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M-Commerce & Tabvertising en de rol van mobile devices in de customer journey
MobPro - Diederick Ubels
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Inhoud presentatie
• Introductie Mobile Professionals • Mobile revolution? • Rol van smartphones in de customer journey • Tabvertising • Usability Tablets • Tracking en analytics
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Over Mobile Professionals
MobPro is opgericht door: Tim Markestein, Diederick Ubels en Edwin Metselaar.
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Mobile revolution?
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Let’s quote!
“People navigate seamlessly across devices” “Always on, always connected” “Get the full value of mobile” “Complex analyses” “Complex paths” “re-think mobiles true impact”
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Conversie
• Tablets en PC’s hebben nagenoeg dezelfde conversieratio’s
• Smartphones blijven hier ver bij achter: - Context - Usability - Payment - Vertrouwen, gewenning?
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Context
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Desktop
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Tablet
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Smartphone
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Context
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Stelling:
“Mobiel heeft geen conversieprobleem, het heeft een meetprobleem.”
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Mobile KPI’s
• Welke conversies zijn relevant in mijn customer journey?
• Hoe weet je deze KPI’s op waarde te schatten en op een juiste manier je marketingbudget te verdelen?
• Op welke interacties zit mijn gebruiker of potentiele klant te wachten?
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Mobile KPI’s
• Click2Call • Voucher • Facebook connect • Video • Lead generation • Store locator • E-mail • Layer • SMS • Chat
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M-Commerce - Smartphones
• Smartphones hebben geen conversieprobleem, maar een meetprobleem
• Niet geïsoleerd beoordelen effect smartphones
• Proces neerzetten om de juiste KPI’s en conversies in de customer journey van jouw gebruikers te vinden
• Always be testing!
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Tabvertising
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Tablets: “The new platform shift”
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Smartphone & Tablet owners
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Connection Smartphones vs. Tablets
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Shopping gedrag
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Usability tips
• Met een aantal kleine aanpassingen verbetering conversie
• In sneltreinvaart een aantal tips
• Veel tips uit te voeren in “responsive design” – Vooral aanpassen CSS
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Grotere buttons
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Vermijd invullen van tekst
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Dynamisch keyboard
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En....
• Zet autocorrectie uit! • Zorg dat je Font groot
genoeg is • Laat foto’s zien, het
apparaat lijkt ervoor gemaakt
• Schakel “hovers” uit of los ze anders op
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Waar zit meestal het menu?
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Performance & testing
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Tracking en Analytics
• Wordt steeds moeilijker: - In-app naar browser - Multi device - Ander moment in het aankoopproces
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Tabvertising
• Conversie is nagenoeg gelijk aan desktops
• Met een aantal kleine optimalisatieslagen kom je al heel ver!
• Kijk bij advertising scherp naar je metingen en op welke manier de consument in jouw shop terecht komt
• Always be testing!
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naslagwerk
Relevante onderzoeken: Mary Meeker: http://allthingsd.com/20130529/mary-meekers-internet-trends-report-is-back-at-d11-slides/?refcat=d11 Comscore report: http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/2013_Mobile_Future_in_Focus3 Google: http://www.google.com/think/collections/full-value-of-mobile.html
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Usability en snelheid
Mobify report over Tablet optimization: https://www.dropbox.com/sh/hwr1qw9w2dbxadf/j9BAUTcCza Speed: http://www.webpagetest.org/ https://developers.google.com/speed/pagespeed/insights http://visualwebsiteoptimizer.com/?gclid=CMOb9JSb7bcCFY623godZyYAJg
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Let’s go mobile!
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