Burner mobile update for story v1.0

© Burner Mobile 2013

Rob Thurner!

Founding Partner!

Burner Mobile!

25.2.13!

Building mobile into your business strategy &

maximising conversion rate optimisation


Rob Thurner �� Mobile consultant, trainer, speaker, author

Ø  20 years digital and tradi7onal marke7ng experience

Ø  Digital, Tutor and Trainer

-‐ Mobile Training Academy, IDM, IAB, IPM, Econsultancy, Emarketeers

Ø  Founder, Burner Mobile

-‐ Consultancy, white papers, keynotes

Ø  Author

-‐ 10 key decisions for mCommerce success

-‐ 7 steps for mobile marke7ng success

Ø  Mobile clients

-‐ Amex, Barclaycard, BeKair, Bri7sh Airways, Jaguar

-‐ M&S, John Lewis Partnership, Heineken, GSK


#1 Start with the consumer! Create mobile personas

Tribal drinkers

Buzz seekers Regular blokes

Male traditionalists

Detached moderates

Party girls

Career guys

Careful females

Routine strugglers


Apps Mobile sites Messaging Social Location

mCommerce Mobile ads Mobile search Codes & coupons

#1 Start with the consumer! Match your offering to their mobile behaviour


Business Objectives

Assess mainstream and future mobile

landscape

Integrate with comms & data

strategies

Select and manage mobile partners

Align stakeholders to develop mobile

culture

#2 Build mobile into business strategy ! … Mobile impacts all areas of the business


#2 Build mobile into business strategy ! … Board level agenda item


2012 2014

#2 Build mobile into business strategy ! … Mobile roadmap v campaign-led approach


#3 Mobile through the customer journey ! … working through the purchase funnel


Press ads

Website

DM

Social media

Email

Mobile banner ads

Mobile Acquisi7on, CRM and Transac7on

#3 Mobile through the customer journey ! … integrate mobile with other channels!


#4 Optimise your site! … 4 seconds or bounce and never return


Optimised Non-optimised

#4 Optimise your site! … 4 seconds or bounce and never return


Logo

Menu item 1

Menu item 2

Personalised banner Promoting something of interest

Welcome back: FRED SMITH When you were last here, you Looked at the following products

Product 1 Product 2 Product 3

Behavioural

Logo

Menu item 1

Menu item 2

Personalised banner Based on their location

You are near: XXX Our nearest store is XX metres away Get directions

Menu item 3

Menu item 4

Logo

Menu item 1

Menu item 2

Personalised banner Based on the time of day

It is 11:00am On TV later is XXX

Location-based

Time-based

http://www.burnermobile.com/making-mobile-design-more-personalised/

#4 Optimise your site! … Mobile web 2.0 - personalisation


#4 Optimise your site! … HTML5 success stories

© Mobile Training Academy 2013


#5 App focus on user experience! … over form and function


Are Audi A4s really that horrible to drive?

...drives like there is a drunk behind the wheel

I feel ripped off – even though the game was free! Just like a real A4

– it’s boring and tedious

#5 App focus on user experience! … mobile users won’t tolerate rubbish


Ø  Success factors?

Ø  Audience reach capped

Ø  Development & maintenance cost

Ø  Download does NOT = use

Ø  85% only used once

Ø  Testing - over 50% have bugs

Ø  Approvals – up to 10 weeks

Ø  Standout

#5 App focus on success factors! … high stakes for “me-too” app players


#6 Make discovery quick & engaging! … 50% of mobile sessions start with search


!#6 Make discovery quick & engaging! … rich media, micro-targeting

© Burner Mobile 2013 Source: Weve

#7 Build long-term loyalty with mobile! … time & location based data trail so test & learn


Ø  Check and charge up your Starbucks Card

Ø  Pay with your iPhone or iPod Touch at U.S. Starbucks stores

Ø  Locate a mobile payment Starbucks near you

Ø  Track your Starbucks Rewards program

#7 Build long-term loyalty with mobile … focus on ease, convenience, personalisation


#8 Keep an eye on mobile payments … manage expectations!!


#8 Keep an eye on mobile payments … manage expectations!!

Rocky Road to Caramel

Extra Thick Easter EggVilleroy & BochBordeaux White Wine Goblet

O2-UK 02:023G

Shopping

My balance: £ 167.81

Gift Hamper - CELEBRATIONBREAKFAST

Search

OffersScan a barcodeBrowse

15


#9 Conversion Rate Optimisation ! ! … constant improvement!


#9 Conversion Rate Optimisation ! ! !… address people and processes!

Ø  More than two-‐thirds of sample are not designing their websites (70%) and marke7ng emails (84%) for either mobile phones or tablets

Ø  Companies with a structured approach to conversion are twice as likely to have seen a large increase in sales

Ø  Technology is no longer the major barrier preven7ng companies from improving conversion rates

Ø  The challenge is becoming one of people and processes

Source: Econsultancy / Red Eye hfp://econsultancy.com/uk/reports/conversion-‐rate-‐op7miza7on-‐report


Mobile Conversion Rate Optimisation

Ø  Improving the commercial returns from a mobile site or app through a structured approach to increase conversion to key goals such as sales, quotes or bookings or leads


Creating a Mobile CRO plan

1. Build business case including project goals

2. Review analytics to identify priorities for optimisation

3. Define of target devices to optimise

4. Research users and competitors

5. Execute schedule for testing and improving certain page types


Step 1 – Build business case including project goals !

“CRO allows companies to generate more revenue without spending more on advertising. It’s about getting a higher return from the existing ad spend” Specialist agency, Conversion Rate Experts


Tip - Revenue per visitor assesses site effectiveness��

Ø  Revenue per visitor or visit is a powerful KPI to review site effectiveness since it depends on the quality of traffic to a site and how they are converting

Ø  Can be applied to a range of businesses such as publishers as well as transactional Ecommerce sites


Step 2 – Review analytics to ��identify priorities for optimisation Ø Where are visitors referred from?

Ø What is mix of direct visits (bookmarks or URL type-in); search visits (natural and paid); campaign visits from ads and email; social media visits or visits referred from other sites.

Typical desktop average from Google Analytics. How does this look for your mobile site?


Tip – compare mobile site v PC site ��

Ø Confirm which sources are referring traffic

Ø  Review top mobile landing or entry pages report

Ø Use the top content report to find the best pages to optimise


Analyse user journeys��

Ø Which pages will improve leads?

Ø Where are quick wins?


Step 3 – Define target devices to optimise !


Tip - Device detection, redirect, promotion

Ø  iPad to desktop site, others to mobile

Ø  Promotion via Google Adwords (Amazon and eBay)

Ø  Location detection – use GPS to route to a page/site for a specific location


Step 4 – Research users and competitors

Ø Use visitor intent surveys and site feedback tools to understand journeys and satisfaction with the content you offer

Ø Web analytics will only tell you so much – what visitors DO, not what they FEEL

Ø Why do users visit the site? Ø  See this article for the full range of tools available

http://bit.ly/smartfeedback


Tip – 4Q survey

4Q Survey is a free site exit survey tool for desktop platforms to track rating intent (reason to visit site) and satisfaction (shows which journeys are most common and which are most broken) Includes four simple questions: 1. Based on today’s visit, how would you rate your site experience overall?�� 2. Which of the following best describes the primary purpose of your visit?�� 3. Were you able to complete the purpose of your visit today?�� 4a. (If yes) What do you value most about the [sitename] website?��4b. (If no) Please tell us why you were not able to fully complete the purpose of your visit today?


Step 5 – Execute schedule for testing !

Ø Define areas of the site to be tested

Ø Consider page download speed

Ø Google has stated that for desktop sites, site speed is so important it may reduce visibility of poorly performing sites or specific page types

Ø This will impact ranking of the slowest sites


Tip – check page load speed !

“Due to the limited CPU capabilities of mobile devices, the high round-trip times of mobile networks, and the rapid growth of mobile usage, it is even more critical to understand and optimize for mobile performance than for the desktop”.

Google Page Speed Insights

https://developers.google.com/speed/docs/best-practices/mobile


Mobile CRO - summary

•  Plans for mobile CRO should be built in during initial creation of mobile site or app. Create a business case to help dedicate sufficient resources to this

•  Use analytics to identify priorities for optimisation through identifying entry pages, referring sources and flow of visitors on the site

•  Ensure your selection of target devices balances coverage against the cost of supporting older devices. You don’t need to support everything. You should create a routing a promotion map showing how you will direct visitors to different devices and experiences

•  Page download speed is critical to the mobile experience, so ensure this is benchmarked and optimised


Case study : ‘TicketsNow’ !

Ø  Combining a mobile-optimized site with Google mobile ads to boost mobile sales 100% in the first month

Ø  Research from Google: > 25% of ticketing-related search queries occur on mobile devices

“Search queries and purchases in our space are migrating to mobile at a rapid pace. Mobile is where consumers are now and increasingly where they’re headed, so that’s where we need to be.” Sachin Gadhvi, Director of Search and Mobile Marketing


Ø  The type of benefits evident from a mobile optimised site are clear from the post launch review which showed that the mobile optimised site had:

Ø  Increased average order values from mobile devices by 8%

Ø  Boosted conversion rate 50% Ø  Increased return on ad spend from

paid search 30% Ø Cost of building a mobile site

covered using the margin generated by incremental sales

Case study: ‘TicketsNow’ - results !


#10 Win board level support ! … mobile disrupts and transforms !


CEO

Sales

Marketing Customer Insight

Technical

UX eCommerce

CRM

Legal

#10 Win board level support ! … align internal (and external) stakeholders!


Summary!

Ø  Deploy mobile to deliver business objec5ves Ø  Create and meet needs of mobile personas as basis for behavioural

targe7ng Ø  Good UX is vital for engagement and referral Ø  Integrated mobile into comms planning and merge data Ø  Manage expecta5ons: benchmarks for budgets, 7mings, likely results,

ROI Ø  Develop strategy to maximise conversion rate op5misa5on Ø  Win Board level support Ø  Test, measure, analyse, learn, adapt


Mobile resources!

Site Content

www.mobilemarketingmagazine.com www.iabuk.net www.smartinsights.com www.burnermobile.com The Mobile Playbook Our Mobile Planet Google Mobile Ads Blog www.flurry.com www.comscore.com

News, case studies, awards Case studies, white papers Digital strategy, analytics, blog Blog, market analysis Google guide – winning with mobile Google – Q&A on mobile consumers Google blog on mobile advertising Metrics, apps Mobile usage

7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey) Summary at https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-insights.pdf


Thank you for your 7me

Any ques7ons?

[email protected]

M: +44 7793 804419

@burner_mobile