Optimizing the Mobile Experience
by Brian Egerup Kjærulff CEO & CO-founder, Mobtimizers
linkedin.com/in/brianegerup
Clients
Visibility EngagementStrategy Insights
What We Do
Future for Mobile
of media consumption will be mobile by 2019
Source: Widespace
70%
Mobile Challenge #1
What is the optimal budget allocation for mobile?
Mobile Challenge #2
Why invest in mobile, when conversions rates are underperforming?
Mobile Challenge #3
Is our organisation agile enough to handle mobile?
Mobile Challenge #1
What is the optimal budget allocation for mobile?
Lack of Mobile Investments
Only 5% of marketing budget is used on mobile
Source: SMOX - research by MMA (Mobile Marketing Association)
Mobile Campaigns Are More Effective Throughout Funnel
1.9 x (Device awareness, AT&T)
1.7 x (Good for travel, MasterCard)
1.9 x (Back to school food, Walmart)
1.8 x (Home brewed, Gold Peak)
1.8 x (Home brewed, Gold Peak)
Awareness
Image
Purchase Intent
Foot Traffic
Sales
Mobile Advertising - Estimated ROI Index by Medium (January-February)
Source: SMOX - research by MMA (Mobile Marketing Association)
50
100
150
200
TV Overall OOH (Includes Cinema) Digital Video Mobile
199
61
21
118
Advertising ROI indexed to Total Campaign ROI
Overall index: 100
Sales Contribution due to Mobile
of sales
of budgets4%
8%
Optimal Mobile Budget Allocation
Source: SMOX - research by MMA (Mobile Marketing Association) Calculations are based on total marketing spend, not digital alone.
The optimal spend for mobile is between 8-16%
Location Time of dayFormatCreative
Optimize Your Mobile Campaign ROI
Source: SMOX - research by MMA (Mobile Marketing Association)
Banner vs. Video
6.5 X
TV vs. Mobile Video
4.5 XLocation re-targeting
vs. proximity targeting
2.5 X
Day of week vs. time of day
13 X
Creative vs. different segments
7 X
Optimize Your Mobile Investment
Source: SMOX - research by MMA (Mobile Marketing Association)
Optimization area ROI Upside (based on SMOX)
Total
1. Optimize by Format
2. Leverage Location Targeting
3. Leverate Context Targeting
4. Build on Creative
(display size, audio, video, native, social)
(audience, proximity targeting & role of creative)
(time of the day, day of the week)
(AB testing, relevance by target group)
20% - 40%
20%+
20%+
40% - 60%
100% - 160%
Optimal Mobile Spend With Optimized Creative, Format, Location, Time of day
Source: SMOX - research by MMA (Mobile Marketing Association)
The optimal spend for mobile is between 20-30%
Mobile Challenge #2
Why invest in mobile, when conversions rates are underperforming?
Benchmarking Ecommerce Conversion Rates (Global: Q4 2015)
Source: 2015 EQ3 Monetate Ecommerce Quarterly Report
Device Desktop:
Tablet: Smartphone:
Conversion Rate 3.5% 3.2% 1.4%
Ecommerce Conversion Rates - Global and Projected
Source: 2015 EQ3 Monetate Ecommerce Quarterly Report
0%1%2%3%4%5%6%7%8%9%
10%
Q3 2014 Q2 2015 Q1 2016 Q3 2016 Q1 2017 Q4 2017 Q2 2018 Q1 2019 Q3 2019 Q1 2020
Global Global projected
Desktop
Ecommerce Conversion Rates - Global, US, UK Projected
Source: 2015 EQ3 Monetate Ecommerce Quarterly Report
0%1%2%3%4%5%6%7%8%9%
10%
Q3 2014 Q2 2015 Q1 2016 Q3 2016 Q1 2017 Q4 2017 Q2 2018 Q1 2019 Q3 2019 Q1 2020
Global US UK
Desktop
Benchmarking Ecommerce Conversion Rates
0%
0,5%
1%
1,5%
2%
Smartphone Global Conversion Rates Mobile Conversion Rate
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Average Conversion Rate: 0.33%
Global Conversion Rate Average: 1.22%
(27% af benchmark)
Source: Google Analytics, Illustrative dataAlso data from 2015 EQ3 Monetate Ecommerce Quarterly Report
Mobile Revenue Potential
0DKK
150.000DKK
300.000DKK
450.000DKK
600.000DKK
Potential Revenue if following global benchmark Actual Revenue
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Source: Google Analytics, Illustrative dataAlso data from 2015 EQ3 Monetate Ecommerce Quarterly Report
Mobile Challenge #3
Is our organisation agile enough to handle mobile?
A Mobile Experience Should Be…
• Personal
• Contextual
• Timely
Personal, Contextual and Timely
P
C
T
P
T
C
Source: COOP Medlem Push Project
Effect Measurement: Personal Push vs Generic Push
0
100
200
300
400
Personal message Generic message
267,39
333,63
Increased Sessions per 1.000 Push Messages
~25% better performance
Source: Google Analytics Data Analysis of Push Effect
Multichannel Marketing Automation and Other Tools
• Mobile Web Push and App Push platforms
• Rapid App Development and app management Platforms
• Personalization and A/B Testing tools
• Free tools. e.g Google Play Experiments
Dedicated Mobile Web Push and App Push platforms
App Preview Video, increased performance / downloads with ~13%
App Preview Video Implementation
Video Experiments in Google Play Store
Source: Google Play Experiments
To-Do List
• Allocate 8-15% (20-30% when optimized) of marketing budget towards mobile
• Build business cases for mobile investments
• Find agile partners and technologies
• Be personal, contextual and timely
Get in Touch
linkedin.com/in/brianegerupmobtimizers.com
@mobtimizersDownload “Mobilstrategi” ebook on mobtimizers.com
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