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lots of people
can tell you
@BridgetRandolph
why
you need a
mobile-friendly website.
@BridgetRandolph
and

lots of people
can tell you
@BridgetRandolph
to build one.
@BridgetRandolph
you can find the flowchart, and whole best practice guide at:
http://www.distilled.net/training/mobile-seo-guide
Why Mobile’s Important
2012 KPCB internet trends update
Google Think Insights report
Google Databoard
Full Value of Mobile calculator
The Mobile Playbook
Our Mobile Planet
Global Mobile Stats 2013
Ericsson Mobility Report 2013
Building a Mobile Site
Mobile Web Design Tips
Distilled’s best practice guide
Designing for SEO

Understanding Your Mobile Visitors
Google Analytics for Mobile

Mobile SEO
Keyword Research for mobile
Responsive SEO Tune-up
Optimizing your local presence for mobile
Mobile SEO Audit
Optimizing a separate mobile site
SEO of Responsive Web Design
Impact of Google Smartphone Crawler 1
Impact of Google Smartphone Crawler 2
Impact of Google Smartphone Crawler 3
Google’s mobile development guidelines
Google blog - mobile and ranking factors
Thinking More About Mobile
‘What is “Mobile”?’
Mobile Strategy for Small Businesses

@BridgetRandolph
basic requirement
for any

online brand.
@BridgetRandolph
of users

won’t recommend a
business with a poorly designed mobile site…
Source

@BridgetRandolph
…and

have

turned to a competitor’s site
after a bad mobile experience.
Source

@BridgetRandolph
if you’re just starting to think
about this…

@BridgetRandolph
…you’re falling behind.

@BridgetRandolph
you don’t need me
to convince you.
@BridgetRandolph
I want
to talk about…
@BridgetRandolph
…what happens

next.
@BridgetRandolph
Bridget Randolph
Consultant, Distilled

bridget.randolph@distilled.net
@BridgetRandolph
“So you have a mobile-friendly
website…what now?”
BRIDGET RANDOLPH
big picture
trends,
@BridgetRandolph
case studies,
@BridgetRandolph
examples,
@BridgetRandolph
@BridgetRandolph
the

is

@BridgetRandolph
online
everywhere
by 2017,

of the

world’s population

will have
Source: Ericsson Mobility Report

3G coverage.
@BridgetRandolph
internet.org initiative from Facebook
mobile data usage in 2012 was

the size of

the entire internet
in 2000
Source: Cisco's Global Mobile Data Traffic Forecast
Update

mobile
data
in 2012

internet in
year 2000

@BridgetRandolph
Mobile Data Usage
160

12x growth in
6 years

140
120
100
80

Mobile Data Usage

2013

60
40

12x growth in
12 years

20
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

Source: Ericsson Mobility Report (pg. 10)

@BridgetRandolph
we’ll be more

than ever
@BridgetRandolph
you'll reach

you can't reach any other way.
@BridgetRandolph
a

multiscreen,
device-agnostic
world.
@BridgetRandolph
can’t just be
an add-on anymore.
@BridgetRandolph
There’s no such thing as
‘mobile’.
THE Will Critchlow

@BridgetRandolph
There’s no such thing as
‘mobile’ for the user.
THE Bridget Randolph

@BridgetRandolph
it’s not a separate channel…

@BridgetRandolph
it’s a

technology.
@BridgetRandolph
There’s no such thing as
‘mobile’ for the user.
THE Bridget Randolph

@BridgetRandolph
making it easy
for users is

really
f***ing

hard.
@BridgetRandolph
don’t be lazy.
@BridgetRandolph
asking the

right questions
3 scenarios:

@BridgetRandolph
“Average Joe Corp.”

@BridgetRandolph
How do we do ‘mobile’?

@BridgetRandolph
• separate m. site
• app
• SMS promotions

@BridgetRandolph
“Early Adopters Ltd.”

@BridgetRandolph
how do we stay ahead of the
next big mobile tech trend?

@BridgetRandolph
• big data tools
• Aurasma tech app
• solar charger to print ad

@BridgetRandolph
“User-Driven Business, Inc.”

@BridgetRandolph
How can we take advantage of new
tech to anticipate our users' needs?

@BridgetRandolph
user-centric.
@BridgetRandolph
we need to become like

User-Driven
Business, Inc.
@BridgetRandolph
because our

customers are

@BridgetRandolph
and

technology
is for

@BridgetRandolph
make mobile a

of your customers’ journey
@BridgetRandolph
and keep the

at the centre.
@BridgetRandolph
So You Have a Mobile Friendly Website ... What Now?
Discover

Explore

Buy

Engage
Discover
of

mobile searches
are near a PC
Source: Google Databoard

@BridgetRandolph
Source: Google Databoard

@BridgetRandolph
Source: Google Databoard

@BridgetRandolph
big trend
seamless and consistent UX
across all devices
@BridgetRandolph
3 main areas
 website
 search
 social
@BridgetRandolph
website
@BridgetRandolph
responsive design is fine.

@BridgetRandolph
but it’s a basic approach.

@BridgetRandolph
So You Have a Mobile Friendly Website ... What Now?
So You Have a Mobile Friendly Website ... What Now?
small steps:
Consider using dynamic serving
by user agent

@BridgetRandolph
small steps:
“content everywhere”

For more information see the book by Sara WachterBoettcher.

@BridgetRandolph
“content everywhere”

CREATE
ONCE
PUBLISH
EVERYWHERE
my full deck on Slideshare

@BridgetRandolph
“content everywhere”

case study: BBC Food hub pages
“content everywhere”

BBC Food saw an increase of

more than 150,000 visitors weekly
from search alone
and

Overall traffic doubled, from around
650,000 weekly visitors to around 1.3 million.
from the Content Everywhere book

@BridgetRandolph
small steps:
long-term cookies for login

@BridgetRandolph
small steps:
sync user accounts
across all platforms
sync user accounts

example: Amazon Kindle sync
small steps:
testing
testing

have you visited your
site on a mobile?
@BridgetRandolph
testing

easy hack for Chrome:
using right click ‘Inspect
Element’ allows you to view your
site as a mobile device
@BridgetRandolph
testing

go to
settings

@BridgetRandolph
testing

@BridgetRandolph
testing

change this to
adjust the
screen width

@BridgetRandolph
testing

and then refresh the page.

@BridgetRandolph
small steps:
mobile CRO and user testing

@BridgetRandolph
mobile CRO and user testing

 Qualaroo – user surveys
 CrazyEgg – heat maps
 Optimizely – split testing

@BridgetRandolph
search
@BridgetRandolph
big trend
it’s the same person
regardless of device.
@BridgetRandolph
context
and

user intent
@BridgetRandolph
case study: Bravissimo
Bravissimo

result:
600% increase in PPC-driven
sales revenue and 103%
increase in conversion rate.
Source

@BridgetRandolph
example: Google Implicit Search
example: Google Now
big trend
anticipating the users’ needs
before they are aware of them
@BridgetRandolph
example: Corcoran Group
Corcoran Group

…connecting with home buyers
even before they are in the
market for a new home.
The Mobile Playbook

Source

@BridgetRandolph
social
@BridgetRandolph
social
is a

huge

channel for mobile.
@BridgetRandolph
out of every

5

people who use Facebook daily
access it on a

mobile device
@BridgetRandolph
social marketing

mobile marketing.
@BridgetRandolph
brands no longer own the
conversation.

@BridgetRandolph
@BridgetRandolph
small steps:
allow your social media team to
engage in a conversational way

@BridgetRandolph
example: Dolphin Pub and Douwe Egberts

read the full conversation here.

@BridgetRandolph
big trend
permission’s not enough
anymore.
@BridgetRandolph
filter bubbles and curation
small steps:
create content which people will
want to share

@BridgetRandolph
big trend
peer-to-peer marketing
ask yourself:
“is it good enough to tell my friends about it?”
@BridgetRandolph
small steps:
make your content mobile-friendly

80% of Facebook and Twitter’s daily users are accessing
the app from a mobile device

@BridgetRandolph
@BridgetRandolph
Discover

Explore

Buy

Engage
Explore
once your users have

your brand,
@BridgetRandolph
that’s just the

@BridgetRandolph
you need to be aware of
their

.
@BridgetRandolph
4 main areas





tracking
showrooming
personalisation
online/offline integration
@BridgetRandolph
tracking
@BridgetRandolph
track the

person,
not the device
@BridgetRandolph
small steps:
Universal Analytics

@BridgetRandolph
User Based Tracking
showrooming
@BridgetRandolph
So You Have a Mobile Friendly Website ... What Now?
view
showrooming
as an

opportunity
@BridgetRandolph
case study: Best Buy
in Feb 2013 they rolled out a

permanent price matching
policy based on results of the pilot

Source

@BridgetRandolph
personalisation
@BridgetRandolph
small steps:
recommendation engine
case study: LK Bennett
saw an

11% increase in

conversions from this segment.
Source

@BridgetRandolph
14%

another test saw a

increase in conversions from
UK visitors when explicitly
offered free 14 day returns.
more Qubit case studies

@BridgetRandolph
online-offline integration
@BridgetRandolph
what NOT to do…
So You Have a Mobile Friendly Website ... What Now?
So You Have a Mobile Friendly Website ... What Now?
example: IKEA catalogue app
big trend
recognise the value of every
touchpoint/interaction along the
customer journey
@BridgetRandolph
last-click attribution is the devil.
Discover

Explore

Buy

Engage
Buy
but…what about the actual
conversion?

@BridgetRandolph
2 main areas
- smarter checkout paths
- online/offline integration
@BridgetRandolph
smarter checkout paths
@BridgetRandolph
Could it be the case that
mobile is simply more of a
research platform?
Commenter on a blog post

@BridgetRandolph
My cellphone isn't for
buying, fb, amazon - it's just
a phone (or gps) :)
Commenter on a blog post

@BridgetRandolph
WRONG.
@BridgetRandolph
in the retail industry,
mobile spend is expected to be

by the end of 2013.
@BridgetRandolph
smarter
conversion paths
for mobile.
@BridgetRandolph
KISS.
• IMG
Keep
It
Simple
Stupid.
@BridgetRandolph
small steps:
link the form fields to the correct
keyboard

Smashing Mag article about touch keyboards

@BridgetRandolph
link the form fields to the correct keyboard
for phone number fields:

<input type="tel" />
for a numeric keyboard, use this:

<input type="text" pattern=“d*" novalidate />
for any email fields, use this:

<input type="email" />
to disable autocorrect:

<input type="text" autocorrect="off" />

Cheat sheet from Baymard

@BridgetRandolph
small steps:
only ask for information which is
essential to complete the
transaction
@BridgetRandolph
only ask for essential information

example: Amazon 1 Click
small steps:
keep people logged in long-term

@BridgetRandolph
thinking bigger:
biometric tech

@BridgetRandolph
example: Apple Store
small steps:
don’t neglect microconversions

@BridgetRandolph
don’t neglect

online/offline integration
@BridgetRandolph
online/offline integration

example: PayPal
big trend
make mobile checkout EASY.

@BridgetRandolph
big trend
in-store mobile payment can also
add convenience to checkout.

@BridgetRandolph
big trend
microconversions matter too.

@BridgetRandolph
Discover

Explore

Buy

Engage
Engage
3 main areas
- apps
- email marketing
- social
@BridgetRandolph
apps
@BridgetRandolph
Apple Store: 900,000+ apps
Google Play: 1,000,000+ apps

Source

@BridgetRandolph
7
10% of

iPhone apps earned

app store revenue
for iPhone
Source

@BridgetRandolph
are you

you need one?
@BridgetRandolph
benefit:
it’s a walled garden.
@BridgetRandolph
small steps:
saving passwords in the phone

@BridgetRandolph
small steps:
ask yourself, does my app:

5 questions based on ‘For Mobile Devices, Think Apps,
Not Ads’, HBR Mar 2013

@BridgetRandolph
ask yourself, does my app:

add

convenience?
@BridgetRandolph
ask yourself, does my app:

offer

unique value?
@BridgetRandolph
ask yourself, does my app:

provide social

value?
@BridgetRandolph
ask yourself, does my app:

offer

incentives?
@BridgetRandolph
ask yourself, does my app:

entertain?
@BridgetRandolph
ask yourself, does my app:

if not,

you shouldn’t build it.
@BridgetRandolph
case study: Tesco Homeplus
their sales increased

130% in three months,
and their number of registered

users went up by
Source

76%
@BridgetRandolph
big trend
creating a unique experience
and meeting a specific user
need
@BridgetRandolph
email marketing
@BridgetRandolph
of e-mails are
opened on mobile devices.
Source: US Consumer Device Preference Report (Q2
2013)

@BridgetRandolph
email marketing

IS
mobile marketing.
@BridgetRandolph
and
who needs SMS promotions…

@BridgetRandolph
…when you can send
push notifications
via email?

@BridgetRandolph
small steps:
send emails your customers
want to open.

@BridgetRandolph
send emails your customers want to open

remember this?
send emails your customers want to open

example: Innocent Drinks
small steps:
use personalisation and context

@BridgetRandolph
use personalisation and context

avg. open rate for

‘triggered’ emails
is

4x higher

than for email newsletters (45-55% vs 10%)
Source

@BridgetRandolph
use personalisation and context
small steps:
use mobile-friendly email
templates

@BridgetRandolph
use mobile-friendly email templates

• MailChimp
• Campaign Monitor

@BridgetRandolph
small steps:
test your email campaigns with
Litmus

@BridgetRandolph
social
@BridgetRandolph
social is not just a part of the

discovery process.
@BridgetRandolph
a great channel
for maintaining
customer

loyalty.
@BridgetRandolph
example: Red Bull Wings
http://wings.redbullusa.com/

@BridgetRandolph
big trend
make current customers feel
appreciated.
@BridgetRandolph
big trend
individually personalised, if
possible.
@BridgetRandolph
bonus
example
merging online-offline worlds…

@BridgetRandolph
…but more importantly,
@BridgetRandolph
the takeaway of this
presentation:

@BridgetRandolph
extreme

personalisation
and

context recognition
@BridgetRandolph
BMW’s
#MININotNormal campaign

Source

@BridgetRandolph
So You Have a Mobile Friendly Website ... What Now?
(individual)

at the centre
@BridgetRandolph
great use of

personalisation
and context
@BridgetRandolph
online/offline

integration
@BridgetRandolph
loyalty
to customers
@BridgetRandolph
social

reach
@BridgetRandolph
1,941

customers reached.

46,660

YT views just on this video.

@BridgetRandolph
final
takeaways
to ‘do mobile’

right:
@BridgetRandolph
make it a

core technology
@BridgetRandolph
keep the

at the centre
@BridgetRandolph
So You Have a Mobile Friendly Website ... What Now?
ask
yourself:
@BridgetRandolph
How can I use mobile tech
to anticipate and fulfill my
users’ needs?

@BridgetRandolph
Surely these are all just
‘marketing’ principles, though?

@BridgetRandolph
true.
@BridgetRandolph
mobile isn’t
separate anymore.
@BridgetRandolph
in some ways,
it’s just

another ‘browser’.
@BridgetRandolph
it won’t be easy,
but it will be

@BridgetRandolph
so buckle up and enjoy the ride!
thanks.

key takeaways
• mobile’s not separate anymore
• track the person not the device
• serve the users’ needs first
BRIDGET RANDOLPH
@BridgetRandolph
Other references, sources, and image credits
Customer Lifecycle concept: http://blogs.forrester.com/corinne_munchbach/13-01-22bye_bye_marketing_funnel_it_was_fun_while_it_lasted
IKEA example: http://www.wired.com/design/2013/08/a-new-ikea-app-lets-you-place-3d-furniture-in-your-home/
Images:
showrooming: http://econsultancy.com/uk/blog/63484-showrooming-is-not-a-threat-to-retailers-revenue-stats
best buy: http://www2.pictures.zimbio.com/gi/Best+Buy+Black+Friday+waErw9WzhYsl.jpg
Devil: http://www.bubblews.com/assets/images/news/1524579090_1369941782.jpg
KISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg
Amazon 1 Click: http://www.wpcentral.com/sites/wpcentral.com/files/amazon.jpg
Apple Store: http://cdn.itproportal.com/photos/iphone-5s-fingerprint-purchases_original.jpg
PayPal: http://blog.frooition.com/wp-content/uploads/2012/06/paypalCheckout.jpg
Tesco: http://www.addicted-to-retail.com/blog/wp-content/uploads/2011/07/Tesco-Homeplus-Subway-Virtual-Store-inSouth-Korea-1.jpg
Personalised Email: http://econsultancy.com/uk/blog/63641-a-critical-look-at-some-of-today-s-most-relevant-emailmarketing-questions
roller coaster: http://rctgo.com/assets/images/games/nolimits/screenshots/11.jpg

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