sempdx: mobile state of the industry - reid spice - icrossing
TRANSCRIPT
Mobile State of the Industry, Click-to-
Call and Tablets
Reid Spice
iCrossing, San Francisco
Mobile Optimized Sites
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Is your site ready for mobile?
• Let’s take a poll!
If not, don’t feel bad.
As we’re about to see, you’re not alone…
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State of the Fortune 100
We tested the following major websites for mobile readiness by
simply loading them one by one on an iPhone…
The results were surprising.
And disappointing.
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Retail & CPG
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Finance and Insurance
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Services, Manufacturing & Entertainment
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Tech, Telecom & Auto
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A couple thoughts on mobile optimized sites
• Lead with Search
– Browsing on a mobile device can be painful: let users
search to quickly find what they need
• Promote your app
– If you have an app, tell mobile users about it
Bonus: Mobile sites load much
more quickly
State of the Industry
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Source: Google Internal Data, based on a basket of 10,000 keywords
US Google Mobile Query Growth
Device Launches
30X Growth in 3 Years
Ju
l-0
7
Au
g-0
7
Se
p-0
7
Oct-
07
Nov-0
7
Dec-0
7
Ja
n-0
8
Fe
b-0
8
Ma
r-0
8
Ap
r-0
8
Ma
y-0
8
Ju
n-0
8
Ju
l-0
8
Au
g-0
8
Se
p-0
8
Oct-
08
Nov-0
8
Dec-0
8
Ja
n-0
9
Fe
b-0
9
Ma
r-0
9
Ap
r-0
9
Ma
y-0
9
Ju
n-0
9
Ju
l-0
9
Au
g-0
9
Se
p-0
9
Oct-
09
Nov-0
9
Dec-0
9
Ja
n-1
0
Fe
b-1
0
Ma
r-1
0
Ap
r-1
0
Ma
y-1
0
Ju
n-1
0
iPhone iPhone 3G
Android G1
Blackberry Storm
iPhone 3GS
Moto Droid & Eris Android myTouch
Palm Pre
Android Nexus One
HTC Incredible
iPhone 4G & Android X
Sprint EVO Growing, growing, growing…
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• Smartphone sales will outpace PC sales in 2 years
• Mobile browsers will outpace PC browsers in 3 years
• Mobile searches will outpace Desktop/Laptop searches in 2014
Other scary predictions
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Mobile vs. Desktop Clicks
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
Mobile Desktop
2011 Clicks
27x gap
2009: 221x 2010: 90x
Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011
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Mobile vs. Desktop CTR on Brand Keywords
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Mobile Desktop
CTR
Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011
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Mobile vs. Desktop Conversion Rates for Brand
Keywords
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
Mobile Desktop
Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011
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Mobile vs. Desktop CPC on Brand Keywords
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
Mobile Desktop
CPC
Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011
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Mobile vs. Desktop Hourparting
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
MOBILE
DESKTOP
Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011
Click to Call & Google Call Metrics
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Phones are for talking
• Well, at least they can be. Sometimes.
• How convenient is it to have a clickable number to call right in
the ad? It’s very convenient.
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Setup is very easy
• So easy, in fact, that I’m not going to tell you how to do it
• Read Avinash’s blog, Occam’s Razor, for all the details and
some good tips
– http://www.kaushik.net/avinash/2011/02/mobile-analytics-tracking-click-to-
call-mobile-ad-campaigns.html
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You can run Click-to-Call and Call Metrics on
Desktop and Mobile Campaigns
-
2.00
4.00
6.00
8.00
10.00
12.00
Mobile Desktop
Average Call Duration
• Desktop will drive more volume and preliminary data indicates
slightly longer call time (proxy for call quality)
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Tips
• If possible, route calls to different
inbound numbers to help your call
center track performance more
granularly
• Daypart to call center hours
• Consider testing YP.com: they will
provide inbound phone number
– This can be helpful for CRM match-
back
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iPads & Tablets
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Just what is the iPad?
It’s got a touch
screen like a smart
phone!
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Just what is the iPad?
It’s got a big screen like a netbook!
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It’s… a third type of device
• The SERP, CPCs and conversion rates are different on the
iPad
• So we have to split it off into yet another distinct group
– Desktops & Laptops
– Smartphones
– Tablets
• Now multiply the three device targets by Search, Content and
Geos - fun!
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iPad Growth
0
2000
4000
6000
8000
10000
12000
14000
16000
9/25/2010 10/25/2010 11/25/2010 12/25/2010 1/25/2011
Impressions
Source: iCrossing Merchantize - Google: 9.25.2010-2.20.2011
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Desktop SERP
1
2
3
4
5
6
7
8
9
10
11
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1
2
3
4
iPhone SERP
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CTR by rank on the Mobile SERP
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
1 2 3 4
CT
R
Rank
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iPad SERP
1
2
3
4
5
6
7
8
9
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iPad vs. Smartphone Hourparting
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
iPad
iPhone/Android
Source: iCrossing Merchantize 1.1.2011-2.20.2011
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Dayparting Across Device Targets
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
Mon Tues Wed Thurs Fri Sat Sun
iPad
iPhone/Android
Desktop
Source: iCrossing Merchantize 10.1.2010-2.20.2011