Part 4: David Slocombe, Head of Mobile, Lastminute.com
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Mobile Web and Apps - Delivering the right experience to the right customer.
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Part 4: David Slocombe, Head of Mobile, Lastminute.com
- 1. Technology Solutions for Tourism Conference Friday 1 March 2013 Where Technology and Tourism Collaborate Mobile web and apps – delivering the right experience to the right customer David Slocombe, Head of Mobile, Lastminute.com
- 2. MOBILE WEB AND APPS – DELIVERING THE RIGHT EXPERIENCE TO THE RIGHT CUSTOMER DAVE SLOCOMBE – HEAD OF MOBILE CHANNEL @DAVESLOCOMBE
- 3. TRAVEL GROWTH CLICK TO EDIT MASTER TITLE STYLE
- 4. LAST-MINUTE SEARCHES CLICK TO EDIT MASTER TITLE STYLE
- 5. GLOBAL GROWTH SNAPSHOT CLICK TO EDIT MASTER TITLE STYLE 100 – 200+ % 50 – 100 % GROWTH IN MOBILE UNIQUE VISITORS 10.11 – 8.12 [10 MONTH PERIOD]
- 6. MOBILE STRATEGY CLICK TO EDIT MASTER TITLE STYLE google Focus on acquisition through mobile website and optimising the experience to improve conversion for our current customers
- 7. CLICK TO EDIT MASTER TITLE STYLE KNOW YOUR CUSTOMER
- 8. CUSTOMER LIFECYCLE CLICK TO EDIT MASTER TITLE STYLE SEO PAID Social DIRECT Viral Affiliate Understand your mobile traffic Use web analytics: which devices, traffic, referrers
- 9. CLICK TO EDIT MASTER WEB TO APP LIFECYCLE MOBILE TITLE STYLE Understand your mobile customer lifecycle
- 10. CLICK TO EDIT MASTER TITLE STYLE
- 11. CUSTOMER INSIGHT CLICK TO EDIT MASTER TITLE STYLE
- 12. CLICK TO EDIT MASTER TITLE STYLE INCREASE FIDELITY AND REPEAT
- 13. WEB DISCOVERABILITY CLICK TO EDIT MASTER TITLE STYLE Optimise your website for mobile traffic Advertise in search, social, affiliate channels,
- 14. REDUCING FRICTION CLICK TO EDIT MASTER TITLE STYLE KISS – Keep it simple stupid! Do one thing well and focus on optimising it
- 15. CLICK TO EDIT MASTER WEB TO APP CONVERTING FROM TITLE STYLE Understand the value of an app vs mobile web to your customers, create a deeper relationship
- 16. CLICK TO EDIT MASTER TITLE STYLE KNOW YOUR CUSTOMER’S CONTEXT
- 17. CLICK DIFFERENT DEVICE CONTEXTS TO EDIT MASTER TITLE STYLE Travel companion Couch surfing Travel companion Shop browsing Couch surfing Larger purchases Always with you Shop browsing Personal Larger purchases In store Location aware Last-minute purchases
- 18. estaurant CLICK TO EDIT MASTER TITLE STYLE UK r user searches l ocations for restaurants
- 19. SEASONAL SEARCH DISTANCES CLICK TO EDIT MASTER TITLE STYLE April May June Oct Nov Dec
- 20. CLICK TO EDIT MASTER TITLE STYLE DO ONE THING WELL
- 21. CLICK TO EDIT MASTER HOTELS USA LASTMINUTE.COM TITLE STYLE Reduce friction KISS!
- 22. CLICK TO EDIT MASTER TITLE STYLE
- 23. CLICK TO EDIT MASTER TITLE STYLE
- 24. CLICK TO EDIT MASTER TITLE STYLE DELIVER WOW
- 25. CLICK TO EDIT MASTER TITLE STYLE Reduce friction Faster checkout Deliver Wow new technology a better user experience
- 26. DELIVER WOW CLICK TO EDIT MASTER TITLE STYLE
- 27. CLICK TO EDIT MASTER TAKEAWAYS TITLE STYLE • Know YOUR customer! – Know your primary traffic channels, devices, traffic, referrers – Get out of the building! Meet your customers regularly, show them early designs – Look for the Minimum in the Minimum Viable Product – Which customers would benefit from apps, which benefit from mobile web • Deliver WOW to get noticed, gain traction THANKYOU
- 28. To learn about ETAG visit www.etag.org.uk For information on conference exhibitors, go to www.etagdigitalexhibitionzone.com Audio, video, web and slidecast production for ETAG by creative content communications company Inner Ear: www.innerear.co.uk