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.