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Presented by richard banfield Why Mobile will Either Make or Break Your Business #convCon @

Conversion Conference: Why Mobile Matters

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More people are shopping and doing business on mobile devices than ever before. The burgeoning market of smartphones, tablets and phablets combined with increasingly faster network speeds has led to the prediction that mobile devices will surpass desktop devices for browsing, shopping and connecting online by 2015. Last year alone, mobile payments increased by 190% -- a stastistic that will seem tiny when compared to 2013 growth. Are you prepared to satisfy these mobile bound customers? Your answer to this critical question may determine whether your business is going to thrive or dive over the next five years.

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Page 1: Conversion Conference: Why Mobile Matters

Presented by

richard banfield

Why Mobile will Either Make or Break Your Business

#convCon@

Page 2: Conversion Conference: Why Mobile Matters

look around

Page 3: Conversion Conference: Why Mobile Matters

look around

Page 4: Conversion Conference: Why Mobile Matters

look around

Page 5: Conversion Conference: Why Mobile Matters

great product

lovely biz model

awesome ux

#convCon

Page 6: Conversion Conference: Why Mobile Matters

why is

seeing the

signal so

hard

#convCon

Page 7: Conversion Conference: Why Mobile Matters

focus makes

us seem

smarter

#convCon

Page 8: Conversion Conference: Why Mobile Matters

we get

deeply

invested

#convCon

Page 9: Conversion Conference: Why Mobile Matters

we do not see

the wood for

the trees

Page 10: Conversion Conference: Why Mobile Matters

we will

have less

time to

decide

#convCon

Page 11: Conversion Conference: Why Mobile Matters
Page 12: Conversion Conference: Why Mobile Matters

how do you

plan for an

unknown

future

#convCon

Page 13: Conversion Conference: Why Mobile Matters

The things I’m going

to be working on

have not been

invented yet

rhys banfield, Age 10

Page 14: Conversion Conference: Why Mobile Matters

we have to look

at human

biology

#convCon

Page 15: Conversion Conference: Why Mobile Matters

brains?

Page 16: Conversion Conference: Why Mobile Matters

why do we even

have brains

Page 17: Conversion Conference: Why Mobile Matters

to move

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#convCon @freshtilledsoil

lovely, but

very far

from

natural

Page 21: Conversion Conference: Why Mobile Matters

applying

this to

the real

world#convCon

Page 22: Conversion Conference: Why Mobile Matters

mobile is

a state

#convCon

Page 23: Conversion Conference: Why Mobile Matters

mobile is

not a

technology

#convCon

Page 24: Conversion Conference: Why Mobile Matters

mobile is

leapfrogging

the pc

experience in

developing

countries

#convCon

Page 25: Conversion Conference: Why Mobile Matters

#convCon @freshtilledsoil

Page 26: Conversion Conference: Why Mobile Matters

more people will

experience the

web on their

phones than on

their pc

#convCon

Page 27: Conversion Conference: Why Mobile Matters

remember that

polaroid had

the digital

patents

#convCon @freshtilledsoil

Page 28: Conversion Conference: Why Mobile Matters

why mobile

is never

going away

#convCon

Page 29: Conversion Conference: Why Mobile Matters

how do we

create

without tech

restrictions

#convCon

Page 30: Conversion Conference: Why Mobile Matters
Page 31: Conversion Conference: Why Mobile Matters

source: guardian.co.uk

Page 32: Conversion Conference: Why Mobile Matters

mobile fits

our world

not the other

way around

#convCon

Page 33: Conversion Conference: Why Mobile Matters

desktop

requires

modification

of behavior

#convCon

Page 34: Conversion Conference: Why Mobile Matters

#convCon @freshtilledsoil

Page 35: Conversion Conference: Why Mobile Matters

Conversion

happens when

you create

congruency not

just correlation #convCon

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know your

audience

behavior

#convCon

Page 37: Conversion Conference: Why Mobile Matters

female37 yrs oldmarried w/kidsurban$55k/annumtech savvyandroidmobile web...

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low self esteemanxious about weightneeds directionthoughtfulpassionate about her work

looking for companion!

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the right experience at the right time

#convCon

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not all

mobile is

equal

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humans are more complex than devices

#convCon

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case study:the guardian

#convCon

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always on but not on the same device

#convCon

Page 46: Conversion Conference: Why Mobile Matters

mon tues wed thurs fri sat sun

assumption...

Page 47: Conversion Conference: Why Mobile Matters

mon tues wed thurs fri sat sun

but...

Page 48: Conversion Conference: Why Mobile Matters

mon tues wed thurs fri sat sun

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Page 50: Conversion Conference: Why Mobile Matters

brains

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brains

Mobile Web

ipad app

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We are not seeing a substitutional effect. People reading across multiple devices increase their consumption, they read for more and longer.

Tom Betts, FT head of data

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the right content in the right way at the right time

#convCon

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Who

Wherewhat!

"

z

Page 55: Conversion Conference: Why Mobile Matters

Who

Wherewhat!

"

zwhy is this happening:

a young woman preparing for her wedding; uses app in gym and website

at home; seeks a friend not a drill

sergeant

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finding direction in

the ambiguity

#convCon

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web or native or hybrid

#convCon

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Native apps

lead the

experience

battle

#convCon

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if you need high

engagement

you need native

#convCon

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native rivals tv

for deep

engagement

#convCon

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web mobile wins

on reach

#convCon

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what if you need

both reach and

engagement

#convCon

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hybrid can help

with conversion

optimization

#convCon

Page 64: Conversion Conference: Why Mobile Matters

Walmart used a

hybrid solution

for checkout

#convCon

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responsive is

not just window

dressing

#convCon

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Page 67: Conversion Conference: Why Mobile Matters

iphone/ipod

conversions +65.71%transactions +112.50%revenue +101.25%

android

conversions +407.32%transactions +333.33%revenue +591.42%

Source: electric pulp’s

redesign of O’neill’s

Page 68: Conversion Conference: Why Mobile Matters

we are not

done with the

brain

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we are

emotional first

and logical

second

#convCon

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brains only

make decisions

when filtered

through

emotions

#convCon

Page 71: Conversion Conference: Why Mobile Matters

what do

emotions have

to do with

mobile

#convCon

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we own our

phones and

tablets

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the office lacks

ownership

#convCon

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strong

emotional

connections

lead to loyalty

#convCon

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so...will mobile make

or break your

business

#convCon

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change is

inevitable

#convCon

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mobile is a

state

#convCon

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content needs

a time and a

place and a

reason

#convCon

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there are no

clear tech

solutions so be

flexible

#convCon

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why

#convCon

Page 81: Conversion Conference: Why Mobile Matters

Neuroscience is

not just for

scientists

most of it is

common sense

#convCon

Page 82: Conversion Conference: Why Mobile Matters

mobile

continues to

integrate itself

to our world

#convCon

Page 83: Conversion Conference: Why Mobile Matters

we had the data

revolution

now we have an

biology

revolution

#convCon

Page 84: Conversion Conference: Why Mobile Matters

mobile has

already changed

the world

but it has only

just begun

#convCon

Page 85: Conversion Conference: Why Mobile Matters

should you be

mobile only...

#convCon

Page 86: Conversion Conference: Why Mobile Matters

NO!!

#convCon

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You should be

everywhere your

customer is

#convCon

Page 88: Conversion Conference: Why Mobile Matters

Thanks#convCon

@

Page 89: Conversion Conference: Why Mobile Matters

#convCon@

Q&A