3. Is your site ready for mobile?
• Let’s take a poll!
If not, don’t feel bad.
As we’re about to see, you’re not alone…
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4. State of the Fortune 100
We tested the following major websites for mobile readiness by
simply loading them one by one on an iPhone…
The results were surprising.
And disappointing.
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8. Tech, Telecom & Auto
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9. A couple thoughts on mobile optimized sites
• Lead with Search
– Browsing on a mobile device can be painful: let users
search to quickly find what they need
• Promote your app
– If you have an app, tell mobile users about it
Bonus: Mobile
sites load much
more quickly
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11. Growing, growing, growing… Sprint EVO
iPhone 4G & Android X
30X Growth in 3 Years
US Google Mobile Query Growth
HTC Incredible
Device Launches Android Nexus One
Palm Pre
iPhone 3GS
Moto Droid & Eris
Android myTouch
Blackberry
Storm
Android G1
iPhone
iPhone 3G
Jan-08
Feb-09
Mar-10
Jul-07
Aug-07
Sep-07
Oct-07
Nov-07
Dec-07
Feb-08
Mar-08
Apr-08
May-08
Jun-08
Jul-08
Aug-08
Sep-08
Oct-08
Nov-08
Dec-08
Jan-09
Mar-09
Apr-09
May-09
Jun-09
Jul-09
Aug-09
Sep-09
Oct-09
Nov-09
Dec-09
Jan-10
Feb-10
Apr-10
May-10
Jun-10
Source: Google Internal Data, based on a basket of 10,000 keywords
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12. Other scary predictions
• Smartphone sales will outpace PC sales in 2
years
• Mobile browsers will outpace PC browsers in
3 years
• Mobile searches will outpace
Desktop/Laptop searches in 2014
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13. Mobile vs. Desktop Clicks
2011 Clicks
8000000
7000000
6000000
5000000
4000000
27x gap
3000000
2000000
1000000
0
Mobile Desktop
2009: 221x 2010: 90x
Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011
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14. Mobile vs. Desktop CTR on Brand Keywords
CTR
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Mobile Desktop
Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011
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15. Mobile vs. Desktop Conversion Rates for Brand
Keywords
12.00%
10.00%
8.00%
6.00%
4.00%
2.00%
0.00%
Mobile Desktop
Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011
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16. Mobile vs. Desktop CPC on Brand Keywords
CPC
$0.70
$0.60
$0.50
$0.40
$0.30
$0.20
$0.10
$0.00
Mobile Desktop
Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011
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19. Phones are for talking
• Well, at least they can be. Sometimes.
• How convenient is it to have a clickable number to call right in
the ad? It’s very convenient.
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20. Setup is very easy
• So easy, in fact, that I’m not going to tell you how to do it
• Read Avinash’s blog, Occam’s Razor, for all the details and
some good tips
– http://www.kaushik.net/avinash/2011/02/mobile-analytics-tracking-click-to-
call-mobile-ad-campaigns.html
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21. You can run Click-to-Call and Call Metrics on
Desktop and Mobile Campaigns
• Desktop will drive more volume and preliminary data indicates
slightly longer call time (proxy for call quality)
Average Call Duration
12.00
10.00
8.00
6.00
4.00
2.00
-
Mobile Desktop
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22. Tips
• If possible, route calls to different
inbound numbers to help your call
center track performance more
granularly
• Daypart to call center hours
• Consider testing YP.com: they will
provide inbound phone number
– This can be helpful for CRM match-
back
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24. Just what is the iPad?
It’s got a touch
screen like a smart
phone!
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25. Just what is the iPad?
It’s got a big screen like a netbook!
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26. It’s… a third type of device
• The SERP, CPCs and conversion rates are different on the
iPad
• So we have to split it off into yet another distinct group
– Desktops & Laptops
– Smartphones
– Tablets
• Now multiply the three device targets by Search, Content and
Geos - fun!
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