Contenu connexe Similaire à Conversion Conference: Conversion on Mobile Devices Similaire à Conversion Conference: Conversion on Mobile Devices (20) 2. BabyCenter
#1 pregnancy and parenting site and mobile platform
worldwide
Leadership Trusted Influential Celebrated
• 24MM users in over • Nearly 3x more • Most popular social • 2011 Webby Award
22 markets worldwide trusted than any site for product and People’s Voice
other pregnancy and recommendations Award in the
• 7 out of 10 babies parenting site among new and Family/Parenting
born in the US last expectant moms category
year are BabyCenter • Recommended 2x
babies more often than the • More than 3 out of 4 • 2011 OMMA for Best
next closest moms share the Social Network for the
• Apps Magazine parenting site information they find BabyCenter
named us one of the on BabyCenter with Community
Top 100 apps of 2010 other moms
Sources: Online Parenting Media Landscape Study, May 2010. Research conducted by Decipher and commissioned by
BabyCenter, among U.S. pregnant women and moms with children 0 to 2 years old, age 18+. Internal logs, March 2011.
CDC ,2008. AOL Webby Awards, 2010. 2010 Jack Myers© BabyCenter LLC. Confidential. All rights reserved.
Media Business Report. 2011 Consumer Reports.
Twitter: @sbermo #ConvCon
4. Rapid smartphone adoption
+50% increase in smartphone users, 2010 to 2011
The Fact s:
Nearly 1 in 3 people
in the U.S. have a
smartphone.
Source: the Nielsen company
Source: eMarketer, August 2011
© BabyCenter LLC. Confidential. All rights reserved. Twitter: @sbermo #ConvCon
5. Moms are more mobile than the rest
of us
Q: Do you have a
sm t phone?
ar
Moms are
18% more
likely to have a
smartphone than
the average.
Source: Socratic Mobile Landscape Survey of moms vs. general population
© BabyCenter LLC. Confidential. All rights reserved. Twitter: @sbermo #ConvCon
6. Motherhood is a trigger for mobile
adoption
And redefines what’s important in her phone
Most important smartphone features
BEFORE AFTER
1 Contacts / address book 1 Camera +78%
+78%
2 Text messaging 2 Video camera +167%
+167%
53% 3 Email 3 Apps +67%
+67%
purchased a 4 Internet browser 4 Calendar
smartphone 5 Clock / alarm 5 Internet browser
as a result of 6 Calendar 6 Email
becoming a 7 Voice calling 7 Text messaging
8 GPS / tracking / maps 8 Contacts / address book
mom.
9 Camera 9 Clock / alarm
10 Music player (iPod app) 10 Notes / lists
© BabyCenter LLC. Confidential. All rights reserved. Twitter: @sbermo #ConvCon
8. Email consumption is increasingly
mobile
© BabyCenter LLC. Confidential. All rights reserved. Twitter: @sbermo #ConvCon
9. Mobile email conversion tips
1. Only include links in email that will land on mobile
optimized pages if user is on a mobile device
2. If you don’t have mobile optimized landing pages,
send email early in the week and during the day
3. Avoid the need for horizontal scrolling within emails
on mobile devices
4. Design email for mobile first, then adapt to desktop
5. Consider different conversion metrics, or be sure to
measure user behavior across devices
© BabyCenter LLC. Confidential. All rights reserved. Twitter: @sbermo #ConvCon
10. Mobi l e Web
Conver si on
© BabyCenter LLC. Confidential. All rights reserved.
11. Mobile web situation today
US Online Retail Sector Metrics
Black Friday 2011
Mobile Percentage of 9.84%
Sales
Mobile Percentage of 14.33%
Site Traffic
Mobile Bounce Rate 41.31%
Total Bounce Rate 33.10%
Mobile Conversion Rate 2.78%
Total Conversion Rate 4.57%
Source: IBM Coremetrics Benchmark Reports: Black Friday and Cyber Monday 2011
© BabyCenter LLC. Confidential. All rights reserved. Twitter: @sbermo #ConvCon
12. Mobile web conversion tips
1. If you don’t have a mobile site, consider using
responsive web design to build a single site
http://designmodo.com/responsive-design-examples/
1. Use interstitials to drive email sign-ups and device-
specific app installs
2. With mobile paid search, you may need to be more
vigilant with match types and negative keywords
3. Include a phone number on every mobile web page,
especially if yours is a lead-driven business
4. All critical mobile landing page navigation should fit
in one screen while still allowing space around each
clickable element
© BabyCenter LLC. Confidential. All rights reserved. Twitter: @sbermo #ConvCon
Notes de l'éditeur So we know that moms are ahead of the curve when it comes to mobile, and that it has fundamentally altered her behavior forever. So just why does she love mobile so much more than the rest of us? Why is it her “Valentine”? Let’s talk a look at an mobile web demo of how a mom might conduct this research… She types “child coughing” into Google and gets a summary of search results. BabyCenter is high in search results, and gives her a information specific to her health concern, wherever she is…at the park, in the store or somewhere else.
