Making Mobile Exceed Expectations
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This presentation goes in-depth into the features and technology behind our new big data marketing application, BloomReach Mobile. We believe a solid mobile strategy is imperative to success in this new and emerging channel. As you see more and more traffic migrate to your mobile site, the need for a relevant cross-channel shopping experience is becoming more and more apparent. BloomReach Mobile continuously optimizes mobile experiences for search and discovery with data-driven search, visual discovery and personalized results. Bryson Meunier, Mobile Search Specialist & Director at Resolution Media, Joelle Kaufman, Head of Marketing at BloomReach and Raj De Datta, Co-Founder of BloomReach are the presenters.
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Making Mobile Exceed Expectations
- 1. BLOOMREACH MOBILE experience optimization Bryson Meunier, Director, Resolution Media Raj De Datta, CEO, BloomReach
- 2. 14% of US web traffic was on mobile in 2012 MOBILE IS HERE* *KISSmetrics, Internet Retailer, MultiChannel Media Post, IBM 39% of traffic to Top 500 retailers will be from smartphones in 2013, will be >50% in 2014 32% of shoppers research and purchase on a smartphone mobile purchases on black Friday increased 40% from 2011 to 2012
- 3. BUT YOUR MOBILE GOALS ARE NOT BEING MET your mobile traffic will surpass your web traffic in the next 2 years… but mobile conversions will only equal 25% of your web conversions.
- 4. AND… YOU’RE LOSING MORE THAN JUST MOBILE DOLLARS mobile influences ALL of your channels for a $1B revenue company, you lose… ($10 MM from mobile) ($70 MM from online) ($170 MM from in-store) ($250 MM total revenue) mobile 10% revenue 7x influence factor (Deloitte) 17x influence factor (Deloitte)
- 5. 2-4 products to show makes typing & filtering challenging more exploration expect ease and speed constantly in use manages time and is not shared sees phone as time filler is multi-tasking on-the-go has limited real estate requires screen tapping is high frequency is personal THE USER THE DEVICE THE PROBLEM IS THAT MOBILE IS DIFFERENT you need a technology that is built for mobile THE USAGE
- 6. SO USER EXPERIENCE IS MORE CRITICAL TO SUCCESS THAN EVER BEFORE* *Google mobile survey, MediaPost 55% say a frustrating mobile experience hurts the perception of the brand 61% will go elsewhere to buy if they can’t find what they want in seconds 67% are more likely to buy from a site that is easy to navigate 67% prefer an optimized mobile site to a mobile app 74% will return to your mobile site if they have a good experience
- 7. A DAY IN THE LIFE OF A MOBILE USER TODAY… • demo
- 8. you visit your favorite retailer to look for boots you search for ‘boots’ and get mens bootcut pants you try searching by category and then you refine… you try a different search ‘boots shoes’ – 2 results and refine again… you finally find shoes but can’t refine by boots. so you try your search somewhere else… and you find exactly what you want, easily and fast. 60% of mobile shoppers do this everyday
- 9. LEVERAGE BIG DATA TO DELIVER RELEVANCE bloomreach web relevance engine data & content analysis interpretation & prediction content & behavior analytics machine learning optimization your data content products attributes categorization user queries actions conversions deep web crawl vertical specific crawl structured data crawl the web’s data relevant user experiences that match content with user intent bloomreach mobile bloomreach organic search
- 10. DEMO • demo
- 11. BLOOMREACH MOBILE IS EXPERIENCE OPTIMIZATION FOR ALL TYPES OF MOBILE USERS problem & persona mobile experience optimization THE BROWSER Browsing products is impossible on my mobile phone. THE LOYAL CUSTOMER My experience should be about me. PREDICTIVE SEARCH AND AUTO SUGGEST make browsing easier and desired products more discoverable CROSS-CHANNEL PERSONALIZATION creating personal experiences across mobile and desktop for new and loyal users THE SEARCHER I just can’t find what I want. TRENDING AND MORE LIKE THIS enabling single tap discovery connecting users to products using data and social signals
- 12. HOW IT WORKS cross- channel API call web relevance engine mobile API’s trending more like this search auto suggest experience intent: tory burch handbag
- 13. CROSS CHANNEL OPTIMIZATION customized search results based on previous desktop or mobile behavior dynamic landing pages with category & product recommendations based on user behavior across www and mobile analytics that track usage from mobile discovery to web purchase a cross-channel experience for known and new users
- 14. AUTO SUGGEST AND PREDICTIVE SEARCH suggests phrases and matches product results to performance and intent decrease typing with predictive search data-driven results pages ensure only relevant products are shown first machine learning driven search that optimizes to RPV
- 15. more like this is single tap navigation towards the products that users want based on individual user sessions MORE LIKE THIS & TRENDING enhanced product discovery trending measures referral traffic from social media sites and shows only the most popular products
- 16. THANK YOU. Bryson Meunier, Director, Resolution Media Raj De Datta, CEO, BloomReach
Hinweis der Redaktion
- Can you add a slide after this
- You know that mobile is a pain point. Your traffic is increasing by leaps and bounds but your conversions are not keeping pace. Couple this with the fact that research has continued to validate that people’s mobile experience directly impacts their propensity to purchase from your other channels, and you have a multi-million dollar problem. If your mobile users are not happy with their mobile experience, you lose $10 MM in mobile revenue. Which, you might say, is not worth worrying about. But what about $200+ MM? If your mobile users aren’t happy on mobile, they won’t shop on your website or in your store. Something has to change…
- Mobile is a different and unique animal. The usage is different – think about your own behavior, it’s used all of the time and is YOURS. The user is different – they are multi-tasking, they are exploring, they expect ease. And the device itself is drastically different. There is limited real estate to showcase your products, you have to tap to what you want. This is a different playing field.There are no other solutions available in the market today that address the different usage, user and device. You need a technology that is built specifically for mobile.
- Well, how do you overcome a challenge that massive?We tend to look only at the data associated with our own websiteWe don’t have the tools to interact with or access to that much dataFurthermore, technology does exist that allows us to collect this intelligenceOur proprietary WRE – more accurately makes that match between expression of intent and user experience at a massive scaleWe take your data and wed wide data and user interaction data and combine them in order to create more accurate conclusions about what a consumer intends when they express intent
- This diagram explains how our services work. First, we only work with customers who already have a mobile site. Our services plug-in to your mobile site. Once live, every time our API is called, it pings our WRE to deliver the more relevant and data optimized experience each and every time. Since our WRE is constantly optimizing using machine learning technology, you can be assured that your content is fresh and relevant to every consumer. We have seen RPV uplifts as high as 40% for our mobile customers.
- Our cross channel personalization improves user experience by utilizing user profile and past behavior cross-channel (www & mobile) to make recommendations and ranking prioritizations. We validate discovery by tracking usage across channels.
- Our auto suggest is machine learning search that optimizes to RPV ensuring that your highest performing and most relevant results are shown first thus increasing the likelihood of matching your results with consumer intent. Predictive search is also optimized for performance and decreasing the thumb tapping required to help user find what they want quickly.Mobile challenge: Searchers are impatient and there is limited space to show them what they want. Predictive search helps users find what they want faster50% decrease in characters,and data-driven results pages ensure that only those most relevant products are shown first leading to larger shopping carts and revenue 2X AOV, 40% higher RPV
- More like this is made for the on-the-go user and transitions users from looking for what want to what they must have. This single-tap navigation is refinement built for mobile.