I thought I would follow-up the Adobe Summit, The Digital Marketing Conference with a post to answer some questions about mobile optimization that we heard regarding mobile optimization. As a quick recap, we encouraged everyone to challenge their mobile assumptions and test in mobile web and mobile apps. To help everyone do this, we shared the following four steps:
- Determine your success metric – think about what success means in mobile
- Design a test to drive mobile strategy – find out where you should be investing in mobile by testing
- Keep it simple – learn to crawl before you run with mobile
- Mobilize your mboxes – use the SDK for native application testing and normal mboxes for your mobile web experience
Question #1: How do I know where to start testing?
You may have a mobile web site with hundreds of pages and no idea where to start. You may have a portfolio of ten different applications and wonder where to begin. One place to find out where you can start testing is with your analytics. Find out what pages have a lot of visits or what application has a lot of users. Once you’ve determined this, think about the test you would like to design for that starting point. This will give you the most efficient outcome with the largest impact.
Another way to find where to start is by segmenting your current Test&Target campaign traffic into mobile segments today. This will show you what percentage of your traffic can be funneled into mobile testing. Here are some segments you can put into your campaigns now.
1. All Mobile Devices (smartphones and tablets):
- Mobile -> Hardware -> Mobile Device– > equals (case insensitive) -> 1
2. Non Mobile Devices
- Mobile -> Hardware -> Mobile Device– > does not contain -> 1
- Mobile -> Hardware -> Is Mobile Phone -> equals (case insensitive) -> 1
4. Non Smartphones:
- Mobile -> Hardware -> Is Mobile Phone -> does not contain -> 1
- Mobile -> Hardware -> Is Tablet -> equals (case insensitive) -> 1
6. Non Tablets
- Mobile -> Hardware -> Is Tablet -> does not contain -> 1
Question #2: Does Apple have to approve all my content that is in the test?
No. With Test&Target you can deliver content to a native application after it has been released to the app store. The content returned by Test&Target is delivered to the app when the mbox is fired. What is reviewed by Apple is the code in the app that interprets what comes back from Test&Target. Content returned by Test&Target can be modified after Apple’s approval without having to go through the approval process again.
Question #3: What are typical success metrics in mobile?
There are many different things a person can do on a mobile phone. Call your business, share a check-in to your store with their friends, or opt in for push notifications from your app. What is critical is defining what is success in your mobile environment to your business as a whole. You will most likely find that despite all the cool new things users can do with phones, your success metrics will be the same as they relate to increasing the profitability of your business.
Here is a list of some metrics I’ve seen in mobile:
- RPV (Revenue Per Visitor) — Either via in-app purchase, or in a web view. This is usually an easy translation from desktop to mobile for eCommerce sites with mobile checkout ability. If consumers can purchase from you on the smartphone, I highly recommend using this metric to measure success.
- Engagement – These metrics are commonly used by media and entertainment. They are also very similar to what is used on the desktop.
- Ad consumption
- Recency — loyalty
- Lead submission – This metric is often easier to track because clicking on a button from the phone itself makes calls.
Question #4: How do I make my mboxes most efficient on mobile websites?
I hope these answers help you in your quest for mobile optimization. As you challenge your assumptions by testing mobile, you will discover a whole new world of opportunities. If you have other questions that I haven’t addressed, please feel free to put them in the comments below.
Oh, and there is one more thing…
If you didn’t catch the Summit presentation, or you’d like to review it, click here to access it.