bridget randolph driftrock meetup
DESCRIPTION
With 85% of the world's population set to have 3G coverage by 2017, it's about time you started thinking about mobile. Bridget Randolph talks you through 5 key ways to improve your strategy and your online conversions.TRANSCRIPT
BRIDGET RANDOLPH
5 Ways Your Mobile Strategy
Is Losing You Money
DID YOU
KNOW…
that 57%
of users
won’t recommend a business with a poorly designed mobile site?
@BridgetRandolphSource
or that 40%
have turned to a competitor’s site
after a bad mobile experience?
@BridgetRandolphSource
MOBILE IS
HUGE.
already a
basic
requirement
@BridgetRandolph
for any
online brand.
@BridgetRandolph
and it’s
sjust getting
BIGGER.
by 2017,
85% of the world’s population
will have 3G coverage.
@BridgetRandolphSource: Ericsson Mobility Report
Facebook’s Internet.org initiative
mobile in 2012 was
12x the size of
the entire internet in 2000
@BridgetRandolphSource: Cisco's Global Mobile Data Traffic Forecast Update
internet in year 2000
mobilein
2012
@BridgetRandolphSource: Ericsson Mobility Report (pg. 10)
20002001
20022003
20042005
20062007
20082009
20102011
20122013
20142015
20162017
20180
20
40
60
80
100
120
140
160Mobile Data Usage
12x growth in 12 years
12x growth in 6 years
2013
so businesses need to be
mobile-friendly.
@BridgetRandolph
the
problem is,
@BridgetRandolph
people are doing it
WRONG.
@BridgetRandolph
BRIDGET RANDOLPH
5 Ways Your Mobile Strategy
Is Losing You Money
BRIDGET RANDOLPH
(…and what you can do about it)
1
you don’t have a
mobile-friendly website
only
70% of the
top 20 UK retailers have a mobile-friendly website.
@BridgetRandolphSource: Econsultancy
small businesses are even
less likely to have a mobile-friendly web presence.
@BridgetRandolph60% of small businesses have websites;
only half of these are mobile-friendly.
and still
more businesses
create a mobile site and forget about it.
@BridgetRandolph
where your online
customers primarily
interact with you@BridgetRandolph
and remember our stats from before…
@BridgetRandolph
57% of users
won’t recommend a business with a poorly designed mobile site
@BridgetRandolphSource
and 40%
have turned to a competitor’s site
after a bad mobile experience
@BridgetRandolphSource
But mobile only matters when you’re on the go,
right?
typical CEO
@BridgetRandolph
77% of mobile searches happen near a PC
Source: Google Databoard
if you don’t have a mobile-friendly website, you’re leaving money on the table.
@BridgetRandolph
FIX: make your website
mobile-friendly
@BridgetRandolph
it’s not as hard as you might think.
@BridgetRandolph
3 main
approaches
@BridgetRandolph
• responsive– rearranges the layout
• dynamic serving– serves different HTML on same URL
• separate mobile subdomain– e.g. m.domain.com
@BridgetRandolph
responsive
separate mobile site
Click icon to add picture
dynamic serving: a cross between the two
choose
an approach based on
@BridgetRandolph
your goals and technical
capabilities@BridgetRandolph
your
users’ needs.
@BridgetRandolph
we did a flowchart for our Best Practice Guide
http://www.distilled.net/training/mobile-seo-guide
for a
small business with a
small website…
@BridgetRandolph
…I’d usually recommend using
a responsive template,
@BridgetRandolph
and a WYSIWYG
CMS (like Wordpress).
@BridgetRandolph
individual Wordpress themes
• Designfolio (from PressCoders): free, or $79 with support licence.
• Standard: $49 or $99 with support licence.• Responsive (from CyberChimps): free.
premium Wordpress theme providers
• Elegant Themes: ~$40/year with full support.• WooThemes: free-$70.
@BridgetRandolph
or, if you don’t want to use Wordpress:
• SquareSpace: from $8/month (for the most basic service).
• Wix: around $10/month.
@BridgetRandolph
for a larger business
with a larger website,
@BridgetRandolph
dynamic serving based on
user agent.
@BridgetRandolph
does it work?
@BridgetRandolph
case study: O’Neill Clothing
RESULTSon iPhone/iPod
conversions increased by 65.71%.transactions increased by 112.5%.
revenue increased by 101.25%.
on Android devicesconversions increased by 407.32%.transactions increased by 333.33%.
revenue increased by 591.42%.
@BridgetRandolphSource
final point to
remember:
@BridgetRandolph
a mobile-friendly
website is
NOT a strategy.
@BridgetRandolph
it’s just the
starting point.
@BridgetRandolph
2
you’re making
technical SEO mistakes
why does technical SEO matter?
@BridgetRandolph
Google’s mobile index
responsive design?
@BridgetRandolphSEO of Responsive Design by Kristina Kledzik
You don’t need to do anything extra.
@BridgetRandolph
what if I can’t use a responsive design?
@BridgetRandolph
dynamic serving
Vary HTTP header http://goo.gl/km1qcZ
@BridgetRandolph
separate URLs
There are
several areasto look at.
@BridgetRandolphA Checklist for Optimizing Your Mobile Site
redirects
• redirect mobile users on www. most relevant mobile page
• redirect desktop users on m. most relevant desktop page
• allow users to override
@BridgetRandolph
“switchboard tags”for duplicate content
on the desktop page:
<link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" >
on the relevant mobile page:
<link rel="canonical" href="http://www.example.com/page-1" >
@BridgetRandolph
site speed
• 2-3 sec is recommended• needs to be less than 5 sec
Google PageSpeed Insights tool can help
@BridgetRandolph74% of users would bounce after waiting 5 sec
unsupported technology
• don’t use Flash!
@BridgetRandolph
I wrote a whole blog post about it.
http://moz.com/blog/how-to-optimize-a-mobile-site
@BridgetRandolph
and don’t forget about
testing@BridgetRandolph
have you visited your site on a mobile?
@BridgetRandolph
small steps: testing
USE Litmus – website testing Qualaroo – user surveys CrazyEgg – heat maps Optimizely – split testing
@BridgetRandolph
3
your permission-based marketing
isn’t mobile-friendly
it’s not just about the content ON your website.
@BridgetRandolph
social media
@BridgetRandolph
social
is a huge
channel for mobile.
@BridgetRandolph
4 out of every 5people who use Facebook
daily access it on a mobile device
@BridgetRandolph
social marketing
ISmobile marketing.
@BridgetRandolph
@BridgetRandolph
anything you want to get shared has to work on a mobile
…even if it’s an MVP.
@BridgetRandolph
FIXmake your social content
mobile-friendly
@BridgetRandolph80% of Facebook and Twitter’s daily users are accessing the app from a mobile device
@BridgetRandolphhttp:www.distilled.net/training/mobile-seo-guide
FIXmake sure your social share
buttons work on mobile
@BridgetRandolph
email marketing
@BridgetRandolph
62% of e-mails are
opened on mobile devices.
@BridgetRandolphSource: US Consumer Device Preference Report (Q2 2013)
email marketing
IS mobile marketing.
@BridgetRandolph
@BridgetRandolph
FIXuse mobile-friendly email
templates
@BridgetRandolph
@BridgetRandolph
USE• Campaign Monitor
• MailChimp
@BridgetRandolph
4
you’re overcomplicating
the checkout process
smarter checkout paths
@BridgetRandolph
Could it be the case that mobile is simply more of a
research platform?
Commenter on a blog post
@BridgetRandolph
My cellphone isn't for buying, fb, amazon - it's just
a phone (or gps) :)
Commenter on a blog post
@BridgetRandolph
WRONG.
@BridgetRandolph
in the retail industry, mobile spend was expected to be
15% by the end of 2013.
@BridgetRandolph
smarter
conversion paths
for mobile.
@BridgetRandolph
KISS.
KeepItSimpleStupid.
@BridgetRandolph
FIXlink the form fields to the correct keyboard
@BridgetRandolphSmashing Mag article about touch keyboards
@BridgetRandolphimage source
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
FIXonly ask for information
which is essential to complete the transaction
@BridgetRandolph
example: Amazon 1 Click
example: Argos
FIXkeep people logged in long-term
@BridgetRandolph
thinking bigger biometric tech
@BridgetRandolph
example: Apple Store
FIXdon’t neglect microconversions
@BridgetRandolph
…like
social shares and
email signups@BridgetRandolph
5
you’re not tracking
cross-device and cross-channel
track the
person,
not the device
@BridgetRandolph
PROBLEM:tracking each visit separately
isn’t accurate
@BridgetRandolph
Click icon to add picture
Visit-Based Tracking
User-Based Tracking
user-based tracking:
tracking each step of the
customer journey
@BridgetRandolph
FIXset up Universal Analytics
@BridgetRandolph
(how does it work?)
@BridgetRandolph
but all of these are
just examples
the point really is…
stop treating mobile
as a separate channel
77% of
mobile searches
happen near a PC@BridgetRandolphSource: Google Databoard
in some ways, it’s just
another ‘browser’.
@BridgetRandolph
finaltakeaways
you need a mobile-friendly website
@BridgetRandolph
if it’s a separate website,
remember to check the technical stuff
@BridgetRandolph
always test your site
across devices
@BridgetRandolph
permission-based marketing needs to be mobile-friendly too
@BridgetRandolph
make mobile checkout EASY
@BridgetRandolph
track people, not devices
@BridgetRandolph
mobile isn’t separate
anymore.
image credits
girl on couch: http://images.smh.com.au/2013/07/27/4608179/Dan-20130727185724263940-620x349.jpg
baby of Obama/Chewbacca morph: http://www.morphthing.com/baby/3532403-Baby-of-Barack-Obama-and-Chewbacca
KISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg
multi-device path to purchase: http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386
mobile overtaking desktop graph: ComScore study; image credit http://static1.businessinsider.com/image/4fda47c569beddef0b000003-960/comscore-mobile-users-desktop-users-2014.jpg