Conversion Optimization for mobile in multi device world share
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Transcript of Conversion Optimization for mobile in multi device world share
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Conversion Optimization in a Multi-Device World
Plus a free offer...
Chris Goward Founder & CEO WiderFunnel @chrisgoward
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
• Conversion Rate Optimization – Strategy, design, copywriting & testing – Landing Page Optimization
• Optimization for Mobile, PC and everything in between
• Conversion rate lift of 10% to 750% for every retainer client
The Conversion Optimization Agency
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
. . .and maybe
When most marketers think of mobile. . .
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
We are in a Screen Size Continuum
Where does “mobile” end?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Let me help you with that…
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Stop thinking of just landing pages for
Mobile vs. PC (plus tablets, maybe)
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
You Have Four Options:
1. Don’t customize for mobile 2. Build a mobile app 3. Build mobile landing pages 4. Build responsive landing pages 5. …or, don’t decide
Five
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
“Don’t Make Me Think!” - Steve Krug
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
7% Mobile? Maybe you’ve got time to plan
Option 1: Don’t Customize
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Global Internet Device Sales
Source: Gartner, IDC, Strategy Analytics, company filings, BI Intelligence estimates, http://uxmag.com/articles/a-primer-on-responsive-design
. . . but not long
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Source: comScore MobiLens, U.S., 3 Month Ave. Ending Dec 2010-July 2012
4G Adoption
. . . but not long
We are here
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Faster downloads encourage usage
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO Source: http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Doing nothing is not an option.
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
2. Build a mobile app Not for search traffic.
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
This looks promising
3. Build mobile landing pages
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Google can’t tell this is meant for mobile.
But the landing page sucks!
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
CTA
CTA
CTA
CTA
CTA
CTA
CTA
CTA CTA
CTA
Missed Opportunities!
What I should have seen
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Why no CTAs for mobile?
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
• Confusing listing in SERPs • Higher maintenance costs with multiple code-
bases • Inconsistent user experience across devices • Not future-proof
(e.g what screen size are internet fridges?)
Problems with Mobile Sites
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
4. Build responsive landing pages
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
4. Build responsive landing pages
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
More info at: http://j.mp/wfRWD
Google Recommends Responsive Web Design
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Next. . . How to optimize for
mobile search conversions!
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
These Frameworks are Working in All Situations
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Good News… It works for mobile too!
(and tablets, and all other screens)
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
(Note: For more, search “WiderFunnel Lift”)
TM
Relevance Clarity
Anxiety Distraction
Urgency
Knowing what to test: Using the LIFT Model™
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Relevance: Page does not match “cases”
Distraction: Too much space for tabs
Clarity: Type spills off page and only says “5”
Clarity: Compelling image and video
Clarity: Search is an odd default tab
Clarity: No product info above the fold
Distraction: Video opens in new window
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
And those aren’t the biggest problems…
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Distraction: 12 product options is too many!
Clarity: No product option differentiation
Clarity: Add to Cart far down the page
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Distraction: the page is gone!
Distraction: Product info on a separate page
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Distraction: Video opens in new window
Distraction: Too much space used for tabs
Clarity: Type spills off page and only says “5”
Clarity: Page does not match “cases”
Clarity: No product info above the fold
Distraction: 12 product options is too many
Clarity: Search is an odd default tab
Embed video or replace with image
Reducing tab height design
Include all relevant devices in headline
Adding “cases” to headline
Replace image with value proposition
Focus on most important products
Begin on product tab or remove tabs
Turn problems into hypotheses
…will lift sales
Hypothesis Creation
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Average Conversion Rate Lift
Ecommerce 23.1%
Lead Gen 49.0%
*WiderFunnel average results 2007-2012
Conversion Optimization Testing Works
I can’t share their results, but here are averages:
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
• Which calls to action to prioritize for each device?
• How much information do each screen size’s users need?
• Scrolling for info vs. tabs vs. new pages?
• Images vs. video?
• Save for later functionality?
• Link text vs. buttons?
• Single page vs. microsite?
• Remove hover state for iOS6?
Overlooked Mobile Testing Areas
© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO
Interested in a Free Web Page Evaluation? • 10 time slots are available for session attendees
• Scheduled on a first-come, first-served basis
• Mobile or desktop or “other”!
To Qualify:
1. Email: [email protected]
2. Tell us the URL of the web page you’d like evaluated
3. Minimum 30,000 unique visitors per month
Free Offer: Custom Web Page Evaluation