Where is the money in mobile?

Craig Sullivan, Belron®

Title : Group eBusiness Manager, BelronReal job : Chief Evil Scientist, Persuasive ArtsHang out : @OptimiseOrDieJoin Me : The League of Optimisers

Naked promotional slide

• Contact deflection and online self service

• Site search analytics

• Site, Page and Campaign optimisation

• Test design and execution

• A long usable site portfolio

• ROI on UX improvements

• “Usability with Numbers”

• Conversion Rate Optimisation

• A/B and Multi-variate testing

• Telephony analytics & tracking

• User centered Design

• Usability testing

• Customer Research & Insight

• Web Analytics

• Performance, browser and email optimisation

Tweet me @OptimiseOrDie

PerformanceHandset reachAnalyticsUser Experience

Area of novelty

Opportunity

Bodø

Site Size Requests

High St Retailer 307k 43

Department Store 100k 18

Newspaper 195k 35

Supermarket 125k 14

Auto Sales 151k 47

Autoglass 25k 10

UK Examples

Would you wait 10 or 15 seconds?

Ideally you should be at 2 or less!

mobitest.akamai.comwebpagetest.org

Slides : slidesha.re/PDpTPD

Every second counts!

Repeat visitors huge impact!

Responsive design?

Performance Tips• Performance optimisation MAKES MONEY• Read anything by Joshua Bixby, Amy Africa• Monitor performance from the handset, not your

office wifi connection• Google Site Speed tags are FREE and real world• International? - Use a CDN (e.g. Akamai)• Keep down the requests (delay) and sizes (download)• Don’t do page level redirects for mobile.• Use smart linking if you need to.• Design frippery can impact on your bottom line!

TIME FOR SOME

MOBILESTATSPORN

UK USA Australia Canada Netherlands Spain Germany France Italy Belgium0%

5%

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20%

25%

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12.7% 12.6%

10.4%

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Mar-11

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Growth in Worldwide Mo-

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Mobile OS Market share - July 2012

iPhone Android Blackberry Nokia Windows Phone

USA UK ES NL IT DE FR CAN BE AUS

Insight : Mobile Device Mix

6 Sep 2012

Smart Tablet Dumb TV/Media Console

NL 67.7% 29.8% 0.8% 1.2% 0.0%

FR 77.5% 19.4% 1.7% 1.0% 0.1%

CA 77.6% 19.0% 0.2% 2.8% 0.0%

DE 78.8% 17.4% 2.1% 0.9% 0.0%

UK 80.3% 16.8% 1.4% 1.3% 0.0%

IE 80.2% 15.8% 1.8% 2.1% 0.0%

SE 79.4% 15.2% 4.3% 0.0% 0.0%

AUS 83.5% 15.1% 0.5% 0.8% 0.0%

USA 81.4% 14.6% 1.0% 1.9% 0.0%

Insight : Daily cycle mobile vs. desktop

6 Sep 2012

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Mobile visitors Desktop visitors

Device Analytics• http://bit.ly/nEf0Wk• Add a bango tag to your mobile and desktop sites• Detailed analytics for smartphones, feature phones,

tablets, Internet TVs and Games consoles.• Detailed Handset, Operator, Country, Operating

System and other data (even local name)• Fast and reliable tag for cross site measurement• More accurate than Google Analytics for devices*• I still use GA for my general site analytics.• Measure who is trying to use your site, please

*This needs a long explanation so if you’re interested, try looking at your “not set” data or ask me.

Yeah, so what?• Means we build to audience and trends• Traffic figures useful for App Strategy!• Tells us what bits of Stats Porn to ignore• Removes whim, cherished notions and ego• The right mix of handset capabilities• We definitely work on 95%+ of visitor handsets• Market stats : John Lewis -> Family -> Baby strollers• Who is knocking on your door?

Cross Channel Analytics & Phone Tracking

Contact Tracking• Add a unique phone number for mobile and app calls• Then track “Tap to Call” or “Click to Call”• Very reliable data

Also make sure you add:

• Ringback / Callback• Email• Chat• Web Forms• Lead Gen

So what does that get you?• For the first time, analytics for THE PHONE and other channels• If you’ve got any phone sales or contact operation, this will

change the game for you• Down to Google Keyword level, see what calls you get• What pages did people call you from?• What did they do before the call?• Which online marketing drove the call?• Where are you WASTING your money?

And why does this matter?

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Phone to Booking Ratio

So what does phone tracking get you?• You can do it for free on your mobile site or app• If you’ve got any phone sales or contact operation, this will

change the game for you• For the first time, analytics for PHONE and other channels• Down to Keyword level, see what calls or actions are driven:

– What pages did people call you from?– What did they do before the call?– Which online marketing drove the call?– Where are you WASTING your money, particularly on Paid Search?

• Also available for Desktop Websites – yes, really: www.infinity-tracking.com

Visitor Device Context Location Goals

Wireframe

Prototype

TestAnalyse

Concept

Multi channel and platform

Washup

Mobile 1

Washup

App 1Washup

UX Design

Web 1

Insight

• Device, Context, Location, Tasks, Goals

• UI simplicity, learnability, feedback• Performance & Perceived

performance• Customer desired contact &

support mix• Cross channel journeys and glue• Device & Screen optimal

compatibility• Mobile redirection & linking• Minimising keyboard input, error

handling and validation loops• Copywriting and text decoration• Navigation and Fold (for key calls

to action) are super critical on mobile

Comprehension Clarity Simplicity Persuasion Scanning

If you read these books, you’ll look much smarter at work.

Belron gets copy genius from www.stickycontent.co.uk

Summary – User Centred Design• Lets you build for the sweet spot of user tasks &

goals, optimal technology capability and business growth

• Faster time to market, lower development costs• More ‘right first time’ than ‘oh feck’ every time• Designed for users, not by them• Focuses entire team on what they need• Identifies pivot or disruptive opportunities• Removes costly app and mobile fix/refix cycles• Increases revenue, customer satisfaction, growth• Removes EGO, OPINION, WHIM and FLUFF -> 100%

PerformanceHandset reachAnalyticsUser Experience

Today

Growth

Show me the money!• Huge differences in contact mix around the world• Our range of contact options is vital• Data insights and Customers provided the answers• Conversion rates as high as 15-20% (includes phone)• Customer Sat scores higher than desktop• Apps take <2% of the overall business• In some markets, mobile is >25% of online revenue• In 2012, the sites will take a projected 125M Euros

Email

Twitter

LinkedIn

Slideshare

: sullivac@gmail.com

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/phpa45