With £3.5bn of 2012 Christmas retail sales to be purchased on or influenced by smartphones according to Deloitte, it’s impossible to ignore the potential of the channel. Indeed some of the companies we work with were early adopters and are already reaping the rewards. eBay, for example, expects to drive over 10 billion dollars’ worth of mobile transactions globally in 2012.
Despite this fact, we’re finding that many advertisers are still behind when it comes to getting the basics of mobile performance marketing right. In fact, according to research we carried out at Internet World, two thirds of companies have yet to optimise their website for mobile browsing. With that in mind, we’ve put together 10 guidelines for optimising your site and making the most of performance marketing on mobile devices.
1 ) Ensure that your networks tracking sits on your order confirmation pages for mobile
2 ) Does your mobile site display a telephone number or a “press to call function”? If so you need to offer call tracking or hide it from affiliate visitors
3 ) Try to offer at least the standard mobile ad units sizes as GIF or JPEG
4 ) Setup a specific rate for mobile actions so that you can incentivise promotion via these devices
5 ) Consider dual branding landing pages to increase conversion rates
6 ) Test your mobile site on multiple devices whenever significant changes are made
7 ) Continually optimise your check out process, i.e. allow quick purchase for those that do not want to register
8 ) Pay for repeat customers, if users are continuing to come back to your website via other links reward the referrers the user values
9 ) Test Learn Refine. Give a mobile campaign a try, monitor the results and learn lessons for next time
10 ) Keep an eye on industry best practices
Out if hours Paul is at his happiest drinking wine, eating cheese, travelling the world, playing sport and discovering new music and film.