SEMpdx: Mobile State of the Industry - Reid Spice - iCrossing

Mobile State of the Industry, Click-to-

Call and Tablets

Reid Spice

iCrossing, San Francisco

Mobile Optimized Sites

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3

Is your site ready for mobile?

• Let’s take a poll!

If not, don’t feel bad.

As we’re about to see, you’re not alone…


State of the Fortune 100

We tested the following major websites for mobile readiness by

simply loading them one by one on an iPhone…

The results were surprising.

And disappointing.


Retail & CPG


Finance and Insurance


Services, Manufacturing & Entertainment


Tech, Telecom & Auto


A couple thoughts on mobile optimized sites

• Lead with Search

– Browsing on a mobile device can be painful: let users

search to quickly find what they need

• Promote your app

– If you have an app, tell mobile users about it

Bonus: Mobile sites load much

more quickly

State of the Industry


Source: Google Internal Data, based on a basket of 10,000 keywords

US Google Mobile Query Growth

Device Launches

30X Growth in 3 Years

Ju

l-0

7

Au

g-0

7

Se

p-0

7

Oct-

07

Nov-0

7

Dec-0

7

Ja

n-0

8

Fe

b-0

8

Ma

r-0

8

Ap

r-0

8

Ma

y-0

8

Ju

n-0

8

Ju

l-0

8

Au

g-0

8

Se

p-0

8

Oct-

08

Nov-0

8

Dec-0

8

Ja

n-0

9

Fe

b-0

9

Ma

r-0

9

Ap

r-0

9

Ma

y-0

9

Ju

n-0

9

Ju

l-0

9

Au

g-0

9

Se

p-0

9

Oct-

09

Nov-0

9

Dec-0

9

Ja

n-1

0

Fe

b-1

0

Ma

r-1

0

Ap

r-1

0

Ma

y-1

0

Ju

n-1

0

iPhone iPhone 3G

Android G1

Blackberry Storm

iPhone 3GS

Moto Droid & Eris Android myTouch

Palm Pre

Android Nexus One

HTC Incredible

iPhone 4G & Android X

Sprint EVO Growing, growing, growing…


• Smartphone sales will outpace PC sales in 2 years

• Mobile browsers will outpace PC browsers in 3 years

• Mobile searches will outpace Desktop/Laptop searches in 2014

Other scary predictions


Mobile vs. Desktop Clicks

0

1000000

2000000

3000000

4000000

5000000

6000000

7000000

8000000

Mobile Desktop

2011 Clicks

27x gap

2009: 221x 2010: 90x

Source: iCrossing Merchantize, 10 clients - Google: 7.1.2010-2.20.2011


Mobile vs. Desktop CTR on Brand Keywords

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Mobile Desktop

CTR



Mobile vs. Desktop Conversion Rates for Brand

Keywords

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

Mobile Desktop



Mobile vs. Desktop CPC on Brand Keywords

$0.00

$0.10

$0.20

$0.30

$0.40

$0.50

$0.60

$0.70

Mobile Desktop

CPC



Mobile vs. Desktop Hourparting

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

MOBILE

DESKTOP


Click to Call & Google Call Metrics


Phones are for talking

• Well, at least they can be. Sometimes.

• How convenient is it to have a clickable number to call right in

the ad? It’s very convenient.


Setup is very easy

• So easy, in fact, that I’m not going to tell you how to do it

• Read Avinash’s blog, Occam’s Razor, for all the details and

some good tips

– http://www.kaushik.net/avinash/2011/02/mobile-analytics-tracking-click-to-

call-mobile-ad-campaigns.html

http://www.kaushik.net/avinash/2011/02/mobile-analytics-tracking-click-to-call-mobile-ad-campaigns.html


















You can run Click-to-Call and Call Metrics on

Desktop and Mobile Campaigns

-

2.00

4.00

6.00

8.00

10.00

12.00

Mobile Desktop

Average Call Duration

• Desktop will drive more volume and preliminary data indicates

slightly longer call time (proxy for call quality)


Tips

• If possible, route calls to different

inbound numbers to help your call

center track performance more

granularly

• Daypart to call center hours

• Consider testing YP.com: they will

provide inbound phone number

– This can be helpful for CRM match-

back


iPads & Tablets


Just what is the iPad?

It’s got a touch

screen like a smart

phone!


Just what is the iPad?

It’s got a big screen like a netbook!


It’s… a third type of device

• The SERP, CPCs and conversion rates are different on the

iPad

• So we have to split it off into yet another distinct group

– Desktops & Laptops

– Smartphones

– Tablets

• Now multiply the three device targets by Search, Content and

Geos - fun!


iPad Growth

0

2000

4000

6000

8000

10000

12000

14000

16000

9/25/2010 10/25/2010 11/25/2010 12/25/2010 1/25/2011

Impressions

Source: iCrossing Merchantize - Google: 9.25.2010-2.20.2011


Desktop SERP

1

2

3

4

5

6

7

8

9

10

11


1

2

3

4

iPhone SERP


CTR by rank on the Mobile SERP

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

1 2 3 4

CT

R

Rank


iPad SERP

1

2

3

4

5

6

7

8

9


iPad vs. Smartphone Hourparting

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

iPad

iPhone/Android

Source: iCrossing Merchantize 1.1.2011-2.20.2011


Dayparting Across Device Targets

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

Mon Tues Wed Thurs Fri Sat Sun

iPad

iPhone/Android

Desktop

Source: iCrossing Merchantize 10.1.2010-2.20.2011

Thank you

Reid Spice

iCrossing, San Francisco

[email protected]

Technology

SEMpdx: Mobile State of the Industry - Reid Spice - iCrossing