engage 2013 - optimizing mobile + social channels
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TRANSCRIPT
Optimizing Mobile & Social Channels Shawn Kimsey - Manager, Optimization Consulting
Karen Wood – Sr. Product Marketing Mgr.
Agenda
• Why Test & Target on Mobile? • What to Test: the Low Hanging Fruit • Mobile Segmentation & Targeting • Social Optimization • Top Four Take-Aways
WHY TEST ON MOBILE? Stop Leaving Money on the Table
Mobile Is Everywhere
• Consumers expect and demand an excellent experience on mobile
Mobile eCommerce is Growing
• From 2011 to 2012 (Forrester): – 129% YOY growth in sales on smartphones – 178% YOY growth in sales on tablets
Mobile Influences Conversion Across Channels
Showrooming: Part of Today’s Shopping Experience
• In competitor’s store; on your site • In your store; on competitor’s site • Deals sites; Amazon
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
Your Competitors Are Investing
• 91% of retailers have mobile strategy in place
• 75% of marketers will include mobile in their marketing mix this year
Priority #2
What Does Mobile Optimization Mean?
• Formatting for mobile does NOT mean the site is optimized!
• Tablets commonly use standard desktop website – OUCH!
Why Test on Mobile?
• Increased mobile conversion • Better customer experience • Improved customer loyalty • Increased down-funnel conversion • Increased ROI of mobile investments
WHAT TO TEST ON MOBILE The low hanging fruit
Search and Navigation
• Make it finger friendly • Keep it vertical • Avoid clutter • Prioritize
Example: Hotels4U
Function & Form
• Flash – doesn’t work on iPhones • Video & interactive media • “Hover” actions
Example: Motorcycle Superstore • +4.10% Lift • Applied across platforms
Size Appropriately
• Fat fingers, small devices • Links too close together • Small font sizes • Clutter
Example: Big Buttons
Get Visual
• Visual elements attract the eye • Not much real estate • Be bold and simple
Example: Membership Offer
Optimize Form Fields for Mobile
• Minimize amount of fields
• Increase spacing and field size
• Use radios/dropdowns
Example: Increasing Mobile Booking Current Mobile Page Possible mobile page designs
SEGMENTING & TARGETING Increase Relevance
Why Segment & Target?
• Increase relevance • Improve:
– Customer experience – Conversion – ROI of mobile investments
• Leverage higher value demographics – E.g. iPad customers
Geotargeting
• Different locations, different needs • Offers differ based on location • Increased relevance • Better customer
experience
Segmented by Geography
Device Targeting
• Different devices, different strengths • Different user profiles • Unique demographic data • “Download the app” – device-specific offer
SOCIAL OPTIMIZATION It’s not just hype anymore
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
Facebook: A New Landing Page
• Testing within iFrames – what’s old is new again
• Increase ROI of social campaigns
The Ingredients
Facebook Page
Optimize Test
External Test Page
Testing on Facebook!
Facebook App
How They Work Together
We create an app that adds a custom tab. This app creates an
iframe in the Facebook page
<iframe …></iframe>
The iframe loads an external page, hosted by the client
Example: Kimberly Clark Control Challenger
IN CONCLUSION…
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
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
Rate Session
& Speakers/ Panelists
Thank You
Shawn Kimsey, Manager, Optimization Consulting Karen Wood, Sr. Product Marketing Manager
Webtrends
blogs.webtrends.com