Mobileweb Company © 2014

Official partners with

WEBINAR: Mobile – Get Smart Get Ahead

mobileweb.co.uk

Hosts:

Sean S. KellyMartin WilsonDamian Stafford

Mobileweb Company © 2014 mobileweb.co.uk

Where are we now?

Business Insight

Strategy

Best Practice

TOPICS

Why Partner with Mobileweb?

Mobileweb Company © 2014 mobileweb.co.uk

• 97% of people over 16 years old in the UK own a mobile phone

• Smartphone adoption rate is fastest in tech history

• Faster than PC revolution of the 80’s

• Faster than Internet revolution of the 90’s

• Faster than social network revolution of the 00’s

• Over 50% of Google’s searches now come from a mobile

Mobile: Where are we now?

Mobile is having a huge influence …

Mobileweb Company © 2014 mobileweb.co.uk

• Typical person reaches for their mobile 150 times a day

• People are increasingly turning to their mobile for everything

• 91% keep their mobile device within arm’s reach

• 65% started searching for information on a smartphone

• 65% started shopping online on a smartphone

• 45% of 18-34 year olds already use a mobile as the primary way to access online content

Mobile: Where are we now?

Mobile is shaping the way we do things …

Mobileweb Company © 2014 mobileweb.co.uk

• Mobile is a very personal device, no one ever shares their mobile

• Peoples needs are typically very different when on a mobile

• Mobile internet use is likely to be highly circumstantial or situational

• Immediacy is often critical, Patience and Tolerance far less

• Typically want something, Actionable is a pre-requiste

• 66% of customers have abandoned a shopping cart because of checkout issues

Mobile: Where are we now?

Mobile is fundamentally different …

Mobileweb Company © 2014 mobileweb.co.uk

• Mobile is delivering real value to many organisations

• Customers are engaging with an organisation through mobile

• Average visits time of several minutes

• Multiple pages being viewed

• High volumes of measureable actions; calls and map requests

• 94% of smartphone users search for local info, 51% visit the store and 29% make a purchase

Mobile: Where are we now?

Get mobile right and results are significant …

Mobileweb Company © 2014 mobileweb.co.uk

Mobile: Business Insights

• Less than 50% of organisations have a well-defined mobile strategy

• Costing organisations in lost business • Missing out on attracting new customers via mobile Search (SEO)

• Experiencing extremely high service bounce rates

• Failing to convert visitors into potential customers

• Equivalent to closing your website for over 2 days a week

Those not reacting are losing out …

Mobileweb Company © 2014 mobileweb.co.uk

Mobile: Business Insights

• 61% leave if they don’t see what they are looking for right away

• Poor optimisation for mobile creates barriers and loses customers

• Unintuitive layout, scrollable pages, unnecessary content

• Missing basic features and features that don’t work

• Features not geared towards mobile; payment, mapping …

• 75% abandon a shopping cart if they have to pinch and zoom

Those getting it wrong are losing out …

Mobileweb Company © 2014 mobileweb.co.uk

Mobile: Business Insights

• Significant uplift in online traffic and high conversion rates

• Organisations are engaging customers and driving new value with significant -

• calls each month

• map requests each month

• transactions each month

• Organisations are seeing ROI in 30–60 days

Those that are reacting well are seeing results …

Mobileweb Company © 2014 mobileweb.co.uk

• Think mobile and mobile user needs and priorities

• Think what will add value to the user and your organisation

• Relevance, then inspire and differentiate

• Onward action is important

• Empower the decision process

• Get in front of the user and focus on delivering value

Take a different approach …

Mobile Strategy

Mobileweb Company © 2014 mobileweb.co.uk

• Ensure your service works well on a full range of devices

• Make life easy for the mobile user• Create an immediate reference point

• Only deliver relevant content and features

• Minimise page impressions and clicks

• You have less than 5 seconds to make a good impression

First impressions count …

Mobile Strategy

Mobileweb Company © 2014 mobileweb.co.uk

• But, the basics are key

• Optimise to deliver a seamless mobile experience

• Features and functionality enhance services

• Take advantage of device capabilities (click to call, nearest …)

• Deliver mobile focused features (shopping cart, payment …)

• Commercial integration has to be mobile friendly

Features can make a big difference …

Mobile Strategy

Mobileweb Company © 2014 mobileweb.co.uk

Get in front of potential customers …

• Optimise effectively for search

• Device detection and re-direct

• Demonstrate you get mobile

Design is critically important …

• Small does not = poor design

• Deliver consistency

• Must reflect the brand and values

Awareness and Appeal …

Mobile: Best Practice

Mobileweb Company © 2014 mobileweb.co.uk

Usability and features really matter …

• Key features must be accessible & work

• Content and services must be actionable

• Scrolling kills customer experience

Measure everything and refine …

• Measure results and effectiveness

• Develop based on knowledge & insight

Action and Reaction …

Mobile: Best Practice

Mobileweb Company © 2014 mobileweb.co.uk

THINKING MOBILE: make the right choice

S – Strategic

M – Mobile

A – Audience and device Aware (ADA)

R – Relevant

T – Technology agnostic

GET …

THINKING MOBILE: make the right choice

Mobileweb Company © 2014

Sean S. Kellym: +44 7922 818 205e: sean@mobileweb.co.uktwitter: @seanskellyw: www.mobileweb.co.uk

Official partners with

THINKING MOBILE: Get Smart Get Ahead

Mobileweb Company © 2014 mobileweb.co.uk

Slide 3:

Neilsen Global Smartphone insights, 2012

Google stats, 2013

Slide 4:

NBC mobile habit research, 2013

Weve mobile study report, Oct 2013

Image: credit: imgur.com

Slide 5:

Google mobile consumer insights study, 2013

Image: Source: hpmurah2u

Slide 6:

Google eConsultancy research, 2013

Image: Thinkstock/Getty Images

Slide 7:

IBM institute for business value, 2013

Image: Brad Pict/Fotolia.com

Slide 8:

Google Think Insights, 2013

Image: Takebackthebeep.com

Slide 9:

Google Think Insights, 2013

Image: Thomasnet.com

Slide 10

Image: Pumfrey/Getty Images

Slide 11

Image www.bkmag.com

Slide 12

Image theguardian.com

Slide 13

Image: dreamstime.com

Image: Samsung archive

Slide 14

Image: hdwallpapers.in

Image: ciprinside.co.uk

REFERENCES