Optimizing the Mobile Search Experience
Transcript of Optimizing the Mobile Search Experience
Adam FigueiraProduct Marketing Manager
Optimizing the Mobile
Search Experience
Tuesday, October 2, 12
Customers’ expectations for relevance are only growing
Meanwhile
customer expectations
abilityto deliver
Time
Relevance Gap
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What is Mobile Search?
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Attract vs. Convert‣ Optimization doesn’t end with the
SERP or landing page
‣ Unify the pre- and post-click
experiences
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‣ Companies focus on translating the
website experience to mobile devices
‣ Assume that experience was good
‣ Emphasis on usability
Usable isn’t Useful
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It’s all just French
Une page d'atterrissage générique qui ne tient pas
compte de ses utilisateurs et de leur contexte sera
toujours inutile, même après que vous le rendre utilisable.
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‣ If you don’t convert on the landing page…
‣ Watch your links
‣ Keep messaging consistent
Follow the Scent Trail
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Keep it Pithy
‣ Grab attention quickly
‣ Short & Sweet “Tweet”
‣ Headlines really matter
‣ Use urgency
John Len!on
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Be Responsive‣ Larger navigation
‣ Finger-friendly swiping
‣ No “onHover”
Mobile Smart Bar
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‣ Nobody really has the definitive answers
‣ Use a tool designed for the purpose
‣ Use a resource
‣ Don’t be afraid to be daring
test, test, TEST
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Useful
Know What’s Important
Consistent
Value-driven
Short & Sweet
Contextual
Usable/Responsive
Tested
Checklist✓✓
✓✓✓✓✓✓
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‣ Analysis of +100 m experiences
‣ Monetate.com/EQ
‣ New versus returning
‣ Referral traffic
‣ Mobile
‣ Demographics
‣ Shopping cart activity
eCommerce Quarterly
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