conversion conference: why mobile matters

Presented by

richard banfield

Why Mobile will Either Make or Break Your Business

#convCon@

look around

look around

look around

great product

lovely biz model

awesome ux

#convCon

why is

seeing the

signal so

hard

#convCon

focus makes

us seem

smarter

#convCon

we get

deeply

invested

#convCon

we do not see

the wood for

the trees

we will

have less

time to

decide

#convCon

how do you

plan for an

unknown

future

#convCon

The things I’m going

to be working on

have not been

invented yet

rhys banfield, Age 10

we have to look

at human

biology

#convCon

brains?

why do we even

have brains

to move

#convCon @freshtilledsoil

lovely, but

very far

from

natural

applying

this to

the real

world#convCon

mobile is

a state

#convCon

mobile is

not a

technology

#convCon

mobile is

leapfrogging

the pc

experience in

developing

countries

#convCon

#convCon @freshtilledsoil

more people will

experience the

web on their

phones than on

their pc

#convCon

remember that

polaroid had

the digital

patents

#convCon @freshtilledsoil

why mobile

is never

going away

#convCon

how do we

create

without tech

restrictions

#convCon

source: guardian.co.uk

mobile fits

our world

not the other

way around

#convCon

desktop

requires

modification

of behavior

#convCon

#convCon @freshtilledsoil

Conversion

happens when

you create

congruency not

just correlation #convCon

know your

audience

behavior

#convCon

female37 yrs oldmarried w/kidsurban$55k/annumtech savvyandroidmobile web...

low self esteemanxious about weightneeds directionthoughtfulpassionate about her work

looking for companion!

the right experience at the right time

#convCon

not all

mobile is

equal

humans are more complex than devices

#convCon

case study:the guardian

#convCon

always on but not on the same device

#convCon

mon tues wed thurs fri sat sun

assumption...

mon tues wed thurs fri sat sun

but...

mon tues wed thurs fri sat sun

brains

brains

Mobile Web

ipad app

We are not seeing a substitutional effect. People reading across multiple devices increase their consumption, they read for more and longer.

Tom Betts, FT head of data

the right content in the right way at the right time

#convCon

Who

Wherewhat!

"

z

Who

Wherewhat!

"

zwhy is this happening:

a young woman preparing for her wedding; uses app in gym and website

at home; seeks a friend not a drill

sergeant

finding direction in

the ambiguity

#convCon

web or native or hybrid

#convCon

Native apps

lead the

experience

battle

#convCon

if you need high

engagement

you need native

#convCon

native rivals tv

for deep

engagement

#convCon

web mobile wins

on reach

#convCon

what if you need

both reach and

engagement

#convCon

hybrid can help

with conversion

optimization

#convCon

Walmart used a

hybrid solution

for checkout

#convCon

responsive is

not just window

dressing

#convCon

iphone/ipod

conversions +65.71%transactions +112.50%revenue +101.25%

android

conversions +407.32%transactions +333.33%revenue +591.42%

Source: electric pulp’s

redesign of O’neill’s

we are not

done with the

brain

we are

emotional first

and logical

second

#convCon

brains only

make decisions

when filtered

through

emotions

#convCon

what do

emotions have

to do with

mobile

#convCon

we own our

phones and

tablets

the office lacks

ownership

#convCon

strong

emotional

connections

lead to loyalty

#convCon

so...will mobile make

or break your

business

#convCon

change is

inevitable

#convCon

mobile is a

state

#convCon

content needs

a time and a

place and a

reason

#convCon

there are no

clear tech

solutions so be

flexible

#convCon

why

#convCon

Neuroscience is

not just for

scientists

most of it is

common sense

#convCon

mobile

continues to

integrate itself

to our world

#convCon

we had the data

revolution

now we have an

biology

revolution

#convCon

mobile has

already changed

the world

but it has only

just begun

#convCon

should you be

mobile only...

#convCon

NO!!

#convCon

You should be

everywhere your

customer is

#convCon

Thanks#convCon

@

#convCon@

Q&A