Create Conversion-Friendly Mobile Landing Pages (Webinar)

Create Conversion-Friendly
Mobile Landing Pages
Audio: Use your microphone and speakers or call in

May 2, 2012 • 2 pm ET using your telephone.
Phone Number: (415) 363-0075
Webinar ID: 368-616-680

Follow @monetate on #mobilelpo

Create Conversion-Friendly Mobile Landing Pages

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• A recording of the webinar with the slide deck will be
available at monetate.com/webinars within 1 or 2
business days.
#mobilelpo


Jon Stookey
Senior Strategist
Designkitchen

Bruce Ernst
VP, Product Management
Monetate

Michael Ahearn
VP, Customer Development & Marketing
iLoop Mobile

#mobilelpo


Jon Stookey
Senior Strategist
@designkitchen
#mobilelpo


The cell phone has
more computing power
than NASA circa 1969

#mobilelpo

A TECHNOLOGY
ENABLED
REVOLUTION,
OF THE PEOPLE,
BY THE PEOPLE,
FOR THE PEOPLE.

The dispersion of digital devices
has made the availability of social
technology, media and
communication almost
ubiquitous.

This has made an astonishing
impact on consumer culture and
behavior.

The possibilities this has created
are transforming the world as we
know it.
!

#mobilelpo

AND THAT MEANS
YOU TOO

And its not just teens.

39% of Smartphone owners
use their device in the
bathroom.

90% of cell phone users (18 –
29) have slept with their phone

#mobilelpo

MARKETERS
NEED TO ADJUST
TO THIS NEW
CONNECTED WORLD

Digital networks are
increasing the ﬂuidity of
all media.

This permanent ﬂow of
connections brings new
business possibilities
and the human impact
potential of elevating
our relationships.

#mobilelpo

MOBILE IS THE
BRIDGE THAT
CONNECTS US TO
EVERYTHING

Mobile brings digital into
the real world.

Connects ofﬂine brand
experiences to online
experiences and vice
versa.

Mobile is the
convergence hub.

#mobilelpo

WELCOME TO THE
POST PC ERA
By the start of 2011,
Smartphones/tablets
outsold PCs + laptops.

#mobilelpo

MORE TIME SPENT
WITH DEVICES
Mobile is fastest
growing major media.

Consumers spending
increasing amounts of
time on mobile devices.

#mobilelpo


Android
and
iOS
con'nue
to
take
the
lion's
share
of
the
market
–
with

Blackberry
con'nuing
to
slide
into
obsolescence.
However,
recent

launches
on
Windows
Phone
by
Nokia
and
signiﬁcant
buzz
around
the

launch
of
Windows
Phone
8
by
Microso:
indicates
a
strong
third-‐
place
contender.

#mobilelpo

IT’S ALREADY DRIVING
REAL REVENUE

ebay is projecting

$4 BILLION
In sales via mobile
by the of 2011.

By 2015, mobile commerce expected to reach
$28.7 billion in the US alone (from $2.9b in 2010)
Source: Mobile Marketer, 2011

#mobilelpo

MOBILE INTERNET USERS >
DESKTOP BY 2014

Source: Morgan Stanley, 2010

#mobilelpo

THE IMPORTANT SHIFT
IS AVAILABILITY.
NOW, OUR BEHAVIOR
HAS CHANGED

A revolution doesn t
happen when society
adopts new tools it
happens when society
adopts new behaviors.

- Clay Shirky

#mobilelpo

MOBILE AFFECTS BEHAVIOR
ACROSS THE ENTIRE
CONSUMER JOURNEY

The traditional funnel is
dead.

New
aware/

consider
Social and mobile allows Customers!
consumers to engage with
bond evaluate
the brand in new ways pre
and post purchase.
Existing
advocate Customers!

enjoy
purchase

#mobilelpo

OPPORTUNITY:
LOYALTY
design

35% of respondents interested in a
mobile loyalty program from a
trusted brand.
Hipcricket, “2010 Mobile Response Survey”

Just 9% were already participating
in such a program.

Membership in U.S. loyalty rewards
programs has reached 1.3 billion,
almost four times the national
population.

#mobilelpo

thank you

Jon Stookey
Senior Strategist
@designkitchen
#mobilelpo


Bruce Ernst
@monetate
#mobilelpo


#mobilelpo


Mobile...
‣ plus ça change, plus c'est la

même chose

‣  Une page d'atterrissage générique qui

ne tient pas compte de ses utilisateurs et
de leur contexte sera toujours inutile,
même après que vous le rendre utilisable.

#mobilelpo


The Mobile Lens
‣  Who is Searching?
‣  Why are they searching?

‣  Have you answered their question?
‣  Can you do more?

#mobilelpo


Why
are they searching?

‣  because they are in a store?

‣  because they are on the train?

‣  because they are killing time?

‣  their date is late and they don’t
want to look awkward

#mobilelpo


New vs.
Returning
GMHECA
‣  Fundamentally different
‣  Do returning visitors have a
purpose?

‣  Are they less likely to be just
killing time?

‣  Is this an acquisition opportunity
or are you playing defense?

#mobilelpo


Copy
‣  Take the time to make it short
‣  Grab attention quickly
‣  Short & Sweet
‣  Think tweet

‣  Headlines really matter
‣  Use urgency and emotion

#mobilelpo

Geography

#mobilelpo

The Right Technographics

‣  Real estate
‣  Use it if you have it

‣  Think about speed
‣  Android vs iPhone - not so big
a deal

‣  WiFi vs. 3G/Edge - a bigger
deal

#mobilelpo

Don’t Stop at the Landing Page

‣  If you don’t convert on the
landing page…
‣  Watch your links
‣  Keep your offers consistent

#mobilelpo


Usable?

#mobilelpo


Useful?

#mobilelpo


Test, Test, and Test
‣  Nobody really has the definitive answers

‣  We don t yet fully understand the effect of
the mobile lens
‣  Use a tool
designed for the
purpose
‣  Don’t be afraid
to be daring

#mobilelpo


To Sum up...
‣  Make it usable

‣  Make it useful

‣  Make it relevant

‣  Don t stop at the landing
page

‣  Test, test, test

#mobilelpo

thank you

Bruce Ernst
@monetate
#mobilelpo


Michael Ahearn
@iloopmobile
#mobilelpo

Let’s Get Real About Mobile
Mobile Sites Are No Longer Optional

By 2013 more people will access the Internet on their phones than on their PCs, more than half of
mobile users in the US will have smart phones1

•  95% of smart phone users have searched for local information.2
Consumers think search, not download (apps).

•  61% have called the business after searching, and 59% visit the store location2

•  90% act within 24 hours2

It’s Not About Apps!

Apps are the maraschino cherry on the dessert. If you’re not a bank, hotel, airline or in healthcare, apps
are probably your last priority. Messaging & mobile web are the protein and water of mobile marketing.

•  81% of users prefer mobile sites to apps for researching prices3

•  79% prefer mobile sites for product reviews3

•  63% prefer sites for mobile purchases3

1) Gartner 2011 2) Google/Ipsos “The Mobile Movement, Understanding Smart Phone Users 2011
3) Adobe Systems, Adobe Mobile Experience Survey 2011; eMarketer 2011

#mobilelpo

Shoppers: Who’s Doing It and How Much?
2009 Holiday Retail Season (Nov. 25-Dec.20)

51% of consumers 18-65 used mobile phones for
in-store activities.
•  comparison shopping
•  product info
•  coupons
•  peer feedback

64% Generation Y shoppers ages 18-34

To be clear, this was 2 years ago.

Motorola 2009 Retail Holiday Season Shopper Study, Nov.25-Dec.20, 2009. 4,534 shoppers ages 18-65, 11 countries including
2,098 North American shoppers.

#mobilelpo

The Web is not the Web
A PC Site is NOT a Mobile Site…!
Lexus Mobile Site
•  Broken formatting Designed for Mobile!
•  Broken navigation
•  Missing images & elements
•  Flash inoperative and invisible
•  No size recognition

#mobilelpo

Why is This Important? Customer Expectations.

The Impatient, Brutal Customer

•  71% expect it to load as fast as a
desktop (3 sec or less)

•  Consumers will try a mobile site 2
times or less if it doesn’t load initially

•  57% would not recommend a
business with a bad mobile site

•  40% have turned to a competitor’s
site after a bad mobile experience

The Good News!2
•  70% of smart phone users compared product prices on their phones
•  65% have read product reviews on their phones
•  50% of mobile searches lead to purchase

1) Compuware “What Users Want from Mobile 2011 2) Lightspeed Research 2010; Google/Ipsos “The Mobile Movement, Understanding Smart Phone Users 2011

#mobilelpo

Evolution of Lexus Mobile Web

Standard “PC” HTML! 1st Mobile Design/Optimization! 2nd Generation Mobile UI!

#mobilelpo

Mobile Site vs. Mobile Landing Page

Mobile Site
•  Objective 1: Brand awareness & rich content
•  Objective 2: mCommerce
•  Option for promotional marketing

Mobile Landing Page
•  Objective 1: Primarily direct marketing & promos
•  SME first presence “flag in the ground”
•  Needs push messaging (SMS/MMS) or display ads
•  Key option to a landing page: MMS

#mobilelpo

The Web Today: Mobile ≥ Online
Well strategized and designed
mobile web can in fact deliver more
than online web because it’s
Internet on a device that’s mobile,
that can make a voice call.!
•  Site localized for the user by zip
code query–system then delivers
local dealer’s site built from
standardized brand template
•  Individual dealer sites feature
content and information specific to
that dealership (used car
inventory etc.) but in national
brand design environment
•  Content includes new model info,
pre-owned inventory, directions
with map, specials, and service &
parts info
•  Videos of Lexus models
•  Click-to-call triggers call to
dealership
•  Viral “tell-a-friend” site forwarding

#mobilelpo

Comprehensive mCommerce Site
Steve Madden Mobile Site
•  Full mCommerce environment for
shoe purchases
•  Uses familiar Web design and
interface for mobile site
•  Not an app, this has the full reach of
mobile Internet (mobile Web
browsing has nearly 30% use
penetration across all mobile users)
•  Include “You Might Like” engine to
make buying experience even
better

Results*
•  10.5% of total Web traffic for Steve
Madden is coming from mobile
•  250% increase in traffic from 5/10-10/10
•  Percentage of total Web traffic that is
mobile is trending upwards fast: April 2010
4.4%, May 7.9%, June 8.6%, July 9.5%,
October 10.5%
•  880,000 visits in 6 months totaling 6.25
million minutes
•  Average time on site 7 minutes
•  In 6 months 7,856 products sold on
mobile site for $520,866 in revenue with
average order at $83.70

*Source: Mobile Marketer 10/27/10

#mobilelpo

Making mCommerce Social
Steve Madden Mobile Site Evolution

•  Social marketing enablement added
to mCommerce functionality
•  Uses Facebook “Like” functionality
that is pasted to users Facebook wall
•  Enables viral product marketing
tactics
•  Includes “You Might Like” engine to
make buying experience even better
•  The addition of the social elements
Increased traffic 30% in 24 hours
•  Using Metrics: shoes that get the
most “likes” get special promotions
focusing marketing on higher
performing products to increase
revenue
•  To drive people to use “Like” in
mobile site, Steve Madden promotes
functionality in their own Facebook
page

#mobilelpo

Strategic Takeaways
•  Develop a master (gorgeous) brand master template that is
brand consistent with the rest of your marketing. Don’t skimp.

•  However, the template must respond to and create device
specific requirements and experiences.

•  In the US, the traffic is on smart phones. Focus there.
Worldwide, it’s another story.

•  Understand penetration, use, and evolving capabilities of
different handset platforms and OS and optimize for them—
you’ll need a partner for this.

•  Use a centralized CMS to feed the site template.

•  Always deliver a high performance experience.

#mobilelpo

Tactical Takeaways
Sites and Landing Pages
•  Remember it is a mobile site, not a web site—do not think PC
when you’re mobile, it’s like thinking radio when you’re TV
•  Find out why your customers are visiting your brand on a
mobile device and what they are looking to do
•  Don’t let the sophisticated get in the way of the effective: click
to call, directions, store hours etc. are key
•  You must promote the existence of your mobile presence,
otherwise don’t bother

mCommerce
•  It is all about the 60 second transaction!
•  Create the right-sized product catalog for mobile
•  If you have large catalogs use groups and categories
•  Combine with mobile coupons or promos
•  Keep the UI simple with “one-click to buy”

#mobilelpo

thank you

Michael Ahearn
@iloopmobile
#mobilelpo


Questions & Answers
Follow @monetate on #mobilelpo

Create Conversion-Friendly Mobile Landing Pages (Webinar)

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