3. What role does Mobile Play?
Do people take actions via Mobile?
What the most popular mobile device?
Which Traffic Medium do browsers use via Mobile?
Do people search differently?
Is Click through Rate Different?
What tips can I use?
@theukseo
4. The Data: Search Engine Share (%)
April 2012 - Experian
402 Google Analytics Accounts
4%
58 Ecommerce Sites Google
100 Webmaster tools accounts
Bing
Yahoo
Multiple Verticals Ask
90% Others
70% B2B Websites
70% SME’s Search Engine Share (%)
April 2012 - Analytics
Trusting Goals are set up correctly
3%
Trust Ecommerce is set up correctly google
All figures are averages
bing
yahoo
95%
@theukseo
10. Mobile Conversion over Time April 2012
30.0%
Enquiries (CVR)
% of Goals or Transaction as Mobile
Mobile Goals %
25.0%
Desktop: 2.2%
Mobile Transaction %
Mobile: 1.9%
20.0%
15.0%
Transactions (CVR)
Desktop: 0.6%
10.0% Mobile: 0.3%
5.0%
0.0%
6 Ecommerce Sites which
actively worked on their
Jan-10
Mar-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-10
May-11
May-12
mobile sites saw an average
of 144% Increase in
Month transactions year on year.
@theukseo
12. Sony
Phone
Windows
% of Traffic
Nokia Samsung 0%
0% 0% SymbianOS 0% from Mobile Devices
0%
iPod Android
7% Android
80% Using
14% BlackBerry
BlackBerry
6%
iPad
Apple
Devices
iPhone
iPhone iPod
41%
Nokia
iPad
32%
Samsung
@theukseo
13. 0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
(not set)
@theukseo
Android
BlackBerry
iPad
iPhone
iPod
LG
Linux
Macintosh
MOT
Nokia
PalmOS
Samsung
Sony
SymbianOS
Conversion Rate by Device
Windows
Windows Phone
Total
15. Conversion Rate by Medium (Transactions)
Medium %
1.20%
0% 1.00%
Conversion Rate %
6% 0.80%
11%
0.60%
CPC
0.40%
11% Total
Direct
0.20%
email 0.00%
organic CPC Direct email organic Other referral
18% Other
Medium
54%
referral
15% of Referrals were from
Facebook
@theukseo
17. Mobile v Desktop - #keyword Driving Traffic
120000
100000
No. of Keywords driving traffic
80000
60000
No
40000 Yes
20000
0
1 2 3 4 5 6
Keyword Length
@theukseo
18. Mobile v Desktop – CVR %
3.5%
3.0%
No. of Keywords driving traffic
2.5%
2.0%
1.5% No
Yes
1.0%
0.5%
0.0%
1 2 3 4 5 6
Keyword Length
@theukseo
19. Mobile CTR v Desktop
40.00%
35.00% Sum of Smart Phone CTR
Average of Desktop CTR
30.00%
25.00%
CTR %
20.00%
15.00% Top 5 Position is even
more important for
10.00%
Mobile Search
5.00%
0.00%
1 2 3 4 5 6 7 8 9 10
Position
@theukseo
21. Red Shoes Online
Red Shoes Online www.website.com/RedShoes
www.website.com/RedShoes Orange_Customers Get 5% Extra Off
O2_Customers Get 5% Extra Off Enter ‘Ora’ During Checkout
Enter ‘O2’ During Checkout
Orange
Vodafone T-Mobile
Mobile
Targeting
O2 3
Red Shoes Online Red Shoes Online
www.website.com/RedShoes www.website.com/RedShoes
3_Customers Get 5% Extra Off 5% Extra Discount For Vodafone
Enter ‘3’ During Checkout Customers. Use Code ‘Voda’
@theukseo
22. Mobile Visit up to 20%
Conversion and Transactions still lower than desktop devices but
sufficient to make an impact
Apple Devices are still the top priority
Keep customer engaged via email is important for mobile
Search behaviour is similar desktop to smart phone
Top 5 positions are more lenient on Mobiles
Use Creative mobile targeting
@theukseo