Solving the Mobile Mystery with Data-Driven Content Strategies
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Webinar led by Taboola's Senior Content Strategist, Inbar Yagur, on the challenges that come with promoting content on mobile, and a few tips and tricks to overcome them. She'll be sharing mobile best practices related to testing strategies, engagement and conversion.
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Solving the Mobile Mystery with Data-Driven Content Strategies
- 1. Inbar Yagur, Senior Content Strategist - Taboola Solving the Mobile Mystery
- 2. Hi! Nice To Meet You! 10 years of experience as a content creator, editor and strategist. 3.5 years at Taboola helping clients achieve their campaign goals using content strategy and user funnel optimization. Inbar Yagur #TaboolaTalksOnline
- 4. 31 Years 9 Years Desktop Mobile The Truth Is…
- 6. Evolving This is only the beginning… Infinite scroll Branded apps Messaging Image-driven
- 7. #NoFilter #GameChanger • Smartphones rely on actual physical interaction with the device • They go everywhere with us • There are millions and millions of people who are meeting the internet for the first time through a smartphone. So where do we start?
- 8. When in doubt, turn to data.
- 10. 0 5 10 15 20 25 12am - 3am 3am - 6am 6am - 9am 9am - 12pm 12pm - 3pm 3pm - 6pm 6pm - 12am Mobile Never Rests
- 11. Mobile is Personal • CTR on “Racy” content 32% higher on mobile • CTR on Health content is 46% higher on mobile • CTR on News content is 20% lower on mobile • CTR on Politics content is 68% lower on mobile
- 12. Mobile is Designed • Users more forgiving of branded experience and content, most likely due to use of branded apps. • CTR on branded content 30% higher on mobile
- 13. Mobile is Localized • CTR on titles with the name of a user’s city are 23% higher on mobile • CTR on titles with the region in the title are 26% higher on mobile.
- 14. When in doubt, look at what’s working and why it works.
- 15. Gamification of Content/Actions • Interaction keeps people engaged over time. • Once they’ve started investing time, they’ll be more likely to see it through Single step per screen allows for less intimidating user experience.
- 17. Place a CTA Mid-Article • CTA visibility is crucial to a performance campaign, and people engage with mobile content differently than desktop. • Test different types (button, text, hyperlinked words)
- 18. Cellular Data is a Fickle Friend • Not everyone’s data plan is reliable. • Fast load times will always have a positive impact.
- 19. Do the Heavy Lifting for the User • Make navigation clear and visible • Auto-fill any fields that you can • Integrate automated options like Facebook sign-up Paypal, etc. whenever possible
- 20. When in Doubt – Test and Analyze Let your users make the decision for you.
- 21. Big Tests = Big Results • Multiple content formats • Overall page design • Article length • CTA/Navigation placement • CTA/Navigation Style • Image placement and size
- 22. One final thought: Make it engaging, and users will engage.
Editor's Notes
- I made it my mission to “make mobile work”. I spent a year and a half digging. Fell down rabbit holes of data, research and A/B tests. And I found out something very clear
- It’s been 31 years since the first Desktop was sold. Only 9 since the first iPhone was sold. The truth is we don’t know much, and everything we think we know has changed 100 times over.
- Image needed? People continue to approach smartphones with a desktop mentality. It may be a whole generation until things stabalize. They may never. So don’t pay attention to fads
- Surprising, because I thought it was only relevant to google. Turns out it’s everywhere.
- Quizzes – Justfab, thread, club w
- Screenshot needed. When an email address is required at the end of a quiz to get a result, the user is likely to follow through in order to get the reward. Splitting up a lead gen form to give it the “feel” of a quiz will end up with a similar result. Examples: Bills.com , Justfab, thread.com
- Screenshot needed – crazy egg scrollmap showing limited visibility at bottom of page
- Screenshot needed – crazy egg scrollmap showing limited visibility at bottom of page
- Heatmaps and A/B testing will give you the most accurate insight into your users’ behavior
- Test with a bazooka, not a razorblade!
- Image needed? At content marketing world 2015, Tom Webster – VP Strategy at Edison Research gave a talk about mobile user behavior. At the end of it, I raised my hand and asked how he’d tackle mobile’s “engagement problem”. His answer: mobile doesn’t have an engagement problem, it has a good content problem. Netflix, podcasts, etc etc.