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Selling on a mobile

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Learn how you can take advantage of mobiles and tablets, and sell to a growing population of affluent consumers.

Publicada em: Tecnologia, Negócios
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Selling on a mobile

  1. 1. Selling through a mobile device<br />Ben Staveley<br />
  2. 2. So how many of you in the audience have purchased something<br />on a mobile device?<br />
  3. 3. Brilliant, so how many of you have a mobile strategy part of your <br />marketing plan?<br />
  4. 4. There are 4 ways in which you can get your customers to buy via mobile<br />
  5. 5. APPs<br />If you purchased on a mobile, did you install an app?<br />
  6. 6. 15 billion<br />Mobile APP<br />Users<br />IOS users have on average 37 apps installed<br /><ul><li>Android has 22
  7. 7. 10 billion iPhone apps installed by Jan </li></ul>This became 15 billion this month!<br />Market<br />With the average ecommerce app costing around £15/20k does this have a potential ROI?<br /><ul><li>Over a ¼ of the UK population now have a smart phone
  8. 8. The average iPhone user uses 5 apps per day, yours could be 1 of these</li></li></ul><li>eBay’s Mobile App<br />eBay’s APP has been downloaded over 11m times!<br />eBay made $1.5bn from mobile transactions in 2010<br />That’s up from $600m in 2009 <br />
  9. 9. Shazam<br />Shazam has more than 75m users<br />It added 25m users over a 6 month period in 2010<br />This became 100m by the end of the year<br />So far 1bn songs have been identified<br />260k music tracks a day are sold via Shazam<br />
  10. 10. Mobile sites<br />Did you purchase on a mobile site? <br />i.e. Specifically designed for mobiles? m.domain.com<br />
  11. 11. A Mobile Site<br />Site optimisation for mobile devices is your simplest and most cost effective option<br /><ul><li>Wider audience compared to an APP
  12. 12. No need to install anything
  13. 13. Can utilise elements of your current site</li></ul>Keep in mind <br /><ul><li>Experience or functionally - not as good as an APP
  14. 14. Keep it simple, shorter attention span
  15. 15. Limit your content to what users need to find
  16. 16. Block search engines from spidering your mobile site to avoid duplicate content.</li></li></ul><li>Amazon’s Mobile Site<br />Amazon have produced a fantastic version of their site for mobile devices<br />By simplifying their existing website, the mobile site is easy to navigate and uncrowded<br />Search is key for Amazon with such a large catalogue.<br />Bestsellers are homepage news<br />Large, clear call to action buttons guide you through the site<br />
  17. 17. eBay’s Mobile Site<br />eBay again!<br />Search is also key for eBay, with over 1000 items being returned for the term “sonyvaio”, the ability to filter is at the top of their agenda for usability.<br />Again the main thing is simplicity<br />Bring what your customer wants<br />as quickly and simply to their<br />mobile<br />
  18. 18. Normal site - via mobile<br />Did you simply access a website via your mobile and complete the purchase easily?<br />
  19. 19. Normal site – where most people are at<br />It’s 2011 and you have done nothing for mobile devices so far for your business.<br />Views from mobile can be between 5% & 20% of a sites traffic, so make it work.<br />Look at analytics <br /><ul><li>How does your site perform against your site average stats?
  20. 20. Are your bounce rates high?
  21. 21. Are people exciting early on?</li></ul>Remember: <br /><ul><li>Ensure buttons are clear and big
  22. 22. Limit the usage of flash or at least have a fall back
  23. 23. Make sure your navigation works
  24. 24. Make sure your search is easy to find</li></ul>You could make your website more mobile friendly in less than a day and this could have a huge impact on your revenue numbers<br />
  25. 25. Pineapple Dance Studios had a diagonal flash hero banner with a menu bouncing in time with the music.<br />The flash banner was causing problems for mobile viewers.<br />We removed the flash banner and replaced with a rectangle hero banner in javascript to allow better rendering<br />Results (in 15 days): <br /><ul><li>10% improvement in bounce rate
  26. 26. 10% revenue increase from people on mobile devices</li></ul>Thinking about mobile users<br />
  27. 27. But what is the 4th mobile option your customers have?<br />
  28. 28. 54 million will be sold this year (this is already more than desktop pc sales)<br />82 million are forecasted to be be sold in 2012<br />And 208 million are forecasted to be sold by 2014<br />Do you know what it is yet? <br />
  29. 29.
  30. 30. “Our iPad app is actually easier to use than our web site.” <br />Han Yuan, Director of engineering and mobile at eBay inc. <br />
  31. 31. Tablet app<br />No fixed orientation so it moves with the way the customer wants<br />It brings a true catalogue experience<br />Limit the use of small font and tiny links<br />The flashlight doesn’t shine<br />Supply what your customers need and want<br />
  32. 32. <ul><li>Full screen catalogue experience
  33. 33. Endless scrolling left to right and down
  34. 34. Simple purchase process with shared customer information</li></ul>Amazon have really pushed the tablet commerce boundaries but have done a fantastic job in bringing window shopping to your home<br />
  35. 35. What do you think the future of mobile is?<br />& will you be a part of it?<br />
  36. 36. Any questions?<br />Contact me...<br />Ben Staveley<br />Ben.Staveley@dotCommerce.co.uk<br />Twitter: @dotCommerce<br />