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Driving traffic and conversions
      through mobile




       MMA Istanbul
       Dr. Carey Bunks
       14-Nov-2012

carey.bunks@senscraft.com
Summary



     Brand recognition is only one facet of online and mobile
     marketing. In fact, for most companies, brand is of secondary
     importance -- the main emphasis being on concretely driving
     traffic and sales through their digital channels. This talk describes
     specific insights into how to drive your commercial activity through
     mobile, and provides clear examples illustrating how to leverage
     SEO, AB testing, user-generated content, and social integration.
     Data is presented from several case studies of highly successful
     mobile Yellow Pages mobile services.



carey.bunks@senscraft.com                                                    2
Some Companies Depend Directly on
                    Online Revenues
     Indirect                             Directly Dependent

                               Print                             Shop Direct
                            Catalog &                              Group:
                              Online                           €1.24bn online
                            Women’s                             revenues per
                             Fashion                                year
                             Store &                           Dixons Retail:
                              Online                           €1.83bn online
                            Consumer                            revenues per
                            Electronics                             year


                                                                  Play.com:
                              Online
                                                                €618m online
                             CDs and
                                                                revenues per
                              DVDs
                                                                     year
carey.bunks@senscraft.com                                                       3
Traffic + Engagement + Conversion = Revenue

                               Get Consumers into Your Shop
                               •    Direct traffic
               Traffic         •    SEO
                               •    Syndication, Affiliates, & Partners
                               •    Analyze traffic sources & look for growth
                                    opportunities

                               Reassure the Consumer
                               •    Use their language
         Engagement            •    Provide affirmation (snippets)
                               •    Develop credibility (e.g., with UGC)
                               •    Analyze & reduce bounce rates


                               Convert to a Sale
                               •    Limit distractions
                               •    Limit navigation
           Conversion          •    Use A/B testing
                               •    Analyze & optimize conversions

carey.bunks@senscraft.com                                                       4
Long Discovery Cycle Times = Revenue Lost

                     Speed and efficiency through the
                    loop is key to commercial success

       Experienced
         Product
        Managers


                                                 Agile & Maintainable
                                                   Platform & Apps




                       Fine-Grain
                        Analytics
carey.bunks@senscraft.com                                               5
Mobile is Challenging
                                              Java
                                                                           Challenges
                          iPhone                                           •  Many platforms
                                                                           •  Multiple form factors
   iOS + Android                                                  Mobile   •  Differing navigational paradigms
      Tablets                                                      Web     •  Differing design guidelines



                       Android

                               WinMob

                                        Symbian
                                                   Blackberry
                                                                                     Write once
                                                                                    deploy to all
     Shop Direct: why brands need separate
                                                                                     devices?
     strategies for mobile and tablet
     http://econsultancy.com/uk/blog/10813-shop-direct-why-brands-need-
     separate-strategies-for-mobile-and-tablet


carey.bunks@senscraft.com                                                                                        6
Recommended Mobile Architecture
                                              Laptops
                                            + Desktops
         Mobile
         iPhone                                                         Tablets
         Android                                                        iPad
         Windows                                                        Android
         Blackberry                                                     Windows
         Symbian                                                        Mobile Web
         Java
         Mobile Web
                                     Internet

                                Device                           A/B Test
               Redirection                           SEO
                               Detection                      Infrastructure
                                Content            Social
                  Analytics                                       UGC
                              Aggregation       Integration

                                                                       Other Services
                                            Search                     (such as Maps)

               Logging
carey.bunks@senscraft.com                                                            7
Examples of Iterative
                            Traffic and Conversion Growth




carey.bunks@senscraft.com                                   8
Example: Mobile Traffic and Conversions
                         for Senscraft Customer in Austria (over
                         27 months)


              Traffic +67% YoY                                                               Conversions +156% YoY




                                  3G Subs +24% YoY*                                                              3G Subs +24% YoY*




            *Mary Meeker 2012 Internet Trends Report (Kleiner Perkins Caufield Byers) http://www.kpcb.com/insights/2012-internet-trends



          Factor +3.23 growth, to                                                          Factor +6.38 growth, to
          2.1m sessions per month                                                          386k calls per month
carey.bunks@senscraft.com                                                                                                                 9
Example: Rapid Release Program for
                        Senscraft Customer in Poland
     19 Major and 30 Minor Deliveries over 2 Years (average 2 weeks
      per deliverable). Factor of 7 Growth in Usage for Same Period.

                                                                                                               xHTML v3


                                                                                                                       Android v2
                                                                                         Windows phone

                                                                          Nokia Widget
                                                                                                         iPhone v3
                                                                   Java
                                                                                                                                               iPad v3
                                                                                         iPhone v2

                                          Redirection     Android 1.5                                                                         Medical

                                                                                                                       CoPilot + Nightlife
                                       xHTML v2
      Traffic +173% YoY
                                                                                                                          Restaurant + Taxi + iPad v2
                                   iPhone v1
                                                                                                                          Advanced xHTML
                                                                                                         Android 1.7

                                                                                             iPad v1
                                                                           Android 1.6


                           3G Subs +17% YoY*


            *Mary Meeker 2012 Internet Trends Report (Kleiner Perkins Caufield Byers) http://www.kpcb.com/insights/2012-internet-trends
carey.bunks@senscraft.com                                                                                                                                10
How it was Done




carey.bunks@senscraft.com                     11
Scalability, Maintainability, and Facilitation of
                   Roadmap Implementation

      §  Cost effectively add new devices, features, and functionality
          Modular architecture supports speed to market


      §  Easily scale to multiple brands, languages, and countries
          Re-usable components helps extend market reach


      §  Integrate new content with a minimum of effort
          Support for UTF8, back-end API connectors, and built-in translation
          services


      §  Rapidly add features across the entire portfolio of applications
          Application framework facilitates replication of features across mobile
          devices, tablets, and PCs
carey.bunks@senscraft.com                                                           12
Fine-Grain Analytics is a Key Commercial
                   Success Factor

      Data driven optimization of revenue:
      §  Identify and prioritize sales efforts to most commercially
          active geographies and classification headings (market
          sizing, segmentation, and sales planning)

      §  Concentrate on the best performing products


      §  Analyze consumer behavior, grow usage, and call-to-action


      §  Find and fix problems affecting the service (bounce rates,
          page errors, search errors, etc.)

carey.bunks@senscraft.com                                              13
Site Architecture Support for SEO
        §  Search engine friendly URLs
        §  Optimized internal link structure
        §  Meta tags
             §    Titles, Descriptions, Canonical
        §  Redirection for mobile devices




                                                       Category
                                                       Links
         High value links

        Complete map
                                                     Related
  New business content                               Categories

carey.bunks@senscraft.com                                         14
A/B Testing Infrastructure

     Example: A/B test of app download banner conversion

             A              B            Sep 2012         A         B
                                      Sessions          882,800 728,106
                                      Downloads          14,635    5,968
                                      Conversion Rate   1.658%    0.820%


                                     §  App download banner with arrow
                                         delivers 1.658% conversions
                                         rate
                                     §  App download banner with
                                         reference to app store provides
                                         only 0.820% conversion rate

carey.bunks@senscraft.com                                                  15
User Generated Content (UGC)

       User-Generated Content (UGC) is an important driver for
       consumer engagement, provides valuable unique content that
       helps SEO, and provides invaluable social cues that
       significantly enhance SERPs
       § Recommendations, Ratings, Reviews, Photos
       § Content moderation
       § Ask about and Follow a Business
       § Trigger request for review (UGC submissions doubled!)
       § My profile



carey.bunks@senscraft.com                                           16
UGC (1/2) Recommendations, Ratings,
                   Reviews, and Useful
                                                   Recommend
                            Rate or
                            review




 Share on
 Facebook &                                       Appreciate a
 Twitter                                          review

carey.bunks@senscraft.com                                        17
UGC (2/2) Contribute a Photo


                                     Contribute a
                                     photo




carey.bunks@senscraft.com                           18
Conclusions




carey.bunks@senscraft.com                 19
Mature Mobile Platform Time Has Come

     § e-Commerce has known for some time that iterative discovery is
        key to revenue growth
     § However, success depends on an agile and responsive platform
        that can cost-effectively support the experimentation process
     § Due to the wide variety of mobile devices, form factors,
        navigational paradigms, and style guidelines, mobile is more
        challenging to optimize than desktop/laptop online commerce
        sites
     § This talk illustrates that a carefully designed, mature mobile
        platform architecture can succeed in cost-effectively driving
        traffic, engaging with consumers, and delivering conversions

carey.bunks@senscraft.com                                                20

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Driving Traffic and Conversions Through Mobile

  • 1. Driving traffic and conversions through mobile MMA Istanbul Dr. Carey Bunks 14-Nov-2012 carey.bunks@senscraft.com
  • 2. Summary Brand recognition is only one facet of online and mobile marketing. In fact, for most companies, brand is of secondary importance -- the main emphasis being on concretely driving traffic and sales through their digital channels. This talk describes specific insights into how to drive your commercial activity through mobile, and provides clear examples illustrating how to leverage SEO, AB testing, user-generated content, and social integration. Data is presented from several case studies of highly successful mobile Yellow Pages mobile services. carey.bunks@senscraft.com 2
  • 3. Some Companies Depend Directly on Online Revenues Indirect Directly Dependent Print Shop Direct Catalog & Group: Online €1.24bn online Women’s revenues per Fashion year Store & Dixons Retail: Online €1.83bn online Consumer revenues per Electronics year Play.com: Online €618m online CDs and revenues per DVDs year carey.bunks@senscraft.com 3
  • 4. Traffic + Engagement + Conversion = Revenue Get Consumers into Your Shop •  Direct traffic Traffic •  SEO •  Syndication, Affiliates, & Partners •  Analyze traffic sources & look for growth opportunities Reassure the Consumer •  Use their language Engagement •  Provide affirmation (snippets) •  Develop credibility (e.g., with UGC) •  Analyze & reduce bounce rates Convert to a Sale •  Limit distractions •  Limit navigation Conversion •  Use A/B testing •  Analyze & optimize conversions carey.bunks@senscraft.com 4
  • 5. Long Discovery Cycle Times = Revenue Lost Speed and efficiency through the loop is key to commercial success Experienced Product Managers Agile & Maintainable Platform & Apps Fine-Grain Analytics carey.bunks@senscraft.com 5
  • 6. Mobile is Challenging Java Challenges iPhone •  Many platforms •  Multiple form factors iOS + Android Mobile •  Differing navigational paradigms Tablets Web •  Differing design guidelines Android WinMob Symbian Blackberry Write once deploy to all Shop Direct: why brands need separate devices? strategies for mobile and tablet http://econsultancy.com/uk/blog/10813-shop-direct-why-brands-need- separate-strategies-for-mobile-and-tablet carey.bunks@senscraft.com 6
  • 7. Recommended Mobile Architecture Laptops + Desktops Mobile iPhone Tablets Android iPad Windows Android Blackberry Windows Symbian Mobile Web Java Mobile Web Internet Device A/B Test Redirection SEO Detection Infrastructure Content Social Analytics UGC Aggregation Integration Other Services Search (such as Maps) Logging carey.bunks@senscraft.com 7
  • 8. Examples of Iterative Traffic and Conversion Growth carey.bunks@senscraft.com 8
  • 9. Example: Mobile Traffic and Conversions for Senscraft Customer in Austria (over 27 months) Traffic +67% YoY Conversions +156% YoY 3G Subs +24% YoY* 3G Subs +24% YoY* *Mary Meeker 2012 Internet Trends Report (Kleiner Perkins Caufield Byers) http://www.kpcb.com/insights/2012-internet-trends Factor +3.23 growth, to Factor +6.38 growth, to 2.1m sessions per month 386k calls per month carey.bunks@senscraft.com 9
  • 10. Example: Rapid Release Program for Senscraft Customer in Poland 19 Major and 30 Minor Deliveries over 2 Years (average 2 weeks per deliverable). Factor of 7 Growth in Usage for Same Period. xHTML v3 Android v2 Windows phone Nokia Widget iPhone v3 Java iPad v3 iPhone v2 Redirection Android 1.5 Medical CoPilot + Nightlife xHTML v2 Traffic +173% YoY Restaurant + Taxi + iPad v2 iPhone v1 Advanced xHTML Android 1.7 iPad v1 Android 1.6 3G Subs +17% YoY* *Mary Meeker 2012 Internet Trends Report (Kleiner Perkins Caufield Byers) http://www.kpcb.com/insights/2012-internet-trends carey.bunks@senscraft.com 10
  • 11. How it was Done carey.bunks@senscraft.com 11
  • 12. Scalability, Maintainability, and Facilitation of Roadmap Implementation §  Cost effectively add new devices, features, and functionality Modular architecture supports speed to market §  Easily scale to multiple brands, languages, and countries Re-usable components helps extend market reach §  Integrate new content with a minimum of effort Support for UTF8, back-end API connectors, and built-in translation services §  Rapidly add features across the entire portfolio of applications Application framework facilitates replication of features across mobile devices, tablets, and PCs carey.bunks@senscraft.com 12
  • 13. Fine-Grain Analytics is a Key Commercial Success Factor Data driven optimization of revenue: §  Identify and prioritize sales efforts to most commercially active geographies and classification headings (market sizing, segmentation, and sales planning) §  Concentrate on the best performing products §  Analyze consumer behavior, grow usage, and call-to-action §  Find and fix problems affecting the service (bounce rates, page errors, search errors, etc.) carey.bunks@senscraft.com 13
  • 14. Site Architecture Support for SEO §  Search engine friendly URLs §  Optimized internal link structure §  Meta tags §  Titles, Descriptions, Canonical §  Redirection for mobile devices Category Links High value links Complete map Related New business content Categories carey.bunks@senscraft.com 14
  • 15. A/B Testing Infrastructure Example: A/B test of app download banner conversion A B Sep 2012 A B Sessions 882,800 728,106 Downloads 14,635 5,968 Conversion Rate 1.658% 0.820% §  App download banner with arrow delivers 1.658% conversions rate §  App download banner with reference to app store provides only 0.820% conversion rate carey.bunks@senscraft.com 15
  • 16. User Generated Content (UGC) User-Generated Content (UGC) is an important driver for consumer engagement, provides valuable unique content that helps SEO, and provides invaluable social cues that significantly enhance SERPs § Recommendations, Ratings, Reviews, Photos § Content moderation § Ask about and Follow a Business § Trigger request for review (UGC submissions doubled!) § My profile carey.bunks@senscraft.com 16
  • 17. UGC (1/2) Recommendations, Ratings, Reviews, and Useful Recommend Rate or review Share on Facebook & Appreciate a Twitter review carey.bunks@senscraft.com 17
  • 18. UGC (2/2) Contribute a Photo Contribute a photo carey.bunks@senscraft.com 18
  • 20. Mature Mobile Platform Time Has Come § e-Commerce has known for some time that iterative discovery is key to revenue growth § However, success depends on an agile and responsive platform that can cost-effectively support the experimentation process § Due to the wide variety of mobile devices, form factors, navigational paradigms, and style guidelines, mobile is more challenging to optimize than desktop/laptop online commerce sites § This talk illustrates that a carefully designed, mature mobile platform architecture can succeed in cost-effectively driving traffic, engaging with consumers, and delivering conversions carey.bunks@senscraft.com 20