Find out how to get mobile delivering value to your organisation! Topics include: • What customers are doing • What is working • Mobile strategies • Best practice

1. mobileweb.co.uk
WEBINAR: Mobile – Get Smart Get Ahead
Hosts:
Sean S. Kelly
Martin Wilson
Damian Stafford
Official partners with
Mobileweb Company © 2014

2. TOPICS
Where are we now?
Business Insight
Strategy
Best Practice
Why Partner with Mobileweb?
Mobileweb Company © 2014
mobileweb.co.uk

3. Mobile: Where are we now?
Mobile is having a huge influence …
• 97% of people over 16 years old in the
UK own a mobile phone
• Smartphone adoption rate is fastest in
tech history
•
Faster than PC revolution of the 80’s
•
Faster than Internet revolution of the 90’s
•
Faster than social network revolution of the 00’s
• Over 50% of Google’s searches now
come from a mobile
Mobileweb Company © 2014
mobileweb.co.uk

4. Mobile: Where are we now?
Mobile is shaping the way we do things …
• Typical person reaches for their mobile
150 times a day
• People are increasingly turning to their
mobile for everything
•
91% keep their mobile device within arm’s reach
•
65% started searching for information on a smartphone
•
65% started shopping online on a smartphone
• 45% of 18-34 year olds already use a
mobile as the primary way to access
online content
Mobileweb Company © 2014
mobileweb.co.uk

5. Mobile: Where are we now?
Mobile is fundamentally different …
• Mobile is a very personal device, no one
ever shares their mobile
• Peoples needs are typically very different
when on a mobile
•
Mobile internet use is likely to be highly circumstantial or situational
•
Immediacy is often critical, Patience and Tolerance far less
•
Typically want something, Actionable is a pre-requiste
• 66% of customers have abandoned a
shopping cart because of checkout issues
Mobileweb Company © 2014
mobileweb.co.uk

6. Mobile: Where are we now?
Get mobile right and results are significant …
• Mobile is delivering real value to many
organisations
• Customers are engaging with an
organisation through mobile
•
Average visits time of several minutes
•
Multiple pages being viewed
•
High volumes of measureable actions; calls and map requests
• 94% of smartphone users search for local
info, 51% visit the store and 29% make a
purchase
Mobileweb Company © 2014
mobileweb.co.uk

7. Mobile: Business Insights
Those not reacting are losing out …
• Less than 50% of organisations have a
well-defined mobile strategy
• Costing organisations in lost business
•
Missing out on attracting new customers via mobile Search (SEO)
•
Experiencing extremely high service bounce rates
•
Failing to convert visitors into potential customers
• Equivalent to closing your website for over
2 days a week
Mobileweb Company © 2014
mobileweb.co.uk

8. Mobile: Business Insights
Those getting it wrong are losing out …
• 61% leave if they don’t see what they are
looking for right away
• Poor optimisation for mobile creates
barriers and loses customers
•
Unintuitive layout, scrollable pages, unnecessary content
•
Missing basic features and features that don’t work
•
Features not geared towards mobile; payment, mapping …
• 75% abandon a shopping cart if they have
to pinch and zoom
Mobileweb Company © 2014
mobileweb.co.uk

9. Mobile: Business Insights
Those that are reacting well are seeing results …
• Significant uplift in online traffic and high
conversion rates
• Organisations are engaging customers and
driving new value with significant •
calls each month
•
map requests each month
•
transactions each month
• Organisations are seeing ROI in 30–60 days
Mobileweb Company © 2014
mobileweb.co.uk

10. Mobile Strategy
Take a different approach …
• Think mobile and mobile user
needs and priorities
• Think what will add value to the
user and your organisation
•
Relevance, then inspire and differentiate
•
•
Onward action is important
Empower the decision process
• Get in front of the user and focus
on delivering value
Mobileweb Company © 2014
mobileweb.co.uk

11. Mobile Strategy
First impressions count …
• Ensure your service works well on
a full range of devices
• Make life easy for the mobile user
•
•
•
Create an immediate reference point
Only deliver relevant content and features
Minimise page impressions and clicks
• You have less than 5 seconds to
make a good impression
Mobileweb Company © 2014
mobileweb.co.uk

12. Mobile Strategy
Features can make a big difference …
• But, the basics are key
• Optimise to deliver a seamless
mobile experience
•
•
Features and functionality enhance services
Take advantage of device capabilities (click to call, nearest …)
•
Deliver mobile focused features (shopping cart, payment …)
• Commercial integration has to be
mobile friendly
Mobileweb Company © 2014
mobileweb.co.uk

13. Mobile: Best Practice
Awareness and Appeal …
Get in front of potential customers …
• Optimise effectively for search
• Device detection and re-direct
• Demonstrate you get mobile
Design is critically important …
•
Small does not = poor design
•
Deliver consistency
•
Must reflect the brand and values
Mobileweb Company © 2014
mobileweb.co.uk

14. Mobile: Best Practice
Action and Reaction …
Usability and features really matter …
• Key features must be accessible & work
• Content and services must be actionable
• Scrolling kills customer experience
Measure everything and refine …
•
Measure results and effectiveness
•
Develop based on knowledge & insight
Mobileweb Company © 2014
mobileweb.co.uk

15. THINKING MOBILE: make the right choice
THINKING MOBILE: make the right choice
GET …
S – Strategic
M – Mobile
A – Audience and device Aware (ADA)
R – Relevant
T – Technology agnostic
Mobileweb Company © 2014
mobileweb.co.uk

16. THINKING MOBILE: Get Smart Get Ahead
Sean S. Kelly
m: +44 7922 818 205
e: sean@mobileweb.co.uk
twitter: @seanskelly
w: www.mobileweb.co.uk
Official partners with
Mobileweb Company © 2014

17. REFERENCES
Slide 3:
Slide 9:
Neilsen Global Smartphone insights, 2012
Google Think Insights, 2013
Google stats, 2013
Image: Thomasnet.com
Slide 4:
Slide 10
NBC mobile habit research, 2013
Weve mobile study report, Oct 2013
Image: Pumfrey/Getty Images
Slide 11
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Slide 12
Google mobile consumer insights study, 2013
Image theguardian.com
Image: Source: hpmurah2u
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Google eConsultancy research, 2013
Image: Samsung archive
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Slide 14
Slide 7:
Image: hdwallpapers.in
IBM institute for business value, 2013
Image: ciprinside.co.uk
Image: Brad Pict/Fotolia.com
Slide 8:
Google Think Insights, 2013
Image: Takebackthebeep.com
Mobileweb Company © 2014
mobileweb.co.uk