Mobile Magic: Engaging On The Small Screen

If you're doing well-targeted banner advertising on your mobile banking App, you're probably getting a 0.5% click-through rate and a 5% conversion rate on your landing pages.   So, at 16 App uses per month and assuming one impression per use, you'll get about one lead for every 250 mobile App users per month.    Our mobile interview does a little better than that... about nine times better, in fact. 

 Figure 1 - Mobile interview example

Figure 1 - Mobile interview example

Mobile marketing is tricky.   The screens are small and vary in size and orientation, and users aren't all that happy about unwanted intrusions into their small private screen space.   However, by asking a few relevant questions, mobile engagement happens and can drive impressive results (below).

    Table 1 - Comparing a credit card mobile interview to typical targeted mobile banner results.    

 

Table 1 - Comparing a credit card mobile interview to typical targeted mobile banner results.  
 

Comparing the product of click-through and conversion rates -- we get about a 9X overall advantage in lead production from the interview versus the mobile banner.  

Why do interviews work so well?  Here's why:   

  1. Everyone knows how to answer multiple choice questions
  2. People feel compelled to answer questions from their banking provider(s)
  3. No landing pages means a faster user experience and more completions 

So, if you're looking to engage with your mobile banking customers, try asking them a couple of questions before making an offer, you'll be glad you did... about 9X more glad.