Post on 22-Oct-2014
description
© Burner Mobile 2013
Rob Thurner!
Founding Partner!
Burner Mobile!
25.2.13!
Building mobile into your business strategy &
maximising conversion rate optimisation
© Burner Mobile 2013
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
© Burner Mobile 2013
#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
© Burner Mobile 2013
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
© Burner Mobile 2013
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
© Burner Mobile 2013
#2 Build mobile into business strategy ! … Board level agenda item
© Burner Mobile 2013
2012 2014
#2 Build mobile into business strategy ! … Mobile roadmap v campaign-led approach
© Burner Mobile 2013
#3 Mobile through the customer journey ! … working through the purchase funnel
© Burner Mobile 2013
Press ads
Website
DM
Social media
Mobile banner ads
Mobile Acquisi7on, CRM and Transac7on
#3 Mobile through the customer journey ! … integrate mobile with other channels!
© Burner Mobile 2013
#4 Optimise your site! … 4 seconds or bounce and never return
© Burner Mobile 2013
Optimised Non-optimised
#4 Optimise your site! … 4 seconds or bounce and never return
© Burner Mobile 2013
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
© Burner Mobile 2013
#4 Optimise your site! … HTML5 success stories
© Mobile Training Academy 2013
© Burner Mobile 2013
#5 App focus on user experience! … over form and function
© Burner Mobile 2013
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
© Burner Mobile 2013
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
© Burner Mobile 2013
#6 Make discovery quick & engaging! … 50% of mobile sessions start with search
© Burner Mobile 2013
!#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
© Burner Mobile 2013
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
© Burner Mobile 2013
#8 Keep an eye on mobile payments … manage expectations!!
© Burner Mobile 2013
#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
© Burner Mobile 2013
#9 Conversion Rate Optimisation ! ! … constant improvement!
© Burner Mobile 2013
#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
© Burner Mobile 2013
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
© Burner Mobile 2013
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
© Burner Mobile 2013
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
© Burner Mobile 2013
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
© Burner Mobile 2013
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?
© Burner Mobile 2013
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
© Burner Mobile 2013
Analyse user journeys���
Ø Which pages will improve leads?
Ø Where are quick wins?
© Burner Mobile 2013
Step 3 – Define target devices to optimise !
© Burner Mobile 2013
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
© Burner Mobile 2013
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
© Burner Mobile 2013
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?
© Burner Mobile 2013
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
© Burner Mobile 2013
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
© Burner Mobile 2013
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
© Burner Mobile 2013
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
© Burner Mobile 2013
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 !
© Burner Mobile 2013
#10 Win board level support ! … mobile disrupts and transforms !
© Burner Mobile 2013
CEO
Sales
Marketing Customer Insight
Technical
UX eCommerce
CRM
Legal
#10 Win board level support ! … align internal (and external) stakeholders!
© Burner Mobile 2013
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
© Burner Mobile 2013
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
© Burner Mobile 2013
Thank you for your 7me
Any ques7ons?
rob@burnermobile.com
M: +44 7793 804419
@burner_mobile