Mobile CRO Case Studies - Sae Vang

Mobile CRO: The SEO and UX Edge

Sae Vang /Interaction DesignerMnSearch Snippet #9: Mobile Search

September 25, 2013

Agenda

Schism of SEO and UX

Case Studies

Convergence of SEO and UX

Closing Thoughts

2Copyright Collegis Education, Inc. Proprietary and Confidential.

Schism of SEO and UX: Separate disciplines, different approaches Core differences surrounding the audience

Copyright Collegis Education, Inc. Proprietary and Confidential. 3

UX focuses on users as the center of decision making. These users are individuals with psychology, personality, and goals. To connect users to what they're looking for, UX tries to understand their motivations, perceptions, and feelings.

SEO used to focus on search engines as the center of their decision making process. When SEO does consider people, it looks at them as "traffic," a herd with tendencies that can be exploited to maximize revenue.

Schism of SEO and UX: Separate disciplines, different approaches Roles and responsibilities of each discipline


SEO is tasked with getting the site to the top of search results list, and are held accountable for getting as many people to the site as possible and convert them to paying customers.

Once those users are on the site, it is UX and design's responsibility to charm users, help them find what they want, and turn them into paying customers.

Case Studies

Case Study 1: Mobile Navigation

Hypothesis By clarifying the call-to-action and leveraging the mobile

device’s native functions in the navigation, visitors will have a clear path to the form, and thus, more likely to convert

Methodology A/B split traffic test Concise language in CTA that aligns with user’s expectations Leveraged mobile device’s native calling function


Results +21.27% lift in conversions

Case Study 2: Mobile Homepage CTA Hypothesis

By offering a prominent call-to-action on the homepage, visitors will have a clear path to the “Request Program Info” page, and thus, more likely to convert

Methodology A/B split traffic test Concise language on a contrasting colored button, visible

within a mobile phone’s viewport Relevant imagery and headlines carried over from desktop

experience


Case Study 2: Mobile Homepage CTA


Results +85.9% lift in clicks to

form

Case Study 2 Review:Mobile Homepage CTA


We learned: our methodology was spot on Concise language on a

contrasting colored button visible within a mobile phone’s viewport

Relevant imagery and headlines carried over from desktop experience Hero matches target

audience Hero is attractive Hero is facing forward,

looking at visitor Hero is smiling

Case Study 3: Desktop vs. Mobile — “Relevance vs. Experience”

Hypothesis By directing visitors to the page they searched for,

regardless of platform, they will be more likely to convert

Methodology A/B split traffic test Send mobile traffic to desktop site if the page visitors

requested for doesn’t exist on mobile site (eg. blog article), instead of sending visitors to mobile homepage


Case Study 3: Desktop vs. Mobile — “Relevance vs. Experience”


Results -30.8% decrease in

conversions

Case Study 3 Review: Desktop vs. Mobile — “Relevance vs. Experience”


We learned: Experience matters even more than relevance

Collaboration

SEO and UX: Emerging Partnership

More similar than different 7 Facets of User Experience

Findable — Information scent Accessible Desirable — Identity and Branding Usable Credible — Trust Useful — Relevance Valuable — Loyalty


Convergence of SEO and UX for CRO: Finding a Common Ground

What’s good for UX will also be good for SEO

Use language your users use (even if it’s grammatically incorrect) Know what keywords your users will search for i.e. “What career is right for me” vs. “Which career is right

for me”

Reduce the number of clicks required to get to a given page

Use descriptive, human readable URLS

A good internal link structure and working links (not broken)

Logical information architecture


Convergence of SEO and UX for CRO: Finding a Common Ground


What’s good for UX will also be good for SEO

Use clear, concise language in copywriting Headlines, body copy, inline links, call-to-action buttons

Avoid duplicate content

Leverage native technologies to optimize user’s experience i.e. Number dialing and local personalization on mobile

devices

Limit the use of rich media formats: Flash, images as text, and content inserted by JavaScript

Closing Thoughts

SEO + UX + CRO = Success SEO opens the doors for visitors to

come into the house (or website) UX accommodates visitor’s needs and

makes them feel at home, thus influences visitor to accomplish their task (convert)

Test early and often; apply learnings and iterate

Experiences drive decision-making


Mobile CRO Case Studies - Sae Vang

Technology

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