Next Generation Mobile Strategies

Cate Seago

A Brief History of Mobile in Australia

2008 - The Mobile Boom Began

• 60% of internet traffic in Australia is from a mobile device • Mobile traffic is up 65% in just one year • Mobile and tablet traffic in Australia account for 62% of total average daily views in Australia

And the Growth Continues Today…

Mobile Strategies of the Past

Develop a native app9.3% of all technology jobs in AU in 2011 were directly or indirectly related to app development (more than the US)

Implement a responsive designBuild a mobile m. site

So you have a mobile app and website. Great! What now…..

The Solution: Experience Optimization

Deliver your best customer experiences at every touch point on the

web and mobile apps

The Challenges

Fragmented Marketing Stack

Disconnected Experiences

Limited Insights

More devices and touch points than ever, creating a

fragmented customer journey across web and

mobile

Difficult to access actionable data and real-time insights

Disconnected systems create inefficiencies,

making it difficult to manage an

optimized customer journey

Limited Resources

Limited technical resources and

processes make it difficult to iterate quickly and make

improvements

The Solution: Experience Optimization

Deliver your best customer experiences at every touch point on the

web and mobile apps

Flows, functionality, notifications, you name it: test it

Test Everything

Mobile Testing Success Story

VS.

100%increase in sign ups

0poor

reviews

What we think we know about mobile users

Learning & Iterating in Mobile Testing

Mobile UsersMobile users are focused on completing tasks and finding information User intent can be influenced by source (i.e. referral traffic). Target variations based on referral source to develop user profiles with distinct paths.

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Distribution of time spent on mobile sites comScore

min

utes

1

2

3+

lhw.com

Hyper Focused Task-Based UX

Immediacy on mobile vs. Discovery on desktop

Consider Screen Realestate

‣Only 1/3 of screen is within effortless thumb reach

‣Informs functionality at bottom of screen

‣Small screen size distributes content over more screen loads

Reduce UI Friction

‣Manual text input on mobile presents significant friction

‣Users should navigate the app primarily via taps and swipes

‣Filtering and sorting are essential interactions minimize content discovery time

Flows, functionality, notifications, you name it: test it

Test Everything

Q&AThank You!