The Mobile Holiday Game Plan for Online Retailers

transcript

Your presenters

Ron DodChief Executive Officer

Visiture

Greg ZakowiczSenior Commerce Marketing

AnalystBronto

Chad LedfordChief Strategy Officer

AddShoppers

I. Intro

II. Context

III. SEO mobile performance

IV. Better mobile UX on-site

V. Email design to accomplish

holiday message goals

VI. Q&A

Summary

AddShoppers

The leading On-site Marketing Platform (OMP) for Commerce.

We believe on-site marketing should be as agile + powerful as email marketing. 1,000+ brands worldwide agree with us.

Clients across industries

Marketing on your site shouldn't take a village

VisitureVisiture helps eCommerce retailers realize and obtain a new level of search traffic and conversions.

Visiture, for 10 plus years, has transformed online retail stores’ bottom lines through search engine optimization, paid search management, and Google Shopping.

BrontoBronto Software, a NetSuite company (NYSE: N), provides a cloud-based commerce marketing automation platform to mid-market and enterprise organizations worldwide.

Bronto is the number one ranked email marketing provider to the Internet Retailer Top 1000, with a client roster of leading brands, including Vince Camuto, Lucky Brand, Theory, Björn Borg, Ashley Homestore & Christopher & Banks.

SEO Mobile Performance

Mobile First Index

Today, 58% of searchers are mobile. Google takes content from mobile devices and ranks accordingly.

Google is getting mobile!

What Does This Mean?

It means that Google uses the mobile version of your website, whether that be a mobile site or mobile responsive site, to pull ranking factors that decide where to rank your site in the index.

Responsive or Mobile Site?

With this shift towards mobile searches, you need to make sure your site is up to date. If you use a mobile responsive design, then you will not be impacted. However, if you use a mobile site, you want to make sure that all the content is the same.

What You Need to Know!

-This is months away.

-If you do not have a mobile version you should be fine.

-There is no separate desktop & mobile index. It is just mobile first.

-There shouldn’t be much of an impact… Except….

You Have Less Content on Mobile

Your Mobile Page Speed is Much Worse than Desktop

Schema & Structured Data on Desktop not Mobile

Mobile Holiday Game Plan Tip #1

Focus on the mobile site instead of desktop for page speed optimization, schema, structured data, and content.

Accelerated Mobile Pages

The future of the Google mobile first index.

What it means for eCommerce

Accelerated mobile pages are very unpractical for eCommerce category and product pages. But they are good for news related sites, which could even be a blog.

WordPress + Blog = AMP

If you use WordPress for your blog, you can integrate AMP very easily with the plugin AMP.

Make sure you integrate your blog with AMP.

If you are using WordPress, this should be very easy to do with little development time. For other blogs, It will probably be more work and take more time.

Mobile UX and SEO

A match in the making for 16+ years! Focus on dwell time, mobile content & searcher intent, and interstitials.

Dwell Time

Need to Focus on the Content & Searcher Intent

Searchers do not search Google to see the newest popup ads, be forced to sign up for your newsletter, or create an account to see content, etc.

They want to search for what they are looking for and be able to find it easily. Google agrees with the searcher.

Spotify Takes a Nose Dive… Accidentally

Spotify made a URL redirect to a login page to force an account creation to see the content. This created an accidental “cloaking” of pages which is an old SEO black hat tactic. Source.

Focus on the Post Click Experience & Searcher Intent

Focus on the keywords searchers are searching for and give them the best post click experience they can have.

What Are Interstitials

Unacceptable Interstitials

Acceptable Interstitials

What To Do?

Focus on using popups when people scroll down the page (perhaps 50%) or use smaller popups at the top of the content. Just give users what they were searching for: the content.

Follow these UX & SEO best practices:

• Focus on the customer experience post click and optimize for their experience. The longer their stay, the more Google rewards you.

• Make sure you do not accidentally execute old “black hat” SEO tactics. Instead, focus on the searcher intent. They did not intend to search and then be forced to create an account.

• Keep content above the fold and keep “interstitials” below the fold and be “non intrusive”.

Poll Question

What percent of your traffic currently comes from mobile?

Customer Journey on Desktop vs Mobile

$400 Billion

The amount businesses will have spent on mobile marketing by the end of 2016.

That’s a 185% increase in mobile marketing spending since 2012.

Why is this significant?

Average Conversion Rates by device type

Desktop 4.66%

Tablets 3.89%

Smartphones 1.43% (2.3x lower than desktop!)

US Traffic from Q4 2015

1. Source: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/#gref

What’s different?

Desktop:- Short sales cycle- Search based - “Easy” access to credit card

Mobile:- Longer sales cycle around storytelling- Discovery based - Easier to get distracted- CC not easily accessible

AwarenessBrand

Impressions

InterestMUVs/ Clicks

ConsiderationCustomers

Identified / CRM

PurchaseARPV

RetentionLifetime Value

AdvocacyReferrals

Customers search for what they’re

looking for

They typically find things on search engines or price comparison sites

Retailers attempt to identify

customers using popups and other

methods

Customers order based on the

lowest price they could find or first thing they found

Retailers e-mail customers (a lot) to get them to order

Most retailers have no strategies

around this stage.

Desktop Journey = “What”

AwarenessBrand

Impressions

InterestMUVs/ Clicks

ConsiderationCustomers

Identified / CRM

PurchaseARPV

RetentionLifetime Value

AdvocacyReferrals

Customers browse their social media posts and news

syndication

Retailers generate content to capture

customers attention and drive

them to a shopping

experience

Knowing that most customers are

signed in to social networks on their

phone - social login helps here.

Customers order based on discovery

and brand association.

Retailers post on social (alot) to keep

customers engaged

Most retailers have no strategies

around this stage.

Mobile Journey = “Why”

Bri + Madewell: Fashion Direct“Why” Journey

Bri hears about Madewell through a Facebook invite from a friend.

Started following Madewell on Instagram for fashion inspiration.

Madewell posted on Instagram about a holiday gift guide, so Bri joins their newsletter for more information.

Bri receives an email with details about the holiday gift guide, so she heads to their website to check out Madewell’s products.

Bri arrives on the site and notices a Black Friday sale. She places her first mobile order with Madewell after being influenced by the sale.

Bri tells her friend about her steals from Madewell (and now when they shop, she’ll save when they order).

Chad + Bose: Manufacturer + Channel sale

“What” Journey

Chad’s headphones break

Chad researches (aka “Google’s” new headphones

Reviews helpednarrow down to Bose because they had the best reviews

Subscribedto Bose newsletter to learn more about why he should choose them

Order placedthrough Amazon because Chad has prime, giving him free shipping + guaranteed return policy through Amazon

Brand engages Chad with a referral campaign

A quick exercise to get ready for the holidays

Pick 3 customer journeys and optimize them

Google Shopping E-mail Acquisition E-mail capture %

E-mail Engage w/ holiday promo Place 1st order

Facebook Refer-a-Friend Referrals

Referring Source Goal KPI

Poll Question

Are you currently using pop ups to engage with holiday traffic?

Designing Successful Holiday Campaigns

5 Email Layouts for the Holiday Season

2 Biggest Holiday Trends• Shifted from Black Friday to Gray November.

• Rise in self-gifting.

What this means:

• Pay close attention to the goal of the email.

• Promotions start early & consumers expect it.

• Increased send cadence.

• Decrease in attention spans.

• Need to vary promotional offers & email designs.

• Focus on the self-gifting mentality:

• Tiered discounts.

• Free gifts / gift cards.

Beware of the Christmas Spider!

5 Jingle Bell-Ringing Designs

• Focuses on one clear call to action (CTA).

• Allows a subscriber to digest the message and decide on an action in 3 seconds or less.

• Types of Campaigns:

• Site-wide sales (e.g. Black Friday and Cyber Monday).

• Flash sales.

• Sale expiration / last chance.

• Gift guides.

1. Single Hero Image

2. Products as Secondary CTAS• Commonly single hero image.

• Product/category boxes below hero.

• Uses for Content Section:

• Gifts between/under price point.

• Category sections.

• Stocking stuffers.

• Subscriber product recommendations.

3. Extended Content Sections

• Image-based secondary/tertiary content.• Promote larger areas of themed content.• Allows for more visual creativity.• Great for mobile thumb-scrolling.

• Category callouts.

• Generic gifts guides.

• Gift card callouts.

• Value-props (extended return policy).

• Shipping deadline estimates.

• Recommendation/new item promotion.

• May include specific recs as secondary CTA.

• Often times auto-generated (minimal resources needed).

• Top gifts (for season or stand-alone days).

• Gifts between/under price point.

• Personal recommendations.

4. Product Only

•Designed to engage.

•Cater to thumb-scrolling.

•Allows for design creativity.

•Uses for Design Section:• Specific product style guides.• Top # gifts.• Step-by-step / numerical order gift

guides.• Content / gamification.

5. Extended Scroll

• Think Gray November. Consumers expect deals earlier than ever.

• Use variety. There is an increase in sends and decrease in attention span.

• Think, does the desired action match the design of the email?

• Test designs throughout the year.

Holiday Design Recap

Poll Question

How many different email variations do you currently have

planned for your holiday marketing?

Additional Questions? Follow Up?

To learn more about AddShoppers, join an upcoming live demo:

addshoppers.com/live-demo

chad@addshoppers.com@ChadLedford

Take your search marketing to the next level with a free audit:

visiture.com/free-technical-audit

ron@visiture.com@Visiture_Search

To learn more about Bronto, check out some success stories:

bronto.com/successes/

greg.zakowicz@bronto.com@WhatsGregDoing

The Mobile Holiday Game Plan for Online Retailers

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