MOBILE MARKETING MUSTS. IRCE June 3, 2015

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1 MOBILE MARKETING MUSTS IRCE June 3, 2015

2 OUR PRESENTERS DANIELLE SAVIN DIRECTOR, DIGITAL STRATEGY & DIGITAL MARKETING LYONSCG DAWN TRENSON DIRECTOR OF ECOMMERCE STEVEN ALAN

3 Overview The most effective mobile commerce businesses concentrate on user-first experiences, reflecting an understanding that each , web property, app, push notification, newspaper ad or other touch point contributes to the whole experience for each user. Mobile has only recently exposed this holistic approach, as it s the first time customers can be consistently identified across disparate browsing and buying experiences. In this session you ll learn what user-first design is, gain an understanding of mobile measurement and analytics tools, discover the opportunities in mobile ad deep-linking and more. 3

4 Agenda

5 Agenda 5 Facts, Figures & Benchmarks Mobile Considerations: Getting Started Three Ways Beyond the Desktop Key Takeaways

6 Facts & Figures 6 THE MARKET IS GROWING 178 million people in the US own smartphones 73.6% mobile market penetration The biggest mobile app use growth was in the categories of Lifestyle/Shopping (174%), Utilities/ Productivity (121%) and Messaging/Social Media (103%) AGE MATTERS Smartphones were reported to be the primary device for: 64% of people aged % of people aged Tablets were reported to be the primary device for: 43% of people aged 55+ The average user will check their phone 221 times today for a variety of different intents GOOGLE IS WATCHING Google launched a mobile algorithm update in April 2015 that dings sites not optimized for mobile THE BOTTOM LINE Mobile isn't going away: it is a must-have for your business Know WHO your customers are this will dictate what device to focus on and inform mobile approach (responsive, app, adaptive)

7 What Are Your Customers Doing on Mobile? 7 PRODUCT RESEARCH 47% 39% 65-80% of s are now opened on mobile devices Showrooming Webrooming TRACKED DELIVERY STORE/INVENTORY 28% 22% Delivery Tracking Pick-Up In Store, Geolocate

8 Getting Mobile Right

9 Mobile Considerations Getting Started As online retailers, it is necessary to have a comprehensive plan to go-mobile. Even if your site is mobile, it is important to have an actionable roadmap for improving experience. Here is what you should be considering whether you re launching your brand s first mobile experience, or, optimizing what you have: 9 Design: ü Build up instead of top down for desktop ü Design first for the most constrained screen Usability x Behavior: ü Click vs. Touch: are your CTA s visible and usable? ü If site search drives desktop conversion, search on mobile needs to be obvious and consistent with desktop ü Sorting and filtering can you customers navigate your assortment? Content x Commerce x Checkout: ü Space is limited content should be helpful & relevant ü Provide a visual, seamless experience ü Limit the use of modals and iframes ü Simplify forms to make checkout easier

10 Three Ways Beyond the Desktop

11 App 11 Overview: An app is a piece of software that users download to their mobile devices. It exists independently of a mobile browser and so is therefore not technically considered a website. Advantages: Can be optimized to a device s feature set to provide user-friendly functionality Ex geolocation services from GPS, camera features, Apple Pay User experience can be crafted to intuit and solve most common customer issues specific to the viewing context Some features can be used offline, benefiting users with limited data plans Improved speed/performance vs. standard websites Disadvantages: Distinct user experience can be jarring to customers Must be developed and maintained independently from website Development effort and costs are high Multiple versions will be needed based upon mobile OS and device Must ensure compatibility with OS version through updates Apps are not an acquisition tool and does not produce any SEO health or rankings Examples: Zappos, Walgreens, Home Depot, CNN, Sephora, Gilt

12 Mobile App Examples ZAPPOS 12 WALGREENS HOME DEPOT

13 Mobile App Examples CNN 13 SEPHORA GILT

14 Adaptive Design 14 Overview: Merchant creates different sites for different devices. Experience is fast since the server only sends the browser information necessary to render on the device being used. Advantages: Can tailor different experiences for different devices based on customer intent (Device library will serve up different user experience based on the callout) Pages load faster vs. RWD since the server is detecting device, browser, and OS and sending only relevant assets Fewer design limitations and can be optimized to the device s feature set Does not require rebuild of existing site, can be bolted on Disadvantages: Higher cost and complexity of development two or more sites to create vs. only a single site Higher cost of maintenance due to the upkeep of devise library (it s like maintaining multiple sites) Inconsistent user experience across devices may frustrate users and make content difficult to find SEO may suffer if using multiple URLs ( Google does not prefer this type of design) (Workaround - With dynamic serving, a single URL for all sites is possible, so SEO is preserved) Keep In Mind: Works best for media-rich websites, large e-commerce companies with large budgets, and businesses whose users have different intents for content by device Site Examples: American Airlines, Target

15 Adaptive Design Example: American Airlines DESKTOP 15 SMARTPHONE

16 Adaptive Design Example: Target 16 DESKTOP SMARTPHONE

17 Responsive Design 17 Overview: Merchant creates one site experience that will render on all devices based on resolution break points. Experience can be slower since the server sends all information to the browser, which then only renders what is appropriate. Advantages: Most consistent user experience and consistent branding across devices Least expensive, time to market and no additional resource needed for upkeep Device independence through fluid layouts no need to maintain a library of devices, browsers, and browser versions Single URL with no redirects, SEO and link authority are preserved (the approach favored by Google and Bing) Weaknesses: Suboptimal performance (pages load slower) due to all assets being downloaded first whether used or not More design constraints sacrificing features and functionality to make the best experience across screens Does not necessarily support older browsers and devices Keep In Mind: Mobile First - Design from small to large device. Site Examples: Vineyard Vines, Tory Burch, Kiehl s, The Onion

18 Responsive Design Example: Vineyard Vines DESKTOP 18 SMARTPHONE

19 Responsive Design Example: Tory Burch DESKTOP 19 SMARTPHONE

20 Responsive Design Example: Kiehl s DESKTOP 20 SMARTPHONE

21 Responsive Design Example: The Onion DESKTOP 21 SMARTPHONE

22 Key Takeaways 22 Analytics x Testing: ü Tracking by device type ü Understanding the checkout funnel by device ü Test, test and test again Marketing: ü make sure that s are optimized for mobile viewing ü Geolocation: especially important for multichannel retailers, enabling Google Places ü Social Media, user generated content ü Non-desktop paid search Consistency: ü Saved shopping cart, Wishlist, Gift Registry ü One experience across devices ü All desktop payment methods should be accepted on mobile

23 THINK MOBILE

24 Questions?

25 Thank You LYONSCG is a premier ecommerce digital agency that empowers retailers, branded manufacturers and B2B merchants to realize their full ecommerce potential through strategy, design, technology and marketing services. SUBMITTED BY Lyons Consulting Group, LLC 20 N. Wacker Drive, Suite 1750 Chicago, IL P: F: P: Danielle Savin Director, Digital Consulting Services P: E: dsavin@lyonscg.com Dawn Trenson Director of Ecommerce, Steven Alan P: E: mdeming@lyonscg.com