Charlie's Angels Converting The Mobile Customer By Lisa Williams

#SMX #14C @SEOPollyAnna

Leadership, Task Completion & Alignment

Charlie’s Angels: Converting the Mobile Customer


In a Post-Mobilegeddon World... 3 women will fight to save the planet from lousy mobile

conversion


▪ Leadership ▪ Task Completion ▪ Alignment

3 STRATEGIES FOR MOBILE SUCCESS


“Everyone needs a Charlie...and a Bosley”


“68% of projects don’t have a project sponsor” pmi.org


“Project sponsor provides a clear vision and works with managers to support path to execution” pmi.org


▪ Data ▪ Competition ▪ Money ▪ Fear

HOW DO WE GET SPONSOR BUY-IN?


DATADigital Marketing % of Total Program Spend ▪ 2009 13% ▪ 2010 19% ▪ 2011 26% ▪ 2012 29% ▪ 2013 34% ▪ 2014 39% ▪ 2015 44% ▪ 2016 50%


COMPETITION


MONEY


FEAR


BOSLEY ON LEADERSHIP

“All my Angels. The heart is a muscle. In bodybuilding, we exercise the muscle, and it grows bigger and stronger. It’s the same with the heart." Bosley

"Leadership is a muscle, the more you exercise it, the stronger it is.”


“Good leadership is hard to measure on a daily basis which is why so many default to doing what’s easy to measure"

SIMON SINEK ON LEADERSHIP





▪ Sign Up ▪ Information Inputs ▪ Feature Selection ▪ Upsell/Cross Sell ▪ Scrolling Signal ▪ Cross Device Flow

TASK COMPLETION▪ Location ▪ Payment Integration ▪ Calling ▪ User Testing ▪ Survey ▪ Page Load


SIGN UP

Do you really need to know my birthday for me to sign up from mobile?


SIGN UP

Do you really need to know my educational background for me

to sign up from mobile?


INFORMATION INPUTS

You just made your information requirement so easy.


FEATURE SELECTION


CROSS SELL/UP SELL


SCROLLING

Hot Jar for testing scroll signals & lift


CROSS-DEVICE FLOW

We need this!


LOCATION

Not closest to me, not easy to use, not connected to my product search.


LOCATION

Combined my product search with location search.


PAYMENT INTEGRATION


CALL


MOBILE FIRST PLATFORMS


USER TESTING


QUALITATIVE





ALIGNING LEADERSHIP & TASK COMPLETION

“Alignment is important to project success. It requires agreement on priorities and process” pmi.org


PRIORITIZE TEAM INTEGRATION POINTS


PRIORITIZE CHANNELS

“44% of TV watchers will search for company name after brand reference”


PRIORITIZE BEHAVIOR

“70% of mobile purchases started with a call”


PRIORITIZE METHODOLOGY


PRIORITIZE EXPERTISE

http://youtube.com/v/0sKTOdtLdBc


PRIORITIZE LEADERSHIP15% of success is due to technical knowledge.

85% of success is due to skills in "human engineering", the ability to communicate, negotiate and lead.

Carnegie Institute


PRIORITIZE MEASUREMENT

“He who owns your attribution model owns your budget.”


▪ http://bit.ly/smx-advanced-mobileRESOURCES


When Everybody Clicks http://www.wheneverybodyclicks.com

@SEOPollyAnna [email protected] 541 903-1350

Tweet me to get “When Everybody Clicks” ebook for free!

@SEOPollyAnna

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http://www.wheneverybodyclicks.com



THANK YOU!

Join us @SMX East NEW YORK CITY

Sept. 29th – Oct. 1st 2015

Charlie's Angels Converting The Mobile Customer By Lisa Williams

Mobile

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