The document discusses six strategies for driving conversions and engagement on mobile. It begins by noting that while mobile devices are ubiquitous, marketers have only scratched the surface of connecting meaningfully with customers on mobile. The document then discusses mapping customer journeys, offering predictive experiences, personalizing engagement, optimizing the mobile experience, incentivizing desired actions, and measuring engagement holistically. The overall goal is to make the customer experience seamless across all touchpoints to increase engagement and conversions.

1. Six
Strategies
to
Drive
Conversions
and
Engagement
on
Mobile
Mobile
Journey
Marke:ng
July
2015

2. The
ubiquity
of
mobile
devices
is
now
a
way
of
life
for
consumers.
S9ll,
it
seems
that
marketers
so
far
have
only
just
scratched
the
surface
in
terms
of
the
possibili9es
of
connec9ng
with
their
customers
in
meaningful
ways.
Today,
marke9ng
efforts
on
mobile
are
limited
to
delivering
promo9ons
or
reminders
through
mobile-­‐friendly
websites,
text
messages
and
no9fica9ons.
However,
consumers
these
days
will
not
buy
from,
subscribe
to,
or
engage
with
a
brand
just
because
of
an
offer.
A
great
experience
goes
a
long
way
in
winning
customers
and
providing
an
exemplary
experience
to
customers
while
they
are
in
their
mobile
journey
is
essen9al
to
drive
engagement
and
conversions
on
this
channel.
Introduc1on
Addi9onally,
the
buyer
journey
these
days
has
become
immensely
complex.
It
straddles
several
channels,
such
as
the
website,
mobile
web,
mobile
app,
and
stores.
The
challenge
for
marketers
is
to
make
this
journey
fric9onless
and
seamless
through
every
touch
point
and
to
interact
with
their
customers
in
a
way
that
increases
engagement,
drives
conversions
and
creates
life9me
loyalty
on
mobile.
©
2015
ZineOne,
Inc.
All
rights
reserved

3. Before
we
dive
into
the
ni.y-­‐gri.y
of
driving
conversions,
let’s
first
define
the
term.
In
digital
commerce
parlance,
conversion
occurs
when
site
visitors
or
app
users
are
“converted”
into
paying
customers.
However,
conversion
could
have
various
meanings
and
connotaAon
at
different
Ames.
Sale
is
of
course
one
obvious
conversion.
But
what
if
the
goal
of
the
marketer
is
to
get
customers
to
sign
up
to
receive
promoAonal
offers
by
email?
The
act
of
signing
up
would
be
conversion
in
this
scenario.
Or
it
could
be
to
increase
the
number
of
views
on
a
video
of
a
new
product.
For
gaming
apps
conversion
might
mean
to
move
app
users
from
one
level
to
another.
For
a
fitness
app
it
could
be
to
moAvate
the
on-­‐and-­‐off
users
to
become
regular
users.
For
a
music
app,
conversion
could
be
to
get
more
songs
downloaded
by
users.
What
is
conversion?
©
2015
ZineOne,
Inc.
All
rights
reserved

4. Mapping
the
mobile
journey
of
EVERY
customer
An
in
depth
look
at
the
complete
customer
journey
on
mobile
is
cri9cal
to
successful
mone9za9on
of
the
channel.
The
very
nature
of
a
customer
journey
has
evolved
from
the
tradi9onal
linear
path-­‐to-­‐purchase
that
marketers
know
well.
Today,
there
are
mul9ple
channels
and
touch
points
from
where
buyers
can
get
started.
A
customer
journey
could
start
from
the
store,
from
a
website,
from
an
internet
search,
from
a
shared
post
about
a
product
in
social
media,
or
from
a
promo9onal
offer
in
an
email.
Customers
could
be
on
any
device,
at
home
or
on
the
road,
at
any
point
of
the
day,
or
night,
depending
on
their
convenience.
Most
importantly,
every
customer
journey
is
unique,
demanding
aPen9on
from
brands
based
on
the
customer’s
individual
needs.
The
knowledge
about
the
individual
customer
behavior
provides
marketers
the
context
to
guide
each
journey
to
success.
No
two
customer
journeys
are
the
same.
Keeping
this
new
reality
in
mind,
how
best
can
marketers
engage
with
each
customer
most
effecAvely
in
their
unique
mobile
journey?
©
2015
ZineOne,
Inc.
All
rights
reserved

5. In
today’s
marke9ng
world,
marketers
must
follow
each
customer
journey
by
studying
customer
behavior
at
every
touch
point
and
apply
that
learning
back
in
their
interac9ons
with
the
customer
to
amplify
success
and
minimize
failures.
To
start
with,
the
marketer
will
need
to
iden9fy
poten9al
moments
of
opportuni9es
to
connect
with
the
customer
when
he
or
she
is
on
a
mobile
device
or
an
app.
While
marketers
may
already
be
aware
of
such
moments
from
past
experience,
they
need
to
have
solu9ons
in
place
that
have
the
ability
to
use
data
from
all
channels
(mobile
app,
web,
store)
to
iden9fy
paPerns
in
customer
behavior
and
react
to
them
automa9cally.
These
paPerns
help
marketers
predict
customer
intent
and
enable
them
to
present
relevant
informa9on.
1.
Offer
predic1ve
experiences
©
2015
ZineOne,
Inc.
All
rights
reserved

6. Example:
Connect
in-­‐app
ac1vity
and
history
to
predict
best
1me
&
offer
For
instance,
say
Jane
typically
buys
from
the
jewelry
department
of
her
favorite
store
every
three
months
on
an
average.
Three
months
have
gone
by
and
now
she
is
browsing
ear
rings
on
the
app
for
the
past
two
days.
When
she
does
so
again,
it
might
be
a
good
9me
to
send
her
a
20%
discount
coupon
on
any
jewelry
to
persuade
her
to
make
the
purchase.
Jane
has
browsed
earrings
on
her
app
for
the
past
two
days
without
buying
any.
Historical
analysis
of
her
purchasing
paPerns
reveals
that
Jane
typically
buys
in-­‐store
at
the
jewelry
department
of
her
local
store
every
three
months.
Only
eight
weeks
have
gone
by
her
last
purchase,
but
given
her
ac9vity,
the
marke9ng
solu9on
suggests
showing
Jane
a
personalized
in-­‐
app
offer
as
the
next
best
ac9on
to
nudge
her
to
make
the
purchase.
10%
off
Just4U
All
in-­‐app
Jewelry
purchases
BUY
NOW
Summer
selecAons
are
in!
©
2015
ZineOne,
Inc.
All
rights
reserved

7. Context
is
a
key
component
for
a
great
experience.
It
encompasses
knowledge
of:
² Who
is
the
customer?
² What’s
the
loca9on?
² What
kind
of
device
is
being
used?
² What
are
some
of
the
historical
interac9ons
of
this
customer
with
the
brand?
² Any
product
preferences?
2.
Offer
context
aware
experiences
Typically,
brands
have
a
lot
of
this
contextual
informa9on
already,
but
it
resides
in
isolated
pools
and
is
not
easily
accessible
to
the
customer
facing
staff
or
to
the
marketer.
In
order
to
drive
conversions
on
mobile,
marketers
need
to
have
access
to
all
this
informa9on
to
interact
with
the
customer
knowledgably.
©
2015
ZineOne,
Inc.
All
rights
reserved

8. Suppose
Susan
has
been
listening
to
many
Taylor
Swi^
songs
on
her
favorite
music
app.
The
marketer
who
knows
Susan’s
context,
her
ar9st
and
song
preferences
as
well
as
her
loca9on,
can
use
this
informa9on
to
offer
Susan
9ckets
to
an
upcoming
Taylor
Swi^
concert
close
to
her
city,
the
next
9me
she
opens
the
app.
Example:
Match
context
with
content
Did
you
know
Taylor
SwiP
will
perform
in
San
Francisco
in
September?
Would
you
like
to
buy
Ackets
for
her
concert?
©
2015
ZineOne,
Inc.
All
rights
reserved

9. Once
you
have
the
contextual
informa9on,
you
can
couple
it
with
real-­‐9me
signals
from
the
app
regarding
the
customer’s
click
stream
or
browsing
paPern.
These
could
include:
² If
the
user
is
hovering
over
an
item
for
a
long
9me
² If
the
user
is
toggling
between
a
couple
of
pages
² If
the
user
is
repeatedly
visi9ng
a
page
over
a
certain
number
of
days
² If
the
user
is
repeatedly
performing
an
ac9on,
implying
an
inability
to
complete
a
task
Once
again,
this
informa9on
can
help
the
marketer
an9cipate
customer
intent
and
offer
up
appropriate
informa9on.
3.
Offer
real-­‐1me
experiences
©
2015
ZineOne,
Inc.
All
rights
reserved

10. Let’s
take
Mike’s
example.
Mike
has
been
browsing
his
favorite
retail
app
for
sunglasses.
He
seems
par9cularly
interested
in
a
certain
Oakley
style
that
he
viewed
twice
in
the
past
24
hours.
He
is
obviously
keen
on
the
product,
but
has
not
yet
added
it
to
the
cart.
Perhaps
he
is
hesitant
about
the
price?
What
would
it
take
to
convince
him?
What
if,
when
Mike
opens
the
app
next,
he
sees
a
message
in
the
AppBox
…
You
looked
at
the
Oakley
glasses…
there
is
a
special
offer…
Example:
Act
on
search
and
abandonment
©
2015
ZineOne,
Inc.
All
rights
reserved

11. Today’s
digitally
connected
customers
interact
with
a
brand
through
mul9ple
channels
–
websites,
mobile
websites,
apps,
social
media,
emails,
or
at
physical
stores.
Customers
want
a
seamless
experience
when
they
are
interac9ng
with
a
brand
across
all
these
channels.
They
expect
their
context
informa9on
to
carry
through
from
the
app
to
the
phone,
to
email
or
chat,
or
to
the
store.
This
is
par9cularly
cri9cal
in
a
transac9onal
scenario.
4.
Offer
cross-­‐channel
experiences
©
2015
ZineOne,
Inc.
All
rights
reserved

12. Suppose
Jane
from
our
previous
example
browses
on
mobile
app
and
adds
a
pair
of
ear
rings
to
the
cart,
but
does
not
buy
them.
Next
week,
Susan
drives
within
a
mile
of
the
actual
store
in
San
Francisco.
The
store
beacon
connects
with
Jane’s
mobile
phone
and
she
gets
a
push
no9fica9on
telling
her
about
a
sale
on
all
jewelry
in
the
near
by
store.
Example:
Drive
omni-­‐
channel
experience
In
Store
Deal:
10%
of
on
jewelry
in
the
San
Francisco
store.
©
2015
ZineOne,
Inc.
All
rights
reserved

13. 5.
Offer
intelligent,
interac1ve
experiences
A
we
saw
in
earlier
examples,
relevant
communica9on
is
cri9cal
to
the
retail
experience.
Shopping
is
inherently
an
interac9ve
social
ac9vity.
Whether
you
are
in
a
store
or
browsing
online,
you
want
to
look
at
a
variety
of
products,
seek
opinions
from
your
friends,
and
look
for
more
informa9on.
The
same
holds
true
when
the
customer
is
on
a
mobile
device.
Once
marketers
iden9fy
some
of
the
cri9cal
mobile
moments,
they
can
then
interact
with
customers
at
those
moments
with
relevant
informa9on.
These
interac9ons
should
not
only
be
real
9me,
but
also
smart
and
incorporate
the
customer
context.
Say
for
example,
based
on
the
profile
and
loyalty
status
of
a
customer,
a
brand
could
use
in-­‐app
messages
for
all
customers,
in-­‐app
chat
for
customers
with
high-­‐value
transac9ons,
and
the
über
loyal
club
can
demand
a
context
aware
phone
call
and
get
one.
©
2015
ZineOne,
Inc.
All
rights
reserved

14. You
have
played
this
song
10
9mes….would
you
like
to
download
it?
I
saw
that
your
cart
had
a
pair
of
jeans.
Would
you
like
me
to
send
you
some
info
on
that
category?
Predict.
Interact.
Assist.
Convert
Do
you
need
assistance?
We
saw
you
had
a
failure
in-­‐app.
Do
you
need
further
help
to
complete
your
transac9on?
Yes
please!
No
thanks
You
looked
at
the
Oakley
glasses…there
is
a
special
offer…
©
2015
ZineOne,
Inc.
All
rights
reserved

15. At
the
end
of
the
day,
conversion
occurs
when
a
brand
is
able
to
sa9sfy
the
needs
of
a
customer.
A
brand
may
offer
different
kinds
of
experiences
and
interac9ons
on
mobile,
but
it
is
immensely
important
for
the
marketer
to
determine,
which
experience
was
perceived
by
the
customer
as
useful
or
helpful.
Which
interac9on
was
persuasive
enough
to
move
the
customer
to
convert.
The
importance
of
measuring
results
can’t
be
emphasized
enough
here
as
this
helps
marketers
to
make
cri9cal
changes
to
their
marke9ng
campaigns
and
achieve
bePer
results.
This
could
include
A/B
tes9ng
of
messages
or
segng
up
control
groups.
It
could
include
tracking
number
of
messages
presented,
number
of
messages
clicked,
and
the
actual
number
of
conversions.
6.
Offer
experiences
that
maYer
…
and
measure
Moreover,
this
analysis
should
be
happening
in
real
9me
on
mobile,
based
on
the
customer’s
in-­‐app
ac9vity.
This
way
marketers
can
control
and
present
the
right
message
to
the
right
customers
at
the
right
9me,
leading
to
a
win-­‐win
situa9on
for
both
the
customer
and
for
the
brand.
©
2015
ZineOne,
Inc.
All
rights
reserved

16. The
use
of
mobile
as
a
channel
to
transact
is
not
just
a
vision
anymore
…
it
is
a
reality.
However,
the
lag
between
adop9on
of
mobile
by
consumers
and
their
ability
to
transact
fully
s9ll
looms
significantly.
This
gap
could
result
in
significant
loss
of
revenue
and
reputa9on
for
retailers.
So
far
the
industry
has
focused
on
gegng
customers
to
their
app
or
to
the
mobile
website.
It
is
now
9me
to
change
gears
and
zoom
in
on
helping
these
customers
along
in
their
mobile
journey
to
cross
the
finish
line.
Understanding
the
unique
nature
of
mobile,
customer
behavior
on
this
channel
and
mapping
the
individual
customer
journey
on
mobile,
is
cri9cal
to
success
on
this
channel.
Those
who
can
bridge
the
gap
between
the
the
technologies
at
play
to
make
this
happen
and
the
customers’
expecta9ons
on
mobile
will
be
the
ones
to
see
a
meteoric
rise
in
conversions
on
mobile.
Conclusion
©
2015
ZineOne,
Inc.
All
rights
reserved