Converting the Mobile SEM Visitor

March 5th, 2015

Converting the Mobile SEM Visitor

Martin MacDonald Head of SEO, Orbitz

Worldwide LLC

@searchmartin

searchmarketingexpo.com

@SearchMartin #SMX #32B

Who?



Who? Head of SEO @ Orbitz Worldwide Inbound Marketing Director @ Expedia Head of SEO @ Omnicom







SEM Mobile



SEM Paid search Traffic is Flexible: • Template selection • Content less crucial • Split/Multivariate Testing • Bid on “bottom funnel” only



Mobile Mobile Device Usability Issues • Screen Real Estate • Less Likely to have payment details • Slower data entry • Navigation often harder • Often less bandwidth & slower



Stacking the Deck



Discovery

Information

Transactional

Why Paid Search is Awesome

Conversion rate %



Discovery

Information

Transactional

Why Paid Search is Awesome

Conversion rate %

Do yourself a favor, bid down here!!



Typical Mobile Landing Page – sucks right?



What does your Website Consist of?

What do you really need

though?

Desktop Site: 1. Logo Image 2. Primary Navigation 3. Login Link 4. Search Form 5. Merchandising Area 6. Advanced Search Box 7. Key Navigational Links 8. Key Product Links 9. Banner Adverts 10.Newsletter Signup Form 11.Content (Primarily for SEO) 12.Links (Also for SEO) 13.Footer Area (Yet more Links)





Mobile Site: 1. Logo Image 2. Primary Navigation 3. Login Link 4. Search Form 5. Merchandising Area 6. - (keep data entry simple!) 7. Key Navigational Links 8. Key Product Links 9. - (they don’t get clicks) 10. - (people don’t like typing) 11. - (there’s only 1 PageRank*) 12. - (there’s only 1 PageRank*) 13. - (there’s only 1 PageRank*)





Mobile SEM Site: 1. Logo Image 2. - 3. Login Link 4. Search Form 5. Merchandising Area 6. - 7. - 8. Key Product Links 9. - 10. - 11. - 12. - 13. -

Mobile Site: 1. Logo Image 2. Primary Navigation 3. Login Link 4. Search Form 5. Merchandising Area 6. - (keep data entry simple!) 7. Key Navigational Links 8. Key Product Links 9. - (they don’t get clicks) 10. - (people don’t like typing) 11. - (there’s only 1 PageRank*) 12. - (there’s only 1 PageRank*) 13. - (there’s only 1 PageRank*)



Desktop Site: Serves all Needs


Mobile Site: Does not require Content or Links For SEO – when They detract from Conversion!

Mobile SEM Site: Needs as LITTLE As possible!!



Your Mobile SEM Site Landing Page should now have nothing that detracts from the purchase path.




EVERY CLICK OUTSIDE THE PURCHASE PATH = LOST SALES!




But that’s just your LANDING PAGE!



Measure EVERY SINGLE CLICK..



Measure EVERY SINGLE CLICK..



Measure EVERY SINGLE IMAGE..

http://www.smashingmagazine.com/2013/04/03/build-fast-loading-mobile-website/







Load images as background CSS elements, & query the ones you need only

http://timkadlec.com/2012/04/media-query-asset-downloading-results/






Encourage Cross Device Logins



Allow Unique Share and Save Methods



Don’t Ask for Non-required data



Enable Specific Payment Processors



Enable Specific Payment Processors

https://www.card.io/

Get Innovative with Data Entry?



Lets Recap!



Your Mobile Experience !==

Your Desktop Experience

1)



If its not absolutely needed DO NOT DISPLAY IT!

2)



ONLY bid on transactional keywords

3)



Make Sure the Funnel is SLIPPERY

4)



Count. Then Remove.

Every single extra click.

5)



Use Context Relevant Keyboards

6)



Give People the Means & Reason to Log In

7)



NEVER ask for information you don’t need

8)



Consider Adding Mobile Friendly Payment Methods

9)



Converting the Mobile SEM Visitor

Marketing

key product links

key navigational links

search form

b sem mobile

b desktop site

merchandising area

mobile site

b sem paid search traffic