blogs.adobe.com
For many businesses, mobile-advertising strategy comes down to simply having some sort of way to interact with their brands on mobile devices. Whether it is a mobile website or a more sophisticated app, mobile strategy often consists of simply ‘checking the box’ when it comes to mobile advertising and mobile-content optimization. With over half of searches today being conducted on mobile devices, this is no longer sufficient.
There are many ways that these businesses can move beyond just checking the box to actually execute well thought-out strategies aimed at driving people to their mobile experiences, capturing consumer entrance sources, or optimizing content to maximize conversions.
Understand Where Your Users Come From
The most important thing when optimizing your mobile experience is to understand how users get to your mobile content. The practice of having your app indexed and leveraging search engine optimization (SEO) will increase the number of people that will be exposed to your mobile content overall. Increased traffic is the first step in increasing your conversions, and having your mobile site or app appear at the top of users’ search results is key to getting them to engage with it. I’ll come back to this in just a moment.
Utilize the Search Results Page
Another important aspect of SEO is occupying real estate on a search-results page. The occupation of that real estate equates to trust in the brand. By having an ad in the paid-search space, displaying multiple site links that show up under a single listing, or having something that occupies the Knowledge Graph, you build trust equity in your brand — even at the user’s first sight.
Capture and Use Your Data
Once the user clicks on your link, there is analytic information that can be captured and a whole set of best practices that can be utilized to help you optimize the experience for that user. First, you should have deep links enabled, which takes users to the appropriate content experiences based on whether they have your app installed on their devices. No app? Then the link will direct them to the mobile website or perhaps to a page where they can download the app. The idea is that, by improving the customer experience and eventually leading the user to the app, you will increase engagement and overall conversion.
Back to Understanding Where Your Users Come From
The next bit of data is to understand exactly how the user came to your mobile experience. Was it through an email campaign? Was it through a social site such as Facebook or Twitter? Knowing how users arrive at your content allows you to better understand which campaigns are generating the most engagement. For instance, to see which experience is drawing in more users, it is useful to look at how mobile-website content is performing relative to similar content on the mobile app. Mobile optimization is relatively new, which means there are huge opportunities out there for businesses that think outside the box and truly begin treating their mobile experiences the same way they do their online or in-store interactions.
Holistically identifying and tracking all of the entrances into your mobile content, and then looking at it from an analytics perspective, allows you to closely examine the traffic sources on your mobile app to see what is really driving people there. For example, are they organic opens, or are people constantly clicking on links to be pushed into your app?
Optimize Using Your Data
Once you understand how people are getting to your content, the final step is to optimize that content — based upon what you know about the user — to deliver the best experience possible. Depending on the query and the intent, this is where you can tie the engagement to specific campaigns. This helps identify not only what content you want to present to specific subsets of the population based on where they are entering from each of your different channels, but also what campaign or initial advertisement led them to the content. This can also change by industry. Each of the channels offers its own opportunities to add to these queries or to enhance the experience from a mobile-user perspective.
Luckily, some businesses are making headway in this area of optimization. As more and more businesses realize the importance of mobile SEO and optimization, the tools to deliver the best content to the right people will become more accessible and easier to implement.
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