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