conversion conference: why mobile matters
DESCRIPTION
More people are shopping and doing business on mobile devices than ever before. The burgeoning market of smartphones, tablets and phablets combined with increasingly faster network speeds has led to the prediction that mobile devices will surpass desktop devices for browsing, shopping and connecting online by 2015. Last year alone, mobile payments increased by 190% -- a stastistic that will seem tiny when compared to 2013 growth. Are you prepared to satisfy these mobile bound customers? Your answer to this critical question may determine whether your business is going to thrive or dive over the next five years.TRANSCRIPT
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Presented by
richard banfield
Why Mobile will Either Make or Break Your Business
#convCon@
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look around
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look around
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look around
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great product
lovely biz model
awesome ux
#convCon
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why is
seeing the
signal so
hard
#convCon
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focus makes
us seem
smarter
#convCon
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we get
deeply
invested
#convCon
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we do not see
the wood for
the trees
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we will
have less
time to
decide
#convCon
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how do you
plan for an
unknown
future
#convCon
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The things I’m going
to be working on
have not been
invented yet
rhys banfield, Age 10
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we have to look
at human
biology
#convCon
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brains?
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why do we even
have brains
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to move
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#convCon @freshtilledsoil
lovely, but
very far
from
natural
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applying
this to
the real
world#convCon
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mobile is
a state
#convCon
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mobile is
not a
technology
#convCon
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mobile is
leapfrogging
the pc
experience in
developing
countries
#convCon
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#convCon @freshtilledsoil
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more people will
experience the
web on their
phones than on
their pc
#convCon
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remember that
polaroid had
the digital
patents
#convCon @freshtilledsoil
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why mobile
is never
going away
#convCon
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how do we
create
without tech
restrictions
#convCon
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source: guardian.co.uk
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mobile fits
our world
not the other
way around
#convCon
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desktop
requires
modification
of behavior
#convCon
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#convCon @freshtilledsoil
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Conversion
happens when
you create
congruency not
just correlation #convCon
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know your
audience
behavior
#convCon
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female37 yrs oldmarried w/kidsurban$55k/annumtech savvyandroidmobile web...
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low self esteemanxious about weightneeds directionthoughtfulpassionate about her work
looking for companion!
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the right experience at the right time
#convCon
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not all
mobile is
equal
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humans are more complex than devices
#convCon
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case study:the guardian
#convCon
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always on but not on the same device
#convCon
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mon tues wed thurs fri sat sun
assumption...
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mon tues wed thurs fri sat sun
but...
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mon tues wed thurs fri sat sun
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brains
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brains
Mobile Web
ipad app
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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
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the right content in the right way at the right time
#convCon
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Who
Wherewhat!
"
z
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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
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finding direction in
the ambiguity
#convCon
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web or native or hybrid
#convCon
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Native apps
lead the
experience
battle
#convCon
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if you need high
engagement
you need native
#convCon
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native rivals tv
for deep
engagement
#convCon
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web mobile wins
on reach
#convCon
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what if you need
both reach and
engagement
#convCon
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hybrid can help
with conversion
optimization
#convCon
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Walmart used a
hybrid solution
for checkout
#convCon
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responsive is
not just window
dressing
#convCon
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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
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we are not
done with the
brain
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we are
emotional first
and logical
second
#convCon
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brains only
make decisions
when filtered
through
emotions
#convCon
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what do
emotions have
to do with
mobile
#convCon
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we own our
phones and
tablets
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the office lacks
ownership
#convCon
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strong
emotional
connections
lead to loyalty
#convCon
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so...will mobile make
or break your
business
#convCon
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change is
inevitable
#convCon
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mobile is a
state
#convCon
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content needs
a time and a
place and a
reason
#convCon
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there are no
clear tech
solutions so be
flexible
#convCon
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why
#convCon
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Neuroscience is
not just for
scientists
most of it is
common sense
#convCon
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mobile
continues to
integrate itself
to our world
#convCon
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we had the data
revolution
now we have an
biology
revolution
#convCon
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mobile has
already changed
the world
but it has only
just begun
#convCon
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should you be
mobile only...
#convCon
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NO!!
#convCon
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You should be
everywhere your
customer is
#convCon
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Thanks#convCon
@
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#convCon@
Q&A