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
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Schism of SEO and UX: Separate disciplines, different approaches Core differences surrounding the audience
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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
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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
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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
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Case Study 2: Mobile Homepage CTA
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Results +85.9% lift in clicks to
form
Case Study 2 Review:Mobile Homepage CTA
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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
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Case Study 3: Desktop vs. Mobile — “Relevance vs. Experience”
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Results -30.8% decrease in
conversions
Case Study 3 Review: Desktop vs. Mobile — “Relevance vs. Experience”
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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
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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
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Convergence of SEO and UX for CRO: Finding a Common Ground
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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
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