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#SMX #14C @SEOPollyAnna
Leadership, Task Completion & Alignment
Charlie’s Angels:
Converting the Mobile Customer
#SMX #14C @SEOPollyAnna
In a Post-Mobilegeddon World...
3 women will fight to save the planet from lousy mobile
conversion
#SMX #14C @SEOPollyAnna
▪ Leadership
▪ Task Completion
▪ Alignment
3 STRATEGIES FOR MOBILE SUCCESS
#SMX #14C @SEOPollyAnna
“Everyone needs a Charlie...and a Bosley”
#SMX #14C @SEOPollyAnna
“68% of projects don’t
have a project
sponsor”
pmi.org
#SMX #14C @SEOPollyAnna
“Project sponsor provides a
clear vision and works with
managers to support path to
execution” pmi...
#SMX #14C @SEOPollyAnna
▪ Data
▪ Competition
▪ Money
▪ Fear
HOW DO WE GET SPONSOR BUY-IN?
#SMX #14C @SEOPollyAnna
DATA
Digital Marketing % of Total Program Spend
▪ 2009 13%
▪ 2010 19%
▪ 2011 26%
▪ 2012 29%
▪ 2013...
#SMX #14C @SEOPollyAnna
COMPETITION
#SMX #14C @SEOPollyAnna
MONEY
#SMX #14C @SEOPollyAnna
FEAR
#SMX #14C @SEOPollyAnna
BOSLEY ON LEADERSHIP
“All my Angels. The heart is a muscle. In
bodybuilding, we exercise the muscl...
#SMX #14C @SEOPollyAnna
“Good leadership is hard to measure on a
daily basis which is why so many default to
doing what’s ...
#SMX #14C @SEOPollyAnna
▪ Leadership
▪ Task Completion
▪ Alignment
3 STRATEGIES FOR MOBILE SUCCESS
#SMX #14C @SEOPollyAnna
▪ Sign Up
▪ Information Inputs
▪ Feature Selection
▪ Upsell/Cross Sell
▪ Scrolling Signal
▪ Cross ...
#SMX #14C @SEOPollyAnna
SIGN UP
Do you really need to
know my birthday for me
to sign up from mobile?
#SMX #14C @SEOPollyAnna
SIGN UP
Do you really need to know my
educational background for me
to sign up from mobile?
#SMX #14C @SEOPollyAnna
INFORMATION INPUTS
You just made your information
requirement so easy.
#SMX #14C @SEOPollyAnna
FEATURE SELECTION
#SMX #14C @SEOPollyAnna
CROSS SELL/UP SELL
#SMX #14C @SEOPollyAnna
SCROLLING
Hot Jar for testing scroll signals & lift
#SMX #14C @SEOPollyAnna
CROSS-DEVICE FLOW
We
need
this!
#SMX #14C @SEOPollyAnna
LOCATION
Not closest to me, not easy to
use, not connected to my
product search.
#SMX #14C @SEOPollyAnna
LOCATION
Combined my product
search with location
search.
#SMX #14C @SEOPollyAnna
PAYMENT INTEGRATION
#SMX #14C @SEOPollyAnna
CALL
#SMX #14C @SEOPollyAnna
MOBILE FIRST PLATFORMS
#SMX #14C @SEOPollyAnna
USER TESTING
#SMX #14C @SEOPollyAnna
QUALITATIVE
#SMX #14C @SEOPollyAnna
▪ Leadership
▪ Task Completion
▪ Alignment
3 STRATEGIES FOR MOBILE SUCCESS
#SMX #14C @SEOPollyAnna
ALIGNING LEADERSHIP & TASK COMPLETION
“Alignment is important to
project success. It requires
agre...
#SMX #14C @SEOPollyAnna
PRIORITIZE TEAM INTEGRATION POINTS
#SMX #14C @SEOPollyAnna
PRIORITIZE CHANNELS
“44% of TV watchers will
search for company name
after brand reference”
#SMX #14C @SEOPollyAnna
PRIORITIZE BEHAVIOR
“70% of mobile purchases
started with a call”
#SMX #14C @SEOPollyAnna
PRIORITIZE METHODOLOGY
#SMX #14C @SEOPollyAnna
PRIORITIZE EXPERTISE
#SMX #14C @SEOPollyAnna
PRIORITIZE LEADERSHIP
15% of success is due to technical
knowledge.
85% of success is due to skill...
#SMX #14C @SEOPollyAnna
PRIORITIZE MEASUREMENT
“He who owns your attribution model owns
your budget.”
#SMX #14C @SEOPollyAnna
▪ http://bit.ly/smx-advanced-mobile
RESOURCES
#SMX #14C @SEOPollyAnna
When Everybody Clicks
http://www.wheneverybodyclicks.com
@SEOPollyAnna
Lisa@sustainabledigitalmark...
#SMX #14C @SEOPollyAnna
#SMX #14C @SEOPollyAnna
THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015
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Charlie's Angels Converting The Mobile Customer By Lisa Williams

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Converting The Mobile Visitor. PRESENTATION: Charlie’s Angels Converting the Mobile Customer - Given by Lisa Williams, @seopollyanna - Sustainable Digital Marketing, President/Founder. #SMX #14C

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Charlie's Angels Converting The Mobile Customer By Lisa Williams

  1. 1. #SMX #14C @SEOPollyAnna Leadership, Task Completion & Alignment Charlie’s Angels: Converting the Mobile Customer
  2. 2. #SMX #14C @SEOPollyAnna In a Post-Mobilegeddon World... 3 women will fight to save the planet from lousy mobile conversion
  3. 3. #SMX #14C @SEOPollyAnna ▪ Leadership ▪ Task Completion ▪ Alignment 3 STRATEGIES FOR MOBILE SUCCESS
  4. 4. #SMX #14C @SEOPollyAnna “Everyone needs a Charlie...and a Bosley”
  5. 5. #SMX #14C @SEOPollyAnna “68% of projects don’t have a project sponsor” pmi.org
  6. 6. #SMX #14C @SEOPollyAnna “Project sponsor provides a clear vision and works with managers to support path to execution” pmi.org
  7. 7. #SMX #14C @SEOPollyAnna ▪ Data ▪ Competition ▪ Money ▪ Fear HOW DO WE GET SPONSOR BUY-IN?
  8. 8. #SMX #14C @SEOPollyAnna DATA Digital Marketing % of Total Program Spend ▪ 2009 13% ▪ 2010 19% ▪ 2011 26% ▪ 2012 29% ▪ 2013 34% ▪ 2014 39% ▪ 2015 44% ▪ 2016 50%
  9. 9. #SMX #14C @SEOPollyAnna COMPETITION
  10. 10. #SMX #14C @SEOPollyAnna MONEY
  11. 11. #SMX #14C @SEOPollyAnna FEAR
  12. 12. #SMX #14C @SEOPollyAnna BOSLEY ON LEADERSHIP “All my Angels. The heart is a muscle. In bodybuilding, we exercise the muscle, and it grows bigger and stronger. It’s the same with the heart." Bosley "Leadership is a muscle, the more you exercise it, the stronger it is.”
  13. 13. #SMX #14C @SEOPollyAnna “Good leadership is hard to measure on a daily basis which is why so many default to doing what’s easy to measure" SIMON SINEK ON LEADERSHIP
  14. 14. #SMX #14C @SEOPollyAnna ▪ Leadership ▪ Task Completion ▪ Alignment 3 STRATEGIES FOR MOBILE SUCCESS
  15. 15. #SMX #14C @SEOPollyAnna ▪ Sign Up ▪ Information Inputs ▪ Feature Selection ▪ Upsell/Cross Sell ▪ Scrolling Signal ▪ Cross Device Flow TASK COMPLETION ▪ Location ▪ Payment Integration ▪ Calling ▪ User Testing ▪ Survey ▪ Page Load
  16. 16. #SMX #14C @SEOPollyAnna SIGN UP Do you really need to know my birthday for me to sign up from mobile?
  17. 17. #SMX #14C @SEOPollyAnna SIGN UP Do you really need to know my educational background for me to sign up from mobile?
  18. 18. #SMX #14C @SEOPollyAnna INFORMATION INPUTS You just made your information requirement so easy.
  19. 19. #SMX #14C @SEOPollyAnna FEATURE SELECTION
  20. 20. #SMX #14C @SEOPollyAnna CROSS SELL/UP SELL
  21. 21. #SMX #14C @SEOPollyAnna SCROLLING Hot Jar for testing scroll signals & lift
  22. 22. #SMX #14C @SEOPollyAnna CROSS-DEVICE FLOW We need this!
  23. 23. #SMX #14C @SEOPollyAnna LOCATION Not closest to me, not easy to use, not connected to my product search.
  24. 24. #SMX #14C @SEOPollyAnna LOCATION Combined my product search with location search.
  25. 25. #SMX #14C @SEOPollyAnna PAYMENT INTEGRATION
  26. 26. #SMX #14C @SEOPollyAnna CALL
  27. 27. #SMX #14C @SEOPollyAnna MOBILE FIRST PLATFORMS
  28. 28. #SMX #14C @SEOPollyAnna USER TESTING
  29. 29. #SMX #14C @SEOPollyAnna QUALITATIVE
  30. 30. #SMX #14C @SEOPollyAnna ▪ Leadership ▪ Task Completion ▪ Alignment 3 STRATEGIES FOR MOBILE SUCCESS
  31. 31. #SMX #14C @SEOPollyAnna ALIGNING LEADERSHIP & TASK COMPLETION “Alignment is important to project success. It requires agreement on priorities and process” pmi.org
  32. 32. #SMX #14C @SEOPollyAnna PRIORITIZE TEAM INTEGRATION POINTS
  33. 33. #SMX #14C @SEOPollyAnna PRIORITIZE CHANNELS “44% of TV watchers will search for company name after brand reference”
  34. 34. #SMX #14C @SEOPollyAnna PRIORITIZE BEHAVIOR “70% of mobile purchases started with a call”
  35. 35. #SMX #14C @SEOPollyAnna PRIORITIZE METHODOLOGY
  36. 36. #SMX #14C @SEOPollyAnna PRIORITIZE EXPERTISE
  37. 37. #SMX #14C @SEOPollyAnna PRIORITIZE LEADERSHIP 15% of success is due to technical knowledge. 85% of success is due to skills in "human engineering", the ability to communicate, negotiate and lead. Carnegie Institute
  38. 38. #SMX #14C @SEOPollyAnna PRIORITIZE MEASUREMENT “He who owns your attribution model owns your budget.”
  39. 39. #SMX #14C @SEOPollyAnna ▪ http://bit.ly/smx-advanced-mobile RESOURCES
  40. 40. #SMX #14C @SEOPollyAnna When Everybody Clicks http://www.wheneverybodyclicks.com @SEOPollyAnna Lisa@sustainabledigitalmarketing.com 541 903-1350 Tweet me to get “When Everybody Clicks” ebook for free! @SEOPollyAnna Best Tweet gets an interview and inclusion in the video.
  41. 41. #SMX #14C @SEOPollyAnna
  42. 42. #SMX #14C @SEOPollyAnna THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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