Download - 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
