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

Online Marketing Consultant, Distilled

bridget.randolph@distilled.net

@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

Click icon to add picture

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

USEtest your email campaigns

with Litmus

@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 is 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.

Thanks.Any questions?

BRIDGET RANDOLPH

bridget.randolph@distilled.net

@BridgetRandolph

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