This document discusses best practices for creating slide decks for mobile devices. It recommends using a one-column layout, ensuring sufficient color contrast between text and backgrounds, using image sizes of at least 13px for body text, and considering how elements will shift for mobile. It also provides examples from companies that utilize techniques like alt text descriptions and color blocking to recreate images on mobile.

2. 146 Slides
45 Minutes

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46. • Contrast – carefully consider your
color choices to ensure the text and
images stand out properly against
the background.
• Avoid reversing out small text on a
dark background.
• Text Size – 13px for body copy. No
pinching = 15-16px (depending on
font) and preview it on your mobile
device.

47. • Imagery – Images help tell your
brand’s story, so consider taking
the time to choose artful shots that
complement your message.
• Layout – One-column layout works
best for mobile. If you have a multi-
column layout, plan how elements
shift or stack.

52. Great defensive design
techniques like HTML
text and alt text.

56. Mothercare uses styled alt text and background colors for
most of the effect, but also uses mosaic color blocking to
recreate the stroller image.

73. First Time
Visitor

74. Click One
Product

75. Personalized
Home Page

76. Personalization Served in Real-Time

77. Business Goal: OnlineShoes
seeks to mirror this “in-store”
experience through relevant
product recommendation
through out their site
Increased Revenue Per
Session By:
10.1%
Solution:
• Personalized Landing Pages –
populated based on Google search
terms
• Leverage Business Rules. Ex:
Cross-sell accessories only on cart
page
• Created a new recommendation
scenario on out-of-stock product
pages to recommend similar
products

78. Transactional Recommendations
When transactional messages are
personalized, sales conversion rates
can increase up to 25%
Typical transactional emails are
opened between 70%-80% of the
time, providing an excellent
opportunity to engage your loyal
customers.

89. Consumers are suspicious of
first-name personalization in
subject lines. Open rates are
lower when it’s used as are
click rates.

92. Lenovo, welcome email
Kyle, thank you for signing up. Enjoy your
exclusive Lenovo offer.
Michael’s, progressive profiling email —
Kyle, isn't it time we got to know each other?
Olive Garden, birthday email —
Kyle, go celebrate your birthday with a free
app or dessert!
ThinkGeek, 5/17/13 — Kyle, I am your father

93. Helzberg created 60,000 unique animated gifs
to target each of their subscribers by name
with charms. The subject line was not
personalized.

94. Outperformed a similar email
by nearly 300% in items of
revenue generated.

130. When you start to farm and not
HUNT for new customers.
You’ll harvest them for life.

131. Your marketing should be
tailored first and foremost to your
current customers and
employees.