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Turning Desktop Smarts Into Successful Mobile Campaigns

Just because you’ve never run a mobile test before doesn’t mean you’re a complete novice. Your experience in running test campaigns on desktop will feed directly into your mobile optimization program. Let’s figure out how to apply desktop learnings to drive impactful mobile tests! I’ve broken your path to mobile testing success down into four steps.

Because I am an analyst for travel and hospitality brands, this post will use examples largely from my sector, however, there are numerous key takeaways for optimizers working on brands across verticals.

Not sure if you should be using resources to bring your optimization program mobile? We get it. Many travel brands mistakenly believe that investment in mobile optimization is secondary because customers are less likely to book on a mobile channel. When revenue is a main focus, this is an understandable concern. And it’s true, desktop booking still outpaces mobile transactions in the travel space.

However, if you start optimizing your mobile channel for ancillary sales, to inspire loyalty, and create a great post-booking customer experience then you’ll be prepared to offer a great booking experience when, according to PhoCusWright’s 2015 Online Travel Overview, Americans book an anticipated $39.5 billion worth of reservations on the mobile devices this year.

If you’re interested in catching up on other digital marketing trends for travel in 2015, you should check out last week’s recap from the 2015 Digital Travel Summit.

But let’s get this underway...

Follow these 4 steps and be on your way to successful mobile optimization:

1. The first step is to understand the differences between the objectives of desktop and mobile users, respectively.

Desktop Users

Analytics tell us that, in general, visitors performing searches on desktop sites are looking for ways to easily compare properties, gather enough relevant information, and pick a room and rate combination that fits their needs.

It is only after these steps have been taken that users will feel comfortable continuing through the funnel to complete their purchase. In this case, booking!

Mobile Users

Visitors performing searches on mobile devices likely do not plan to spend as much time comparing properties. Rather, they are far more likely to know where they would like to stay or have already booked a stay and are searching for further information.

Mobile users need to be properly guided through the site to relevant property/stay information, so that they do not get discouraged and leave the site when information is not readily available.

2. Use these channel-specific user objectives to scope your campaign.

Based on the objectives stated above, a mobile campaign should be scoped to guide visitors through the funnel, providing necessary information upfront so they waste less time searching.

As you scope your mobile campaign, here are three quick things to keep in mind:

  • CTA copy should definitively indicate what information it will provide the visitor upon engagement

  • Larger, finger size CTA’s allow visitors to navigate between pages more effortlessly

  • Provide information in a clear and concise manner, sometimes less is more

3. Analyze your data, keeping mobile users in mind

You will find these guiding questions useful when analyzing the data from your mobile campaign:

  • Overall, based on the likely objectives of mobile users, how were they impacted by the changes made?

  • Were your test elements able to help visitors navigate through the site to find relevant information?

  • What appear to be the drop-off points?

  • Why do you think these identified drop-offs deterred visitors from continuing their time on the mobile site?

4. Combine the mobile and desktop results to gain a better understanding of visitors as a whole

  • You likely run similar campaigns on desktop and mobile, does the data for both lead to similar results? Or are you seeing differing results?

  • Depending on the tested elements, visitors are likely impacted differently

  • Compare these to the known site objectives to increase your learnings, allowing you to scope more educated campaigns moving forward

You’re more prepared to tackle your first mobile test than you think. Take my advice and combine it with an already fine-tuned desktop testing knowledge. When you apply optimization expertise to your mobile channels, you’ll be prepared for the year of mobile booking and the ever increasing movement of online traffic from desktop to mobile.

If you need analytics on how visitors are behaving on your mobile channel, check out this brief presentation that can help you conceive of your first mobile test from an informed position.

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