Post on 03-Feb-2022
Mobile and Website
Conversion Optimisation
Strategies
Optimise Your Marketing for a
Multi-Device World
Kestrel Lemen
Marketing Strategist, Bronto Software
@KestrelBird
• The state of things: consumers, multi-device
• Identifying your most important messages
• Understanding responsive design
• Why it all must work together
Let’s drive more conversions!
• Increased Options
• Higher Expectations
• Technology Savvy
• Multiple Channels
Used Simultaneously
• More Sophisticated
About Finding Deals
The “New” Customer
Marketers who aren’t aware of what gets their
audience’s attention or how they view
messages will experience declines in response
rates and weakened customer relationships.
In a Multi-Device World Keep up with the times
Identifying the most important
messages you send
Timely
Targeted
Valu
able
The Welcome Series Getting things started right
Continue the series
The Welcome Series Getting things started right
The Welcome Series Getting things started right
• 60x higher RPE
• AOV 20% higher
Pro tip: Make the series dynamic based on contact
preferences. Tell your brand story.
The Welcome Series Getting things started right
Abandoned cart Retargeting that works
Abandoned cart Retargeting that works
Subject Line:
Oops! Can we help with anything?
Abandoned cart Retargeting that works
SL:
Complete your checkout
before it’s too late
Abandoned cart Retargeting that works
SL: 10% off your next order!
Abandoned cart Retargeting that works
Revenue Per Email is
19x greater then the average
message
Pro tip: Christmas coming up?
Put a bow on it!
Transactional Messages More than meets the eye
Transactional
Messages More than meets the eye
Transactional Messages
More than meets the eye
• 1600% increase in transactional message revenue
Pro tip: Use personalized recommendations to spur interest
in the next purchase
How can you make these messages
even more effective?
• One third of UK site traffic now comes from smartphones
or tablets
• Brits spend more time online than any other European
country
• 55+ is 20% of the online population
• Last year 1 in 5 Brits used their smartphone to purchase
• 23% of all online retail sales were from a mobile device
during Q2 2013
Responsive design Design once for multiple displays
Desktop Mobile
Responsive design Design once for multiple displays
Responsive design Design once for multiple displays
Responsive design Design once for multiple displays
Responsive design
+
Your most important messages
=
More conversions
How do we really drive conversions?
• Know your audience and what they are
expecting from you.
• Know the messages that provide the highest ROI.
• Make it easy to read the message, regardless of
device. Remove all barriers.