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5 Steps to Mobile Success

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5 Steps to Mobile
Success
Raja Saggi
Head of B2B Marketing, Google

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Agenda
● Think Mobile!
● Apps vs Sites
● Design Principles
● Getting Found
● Content

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What percentage of British mobile users have
smartphones?
50% 70%
Source: “Digital Usage in the UK” Midyear 2014 eMarketer...

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5 Steps to Mobile Success

  1. 1. 5 Steps to Mobile Success Raja Saggi Head of B2B Marketing, Google
  2. 2. Agenda ● Think Mobile! ● Apps vs Sites ● Design Principles ● Getting Found ● Content
  3. 3. What percentage of British mobile users have smartphones? 50% 70% Source: “Digital Usage in the UK” Midyear 2014 eMarketer Forecast, Sept 2014 90%
  4. 4. Daily time spent on smartphones 1 hrs0.5 hr Source: eMarketer, 2014 2 hrs
  5. 5. UK e-commerce through mobile of books are purchased through mobile devices 43% ?% of clothes are bought through mobile devices 40% of music is purchased through mobile devices Source: “Mobile Commerce Compendium”, Econsultancy, June 2013 42%
  6. 6. A) 10% B) 25% C) >45% % of teenage smartphone users who use their handset whilst in the bathroom Source: “A nation addicted to smartphones”, OfCom, Aug 2014
  7. 7. To realize the true value of mobile, you need to live, breathe and think it
  8. 8. Agenda ● Think Mobile! ● Apps vs Sites ● Design Principles ● Getting Found ● Content
  9. 9. “The mobile war is over and the app has won” venturebeat.com 2013/04/03 Are Apps the solution?
  10. 10. 86% 14% Sources: Time spent stats: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4; On mobile, entertaining apps dominate time, but sites capture bulk of transactions TIME SPENT ON SITES TIME SPENT ON APPS 14% 40% GAMING & ENT. 28% SOCIAL 20% OTHER 66% SITES 6% APPS 28% SITES & APPS PRIMARY CHANNEL FOR COMMERCIAL TASKS USER TIME SPENT ON MOBILE DEVICES
  11. 11. Mobile Apps, Sites or Both? APPS FIRST E.g. Uber, Hotel Tonight WHO: APP-CENTRIC MODELS SITES FIRST WHO: MOST COMPANIES SITES + APPS WHO: COMPANIES WHO HAVE NAILED THEIR SITE... Intended for high frequency use (e.g. daily) Delivers app-only capabilities (e.g. offline) Entertainment, media, or gaming uses. Fully optimized for mobile Fully functional core capability like commerce Built with your future customer base in mind ...and want to expand on site capabilities... ...with app-only capabilities (e.g. offline) Focused on most loyal, engaged customers
  12. 12. Responsive design
  13. 13. 1 2
  14. 14. 1 2 3
  15. 15. Agenda ● Think Mobile! ● Apps vs Sites ● Design Principles ● Getting Found ● Video
  16. 16. 1. Call to Actions 2. Menus short & sweet 3. Clear navigation links 4. Streamline form fills 5. Don’t make users pinch and zoom 6. User friendly site search 7. Click to Call button 8. Implement analytics 9. Avoid launching new windows 10. Test on a range of devices ‘Google Principles of Mobile Site Design’ My Top 10 Design Tips
  17. 17. Clear Call to Action ● Place key Call to Actions where they can be easily seen ● Primary CTAs in main body ● Secondary CTAs below fold or in menus
  18. 18. Menus Short and Sweet ● Mobile users lack patience ● Fewer menus better ● Refine product categories to present a shorter list
  19. 19. Clear Navigation Links ● Easy to return to homepage ● Highlight site search, especially for shopping sites
  20. 20. Streamline Form Fills ● As few fields as possible ● Avoid repeated actions ● Use Autofill where possible ● Multi-part forms should use progress bars ● Validate errors real time to avoid resubmits
  21. 21. My top 10 tips: 1. Call to Actions 2. Menus short & sweet 3. Clear navigation links 4. Streamline form fills 5. Don’t make users pinch and zoom 6. User friendly site search 7. Click to Call button 8. Implement analytics 9. Avoid launching new windows 10. Test on a range of devices
  22. 22. Agenda ● Think Mobile! ● Apps vs Sites ● Design Principles ● Getting Found ● Content
  23. 23. 1 2 3 3 4 5 4 5 1 2 On-site conversions In-Store conversions Phone conversions App downloads / in app conversions Cross device conversions Full Value of Mobile Tool
  24. 24. There are many ad formats for mobile search Calls In-StoreOnline conversions Cart (1) App downloads Display
  25. 25. Call Extension In Store
  26. 26. Agenda ● Think Mobile! ● Apps vs Sites ● Design Principles ● Advertising ● Content
  27. 27. Content is still important
  28. 28. Content is still important
  29. 29. Video Content
  30. 30. To realize the true value of mobile, you need to live, breathe and think it A final request...

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