SearchLove Boston 2015 | Brian Massey, 'Mobile Test Results: What Mobile Web 2.0 Will Look Like’
Transcript of SearchLove Boston 2015 | Brian Massey, 'Mobile Test Results: What Mobile Web 2.0 Will Look Like’
Mobile Web 1.0: Party Like It’s
1999Brian Massey
Conversion Sciences LLC @bmassey
@bmassey #CXLLive
@bmassey #CXLLive
1998
International SpeakerFounder of Conversion Sciences LLCAuthor Your Customer Creation EquationLab Wear Fashion Model
The Conversion Scientist BlogConversionScientist.comContact:[email protected]
Brian Massey, Conversion Scientist
Our Goal: Design Your Mobile Web 2.0 SitesQuick overview of broad mobile marketplace.Dismiss data from broad mobile marketplace.Understanding your mobile websites.Responsive site issues.What our tests are telling us about Mobile Web 2.0.
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Mobile Web Marketplace
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“Mobile Websites Will Always Have Lower Conversion Rates.”
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The Best Mobile Web 2.0 Businesses will Enjoy Conversion Rates as Good or Better Than Desktop.
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It will not take 10 years.
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Golden Age of Tools
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Your Mobile Web 2.0 will be Different from Mine
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High School Students
Mobile
Desktop
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High Price Ecommerce
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Consumer Community
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Addiction Treatment
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Understand Your Mobile WebsitesIgnore the rest of the market.
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We don’t have one mobile website, we have 10 or 20 or 30.
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Google Analytics Technology Reports
@bmasseyhttp://www.paintcodeapp.com/news/ultimate-guide-to-iphone-resolutions
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Y O U R
SITE IS
BROKEN ON ONE OF
TH E S E
SCREENS
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iPad, iOS 5
iPad, iOS 7.1
Windows Vista
Android 4.3
iPhones: iOS4, 5, 7 Android:
2.3.6, 4.0.4,
Windows 8, no
updates
OS X 10.6 Windows 8, regular updates +
VM’s
OS X 10.8
OS X 10.9
OS X 10.7 + VM’s
Windows XP
Windows 7
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Test on 3G and 4G connections.
Mobile Web 2.0 Will Look Like Apps
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Designing Mobile Web 2.0
Dedicated Mobile WebsitesMobile is Screen OneMobile-specific Calls to ActionApp-like InteractionsDifferent Experiences for iOS and Android
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Responsive vs. Dedicated Mobile
m.
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Responsive Templates make decisions for you.Not all of these decisions are good.
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Loss of Trust
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WebsiteShrink Ray
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Slow MotionEmitter Ray
CollectorEmitter
It took a staggering 18.24 seconds on average for responsive home pages to
load on smartphones over a combination of 3G and 4G connections
@bmasseyhttps://www.internetretailer.com/trends/mobile-commerce/keynote-mobile-commerce-performance-index/
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https://www.internetretailer.com/2014/06/02/ugly-truth-about-responsive-design-and-how-fix-it?p=1
“The first-generation responsive design sites in retail today simply do not perform well on smartphones when looking at a blend of the common 4G LTE, 4G and 3G wireless carrier connections.”
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Mobile Visitors Want Something, well, Mobile
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Remove Filler Images
Custom Mobile Experience
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Responsive mobile sites require a redesign of the desktop site.
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“The redesign that was two years in the making started badly leading to an 8% decrease in online sales not to mention countless frustrated and irate customers.”http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-redesign-made-lose-sales/
£150 million redesign took two years.
December
January
March
April
July
August
November
September
The Typical Redesign
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Mobile Conversion Rate
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Responsive Mobile Site
Significant decrease in Mobile load times
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Definite Improvement
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Disresponsive
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App-like Features
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Persistent Calls to Action
drugaddictionsite.com
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drugaddictionsite.com
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drugaddictionsite.com
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drugaddictionsite.com
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“Parachutes”
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Persistent CTA###-####
drugaddictionsite.com
1-800-###-####
drugaddictionsite.com###-#### 1-800-###-####
1-800-###-####
drugaddictionsite.com
On Scroll
+9%
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Mobile Devices Have PhonesRemember?
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Write Tel Links Explicitly
+20%
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For businesses that are trying to generate phone calls from their websites, mobile conversions are significantly higher than desktop conversions.
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Persistent Calls to Action
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The Mother of All Mobile Audiences
Photo Credit: https://www.flickr.com/photos/38134298@N00/6179186448/ Difei Li (cc)
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Sticky Header vs. Sticky FooterSchoolfinder.comSchoolfinder.com
Schoolfinder.com
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ResultsHeader
Treatments
FooterTreatments
+20%
Schoolfinder.com
Schoolfinder.com
Hypotheses
Ad Blindness
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+45%
Footers can Work
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Calls to Action
MenuSearchNavigateAdd to CartClick to CallSubscribeSocial Subscriptions
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Mobile is Screen OneNot Desktop
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More and more conversations will begin on the mobile screen.
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Screenhoppers
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Mobile Traffic Performs Horrendously
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Desktop Design Tool
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Mobile Dead End
69
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Mobile Email Capture
70
5.3% Form Completion Rate (VWO)
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The Visitor is Sent an Email with a specially-coded Link.
http://esigns.com/design?ref=mobileemail
26% Email Click-Through Rate (Google Analytics)
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Results?
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Not a Revenue Game Changer
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Mobile Visitors Don’t Change Their Stripes
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But Wait! What is the Value of an Email Address?
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Email Does Deliver the Goods
5.3% = 1,370 new email addresses each month1,370 x 12 x $11 yearly revenue per recipient =
$181,000
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Android is not like iOSThere are two “mobile” visitors today.
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Sticky Headers
Android: +78.83% iPhone: +25.7%
Android: +3.9% iPhone: -21%
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Navigation Menu
Preferred by Android Users
Preferred by iOS Users
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Our Hypotheses are Coming from Apps
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Mobile Design Patterns UX Patterns for Smartphone AppsbyTheresa Neil
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Be Curious
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Launch Pad Menus
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Wizards, Quizzes, Questionnaires
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Then There’s This
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Mobilegeddon
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It’s not time to go back in time, no matter how attractive it may be.
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There are no best practices in Mobile. Your visitors are unique.
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We are going to test our way out of Mobile Web 1.0 because we have awesome tools.
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Web 2.0 is looking a lot like Mobile Apps.
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Disresponsive mobile sites don’t look like Apps.
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Mobile Visitors Want a Mobile Experience
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Android or iOS Users are Aliens
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Whoever figures out mobile first wins.
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Are You Ready for Something Special?