engage 2013 - optimizing mobile + social channels

Optimizing Mobile & Social Channels Shawn Kimsey - Manager, Optimization Consulting

Karen Wood – Sr. Product Marketing Mgr.

Agenda

•  Why Test & Target on Mobile? •  What to Test: the Low Hanging Fruit •  Mobile Segmentation & Targeting •  Social Optimization •  Top Four Take-Aways

WHY TEST ON MOBILE? Stop Leaving Money on the Table

Mobile Is Everywhere

•  Consumers expect and demand an excellent experience on mobile

Mobile eCommerce is Growing

•  From 2011 to 2012 (Forrester): – 129% YOY growth in sales on smartphones – 178% YOY growth in sales on tablets

Mobile Influences Conversion Across Channels

Showrooming: Part of Today’s Shopping Experience

•  In competitor’s store; on your site •  In your store; on competitor’s site •  Deals sites; Amazon

Tablets: A Cash Cow

•  Tablet adoption growth at 50% •  1/3rd Americans will own tablets by 2015 •  Consumers twice as likely to purchase on

tablets than smartphones •  AOV 19% higher than smartphones •  Tablets drive more impulse

purchases than desktops

Your Competitors Are Investing

•  91% of retailers have mobile strategy in place

•  75% of marketers will include mobile in their marketing mix this year

Priority #2

What Does Mobile Optimization Mean?

•  Formatting for mobile does NOT mean the site is optimized!

•  Tablets commonly use standard desktop website – OUCH!

Why Test on Mobile?

•  Increased mobile conversion •  Better customer experience •  Improved customer loyalty •  Increased down-funnel conversion •  Increased ROI of mobile investments

WHAT TO TEST ON MOBILE The low hanging fruit

Search and Navigation

•  Make it finger friendly •  Keep it vertical •  Avoid clutter •  Prioritize

Example: Hotels4U

Function & Form

•  Flash – doesn’t work on iPhones •  Video & interactive media •  “Hover” actions

Example: Motorcycle Superstore •  +4.10% Lift •  Applied across platforms

Size Appropriately

•  Fat fingers, small devices •  Links too close together •  Small font sizes •  Clutter

Example: Big Buttons

Get Visual

•  Visual elements attract the eye •  Not much real estate •  Be bold and simple

Example: Membership Offer

Optimize Form Fields for Mobile

•  Minimize amount of fields

•  Increase spacing and field size

•  Use radios/dropdowns

Example: Increasing Mobile Booking Current Mobile Page Possible mobile page designs

SEGMENTING & TARGETING Increase Relevance

Why Segment & Target?

•  Increase relevance •  Improve:

– Customer experience – Conversion – ROI of mobile investments

•  Leverage higher value demographics – E.g. iPad customers

Geotargeting

•  Different locations, different needs •  Offers differ based on location •  Increased relevance •  Better customer

experience

Segmented by Geography

Device Targeting

•  Different devices, different strengths •  Different user profiles •  Unique demographic data •  “Download the app” – device-specific offer

SOCIAL OPTIMIZATION It’s not just hype anymore

Mobile Enables Social Enables Mobile

•  Mobile users with social accounts: – Check their phones frequently – Spend time on social sites on their phones

•  60% of smartphone users visit social sites daily

•  Most engaged social users are mobile users

Facebook: A New Landing Page

•  Testing within iFrames – what’s old is new again

•  Increase ROI of social campaigns

The Ingredients

Facebook Page

Optimize Test

External Test Page

Testing on Facebook!

Facebook App

How They Work Together

We create an app that adds a custom tab. This app creates an

iframe in the Facebook page

<iframe …></iframe>

The iframe loads an external page, hosted by the client

Example: Kimberly Clark Control   Challenger  

IN CONCLUSION…

Top Four Take-Aways

1.  Stop leaving money on the table 2.  Test the low-hanging fruit 3.  Segment & target on mobile 4.  Improve the ROI of your social

campaigns

Sessions You Must See •  Tues @ 3pm: Leveraging Mobile to Extend to the

Social Enterprise –  Mike Ricci, VP Product Marketing, Webtrends

•  Wed @10am: Panel: What to Measure in Social

–  Susan Ettlinger – Altimeter –  John Lovett – Web Analytics Demystified

•  Wed @11am: Panel: Facebook Campaign

Optimization –  Eric Christopher. Vice President of Sales, Shoutlet

Greg Gunn. Vice President Business Development, Hootsuite Merlyn Gordon. Senior Product Marketing Manager, Webtrends Jared Roy. Director Performance Marketing, Webtrends

Rate Session

& Speakers/ Panelists

Thank You

Shawn Kimsey, Manager, Optimization Consulting Karen Wood, Sr. Product Marketing Manager

Webtrends

blogs.webtrends.com