Presentation delivered at the Digital Marketing Show 2013 (www.digitalmarketingshow.co.uk)

1. 5 Ways Your Mobile Strategy
Is Losing You Money
BRIDGET RANDOLPH

2. DID YOU
KNOW…

3. that
of users
won’t recommend
a business with a poorly designed mobile site?
Source
@BridgetRandolph

4. or that
have turned to a
competitor’s site
after a bad mobile experience?
Source
@BridgetRandolph

5. MOBILE IS
HUGE.

6. already a
basic
requirement
@BridgetRandolph

7. for any
online brand.
@BridgetRandolph

8. and it’s
just
s
getting
BIGGER.

9. by 2017,
85%
of the
will have
world’s population
3G coverage.
Source: Ericsson Mobility Report
@BridgetRandolph

10. Facebook’s Internet.org initiative

11. mobile in 2012 was
12x
the size of
the entire
internet
in 2000
mobile
in
2012
internet in
year 2000
Source: Cisco's Global Mobile Data Traffic
Forecast Update
@BridgetRandolph

12. Mobile Data Usage
160
12x growth
in 6 years
140
120
100
80
2013
60
40
20
12x growth
in 12 years
0
Source: Ericsson Mobility Report (pg. 10)
@BridgetRandolph

13. so businesses need to be
mobile-friendly.
@BridgetRandolph

14. the
problem is,
@BridgetRandolph

15. people are doing it
WRONG
.
@BridgetRandolph

16. BRIDGET RANDOLPH
Online Marketing Consultant, Distilled
bridget.randolph@distilled.net
@BridgetRandolph

17. 5 Ways Your Mobile Strategy
Is Losing You Money
BRIDGET RANDOLPH

18. (…and what you can do about it)
BRIDGET RANDOLPH

20. you don’t have a
mobile-friendly website

21. only
70%
of the
top 20 UK retailers
have a mobile-friendly website.
Source: Econsultancy
@BridgetRandolph

22. small
businesses
are even
less likely
to have a mobile-friendly web presence.
60% of small businesses have websites;
only half of these are mobile-friendly.
@BridgetRandolph

23. and still
more businesses
create a mobile site and forget about it.
@BridgetRandolph

24. where your online
customers
primarily
interact with you
@BridgetRandolph

25. and remember our
stats from before…
@BridgetRandolph

26. of users
won’t recommend
a business with a poorly designed mobile site
Source
@BridgetRandolph

27. and
have turned to a
competitor’s site
after a bad mobile experience
Source
@BridgetRandolph

28. But mobile only matters
when you’re on the
go, right?
typical CEO
@BridgetRandolph

29. 77% of mobile searches
happen near a PC
Source: Google Databoard

30. if you don’t have a
mobile-friendly website,
you’re leaving money
on the table.
@BridgetRandolph

31. FIX:
make your website
mobile-friendly
@BridgetRandolph

32. it’s not as
hard
as you might think.
@BridgetRandolph

33. main
approaches
@BridgetRandolph

34. •
responsive
–
•
dynamic serving
–
•
rearranges the layout
serves different HTML on same URL
separate mobile subdomain
–
e.g. m.domain.com
@BridgetRandolph

35. responsive

36. separate mobile site

37. dynamic serving:
a cross between the two

38. choose
an approach
based on
@BridgetRandolph

39. goals
and technical
capabilities
your
@BridgetRandolph

40. your
users’ needs.
@BridgetRandolph

41. we did a flowchart for our Best Practice Guide
http://www.distilled.net/training/mobile-seo-guide

42. for a
small business
with a
small website…
@BridgetRandolph

43. …I’d usually recommend using
a responsive
template,
@BridgetRandolph

44. and a WYSIWYG
CMS
(like Wordpress).
@BridgetRandolph

45. 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

46. or, if you don’t want to use Wordpress:
• SquareSpace: from $8/month (for the most basic service).
• Wix: around $10/month.
@BridgetRandolph

47. for a
larger
larger
with a
business
website,
@BridgetRandolph

48. dynamic serving
based on
user agent.
@BridgetRandolph

49. does it work?
@BridgetRandolph

50. case study: O’Neill Clothing

51. RESULTS
on iPhone/iPod
conversions increased by 65.71%.
transactions increased by 112.5%.
revenue increased by 101.25%.
on Android devices
conversions increased by 407.32%.
transactions increased by 333.33%.
revenue increased by 591.42%.
Source
@BridgetRandolph

52. final
point to
remember:
@BridgetRandolph

53. a mobile-friendly
website is
NOT
a strategy.
@BridgetRandolph

54. it’s just the
starting point.
@BridgetRandolph

56. you’re making
technical SEO mistakes

57. why does technical
SEO matter?
@BridgetRandolph

59. responsive design?
SEO of Responsive Design by Kristina Kledzik
@BridgetRandolph

60. You don’t need to do
anything extra.
@BridgetRandolph

61. what if I can’t use a
responsive design?
@BridgetRandolph

62. dynamic serving
Vary HTTP header http://goo.gl/km1qcZ
@BridgetRandolph

63. separate URLs
There are
several areas
to look at.
A Checklist for Optimizing Your Mobile Site
@BridgetRandolph

64. redirects
•
redirect mobile users on www. 
most relevant mobile page
•
redirect desktop users on m. 
most relevant desktop page
•
allow users to override
@BridgetRandolph

67. “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

68. site speed
• 2-3 sec is recommended
• needs to be less than 5 sec
Google PageSpeed Insights tool can help
74% of users would bounce after waiting 5 sec
@BridgetRandolph

69. unsupported technology
• don’t use Flash!
@BridgetRandolph

70. I wrote a whole blog post about it.
http://moz.com/blog/how-to-optimize-a-mobile-site
@BridgetRandolph

71. and don’t forget about
testing
@BridgetRandolph

72. testing
have you visited
your site on a
mobile?
@BridgetRandolph

73. USE




Litmus – website testing
Qualaroo – user surveys
CrazyEgg – heat maps
Optimizely – split testing
@BridgetRandolph

75. your permission-based marketing
isn’t mobile-friendly

76. it’s not just about
the content ON
your website.
@BridgetRandolph

77. social media
@BridgetRandolph

78. social
is a
huge
channel for mobile.
@BridgetRandolph

79. 4
out of every
5
people who use Facebook
daily access it on a mobile
device
@BridgetRandolph

80. social marketing
IS
mobile marketing.
@BridgetRandolph

81. @BridgetRandolph

82. anything you want to get shared
has to work on a mobile
…even if it’s an MVP.
@BridgetRandolph

83. FIX
make your social content
mobile-friendly
80% of Facebook and Twitter’s daily users
are accessing the app from a mobile device
@BridgetRandolph

84. http:www.distilled.net/training/mobile-seo-guide
@BridgetRandolph

85. FIX
make sure your social share
buttons work on mobile
@BridgetRandolph

86. email marketing
@BridgetRandolph

87. 62%
of e-mails are
opened on mobile devices.
Source: US Consumer Device Preference
Report (Q2 2013)
@BridgetRandolph

88. email marketing
IS
mobile marketing.
@BridgetRandolph

89. @BridgetRandolph

90. FIX
use mobile-friendly email
templates
@BridgetRandolph

91. @BridgetRandolph

92. USE
• Campaign Monitor
• MailChimp
@BridgetRandolph

93. USE
test your email campaigns
with Litmus
@BridgetRandolph

95. you’re overcomplicating
the checkout process

96. smarter checkout paths
@BridgetRandolph

97. Could it be the case that
mobile is simply more of a
research platform?
Commenter on a blog post
@BridgetRandolph

98. My cellphone isn't for
buying, fb, amazon - it's just
a phone (or gps) :)
Commenter on a blog post
@BridgetRandolph

99. WRONG.
@BridgetRandolph

100. in the retail industry,
mobile spend is expected to be
by the end of 2013.
@BridgetRandolph

102. smarter
conversion paths
for mobile.
@BridgetRandolph

103. KISS.

104. Keep
It
Simple
Stupid.
@BridgetRandolph

105. FIX
link the form fields to
the correct keyboard
Smashing Mag article about touch keyboards
@BridgetRandolph

106. image source
@BridgetRandolph

107. 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" />
Cheat sheet from Baymard
@BridgetRandolph

108. FIX
only ask for information
which is essential
to complete the transaction
@BridgetRandolph

109. example: Amazon 1 Click

110. example: Argos

111. FIX
keep people logged in long-term
@BridgetRandolph

112. thinking bigger
biometric tech
@BridgetRandolph

113. example: Apple Store

114. FIX
don’t neglect microconversions
@BridgetRandolph

115. …like
social shares
and
email signups
@BridgetRandolph

117. you’re not tracking
cross-device and
cross-channel

118. track the
person,
not the device
@BridgetRandolph

119. PROBLEM:
tracking each visit separately
isn’t accurate
@BridgetRandolph

121. Visit-Based Tracking

122. User-Based Tracking

123. user-based tracking:
tracking each step of the
customer journey
@BridgetRandolph

124. FIX
set up Universal Analytics
@BridgetRandolph

125. (how does it work?)
@BridgetRandolph

126. but all of these are
just examples

127. the point
really is…

128. stop
treating mobile
as a separate channel

129. of
mobile searches
happen near a PC
Source: Google Databoard
@BridgetRandolph

131. in some ways,
it’s just
another
‘browser’.
@BridgetRandolph

132. final
takeaways

133. you need a
mobile-friendly
website
@BridgetRandolph

134. if it’s a
separate website,
remember to check
the technical stuff
@BridgetRandolph

135. always test
your site
across devices
@BridgetRandolph

136. permission-based
marketing
needs to be
mobile-friendly too
@BridgetRandolph

137. make
mobile checkout
EASY
@BridgetRandolph

138. track
people, not
devices
@BridgetRandolph

139. mobile
isn’t separate
anymore.

140. Thanks.
Any questions?
BRIDGET RANDOLPH
bridget.randolph@distilled.net
@BridgetRandolph

141. image credits
girl on couch: http://images.smh.com.au/2013/07/27/4608179/Dan-20130727185724263940620x349.jpg
baby of Obama/Chewbacca morph: http://www.morphthing.com/baby/3532403-Baby-of-BarackObama-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-screensthroughout-the-same-day-20386
mobile overtaking desktop graph: ComScore study;
image credit http://static1.businessinsider.com/image/4fda47c569beddef0b000003-960/comscoremobile-users-desktop-users-2014.jpg