[webinar] how to incorporate mobile into your marketing strategy

@chrisgoward @unbounce #unwebinar

Chris Goward

Founder and CEO

WiderFunnel

How to Incorporate Mobile Into Your Marketing Strategy

Thank you for joining us!We’ll be starting in just a few minutes.

Ryan Engley

Director of Customer Success

Unbounce

The slides will be emailed by the

end of the week.

try.unbounce.com/for-mobile-strategy

Stick around after

the UnwebinarSee how Unbounce can help you quickly

build and publish targeted landing pages

(without having to code)

@ryan_engley @unbounce #unwebinar

Join our chat on Twitter

Ryan Engley

Director of Customer Success

Unbounce


Join our chat on Twitter

Chris Goward

Founder and CEO

WiderFunnel


How to

Incorporate Mobile Into

Your Marketing Strategywith @chrisgoward


Super Bowl ad related searches in the US rose:

• 200% on desktop

• 970% on tablets

• 2,700% on smartphones

Source: Super Bowl MVP: The mobile device - Google Mobile Ads Blog



Source: IT in the Toilet, http://mobile.smashingmagazine.com/2013/01/18/assumptions-about-mobile-to-reconsider/

Contant Contact, http://www.bizreport.com/2013/08/study-people-delete-emails-that-dont-render-on-mobile.html

52% of Americans say their phone

is their primary email device.

70% use their phones in the bathroom.


Value Proposition: Is their

mobile app legible on

mobile?

Clarity: Tiny Text and

column too wide to zoom


40% will click another search result

if a site’s not mobile friendly.

Source: Icebreaker Consulting, http://www.vocus.com/blog/50-mobile-search-stats-and-why-you-should-care/

Mobile is

Important!


But, what is mobile?

. . .and maybe

When most marketers think of mobile. . .

Reality


Is this a mobile device?


What about this?


And this?


Stop thinking

phone vs. desktop(and tablets, maybe)


Mobile is a state of being.

Not just a type of device.


Mobile is all about context


Relevance: Mobile version

focuses on appropriate CTA


Relevance: New, mobile-

specific location CTA


0

2

4

6

8

10

12

2000 2013 Goldfish

Attention Span Shrinkage

12.0

8.0

9.0


You have less than 8 seconds

Still wondering if optimization is important?


Ads are gone!


Impossible

shopping UX


100% of mobile shoppers

will not do the impossible

No CTAs for mobile?


Let’s Not Panic.


Mobile Optimization Is...

Persuasion Marketing



Experience Design




Experience Design

Scientific Method

Mobile

Optimization



New Challenges

• Screen sizes

• Environment

• Speed

• Diverse OSs

• New (Non-mouse) UI

• Attention span

• Intention

• Attribution


New challenges require new solutions.

Which means opportunity for you!

Relevance: New, mobile-

specific UX


The best mobile UXs are

still being discovered.

A

B

C

6.8% Lift

--

1.5% Lift

A

B

C

D 7.9% Lift

6.8% Lift

--

1.5% Lift


You Should Test That!


Good News!

The process for optimizing mobile

is the same as for non-mobile.

Only the hypotheses are different.

Phase 1 - Conversion Optimization Strategy Phase 2 - LIFT™ and Testing

The WiderFunnel System™

• Monthly mystery box of toys

• E-commerce subscription model

• Huge social fan base

Goal

• Lift subscribers and profit


A B C 7.7% 0.6%

A B C 14.1% 8.9%


Social Proof works For this audience and context!

0.0% Conversion Rate


How do you know what to test?

Use Framework Thinking.

“The most serious mistakes are not

being made as a result of wrong answers.

The truly dangerous thing is

asking the wrong question.”—Peter Drucker

The LIFT Model™

(Note: For more info, google “WiderFunnel Lift”)

AnxietyDistraction

RelevanceClarity

Urgency

Relevance: Page does not

match “cases”

Distraction: Too much space

for tabs

Clarity: Type spills off page and

only says “5”

Clarity: Compelling image and

video

Clarity: Search is an odd default

tab

Clarity: No product info above

the fold

Distraction: Video opens in

new window


And those aren’t their biggest problems...

Distraction: 12 product options

is too many!

Clarity: No product option

differentiation

Clarity: Add to Cart far down

the page

Anxiety:

The page is gone!

Distraction: Product info

on a separate page


Distraction: Video opens in new

window

Distraction: Too much space used

for tabs

Relevance: Page does not match

“cases”

Clarity: No product info above the

fold

Distraction: 12 product options is

too many

Clarity: Search is an odd default

tab

Embed video or replace with

image

Reducing tabbed navigation height

design

Adding “cases” to headline to

match incoming keywords

Replace image with value

proposition

Focus on most important products

Begin on product tab or remove

tabs

Turn problems

into hypotheses

…will lift sales

Weakness Strength



Mobile optimization must be integrated


There is no “mobile user”

Your mobile users ARE your desktop users


“People aren’t distinguishing what they’re doing

on different screens, so advertisers should be

more agnostic about where they reach the user.”

— Nikesh Arora, Chief Business Officer, Google


Mobile

Tests

Desktop

Tests

InsightInsight

• Great content site

• Millions of daily organic visitors

• Affiliate revenue model

Goals

• Reduce CTA pixel space

• Maintain or increase revenue


A B C 1.7% 13.3%

A B C 16.3% 13.4%


Want to learn more?


Enter to win a FREE copy:www.WiderFunnel.com/mobile-unwebinar

Download a free chapter at:

www.YouShouldTestThat.com


We partner with high traffic companies

for high impact optimization.

• Conversion optimization strategy, design, copywriting & testing

• Every WiderFunnel LIFT System™ client has 400% to 1500% ROI

• For more info, email [email protected]

Become an Unbounce Partner

go.unbounce.com/partner-info