[webinar] how to incorporate mobile into your marketing strategy
TRANSCRIPT
@chrisgoward @unbounce #unwebinar
Chris Goward
Founder and CEO
WiderFunnel
How to Incorporate Mobile Into Your Marketing Strategy
Thank you for joining us!We’ll be starting in just a few minutes.
Ryan Engley
Director of Customer Success
Unbounce
The slides will be emailed by the
end of the week.
try.unbounce.com/for-mobile-strategy
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Join our chat on Twitter
Ryan Engley
Director of Customer Success
Unbounce
@chrisgoward @unbounce #unwebinar
Join our chat on Twitter
Chris Goward
Founder and CEO
WiderFunnel
@chrisgoward @unbounce #unwebinar
How to
Incorporate Mobile Into
Your Marketing Strategywith @chrisgoward
@chrisgoward @unbounce #unwebinar
@chrisgoward @unbounce #unwebinar
Super Bowl ad related searches in the US rose:
• 200% on desktop
• 970% on tablets
• 2,700% on smartphones
Source: Super Bowl MVP: The mobile device - Google Mobile Ads Blog
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Source: IT in the Toilet, http://mobile.smashingmagazine.com/2013/01/18/assumptions-about-mobile-to-reconsider/
Contant Contact, http://www.bizreport.com/2013/08/study-people-delete-emails-that-dont-render-on-mobile.html
52% of Americans say their phone
is their primary email device.
70% use their phones in the bathroom.
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Value Proposition: Is their
mobile app legible on
mobile?
Clarity: Tiny Text and
column too wide to zoom
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40% will click another search result
if a site’s not mobile friendly.
Source: Icebreaker Consulting, http://www.vocus.com/blog/50-mobile-search-stats-and-why-you-should-care/
Mobile is
Important!
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But, what is mobile?
. . .and maybe
When most marketers think of mobile. . .
Reality
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Is this a mobile device?
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What about this?
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And this?
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Stop thinking
phone vs. desktop(and tablets, maybe)
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Mobile is a state of being.
Not just a type of device.
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Mobile is all about context
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Relevance: Mobile version
focuses on appropriate CTA
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Relevance: New, mobile-
specific location CTA
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0
2
4
6
8
10
12
2000 2013 Goldfish
Attention Span Shrinkage
12.0
8.0
9.0
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You have less than 8 seconds
Still wondering if optimization is important?
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Ads are gone!
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Impossible
shopping UX
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100% of mobile shoppers
will not do the impossible
No CTAs for mobile?
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Let’s Not Panic.
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Mobile Optimization Is...
Persuasion Marketing
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Persuasion Marketing
Experience Design
Mobile Optimization Is...
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Persuasion Marketing
Experience Design
Scientific Method
Mobile
Optimization
Mobile Optimization Is...
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New Challenges
• Screen sizes
• Environment
• Speed
• Diverse OSs
• New (Non-mouse) UI
• Attention span
• Intention
• Attribution
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New challenges require new solutions.
Which means opportunity for you!
Relevance: New, mobile-
specific UX
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The best mobile UXs are
still being discovered.
A
B
C
6.8% Lift
--
1.5% Lift
A
B
C
D 7.9% Lift
6.8% Lift
--
1.5% Lift
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You Should Test That!
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Good News!
The process for optimizing mobile
is the same as for non-mobile.
Only the hypotheses are different.
Phase 1 - Conversion Optimization Strategy Phase 2 - LIFT™ and Testing
The WiderFunnel System™
• Monthly mystery box of toys
• E-commerce subscription model
• Huge social fan base
Goal
• Lift subscribers and profit
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Fun?
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You Should Test That!
A B C 7.7% 0.6%
A B C
A B C 14.1% 8.9%
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Social Proof works For this audience and context!
0.0% Conversion Rate
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You Should Test That!
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How do you know what to test?
Use Framework Thinking.
“The most serious mistakes are not
being made as a result of wrong answers.
The truly dangerous thing is
asking the wrong question.”—Peter Drucker
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The LIFT Model™
(Note: For more info, google “WiderFunnel Lift”)
AnxietyDistraction
RelevanceClarity
Urgency
Relevance: Page does not
match “cases”
Distraction: Too much space
for tabs
Clarity: Type spills off page and
only says “5”
Clarity: Compelling image and
video
Clarity: Search is an odd default
tab
Clarity: No product info above
the fold
Distraction: Video opens in
new window
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And those aren’t their biggest problems...
Distraction: 12 product options
is too many!
Clarity: No product option
differentiation
Clarity: Add to Cart far down
the page
Anxiety:
The page is gone!
Distraction: Product info
on a separate page
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Distraction: Video opens in new
window
Distraction: Too much space used
for tabs
Relevance: Page does not match
“cases”
Clarity: No product info above the
fold
Distraction: 12 product options is
too many
Clarity: Search is an odd default
tab
Embed video or replace with
image
Reducing tabbed navigation height
design
Adding “cases” to headline to
match incoming keywords
Replace image with value
proposition
Focus on most important products
Begin on product tab or remove
tabs
Turn problems
into hypotheses
…will lift sales
Weakness Strength
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Mobile optimization must be integrated
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There is no “mobile user”
Your mobile users ARE your desktop users
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“People aren’t distinguishing what they’re doing
on different screens, so advertisers should be
more agnostic about where they reach the user.”
— Nikesh Arora, Chief Business Officer, Google
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Mobile
Tests
Desktop
Tests
InsightInsight
• Great content site
• Millions of daily organic visitors
• Affiliate revenue model
Goals
• Reduce CTA pixel space
• Maintain or increase revenue
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A B C 1.7% 13.3%
A B C
A B C 16.3% 13.4%
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Want to learn more?
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Enter to win a FREE copy:www.WiderFunnel.com/mobile-unwebinar
Download a free chapter at:
www.YouShouldTestThat.com
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We partner with high traffic companies
for high impact optimization.
• Conversion optimization strategy, design, copywriting & testing
• Every WiderFunnel LIFT System™ client has 400% to 1500% ROI
• For more info, email [email protected]
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