Mobile Marketing Conference - Business Design Centre 1 Oct

Editor's Notes

• #3: Title : Group eBusiness Manager, BelronReal job : Chief Evil Scientist, Persuasive ArtsHang out : @OptimiseOrDieJoin Me : The League of Optimisers
• #5: And compared to that, what happened when I went for a holiday in the Wilds of Norway? Awesome mobile performance, everywhere – in town, in the country, miles away from any major town or city. Australia also has wonderful spectrum and performance on their 3G and 4G network. Getting wifi like performance in the city and superb 3G access for hundreds of miles around. Assume that these are the exceptions, rather than the rule.
• #6: Not everything in Norway was wonderful – I stayed well away from the Hotel entertainment at nightime!
• #7: Here I show you some examples of well known brands, some of whom should know better. The larger the size of the page, the longer it will take to download and render on the device, especially when you don’t have perfect data conditions. The numberof requests also makes a difference, as it’s inefficient on mobile to open lots of connections like this. In short, the smaller the pagesize and number of requests you can aim for, the better. I’m patient with bad data connections but do people have the tolerance for 10-15 seconds on mobile? No – it has to happen much faster.
• #8: These are the results of a live test on a site, where an artificial delay is introduced in the performance testing. I’ve done some testing like this myself on desktop and mobile sites and confirm this is true – you’re increasing bounce rate, decreasing conversion, site engagement…It doesn’t matter what metric you use, performance equals MONEY or if not measured, a HUGE LOSS.
• #9: Performance also harms the lifeblood of e-commerce and revenue generating websites – repeat visitors! The gap here in one second of delay is enormous over time. You’re basically sucking a huge portion of potential business out of your site, with every additional bit of waiting time you add.
• #13: And here is the spectacular growth in some of our key markets.See how the UK, USA and Australia had huge rises last year and how the pattern continues this year for Germany, Canada and many other countries.Our mobile traffic has tripled or quadrupled in as little as 18 months.
• #14: And here we see what I’ve been showing on slides for the last two years – the rise of Android and the virtual disappearance of Blackberry and Nokia.The only growing mobile segments for us (and we reach a lot of traffic) is iPhone, Android and Windows Phone.What about tablets?
• #15: Here we show that tablets have grown but are still usually less than 20% of the overall ‘non PC’ traffic coming to our sites. Netherlands, however, is streets ahead in tablet visitors for us. Is this just down to plentiful wi-fi or is it the herbal fumes, I wonder?
• #16: And lastly, a graph that explained something for our American business. They wondered what was driving increased traffic, contact and business mix right into the night, across the timezones they service.Here is the answer – as the desktop tails off, the mobile now bulges the daily cycle in the evening.As this pattern continues, so will our call centres react accordingly as mobile grows.
• #17: Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. Not only could we collect this device data, but also look at conversion rates per device and where the opportunity lay in providing a mobile optimised site (mobile web app). This product helped us to identify, and then deliver, to over 95% of handsets in every market we operate in.
• #18: Bango analytics was a killer app for Belron, as it allowed us to accurately show what type of mobile devices were ‘attempting’ to use our desktop site. This product helped us to identify, and then deliver, to over 95% of handsets in key markets we operate in.
• #19: A random picture of a cross channel surfing team. Sorry but it’s the best I can do!This is probably the most exciting graphic ever used with the words ‘Cross Channel Analytics’.
• #20: Add unique phone numbers to all your mobile sites and apps. That’s for starters.Then configure your analytics to collect data when people Click or Tap to make a phone call.Make sure you add other events like ringbacks, email, chat – any web forms or lead gen activity too.
• #22: So what does this graph say? That I have a long tail thing I want to talk to you about?No – this shows how much the ratio of phone to online conversion we have, by keyword.Some keywords generate nearly 25 times the call volume of others, which is a huge differential.This means that if you thought you got ‘roughly’ the same proportion of phone calls for different marketing activity, you are wrong.What this graph tells me is that the last 2 years of my stats are basically a big dog poo.
• #23: Phone tracking costs you nothing – you can add it in a few minutes to your app or mobile website, by changing your analytics tracking.Now you can see exactly which bits of inbound marketing are driving telephone and other contact channelsIf you have any sort of phone component in your service or support, the insight could be vitalYou can take traffic by keyword, source, campaign or advert creative and work out the TRUE mix of conversion activityAnd all this is also available on Desktop too – by using dynamic numbers, we can track exactly the same stuff.Talk to this company : www.infinity-tracking.com
• #24: So where do we start on the mobile product? With the customer of course, then their handsets, where they are, what they are doing and what they want to accomplish. As Nielsen says : More research = more questions = more answers = a better product. This is the glue, the oxygen of our work.
• #25: User centred design is the Agile technique we use to get stuff right, first time (click) You can think of the technology expression as being our online brand (click) that generates feelings about us (click)Being in the middle here makes you unique amongst your competitors. This is the sweet spot (click)We do continual improvements of our products - in a permanent state of designing and testing, just like Dyson, Edison and Jobs showed us.
• #26: And the future for us is multi-platform. We’ve designed our web, iPhone, Android and tablet experiences to be in that sweet spot I mentioned. Most importantly, by improving them in concert, the entire product suite is aligned and optimised for user experience and contact methods.
• #30: With a smaller screen, copy expertise is vital for mobile sites and apps. Every word and every syllable counts. Belron used a specialised agency, Foolproof, to minify the content. We drove legal crazy but amped up the clarity and comprehension for the customer, with high conversion the result.
• #32: Enough said on the slide!