So You Have a Mobile Friendly Website ... What Now?
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lots of people can tell you
@BridgetRandolph
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why
you need a mobile-friendly website.
@BridgetRandolph
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and
lots of people can tell you
@BridgetRandolph
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how to build one.
@BridgetRandolph
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you can find the flowchart, and whole best practice guide at:
http://www.distilled.net/training/mobile-seo-guide
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Why Mobile’s Important2012 KPCB internet trends updateGoogle Think Insights reportGoogle DataboardFull Value of Mobile calculatorThe Mobile PlaybookOur Mobile PlanetGlobal Mobile Stats 2013Ericsson Mobility Report 2013
Building a Mobile SiteMobile Web Design TipsDistilled’s best practice guideDesigning for SEO
Understanding Your Mobile VisitorsGoogle Analytics for Mobile
Mobile SEOKeyword Research for mobileResponsive SEO Tune-upOptimizing your local presence for mobile Mobile SEO AuditOptimizing a separate mobile siteSEO of Responsive Web DesignImpact of Google Smartphone Crawler 1Impact of Google Smartphone Crawler 2Impact of Google Smartphone Crawler 3Google’s mobile development guidelinesGoogle blog - mobile and ranking factors
Thinking More About Mobile‘What is “Mobile”?’Mobile Strategy for Small Businesses
@BridgetRandolph
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basic requirement for any online brand.
@BridgetRandolph
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57% of users
won’t recommend a business with a poorly designed mobile site…
@BridgetRandolphSource
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…and 40% have
turned to a competitor’s site after a bad mobile experience.
@BridgetRandolphSource
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if you’re just starting to think about this…
@BridgetRandolph
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…you’re falling behind.
@BridgetRandolph
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you don’t need me to convince you.
@BridgetRandolph
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today I want to talk about…
@BridgetRandolph
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…what happens next.
@BridgetRandolph
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“So you have a mobile-friendly website…what now?”
BRIDGET RANDOLPH
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big picture trends,
@BridgetRandolph
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case studies,
@BridgetRandolph
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examples,
@BridgetRandolph
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tactics @BridgetRandolph
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the theme is
@BridgetRandolph
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onlineeverywhere
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by 2017,
85% of the world’s population
will have 3G coverage.@BridgetRandolphSource: Ericsson Mobility Report
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internet.org initiative from Facebook
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@BridgetRandolphSource: Cisco's Global Mobile Data Traffic Forecast Update
internet in year 2000
mobile data
in 2012
mobile data usage in 2012 was
12x the size of
the entire internet in 2000
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@BridgetRandolphSource: Ericsson Mobility Report (pg. 10)
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 20180
20
40
60
80
100
120
140
160
Mobile Data Usage
Mobile Data Usage
12x growth in 12 years
12x growth in 6 years
2013
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we’ll be more
connected than ever
@BridgetRandolph
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you'll reach
people
you can't reach any other way.
@BridgetRandolph
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a multiscreen,
device-agnostic world.
@BridgetRandolph
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mobile can’t just be
an add-on anymore.
@BridgetRandolph
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There’s no such thing as ‘mobile’.
THE Will Critchlow
@BridgetRandolph
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There’s no such thing as ‘mobile’ for the user.
THE Bridget Randolph
@BridgetRandolph
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it’s not a separate channel…
@BridgetRandolph
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it’s a
technology.
@BridgetRandolph
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There’s no such thing as ‘mobile’ for the user.
THE Bridget Randolph
@BridgetRandolph
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making it easy for users is
really f***ing
hard.@BridgetRandolph
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don’t be lazy.
@BridgetRandolph
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asking the
right questions
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3 scenarios:
@BridgetRandolph
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“Average Joe Corp.”
@BridgetRandolph
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How do we do ‘mobile’?
@BridgetRandolph
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• separate m. site • app• SMS promotions
@BridgetRandolph
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“Early Adopters Ltd.”
@BridgetRandolph
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how do we stay ahead of the next big mobile tech trend?
@BridgetRandolph
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• big data tools• Aurasma tech app• solar charger to print ad
@BridgetRandolph
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“User-Driven Business, Inc.”
@BridgetRandolph
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How can we take advantage of new
tech to anticipate our users' needs?
@BridgetRandolph
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user-centric.
@BridgetRandolph
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we need to become like
User-Driven Business, Inc.
@BridgetRandolph
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because our
customers are
people.@BridgetRandolph
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and
technology is for
people.@BridgetRandolph
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make mobile a
core part of your customers’ journey
@BridgetRandolph
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and keep the
user at the centre.
@BridgetRandolph
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Discover Explore Buy Engage
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Discover
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77% of
mobile searches are near a PC
@BridgetRandolphSource: Google Databoard
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@BridgetRandolphSource: Google Databoard
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@BridgetRandolphSource: Google Databoard
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big trendseamless and consistent UX across all devices
@BridgetRandolph
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3 main areas website search social
@BridgetRandolph
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website
@BridgetRandolph
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responsive design is fine.
@BridgetRandolph
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but it’s a basic approach.
@BridgetRandolph
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small steps: Consider using dynamic serving
by user agent
@BridgetRandolph
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small steps: “content everywhere”
@BridgetRandolphFor more information see the book by Sara Wachter-Boettcher.
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CREATEONCEPUBLISHEVERYWHERE
@BridgetRandolphmy full deck on Slideshare
small steps: “content everywhere”
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case study: BBC Food hub pages
small steps: “content everywhere”
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BBC Food saw an increase of
more than 150,000 visitors weekly from search alone
and
Overall traffic doubled, from around 650,000 weekly visitors to around 1.3 million.
@BridgetRandolphfrom the Content Everywhere book
small steps: “content everywhere”
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small steps:long-term cookies for login
@BridgetRandolph
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small steps:sync user accounts across all platforms
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example: Amazon Kindle sync
small steps: sync user accounts
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small steps:testing
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have you visited your site on a mobile?
@BridgetRandolph
small steps: testing
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easy hack for Chrome:using right click ‘Inspect
Element’ allows you to view your site as a mobile device
@BridgetRandolph
small steps: testing
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@BridgetRandolph
go to settings
small steps: testing
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@BridgetRandolph
small steps: testing
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@BridgetRandolph
small steps: testing
change this to adjust the
screen width
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and then refresh the page.
@BridgetRandolph
small steps: testing
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small steps:mobile CRO and user testing
@BridgetRandolph
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Qualaroo – user surveys CrazyEgg – heat maps Optimizely – split testing
@BridgetRandolph
small steps: mobile CRO and user testing
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search
@BridgetRandolph
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big trendit’s the same person regardless of device.
@BridgetRandolph
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context
and
user intent@BridgetRandolph
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case study: Bravissimo
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result: 600% increase in PPC-driven sales revenue and 103% increase in conversion rate.
@BridgetRandolphSource
case study: Bravissimo
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example: Google Implicit Search
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example: Google Now
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big trendanticipating the users’ needs before they are aware of them
@BridgetRandolph
![Page 92: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/92.jpg)
example: Corcoran Group
![Page 93: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/93.jpg)
…connecting with home buyers even before they are in the
market for a new home.
The Mobile Playbook
@BridgetRandolphSource
example: Corcoran Group
![Page 94: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/94.jpg)
social@BridgetRandolph
![Page 95: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/95.jpg)
social
is a huge
channel for mobile.
@BridgetRandolph
![Page 96: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/96.jpg)
4 out of every 5people who use Facebook daily
access it on a mobile device@BridgetRandolph
![Page 97: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/97.jpg)
social marketing
ISmobile marketing.
@BridgetRandolph
![Page 98: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/98.jpg)
brands no longer own the conversation.
@BridgetRandolph
![Page 99: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/99.jpg)
@BridgetRandolph
![Page 100: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/100.jpg)
small steps:allow your social media team to engage in a conversational way
@BridgetRandolph
![Page 101: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/101.jpg)
example: Dolphin Pub and Douwe Egberts
@BridgetRandolphread the full conversation here.
![Page 102: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/102.jpg)
big trendpermission’s not enough anymore.
@BridgetRandolph
![Page 103: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/103.jpg)
filter bubbles and curation
![Page 104: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/104.jpg)
small steps:create content which people will
want to share
@BridgetRandolph
![Page 105: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/105.jpg)
big trendpeer-to-peer marketingask yourself:
“is it good enough to tell my friends about it?”
@BridgetRandolph
![Page 106: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/106.jpg)
small steps:make your content mobile-friendly
@BridgetRandolph80% of Facebook and Twitter’s daily users are accessing the app from a mobile device
![Page 107: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/107.jpg)
@BridgetRandolph
![Page 108: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/108.jpg)
Discover Explore Buy Engage
![Page 109: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/109.jpg)
Explore
![Page 110: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/110.jpg)
once your users have
discovered your brand,
@BridgetRandolph
![Page 111: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/111.jpg)
that’s just the
beginning.@BridgetRandolph
![Page 112: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/112.jpg)
you need to be aware of
their journey.
@BridgetRandolph
![Page 113: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/113.jpg)
4 main areas tracking showrooming personalisation online/offline integration
@BridgetRandolph
![Page 114: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/114.jpg)
tracking
@BridgetRandolph
![Page 115: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/115.jpg)
track the
person,
not the device
@BridgetRandolph
![Page 116: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/116.jpg)
small steps:Universal Analytics
@BridgetRandolph
![Page 117: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/117.jpg)
User Based Tracking
![Page 118: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/118.jpg)
showrooming
@BridgetRandolph
![Page 119: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/119.jpg)
Click icon to add picture
![Page 120: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/120.jpg)
view showrooming as an
opportunity@BridgetRandolph
![Page 121: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/121.jpg)
case study: Best Buy
![Page 122: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/122.jpg)
in Feb 2013 they rolled out a permanent price matching
policy based on results of the pilot
@BridgetRandolphSource
case study: Best Buy
![Page 123: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/123.jpg)
personalisation
@BridgetRandolph
![Page 124: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/124.jpg)
small steps:recommendation engine
![Page 125: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/125.jpg)
case study: LK Bennett
![Page 126: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/126.jpg)
saw an 11% increase in
conversions from this segment.
@BridgetRandolphSource
case study: LK Bennett
![Page 127: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/127.jpg)
another test saw a14% increase in conversions from
UK visitors when explicitly offered free 14 day returns.
@BridgetRandolphmore Qubit case studies
case study: LK Bennett
![Page 128: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/128.jpg)
online-offline integration
@BridgetRandolph
![Page 129: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/129.jpg)
what NOT to do…
![Page 130: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/130.jpg)
![Page 131: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/131.jpg)
![Page 132: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/132.jpg)
example: IKEA catalogue app
![Page 133: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/133.jpg)
big trendrecognise the value of every touchpoint/interaction along the customer journey
@BridgetRandolph
![Page 134: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/134.jpg)
last-click attribution is the devil.
![Page 135: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/135.jpg)
Discover Explore Buy Engage
![Page 136: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/136.jpg)
Buy
![Page 137: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/137.jpg)
but…what about the actual conversion?
@BridgetRandolph
![Page 138: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/138.jpg)
2 main areas- smarter checkout paths- online/offline integration
@BridgetRandolph
![Page 139: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/139.jpg)
smarter checkout paths
@BridgetRandolph
![Page 140: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/140.jpg)
Could it be the case that mobile is simply more of a
research platform?
Commenter on a blog post
@BridgetRandolph
![Page 141: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/141.jpg)
My cellphone isn't for buying, fb, amazon - it's just
a phone (or gps) :)
Commenter on a blog post
@BridgetRandolph
![Page 142: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/142.jpg)
WRONG.
@BridgetRandolph
![Page 143: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/143.jpg)
in the retail industry, mobile spend is expected to be
15% by the end of 2013.
@BridgetRandolph
![Page 144: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/144.jpg)
smarter
conversion paths for mobile.
@BridgetRandolph
![Page 145: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/145.jpg)
KISS.IMG http://
s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg
![Page 146: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/146.jpg)
KeepItSimpleStupid.
@BridgetRandolph
![Page 147: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/147.jpg)
small steps:link the form fields to the correct
keyboard
@BridgetRandolphSmashing Mag article about touch keyboards
![Page 148: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/148.jpg)
for phone number fields:
<input type="tel" />
for a numeric keyboard, use this:
<input type="text" pattern=“\d*" novalidate />
for any email fields, use this:
<input type="email" />
to disable autocorrect:
<input type="text" autocorrect="off" />
@BridgetRandolphCheat sheet from Baymard
small steps: link the form fields to the correct keyboard
![Page 149: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/149.jpg)
small steps:only ask for information which is
essential to complete the transaction
@BridgetRandolph
![Page 150: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/150.jpg)
example: Amazon 1 Click
small steps: only ask for essential information
![Page 151: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/151.jpg)
small steps:keep people logged in long-term
@BridgetRandolph
![Page 152: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/152.jpg)
thinking bigger: biometric tech
@BridgetRandolph
![Page 153: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/153.jpg)
example: Apple Store
![Page 154: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/154.jpg)
small steps:don’t neglect microconversions
@BridgetRandolph
![Page 155: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/155.jpg)
online/offline integration
@BridgetRandolph
small steps: don’t neglect
![Page 156: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/156.jpg)
example: PayPal
small steps: online/offline integration
![Page 157: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/157.jpg)
big trendmake mobile checkout EASY.
@BridgetRandolph
![Page 158: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/158.jpg)
big trendin-store mobile payment can also add convenience to checkout.
@BridgetRandolph
![Page 159: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/159.jpg)
big trendmicroconversions matter too.
@BridgetRandolph
![Page 160: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/160.jpg)
Discover Explore Buy Engage
![Page 161: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/161.jpg)
Engage
![Page 162: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/162.jpg)
3 main areas- apps- email marketing- social
@BridgetRandolph
![Page 163: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/163.jpg)
apps
@BridgetRandolph
![Page 164: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/164.jpg)
Apple Store: 900,000+ appsGoogle Play: 1,000,000+ apps
@BridgetRandolphSource
![Page 165: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/165.jpg)
7 iPhone apps earned
10% of
app store revenue for iPhone
@BridgetRandolphSource
![Page 166: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/166.jpg)
are you
sure
you need one?
@BridgetRandolph
![Page 167: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/167.jpg)
benefit:it’s a walled garden.
@BridgetRandolph
![Page 168: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/168.jpg)
small steps:saving passwords in the phone
@BridgetRandolph
![Page 169: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/169.jpg)
small steps:ask yourself, does my app:
@BridgetRandolph5 questions based on ‘For Mobile Devices, Think Apps, Not Ads’, HBR Mar 2013
![Page 170: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/170.jpg)
add convenience?
@BridgetRandolph
small steps: ask yourself, does my app:
![Page 171: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/171.jpg)
offer unique value?
@BridgetRandolph
small steps: ask yourself, does my app:
![Page 172: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/172.jpg)
provide social value?
@BridgetRandolph
small steps: ask yourself, does my app:
![Page 173: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/173.jpg)
offer incentives?
@BridgetRandolph
small steps: ask yourself, does my app:
![Page 174: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/174.jpg)
entertain?
@BridgetRandolph
small steps: ask yourself, does my app:
![Page 175: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/175.jpg)
if not,
you shouldn’t build it.
@BridgetRandolph
small steps: ask yourself, does my app:
![Page 176: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/176.jpg)
case study: Tesco Homeplus
![Page 177: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/177.jpg)
their sales increased
130% in three months, and their number of registered
users went up by 76% @BridgetRandolphSource
Case study: Tesco Homeplus
![Page 178: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/178.jpg)
big trendcreating a unique experience and meeting a specific user need
@BridgetRandolph
![Page 179: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/179.jpg)
email marketing
@BridgetRandolph
![Page 180: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/180.jpg)
62% of e-mails are
opened on mobile devices. @BridgetRandolphSource: US
Consumer Device Preference Report (Q2 2013)
![Page 181: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/181.jpg)
email marketing
IS mobile marketing.
@BridgetRandolph
![Page 182: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/182.jpg)
and who needs SMS promotions…
@BridgetRandolph
![Page 183: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/183.jpg)
…when you can send push notifications
via email?
@BridgetRandolph
![Page 184: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/184.jpg)
small steps:send emails your customers
want to open.
@BridgetRandolph
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remember this?
small steps: send emails your customers want to open
![Page 186: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/186.jpg)
example: Innocent Drinks
small steps: send emails your customers want to open
![Page 187: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/187.jpg)
small steps: use personalisation and context
@BridgetRandolph
![Page 188: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/188.jpg)
avg. open rate for ‘triggered’ emails
is 4x higher than for email newsletters (45-55% vs 10%)
@BridgetRandolphSource
small steps: use personalisation and context
![Page 189: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/189.jpg)
small steps: use personalisation and context
![Page 190: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/190.jpg)
small steps: use mobile-friendly email
templates
@BridgetRandolph
![Page 191: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/191.jpg)
• MailChimp• Campaign Monitor
@BridgetRandolph
small steps: use mobile-friendly email templates
![Page 192: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/192.jpg)
small steps:test your email campaigns with
Litmus
@BridgetRandolph
![Page 193: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/193.jpg)
social
@BridgetRandolph
![Page 194: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/194.jpg)
social is not just a part of the
discovery process.
@BridgetRandolph
![Page 195: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/195.jpg)
a great channel for maintaining
customer
loyalty.@BridgetRandolph
![Page 196: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/196.jpg)
example: Red Bull Wings
![Page 198: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/198.jpg)
big trendmake current customers feel appreciated.
@BridgetRandolph
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big trendindividually personalised, if possible.
@BridgetRandolph
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bonus example
![Page 201: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/201.jpg)
merging online-offline worlds…
@BridgetRandolph
![Page 202: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/202.jpg)
…but more importantly,
@BridgetRandolph
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the takeaway of this presentation:
@BridgetRandolph
![Page 204: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/204.jpg)
extreme personalisationand
context recognition@BridgetRandolph
![Page 206: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/206.jpg)
![Page 207: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/207.jpg)
(individual)
customer at the centre
@BridgetRandolph
![Page 208: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/208.jpg)
great use of
personalisation
and context
@BridgetRandolph
![Page 209: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/209.jpg)
online/offline
integration
@BridgetRandolph
![Page 210: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/210.jpg)
loyalty to customers
@BridgetRandolph
![Page 211: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/211.jpg)
social
reach@BridgetRandolph
![Page 212: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/212.jpg)
1,941 customers reached.
46,660 YT views just on this video.
@BridgetRandolph
![Page 213: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/213.jpg)
finaltakeaways
![Page 214: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/214.jpg)
to ‘do mobile’ right:
@BridgetRandolph
![Page 215: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/215.jpg)
make it a
core technology
@BridgetRandolph
![Page 216: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/216.jpg)
keep the
user
at the centre @BridgetRandolph
![Page 217: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/217.jpg)
![Page 218: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/218.jpg)
ask yourself:
@BridgetRandolph
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How can I use mobile tech to anticipate and fulfill my
users’ needs?
@BridgetRandolph
![Page 220: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/220.jpg)
Surely these are all just ‘marketing’ principles, though?
@BridgetRandolph
![Page 221: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/221.jpg)
true.
@BridgetRandolph
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mobile isn’t separate anymore.
@BridgetRandolph
![Page 223: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/223.jpg)
in some ways, it’s just
another ‘browser’.
@BridgetRandolph
![Page 224: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/224.jpg)
it won’t be easy, but it will be
worth it.@BridgetRandolph
![Page 225: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/225.jpg)
so buckle up and enjoy the ride!
![Page 226: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/226.jpg)
key takeaways
thanks.
• mobile’s not separate anymore• track the person not the device• serve the users’ needs first
BRIDGET RANDOLPH
@BridgetRandolph
![Page 227: So You Have a Mobile Friendly Website ... What Now?](https://reader037.fdocuments.in/reader037/viewer/2022103015/54c70a584a79593f288b45ec/html5/thumbnails/227.jpg)
Other references, sources, and image credits
Customer Lifecycle concept: http://blogs.forrester.com/corinne_munchbach/13-01-22-bye_bye_marketing_funnel_it_was_fun_while_it_lasted
IKEA example: http://www.wired.com/design/2013/08/a-new-ikea-app-lets-you-place-3d-furniture-in-your-home/
Images:showrooming: http://econsultancy.com/uk/blog/63484-showrooming-is-not-a-threat-to-retailers-revenue-statsbest buy: http://www2.pictures.zimbio.com/gi/Best+Buy+Black+Friday+waErw9WzhYsl.jpgDevil: http://www.bubblews.com/assets/images/news/1524579090_1369941782.jpgKISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpgAmazon 1 Click: http://www.wpcentral.com/sites/wpcentral.com/files/amazon.jpgApple Store: http://cdn.itproportal.com/photos/iphone-5s-fingerprint-purchases_original.jpgPayPal: http://blog.frooition.com/wp-content/uploads/2012/06/paypalCheckout.jpg Tesco: http://www.addicted-to-retail.com/blog/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-in-South-Korea-1.jpgPersonalised Email: http://econsultancy.com/uk/blog/63641-a-critical-look-at-some-of-today-s-most-relevant-email-marketing-questions roller coaster: http://rctgo.com/assets/images/games/nolimits/screenshots/11.jpg