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 leads 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.
Mobile travel masterclass deck camerjam mobile marketing
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
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
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