Optimizing the Mobile Search Experience

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Adam Figueira Product Marketing Manager Optimizing the Mobile Search Experience Tuesday, October 2, 12

Transcript of Optimizing the Mobile Search Experience

Adam FigueiraProduct Marketing Manager

Optimizing the Mobile

Search Experience

Tuesday, October 2, 12

. . . of websites are one-size-fits-all

98%The problem . . .

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Customers’ expectations for relevance are only growing

Meanwhile

customer expectations

abilityto deliver

Time

Relevance Gap

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How many different versions of your mobile site do you have??

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What is Mobile Search?

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SERP

What is Mobile Search?

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MobilitySERP

What is Mobile Search?

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What is Mobile Search?

38.944500 / -77.455800

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MobilitySERP

What is Mobile Search?

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Mobility QuerySERP

What is Mobile Search?

“Help!”

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What is Mobile Search?

ExactlyNike  Livestrong  Free  4.0  Mens  Running

Just Browsing...Nike

ApproximatelyNike  Livestrong  Running

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Mobility Query

Device Behavior

SERP

What is Mobile Search?

“Help!”

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Location

Mobility Query

Device Behavior

SERP

What is Mobile Search?

“Help!”

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It’s Not About the

DeviceTuesday, October 2, 12

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Person vs. Circumstances

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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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Usable

Doesn’t Mean

UsefulTuesday, October 2, 12

‣ 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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Is your regular website good?

Is your mobile website good??

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Usable

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Useful

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Making the Mobile Search Experience

UsefulTuesday, October 2, 12

Evolve

‣ Out of the SERP and onto the site ‣ Move Beyond the basics

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What’s Important?

iPhone

“Discount Pants”

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1-mile from outlet

“Nike”

What’s Important?

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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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Deliver Value

Branded / Returning Customer Non-Branded / New Customer

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Why Us? Why Us

Now? ✓Tuesday, October 2, 12

Keep it Pithy

‣ Grab attention quickly

‣ Short & Sweet “Tweet”

‣ Headlines really matter

‣ Use urgency

John Len!on

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Be Contextual ‣ Actual‣ Proximity

Home Competition

Store

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Dulles Airport

“Pizza at O’Hare”

What’s Important?

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Keep It Simple

‣ Mobile isn’t Tablet

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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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