON

your website.

@BridgetRandolph

social media

@BridgetRandolph

social

is a hugechannel for mobile.

@BridgetRandolph

4 out of every 5people who use Facebook

daily access it on a mobile

device

@BridgetRandolph

social marketing

ISmobile marketing.

@BridgetRandolph

@BridgetRandolph

anything you want to get shared

has to work on a mobile

…even if it’s an MVP.

@BridgetRandolph

FIXmake your social content

mobile-friendly

@BridgetRandolph80% of Facebook and Twitter’s daily users

are accessing the app from a mobile device

@BridgetRandolphhttp:www.distilled.net/training/mobile-seo-guide

FIXmake sure your social share

buttons work on mobile

@BridgetRandolph

email marketing

@BridgetRandolph

62% of e-mails are

opened on mobile devices.

@BridgetRandolphSource: US Consumer Device Preference

Report (Q2 2013)

email marketing

ISmobile marketing.

@BridgetRandolph

@BridgetRandolph

FIXuse mobile-friendly email

templates

@BridgetRandolph

@BridgetRandolph

USE• Campaign Monitor

• MailChimp

@BridgetRandolph

USEtest your email campaigns

with Litmus

@BridgetRandolph

you’re overcomplicating

the checkout process

smarter checkout paths

@BridgetRandolph

Could it be the case that mobile is simply more of a

research platform?

Commenter on a blog post

@BridgetRandolph

My cellphone isn't for buying, fb, amazon - it's just

a phone (or gps) :)

Commenter on a blog post

@BridgetRandolph

WRONG.

@BridgetRandolph

in the retail industry, mobile spend was expected to be

by the end of 2013.

@BridgetRandolph

smarterconversion paths

for mobile.

@BridgetRandolph

KISS.

Keep

It

Simple

Stupid.@BridgetRandolph

FIXlink the form fields to

the correct keyboard

@BridgetRandolphSmashing Mag article about touch keyboards

@BridgetRandolphimage source

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" />

@BridgetRandolphCheat sheet from Baymard

FIXonly ask for information

which is essential

to complete the transaction

@BridgetRandolph

example: Amazon 1 Click

example: Argos

FIXkeep people logged in long-term

@BridgetRandolph

thinking bigger biometric tech

@BridgetRandolph

example: Apple Store

FIXdon’t neglect microconversions

@BridgetRandolph

…like

social shares and

email signups

@BridgetRandolph

you’re not tracking

cross-device and cross-channel

track the

person,

not the device

@BridgetRandolph

PROBLEM:

tracking each visit separately

isn’t accurate

@BridgetRandolph

Visit-Based Tracking

User-Based Tracking

user-based tracking:

tracking each step of the

customer journey

@BridgetRandolph

FIXset up Universal Analytics

@BridgetRandolph

(how does it work?)

@BridgetRandolph

but all of these are

just examples

the point

really is…

stop treating mobile

as a separate channel

of

mobile searches

happen near a PC@BridgetRandolphSource: Google Databoard

in some ways,

it’s just

another

‘browser’.

@BridgetRandolph

finaltakeaways

you need a

mobile-friendly

website

@BridgetRandolph

if it’s a

separate website,

remember to check

the technical stuff

@BridgetRandolph

always test

your site

across devices

@BridgetRandolph

permission-based

marketing

needs to be

mobile-friendly too

@BridgetRandolph

make mobile checkout

EASY

@BridgetRandolph

track

people, not

devices

@BridgetRandolph

mobile

isn’t separate anymore.

Thanks.Any questions?

BRIDGET RANDOLPH

[email protected]

@BridgetRandolph

image credits

girl on couch: http://images.smh.com.au/2013/07/27/4608179/Dan-20130727185724263940-

620x349.jpg

baby of Obama/Chewbacca morph: http://www.morphthing.com/baby/3532403-Baby-of-Barack-

Obama-and-Chewbacca

KISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg

multi-device path to purchase: http://marketingland.com/study-90-percent-use-multiple-screens-

throughout-the-same-day-20386

mobile overtaking desktop graph: ComScore study;

image credit http://static1.businessinsider.com/image/4fda47c569beddef0b000003-960/comscore-

mobile-users-desktop-users-2014.jpg