1. Optimizing Mobile & Social Channels
Shawn Kimsey - Manager, Optimization Consulting
Karen Wood – Sr. Product Marketing Mgr.

2. Agenda
• Why Test & Target on Mobile?
• What to Test: the Low Hanging Fruit
• Mobile Segmentation & Targeting
• Social Optimization
• Top Four Take-Aways

3. Stop Leaving Money on the Table
WHY TEST ON MOBILE?

4. Mobile Is Everywhere
• Consumers expect and demand an
excellent experience on mobile

5. Mobile eCommerce is Growing
• From 2011 to 2012 (Forrester):
– 129% YOY growth in sales on smartphones
– 178% YOY growth in sales on tablets

6. Mobile Influences Conversion
Across Channels

7. Showrooming: Part of Today’s
Shopping Experience
• In competitor’s store; on your site
• In your store; on competitor’s site
• Deals sites; Amazon

8. Tablets: A Cash Cow
• Tablet adoption growth at 50%
• 1/3rd Americans will own tablets by 2015
• Consumers twice as likely to purchase on
tablets than smartphones
• AOV 19% higher than smartphones
• Tablets drive more impulse
purchases than desktops

9. Your Competitors Are Investing
• 91% of retailers have mobile strategy in
place
• 75% of marketers will include mobile in
their marketing mix this year

10. Priority #2

11. What Does Mobile Optimization Mean?
• Formatting for mobile does NOT mean the
site is optimized!
• Tablets commonly use standard desktop
website – OUCH!

12. Why Test on Mobile?
• Increased mobile conversion
• Better customer experience
• Improved customer loyalty
• Increased down-funnel conversion
• Increased ROI of mobile investments

13. The low hanging fruit
WHAT TO TEST ON MOBILE

14. Search and Navigation
• Make it finger friendly
• Keep it vertical
• Avoid clutter
• Prioritize

15. Example: Hotels4U

16. Function & Form
• Flash – doesn’t work on iPhones
• Video & interactive media
• “Hover” actions

17. Example: Motorcycle Superstore
• +4.10% Lift
• Applied across platforms

18. Size Appropriately
• Fat fingers, small devices
• Links too close together
• Small font sizes
• Clutter

19. Example: Big Buttons

20. Get Visual
• Visual elements attract the eye
• Not much real estate
• Be bold and simple

21. Example: Membership Offer

22. Optimize Form Fields for Mobile
• Minimize amount of
fields
• Increase spacing and
field size
• Use radios/dropdowns

23. Example: Increasing Mobile Booking
Current Mobile Page Possible mobile page designs

24. Increase Relevance
SEGMENTING & TARGETING

25. Why Segment & Target?
• Increase relevance
• Improve:
– Customer experience
– Conversion
– ROI of mobile investments
• Leverage higher value demographics
– E.g. iPad customers

26. Geotargeting
• Different locations, different needs
• Offers differ based on location
• Increased relevance
• Better customer
experience

27. Segmented by Geography

28. Device Targeting
• Different devices, different strengths
• Different user profiles
• Unique demographic data
• “Download the app” – device-specific offer

29. It’s not just hype anymore
SOCIAL OPTIMIZATION

30. Mobile Enables Social Enables Mobile
• Mobile users with social accounts:
– Check their phones frequently
– Spend time on social sites on their phones
• 60% of smartphone users visit social sites
daily
• Most engaged social users are mobile
users

31. Facebook: A New Landing Page
• Testing within iFrames – what’s old is new
again
• Increase ROI of social campaigns

32. The Ingredients
Facebook App Optimize Test
Facebook Page External Test Page
Testing on
Facebook!

33. How They Work Together
<iframe …></iframe>
We create an
app that adds
a custom tab. This app creates an
iframe in the Facebook
page The iframe loads an
external page, hosted
by the client

34. Example: Kimberly Clark
Control
Challenger

35. IN CONCLUSION…

36. Top Four Take-Aways
1. Stop leaving money on the table
2. Test the low-hanging fruit
3. Segment & target on mobile
4. Improve the ROI of your social
campaigns

37. Sessions You Must See
• Tues @ 3pm: Leveraging Mobile to Extend to the
Social Enterprise
– Mike Ricci, VP Product Marketing, Webtrends
• Wed @10am: Panel: What to Measure in Social
– Susan Ettlinger – Altimeter
– John Lovett – Web Analytics Demystified
• Wed @11am: Panel: Facebook Campaign
Optimization
– Eric Christopher. Vice President of Sales, Shoutlet
Greg Gunn. Vice President Business Development,
Hootsuite
Merlyn Gordon. Senior Product Marketing Manager,
Webtrends
Jared Roy. Director Performance Marketing, Webtrends

38. Rate
Session
&
Speakers/
Panelists

39. Thank You
Shawn Kimsey, Manager, Optimization Consulting
Karen Wood, Sr. Product Marketing Manager
Webtrends
blogs.webtrends.com