optimization summit 2013 - marketingsherpa.com€¦ · • bigger marketing opportunity in the app...

How a B2B e-commerce company used responsive design to increase revenue by 180%

Mobile Optimization

David CiccarelliChief Executive OfficerVoices.com

Alexandra RichardsMarketing ManagerMECLABS

Session speaker

David Ciccarelli

Chief Operating Officer

Voices.com

As CEO, Ciccarelli is responsible for setting the vision, executing the growth strategy and managing the company on a day-to-day basis. Clients like ABC, NBC, Google, Microsoft, Sony, Nintendo and thousands of other companies use Voices.com to search for, audition and hire professional voice actors.@davidciccarelli

The smartphone

0

250,000

500,000

750,000

1,000,000

2009 2010 2011 2012 2013

Mobile traffic to full version of site

Needed a seamless user experience

1. Focus on the main goal of the customer

Keep it consistent

Test and loop in your customer

2.

3.

1. Focus on the main goal of the customer

Keep it consistent

Test and loop in your customer

2.

3.

Built an app

• Why an app?

• Bigger marketing opportunity in the App Store

• Wanted to be present in the app space

• It’s not too late to hop on the app train

Established a “mind map”

• Determined all necessary steps and pages to complete an action

• Determined key customers who took the following actions on the site

The talent (voice actor)

The talent (voice actor)

The company

Company

If it doesn’t fit, it doesn’t stay

Company

1. Focus on the main goal of the customer

Keep it consistent

Test and loop in your customer

2.

3.

Login page

Jobs page

1. Focus on the main goal of the customer

Keep it consistent

Test and loop in your customer

2.

3.

Most clicked

Inform customers of the changes

NewOld

Educate your customers

• Inform customers on similarities and differences between mobile, tablet and desktop experiences

Tap Double Tap Scroll Tap and Hold Spread Pinch

Pre-launch marketing

• Webinars and user guides to help inform and educate users

180% increase in revenueFrom responsive design implementation

Results

46% increase in mobile visitsFrom responsive design implementation

1. Focus on the main goal of the customer

Keep it consistent

Test and loop in your customer

2.

3.

1. Focus on the main goal of the customer

Keep it consistent

Test and loop in your customer

2.

3.

Work is not yet done

Going from mobile to global

New Projects on the Horizon• Share any follow up tests/projects

Thank you!

New Projects on the Horizon• Share any follow up tests/projects

Questions?

Thank you

David Ciccarelli

Chief Operating Officer

Voices.com

@davidciccarelli

Alexandra Richards

Marketing Manager

MECLABS

@alexlivinlife