CRO PROS Next Generation Mobile Strategies August 2015
Transcript of CRO PROS Next Generation Mobile Strategies August 2015
• 60% of internet traffic in Australia is from a mobile device • Mobile traffic is up 65% in just one year • Mobile and tablet traffic in Australia account for 62% of total average daily views in Australia
And the Growth Continues Today…
Mobile Strategies of the Past
Develop a native app9.3% of all technology jobs in AU in 2011 were directly or indirectly related to app development (more than the US)
Implement a responsive designBuild a mobile m. site
The Solution: Experience Optimization
Deliver your best customer experiences at every touch point on the
web and mobile apps
The Challenges
Fragmented Marketing Stack
Disconnected Experiences
Limited Insights
More devices and touch points than ever, creating a
fragmented customer journey across web and
mobile
Difficult to access actionable data and real-time insights
Disconnected systems create inefficiencies,
making it difficult to manage an
optimized customer journey
Limited Resources
Limited technical resources and
processes make it difficult to iterate quickly and make
improvements
The Solution: Experience Optimization
Deliver your best customer experiences at every touch point on the
web and mobile apps
Mobile UsersMobile users are focused on completing tasks and finding information User intent can be influenced by source (i.e. referral traffic). Target variations based on referral source to develop user profiles with distinct paths.
Shop Search About Support Contact Q&A Links Gallery
Distribution of time spent on mobile sites comScore
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lhw.com
Consider Screen Realestate
‣Only 1/3 of screen is within effortless thumb reach
‣Informs functionality at bottom of screen
‣Small screen size distributes content over more screen loads
Reduce UI Friction
‣Manual text input on mobile presents significant friction
‣Users should navigate the app primarily via taps and swipes
‣Filtering and sorting are essential interactions minimize content discovery time