Building mobile into your business strategy & maximising conversion rate optimisation

1. Building mobile into your business strategy
&
maximising conversion rate optimisation
Rob Thurner
!
Founding Partner
!
Burner Mobile!
25.2.13!
©
Burner
Mobile
2013

2. Rob Thurner
Mobile consultant, trainer, speaker, author
Ø 20
years
digital
and
tradi7onal
marke7ng
experience
Ø Digital,
Tutor
and
Trainer
-­‐
Mobile
Training
Academy,
IDM,
IAB,
IPM,
Econsultancy,
Emarketeers
Ø Founder,
Burner
Mobile
-­‐
Consultancy,
white
papers,
keynotes
Ø Author
-­‐
10
key
decisions
for
mCommerce
success
-­‐
7
steps
for
mobile
marke7ng
success
Ø Mobile
clients
-­‐
Amex,
Barclaycard,
BeKair,
Bri7sh
Airways,
Jaguar
-­‐
MS,
John
Lewis
Partnership,
Heineken,
GSK
©
Burner
Mobile
2013

3. #1 Start with the consumer!
Create mobile personas
Tribal drinkers Career guys Routine strugglers
Buzz seekers Regular blokes Detached moderates
Party girls Male traditionalists Careful females
©
Burner
Mobile
2013

4. #1 Start with the consumer!
Match your offering to their mobile behaviour
Messaging
Mobile sites
Apps
Social Location
Mobile ads
Mobile search
mCommerce
Codes coupons
©
Burner
Mobile
2013

5. #2 Build mobile into business strategy
! … Mobile impacts all areas of the business
Business
Objectives
Assess
Align stakeholders
mainstream and
to develop mobile
future mobile
culture
landscape
Integrate with
Select and manage
comms data
mobile partners
strategies
©
Burner
Mobile
2013

6. #2 Build mobile into business strategy
! … Board level agenda item
©
Burner
Mobile
2013

7. #2 Build mobile into business strategy
! … Mobile roadmap v campaign-led approach
2012 2014
©
Burner
Mobile
2013

8. #3 Mobile through the customer journey
! … working through the purchase funnel
©
Burner
Mobile
2013

9. #3 Mobile through the customer journey
! … integrate mobile with other channels!
Email
DM
Press
ads
Mobile
Acquisi7on,
CRM
and
Transac7on
Website
Mobile
banner
ads
Social
media
©
Burner
Mobile
2013

10. #4 Optimise your site!
… 4 seconds or bounce and never return
©
Burner
Mobile
2013

11. #4 Optimise your site!
… 4 seconds or bounce and never return
Optimised Non-optimised
©
Burner
Mobile
2013

12. #4 Optimise your site!
… Mobile web 2.0 - personalisation
Logo Logo Logo
Personalised banner Personalised banner Personalised banner
Promoting something of interest Based on their location Based on the time of day
Welcome back: FRED SMITH You are near: XXX
Our nearest store is XX metres away It is 11:00am
When you were last here, you
Looked at the following products Get directions
On TV later is XXX
Menu item 1
Product 1 Product 2 Product 3 Menu item 2
Menu item 3
Menu item 1 Menu item 1
Menu item 4
Menu item 2 Menu item 2
Behavioural Location-based Time-based
http://www.burnermobile.com/making-mobile-design-more-personalised/
©
Burner
Mobile
2013

13. #4 Optimise your site!
… HTML5 success stories
©
Mobile
urner
Mobile
2013
©
B Training
Academy
2013

14. #5 App focus on user experience!
… over form and function
©
Burner
Mobile
2013

15. #5 App focus on user experience!
… mobile users won’t tolerate rubbish
Are
Audi
A4s
really
that
horrible
to
...drives like
drive?
there is a
drunk behind
the wheel
I
feel
ripped
off
–
even
though
the
game
was
free!
Just
like
a
real
A4
–
it’s
boring
and
tedious
©
Burner
Mobile
2013

16. #5 App focus on success factors!
… high stakes for “me-too” app players
Ø Success factors?
Ø Audience reach capped
Ø Development maintenance cost
Ø Download does NOT = use
Ø 85% only used once
Ø Testing - over 50% have bugs
Ø Approvals – up to 10 weeks
Ø Standout
©
Burner
Mobile
2013

17. #6 Make discovery quick engaging!
… 50% of mobile sessions start with search
©
Burner
Mobile
2013

18. #6 Make discovery quick engaging!
! … rich media, micro-targeting
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Burner
Mobile
2013

19. #7 Build long-term loyalty with mobile!
… time location based data trail so test learn
Source:
Weve
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Burner
Mobile
2013

20. #7 Build long-term loyalty with mobile
… focus on ease, convenience, personalisation
Ø Check
and
charge
up
your
Starbucks
Card
Ø Pay
with
your
iPhone
or
iPod
Touch
at
U.S.
Starbucks
stores
Ø Locate
a
mobile
payment
Starbucks
near
you
Ø Track
your
Starbucks
Rewards
program
©
Burner
Mobile
2013

21. #8 Keep an eye on mobile payments
… manage expectations!!
©
Burner
Mobile
2013

22. #8 Keep an eye on mobile payments
… manage expectations!!
O2-UK 3G 02:02
Shopping
My balance: £ 167.81
Search
to Caramel Villeroy
Rocky Road Gift Hamper - CELEBRATION Boch
Bordeaux Whi
Ex tra Thick Easter Egg te Wine Goblet
BREAKFAST
15
Browse Scan a barcode Offers
©
Burner
Mobile
2013

23. #9 Conversion Rate Optimisation !
! … constant improvement!
©
Burner
Mobile
2013

24. #9 Conversion Rate Optimisation !
! !… address people and processes!
Ø More
than
two-­‐thirds
of
sample
are
not
designing
their
websites
(70%)
and
marke7ng
emails
(84%)
for
either
mobile
phones
or
tablets
Ø Companies
with
a
structured
approach
to
conversion
are
twice
as
likely
to
have
seen
a
large
increase
in
sales
Ø Technology
is
no
longer
the
major
barrier
preven7ng
companies
from
improving
conversion
rates
Ø The
challenge
is
becoming
one
of
people
and
processes
Source:
Econsultancy
/
Red
Eye
hfp://econsultancy.com/uk/reports/conversion-­‐rate-­‐op7miza7on-­‐report
©
Burner
Mobile
2013

25. Mobile Conversion Rate Optimisation
Ø Improving the commercial returns from a mobile site or
app through a structured approach to increase
conversion to key goals such as sales, quotes or bookings
or leads
©
Burner
Mobile
2013

26. Creating a Mobile CRO plan
1. Build business case including project goals
2. Review analytics to identify priorities for optimisation
3. Define of target devices to optimise
4. Research users and competitors
5. Execute schedule for testing and improving certain page types
©
Burner
Mobile
2013

27. Step 1 – Build business case
including project goals !
“CRO allows companies to generate more revenue
without spending more on advertising. It’s about
getting a higher return from the existing ad spend”
Specialist agency, Conversion Rate Experts
©
Burner
Mobile
2013

28. Tip - Revenue per visitor assesses site
effectiveness
Ø Revenue per visitor or visit is a powerful KPI to
review site effectiveness since it depends on the
quality of traffic to a site and how they are
converting
Ø Can be applied to a range of businesses such as
publishers as well as transactional Ecommerce sites
©
Burner
Mobile
2013

29. Step 2 – Review analytics to
identify priorities for optimisation
Ø Where are visitors referred from?
Ø What is mix of direct visits (bookmarks or URL type-in);
search visits (natural and paid); campaign visits from ads and
email; social media visits or visits referred from other sites.
Typical desktop
average from Google
Analytics. How does
this look for your
mobile site?
©
Burner
Mobile
2013

30. Tip – compare mobile site v PC site
Ø Confirm which sources are referring traffic
Ø Review top mobile landing or entry pages report
Ø Use the top content report to find the best pages to optimise
©
Burner
Mobile
2013

31. Analyse user journeys
Ø Which pages
will improve
leads?
Ø Where are
quick wins?
©
Burner
Mobile
2013

32. Step 3 – Define target devices to optimise !
©
Burner
Mobile
2013

33. Tip - Device detection, redirect, promotion
Ø iPad to desktop site, others to mobile
Ø Promotion via Google Adwords (Amazon and eBay)
Ø Location detection – use GPS to route to a page/site for
a specific location
©
Burner
Mobile
2013

34. Step 4 – Research users and competitors
Ø Use visitor intent surveys and site feedback tools to understand
journeys and satisfaction with the content you offer
Ø Web analytics will only tell you so much – what visitors DO, not what
they FEEL
Ø Why do users visit the site?
Ø See this article for the full range of tools available
http://bit.ly/smartfeedback
©
Burner
Mobile
2013

35. Tip – 4Q survey
4Q Survey is a free site exit survey tool for desktop platforms to track rating intent
(reason to visit site) and satisfaction (shows which journeys are most common and which
are most broken)
Includes four simple questions:
1. Based on today’s visit, how would you rate your site experience overall?
2. Which of the following best describes the primary purpose of your visit?
3. Were you able to complete the purpose of your visit today?
4a. (If yes) What do you value most about the [sitename] website?
4b. (If no) Please tell us why you were not able to fully complete the purpose of your
visit today?
©
Burner
Mobile
2013

36. Step 5 – Execute schedule for testing !
Ø Define areas of the site to be tested
Ø Consider page download speed
Ø Google has stated that for desktop sites, site speed is
so important it may reduce visibility of poorly
performing sites or specific page types
Ø This will impact ranking of the slowest sites
©
Burner
Mobile
2013

37. Tip – check page load speed !
“Due to the limited CPU capabilities of mobile devices, the high round-trip
times of mobile networks, and the rapid growth of mobile usage, it is even
more critical to understand and optimize for mobile performance than
for the desktop”.
Google Page Speed Insights
https://developers.google.com/speed/docs/best-practices/mobile
©
Burner
Mobile
2013

38. Mobile CRO - summary
• Plans for mobile CRO should be built in during initial creation of mobile site or
app. Create a business case to help dedicate sufficient resources to this
• Use analytics to identify priorities for optimisation through identifying entry
pages, referring sources and flow of visitors on the site
• Ensure your selection of target devices balances coverage against the cost of
supporting older devices. You don’t need to support everything. You should
create a routing a promotion map showing how you will direct visitors to
different devices and experiences
• Page download speed is critical to the mobile experience, so ensure this is
benchmarked and optimised
©
Burner
Mobile
2013

39. Case study : ‘TicketsNow’ !
Ø Combining a mobile-optimized site with
Google mobile ads to boost mobile sales
100% in the first month
Ø Research from Google: 25% of ticketing-
related search queries occur on mobile
devices
“Search queries and purchases in our space are
migrating to mobile at a rapid pace. Mobile is
where consumers are now and increasingly where
they’re headed, so that’s where we need to be.”
Sachin Gadhvi, Director of Search and Mobile
Marketing
©
Burner
Mobile
2013

40. Case study: ‘TicketsNow’ - results !
Ø The type of benefits evident from a
mobile optimised site are clear from
the post launch review which showed
that the mobile optimised site had:
Ø Increased average order values from
mobile devices by 8%
Ø Boosted conversion rate 50%
Ø Increased return on ad spend from
paid search 30%
Ø Cost of building a mobile site
covered using the margin generated
by incremental sales
©
Burner
Mobile
2013

41. #10 Win board level support
! … mobile disrupts and transforms !
©
Burner
Mobile
2013

42. #10 Win board level support
! … align internal (and external) stakeholders!
CEO UX eCommerce
Sales Technical CRM
Customer
Marketing Legal
Insight
©
Burner
Mobile
2013

43. Summary!
Ø Deploy
mobile
to
deliver
business
objec5ves
Ø Create
and
meet
needs
of
mobile
personas
as
basis
for
behavioural
targe7ng
Ø Good
UX
is
vital
for
engagement
and
referral
Ø Integrated
mobile
into
comms
planning
and
merge
data
Ø Manage
expecta5ons:
benchmarks
for
budgets,
7mings,
likely
results,
ROI
Ø Develop
strategy
to
maximise
conversion
rate
op5misa5on
Ø Win
Board
level
support
Ø Test,
measure,
analyse,
learn,
adapt
©
Burner
Mobile
2013

44. Mobile resources!
Site
Content
www.mobilemarketingmagazine.com
News, case studies, awards
www.iabuk.net
Case studies, white papers
www.smartinsights.com
Digital strategy, analytics, blog
www.burnermobile.com
Blog, market analysis
The Mobile Playbook
Google guide – winning with mobile
Our Mobile Planet
Google – QA on mobile consumers
Google Mobile Ads Blog
Google blog on mobile advertising
www.flurry.com
Metrics, apps
www.comscore.com
Mobile usage
7 Steps to Mobile Marketing Success (Rob Thurner + Dr Dave Chaffey)
Summary at
https://www.dropbox.com/s/yq63clg2u5yjrkk/mobile-marketing-briefing-smart-insights.pdf
©
Burner
Mobile
2013

45. Thank
you
for
your
7me
Any
ques7ons?
rob@burnermobile.com
M:
+44
7793
804419
@burner_mobile
©
Burner
Mobile
2013