converting the mobile sem visitor
TRANSCRIPT
March 5th, 2015
Converting the Mobile SEM Visitor
Martin MacDonald Head of SEO, Orbitz
Worldwide LLC
@searchmartin
searchmarketingexpo.com
@SearchMartin #SMX #32B
Who? Head of SEO @ Orbitz Worldwide Inbound Marketing Director @ Expedia Head of SEO @ Omnicom
searchmarketingexpo.com
@SearchMartin #SMX #32B
SEM Paid search Traffic is Flexible: • Template selection • Content less crucial • Split/Multivariate Testing • Bid on “bottom funnel” only
searchmarketingexpo.com
@SearchMartin #SMX #32B
Mobile Mobile Device Usability Issues • Screen Real Estate • Less Likely to have payment details • Slower data entry • Navigation often harder • Often less bandwidth & slower
searchmarketingexpo.com
@SearchMartin #SMX #32B
Discovery
Information
Transactional
Why Paid Search is Awesome
Conversion rate %
searchmarketingexpo.com
@SearchMartin #SMX #32B
Discovery
Information
Transactional
Why Paid Search is Awesome
Conversion rate %
Do yourself a favor, bid down here!!
searchmarketingexpo.com
@SearchMartin #SMX #32B
What does your Website Consist of?
What do you really need
though?
Desktop Site: 1. Logo Image 2. Primary Navigation 3. Login Link 4. Search Form 5. Merchandising Area 6. Advanced Search Box 7. Key Navigational Links 8. Key Product Links 9. Banner Adverts 10.Newsletter Signup Form 11.Content (Primarily for SEO) 12.Links (Also for SEO) 13.Footer Area (Yet more Links)
searchmarketingexpo.com
@SearchMartin #SMX #32B
Desktop Site: 1. Logo Image 2. Primary Navigation 3. Login Link 4. Search Form 5. Merchandising Area 6. Advanced Search Box 7. Key Navigational Links 8. Key Product Links 9. Banner Adverts 10.Newsletter Signup Form 11.Content (Primarily for SEO) 12.Links (Also for SEO) 13.Footer Area (Yet more Links)
What does your Website Consist of?
Mobile Site: 1. Logo Image 2. Primary Navigation 3. Login Link 4. Search Form 5. Merchandising Area 6. - (keep data entry simple!) 7. Key Navigational Links 8. Key Product Links 9. - (they don’t get clicks) 10. - (people don’t like typing) 11. - (there’s only 1 PageRank*) 12. - (there’s only 1 PageRank*) 13. - (there’s only 1 PageRank*)
searchmarketingexpo.com
@SearchMartin #SMX #32B
Desktop Site: 1. Logo Image 2. Primary Navigation 3. Login Link 4. Search Form 5. Merchandising Area 6. Advanced Search Box 7. Key Navigational Links 8. Key Product Links 9. Banner Adverts 10.Newsletter Signup Form 11.Content (Primarily for SEO) 12.Links (Also for SEO) 13.Footer Area (Yet more Links)
What does your Website Consist of?
Mobile SEM Site: 1. Logo Image 2. - 3. Login Link 4. Search Form 5. Merchandising Area 6. - 7. - 8. Key Product Links 9. - 10. - 11. - 12. - 13. -
Mobile Site: 1. Logo Image 2. Primary Navigation 3. Login Link 4. Search Form 5. Merchandising Area 6. - (keep data entry simple!) 7. Key Navigational Links 8. Key Product Links 9. - (they don’t get clicks) 10. - (people don’t like typing) 11. - (there’s only 1 PageRank*) 12. - (there’s only 1 PageRank*) 13. - (there’s only 1 PageRank*)
searchmarketingexpo.com
@SearchMartin #SMX #32B
Desktop Site: Serves all Needs
What does your Website Consist of?
Mobile Site: Does not require Content or Links For SEO – when They detract from Conversion!
Mobile SEM Site: Needs as LITTLE As possible!!
searchmarketingexpo.com
@SearchMartin #SMX #32B
Your Mobile SEM Site Landing Page should now have nothing that detracts from the purchase path.
searchmarketingexpo.com
@SearchMartin #SMX #32B
Your Mobile SEM Site Landing Page should now have nothing that detracts from the purchase path.
EVERY CLICK OUTSIDE THE PURCHASE PATH = LOST SALES!
searchmarketingexpo.com
@SearchMartin #SMX #32B
Your Mobile SEM Site Landing Page should now have nothing that detracts from the purchase path.
But that’s just your LANDING PAGE!
searchmarketingexpo.com
@SearchMartin #SMX #32B
Measure EVERY SINGLE IMAGE..
http://www.smashingmagazine.com/2013/04/03/build-fast-loading-mobile-website/
searchmarketingexpo.com
@SearchMartin #SMX #32B
Measure EVERY SINGLE IMAGE..
Load images as background CSS elements, & query the ones you need only
http://timkadlec.com/2012/04/media-query-asset-downloading-results/
searchmarketingexpo.com
@SearchMartin #SMX #32B
Enable Specific Payment Processors
https://www.card.io/
Get Innovative with Data Entry?
searchmarketingexpo.com
@SearchMartin #SMX #32B
Your Mobile Experience !==
Your Desktop Experience
1)