Bridget Randolph Driftrock MeetUp
-
Upload
distilled -
Category
Technology
-
view
839 -
download
2
description
Transcript of Bridget Randolph Driftrock MeetUp
![Page 1: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/1.jpg)
BRIDGET RANDOLPH
5 Ways Your Mobile Strategy
Is Losing You Money
![Page 2: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/2.jpg)
DID YOU
KNOW…
![Page 3: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/3.jpg)
that 57%
of users
won’t recommend a business with a poorly designed mobile site?
@BridgetRandolphSource
![Page 4: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/4.jpg)
or that 40%
have turned to a competitor’s site
after a bad mobile experience?
@BridgetRandolphSource
![Page 5: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/5.jpg)
MOBILE IS
HUGE.
![Page 6: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/6.jpg)
already a
basic
requirement
@BridgetRandolph
![Page 7: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/7.jpg)
for any
online brand.
@BridgetRandolph
![Page 8: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/8.jpg)
and it’s
sjust getting
BIGGER.
![Page 9: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/9.jpg)
by 2017,
85% of the world’s population
will have 3G coverage.
@BridgetRandolphSource: Ericsson Mobility Report
![Page 10: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/10.jpg)
Facebook’s Internet.org initiative
![Page 11: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/11.jpg)
mobile in 2012 was
12x the size of
the entire internet in 2000
@BridgetRandolphSource: Cisco's Global Mobile Data Traffic Forecast Update
internet in year 2000
mobilein
2012
![Page 12: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/12.jpg)
@BridgetRandolphSource: Ericsson Mobility Report (pg. 10)
20002001
20022003
20042005
20062007
20082009
20102011
20122013
20142015
20162017
20180
20
40
60
80
100
120
140
160Mobile Data Usage
12x growth in 12 years
12x growth in 6 years
2013
![Page 13: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/13.jpg)
so businesses need to be
mobile-friendly.
@BridgetRandolph
![Page 14: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/14.jpg)
the
problem is,
@BridgetRandolph
![Page 15: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/15.jpg)
people are doing it
WRONG.
@BridgetRandolph
![Page 17: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/17.jpg)
BRIDGET RANDOLPH
5 Ways Your Mobile Strategy
Is Losing You Money
![Page 18: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/18.jpg)
BRIDGET RANDOLPH
(…and what you can do about it)
![Page 19: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/19.jpg)
1
![Page 20: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/20.jpg)
you don’t have a
mobile-friendly website
![Page 21: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/21.jpg)
only
70% of the
top 20 UK retailers have a mobile-friendly website.
@BridgetRandolphSource: Econsultancy
![Page 22: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/22.jpg)
small businesses are even
less likely to have a mobile-friendly web presence.
@BridgetRandolph60% of small businesses have websites;
only half of these are mobile-friendly.
![Page 23: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/23.jpg)
and still
more businesses
create a mobile site and forget about it.
@BridgetRandolph
![Page 24: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/24.jpg)
where your online
customers primarily
interact with you@BridgetRandolph
![Page 25: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/25.jpg)
and remember our stats from before…
@BridgetRandolph
![Page 26: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/26.jpg)
57% of users
won’t recommend a business with a poorly designed mobile site
@BridgetRandolphSource
![Page 27: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/27.jpg)
and 40%
have turned to a competitor’s site
after a bad mobile experience
@BridgetRandolphSource
![Page 28: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/28.jpg)
But mobile only matters when you’re on the go,
right?
typical CEO
@BridgetRandolph
![Page 29: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/29.jpg)
77% of mobile searches happen near a PC
Source: Google Databoard
![Page 30: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/30.jpg)
if you don’t have a mobile-friendly website, you’re leaving money on the table.
@BridgetRandolph
![Page 31: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/31.jpg)
FIX: make your website
mobile-friendly
@BridgetRandolph
![Page 32: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/32.jpg)
it’s not as hard as you might think.
@BridgetRandolph
![Page 33: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/33.jpg)
3 main
approaches
@BridgetRandolph
![Page 34: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/34.jpg)
• responsive– rearranges the layout
• dynamic serving– serves different HTML on same URL
• separate mobile subdomain– e.g. m.domain.com
@BridgetRandolph
![Page 35: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/35.jpg)
responsive
![Page 36: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/36.jpg)
separate mobile site
![Page 37: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/37.jpg)
Click icon to add picture
dynamic serving: a cross between the two
![Page 38: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/38.jpg)
choose
an approach based on
@BridgetRandolph
![Page 39: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/39.jpg)
your goals and technical
capabilities@BridgetRandolph
![Page 40: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/40.jpg)
your
users’ needs.
@BridgetRandolph
![Page 41: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/41.jpg)
we did a flowchart for our Best Practice Guide
http://www.distilled.net/training/mobile-seo-guide
![Page 42: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/42.jpg)
for a
small business with a
small website…
@BridgetRandolph
![Page 43: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/43.jpg)
…I’d usually recommend using
a responsive template,
@BridgetRandolph
![Page 44: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/44.jpg)
and a WYSIWYG
CMS (like Wordpress).
@BridgetRandolph
![Page 45: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/45.jpg)
individual Wordpress themes
• Designfolio (from PressCoders): free, or $79 with support licence.
• Standard: $49 or $99 with support licence.• Responsive (from CyberChimps): free.
premium Wordpress theme providers
• Elegant Themes: ~$40/year with full support.• WooThemes: free-$70.
@BridgetRandolph
![Page 46: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/46.jpg)
or, if you don’t want to use Wordpress:
• SquareSpace: from $8/month (for the most basic service).
• Wix: around $10/month.
@BridgetRandolph
![Page 47: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/47.jpg)
for a larger business
with a larger website,
@BridgetRandolph
![Page 48: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/48.jpg)
dynamic serving based on
user agent.
@BridgetRandolph
![Page 49: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/49.jpg)
does it work?
@BridgetRandolph
![Page 50: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/50.jpg)
case study: O’Neill Clothing
![Page 51: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/51.jpg)
RESULTSon iPhone/iPod
conversions increased by 65.71%.transactions increased by 112.5%.
revenue increased by 101.25%.
on Android devicesconversions increased by 407.32%.transactions increased by 333.33%.
revenue increased by 591.42%.
@BridgetRandolphSource
![Page 52: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/52.jpg)
final point to
remember:
@BridgetRandolph
![Page 53: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/53.jpg)
a mobile-friendly
website is
NOT a strategy.
@BridgetRandolph
![Page 54: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/54.jpg)
it’s just the
starting point.
@BridgetRandolph
![Page 55: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/55.jpg)
2
![Page 56: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/56.jpg)
you’re making
technical SEO mistakes
![Page 57: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/57.jpg)
why does technical SEO matter?
@BridgetRandolph
![Page 58: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/58.jpg)
Google’s mobile index
![Page 59: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/59.jpg)
responsive design?
@BridgetRandolphSEO of Responsive Design by Kristina Kledzik
![Page 60: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/60.jpg)
You don’t need to do anything extra.
@BridgetRandolph
![Page 61: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/61.jpg)
what if I can’t use a responsive design?
@BridgetRandolph
![Page 62: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/62.jpg)
dynamic serving
Vary HTTP header http://goo.gl/km1qcZ
@BridgetRandolph
![Page 63: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/63.jpg)
separate URLs
There are
several areasto look at.
@BridgetRandolphA Checklist for Optimizing Your Mobile Site
![Page 64: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/64.jpg)
redirects
• redirect mobile users on www. most relevant mobile page
• redirect desktop users on m. most relevant desktop page
• allow users to override
@BridgetRandolph
![Page 65: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/65.jpg)
![Page 66: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/66.jpg)
![Page 67: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/67.jpg)
“switchboard tags”for duplicate content
on the desktop page:
<link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1" >
on the relevant mobile page:
<link rel="canonical" href="http://www.example.com/page-1" >
@BridgetRandolph
![Page 68: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/68.jpg)
site speed
• 2-3 sec is recommended• needs to be less than 5 sec
Google PageSpeed Insights tool can help
@BridgetRandolph74% of users would bounce after waiting 5 sec
![Page 69: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/69.jpg)
unsupported technology
• don’t use Flash!
@BridgetRandolph
![Page 70: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/70.jpg)
I wrote a whole blog post about it.
http://moz.com/blog/how-to-optimize-a-mobile-site
@BridgetRandolph
![Page 71: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/71.jpg)
and don’t forget about
testing@BridgetRandolph
![Page 72: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/72.jpg)
have you visited your site on a mobile?
@BridgetRandolph
small steps: testing
![Page 73: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/73.jpg)
USE Litmus – website testing Qualaroo – user surveys CrazyEgg – heat maps Optimizely – split testing
@BridgetRandolph
![Page 74: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/74.jpg)
3
![Page 75: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/75.jpg)
your permission-based marketing
isn’t mobile-friendly
![Page 76: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/76.jpg)
it’s not just about the content ON your website.
@BridgetRandolph
![Page 77: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/77.jpg)
social media
@BridgetRandolph
![Page 78: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/78.jpg)
social
is a huge
channel for mobile.
@BridgetRandolph
![Page 79: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/79.jpg)
4 out of every 5people who use Facebook
daily access it on a mobile device
@BridgetRandolph
![Page 80: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/80.jpg)
social marketing
ISmobile marketing.
@BridgetRandolph
![Page 81: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/81.jpg)
@BridgetRandolph
![Page 82: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/82.jpg)
anything you want to get shared has to work on a mobile
…even if it’s an MVP.
@BridgetRandolph
![Page 83: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/83.jpg)
FIXmake your social content
mobile-friendly
@BridgetRandolph80% of Facebook and Twitter’s daily users are accessing the app from a mobile device
![Page 84: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/84.jpg)
@BridgetRandolphhttp:www.distilled.net/training/mobile-seo-guide
![Page 85: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/85.jpg)
FIXmake sure your social share
buttons work on mobile
@BridgetRandolph
![Page 86: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/86.jpg)
email marketing
@BridgetRandolph
![Page 87: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/87.jpg)
62% of e-mails are
opened on mobile devices.
@BridgetRandolphSource: US Consumer Device Preference Report (Q2 2013)
![Page 88: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/88.jpg)
email marketing
IS mobile marketing.
@BridgetRandolph
![Page 89: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/89.jpg)
@BridgetRandolph
![Page 90: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/90.jpg)
FIXuse mobile-friendly email
templates
@BridgetRandolph
![Page 91: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/91.jpg)
@BridgetRandolph
![Page 92: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/92.jpg)
USE• Campaign Monitor
• MailChimp
@BridgetRandolph
![Page 94: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/94.jpg)
4
![Page 95: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/95.jpg)
you’re overcomplicating
the checkout process
![Page 96: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/96.jpg)
smarter checkout paths
@BridgetRandolph
![Page 97: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/97.jpg)
Could it be the case that mobile is simply more of a
research platform?
Commenter on a blog post
@BridgetRandolph
![Page 98: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/98.jpg)
My cellphone isn't for buying, fb, amazon - it's just
a phone (or gps) :)
Commenter on a blog post
@BridgetRandolph
![Page 99: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/99.jpg)
WRONG.
@BridgetRandolph
![Page 100: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/100.jpg)
in the retail industry, mobile spend was expected to be
15% by the end of 2013.
@BridgetRandolph
![Page 101: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/101.jpg)
![Page 102: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/102.jpg)
smarter
conversion paths
for mobile.
@BridgetRandolph
![Page 103: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/103.jpg)
KISS.
![Page 104: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/104.jpg)
KeepItSimpleStupid.
@BridgetRandolph
![Page 105: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/105.jpg)
FIXlink the form fields to the correct keyboard
@BridgetRandolphSmashing Mag article about touch keyboards
![Page 106: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/106.jpg)
@BridgetRandolphimage source
![Page 107: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/107.jpg)
for phone number fields:
<input type="tel" />
for a numeric keyboard, use this:
<input type="text" pattern=“\d*" novalidate />
for any email fields, use this:
<input type="email" />
to disable autocorrect:
<input type="text" autocorrect="off" />
@BridgetRandolphCheat sheet from Baymard
![Page 108: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/108.jpg)
FIXonly ask for information
which is essential to complete the transaction
@BridgetRandolph
![Page 109: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/109.jpg)
example: Amazon 1 Click
![Page 110: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/110.jpg)
example: Argos
![Page 111: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/111.jpg)
FIXkeep people logged in long-term
@BridgetRandolph
![Page 112: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/112.jpg)
thinking bigger biometric tech
@BridgetRandolph
![Page 113: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/113.jpg)
example: Apple Store
![Page 114: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/114.jpg)
FIXdon’t neglect microconversions
@BridgetRandolph
![Page 115: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/115.jpg)
…like
social shares and
email signups@BridgetRandolph
![Page 116: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/116.jpg)
5
![Page 117: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/117.jpg)
you’re not tracking
cross-device and cross-channel
![Page 118: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/118.jpg)
track the
person,
not the device
@BridgetRandolph
![Page 119: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/119.jpg)
PROBLEM:tracking each visit separately
isn’t accurate
@BridgetRandolph
![Page 120: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/120.jpg)
Click icon to add picture
![Page 121: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/121.jpg)
Visit-Based Tracking
![Page 122: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/122.jpg)
User-Based Tracking
![Page 123: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/123.jpg)
user-based tracking:
tracking each step of the
customer journey
@BridgetRandolph
![Page 124: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/124.jpg)
FIXset up Universal Analytics
@BridgetRandolph
![Page 125: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/125.jpg)
(how does it work?)
@BridgetRandolph
![Page 126: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/126.jpg)
but all of these are
just examples
![Page 127: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/127.jpg)
the point really is…
![Page 128: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/128.jpg)
stop treating mobile
as a separate channel
![Page 129: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/129.jpg)
77% of
mobile searches
happen near a PC@BridgetRandolphSource: Google Databoard
![Page 130: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/130.jpg)
![Page 131: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/131.jpg)
in some ways, it’s just
another ‘browser’.
@BridgetRandolph
![Page 132: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/132.jpg)
finaltakeaways
![Page 133: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/133.jpg)
you need a mobile-friendly website
@BridgetRandolph
![Page 134: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/134.jpg)
if it’s a separate website,
remember to check the technical stuff
@BridgetRandolph
![Page 135: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/135.jpg)
always test your site
across devices
@BridgetRandolph
![Page 136: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/136.jpg)
permission-based marketing needs to be mobile-friendly too
@BridgetRandolph
![Page 137: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/137.jpg)
make mobile checkout EASY
@BridgetRandolph
![Page 138: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/138.jpg)
track people, not devices
@BridgetRandolph
![Page 139: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/139.jpg)
mobile isn’t separate
anymore.
![Page 141: Bridget Randolph Driftrock MeetUp](https://reader038.fdocuments.net/reader038/viewer/2022103000/554bb0e7b4c905b3618b5947/html5/thumbnails/141.jpg)
image credits
girl on couch: http://images.smh.com.au/2013/07/27/4608179/Dan-20130727185724263940-620x349.jpg
baby of Obama/Chewbacca morph: http://www.morphthing.com/baby/3532403-Baby-of-Barack-Obama-and-Chewbacca
KISS: http://s3.amazonaws.com/rapgenius/filepicker/HTUUgGMnQ4CgAJoOKb0w_kiss.jpg
multi-device path to purchase: http://marketingland.com/study-90-percent-use-multiple-screens-throughout-the-same-day-20386
mobile overtaking desktop graph: ComScore study; image credit http://static1.businessinsider.com/image/4fda47c569beddef0b000003-960/comscore-mobile-users-desktop-users-2014.jpg