More Related Content Similar to Conversion Optimization for mobile in multi device world share (20) More from Chris Goward (20) Conversion Optimization for mobile in multi device world share1. Conversion Optimization in a
Multi-Device World
Plus a free offer...
Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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2. The Conversion Optimization Agency
• 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
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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3. When most marketers think of mobile. . .
. . .and maybe
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5. We are in a
Screen Size Continuum
Where does “mobile” end?
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6. Let me help you with that…
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7. Stop thinking of just
landing pages for
Mobile vs. PC
(plus tablets, maybe)
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8. You Have Four Options:
Five
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
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10. “Don’t Make
Me Think!”
- Steve Krug
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11. Option 1: Don’t Customize
7% Mobile?
Maybe you’ve
got time to plan
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12. . . . but not long
Global Internet Device Sales
Source: Gartner, IDC, Strategy Analytics, company filings, BI Intelligence estimates, http://uxmag.com/articles/a-primer-on-responsive-design
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13. . . . but not long
4G Adoption
We are here
Source: comScore MobiLens, U.S., 3 Month Ave. Ending Dec 2010-July 2012
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16. Doing nothing is
not an option.
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17. 2. Build a mobile app
Not for search traffic.
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18. 3. Build mobile landing pages
This looks promising
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19. But the landing page sucks!
Google can’t tell this
is meant for mobile.
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20. What I should have seen
CTA
Missed Opportunities!
CTA
CTA
CTA CTA
CTA CTA
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CTA
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CTA
CTA
21. Why no CTAs for
mobile?
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23. Problems with Mobile Sites
• 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?)
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24. 4. Build responsive landing pages
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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25. 4. Build responsive landing pages
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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26. Google Recommends Responsive Web Design
More info at:
http://j.mp/wfRWD
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27. Next. . .
How to optimize for
mobile search conversions!
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28. These Frameworks are Working in All Situations
Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan
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© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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29. Good News…
It works for mobile too!
(and tablets, and all other screens)
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30. Knowing what to test: Using the LIFT Model™
Clarity
Relevance
TM
Urgency
Distraction
Anxiety
(Note: For more, search “WiderFunnel Lift”)
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32. 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
Distraction: Video
opens in new window
Clarity: Search is an
odd default tab
Clarity: No product info
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above the fold
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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33. And those aren’t the
biggest problems…
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34. Distraction: 12 product
options is too many!
Clarity: No product
option differentiation
Clarity: Add to Cart far
down the page
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35. Distraction: the
page is gone!
Distraction: Product
info on a separate page
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36. Hypothesis Creation
Distraction: Too much Reducing tab height
space used for tabs design
Clarity: Page does not Adding “cases” to
match “cases” headline
Clarity: Type spills off page Include all relevant
and only says “5” devices in headline
Distraction: Video opens in Turn problems Embed video or replace
new window into hypotheses with image
Clarity: Search is an odd Begin on product tab or
default tab remove tabs
Clarity: No product info Replace image with value
above the fold proposition
Distraction: 12 product Focus on most important
options is too many products
…will lift sales
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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38. Conversion Optimization Testing Works
I can’t share their results, but here are averages:
Average Conversion Rate Lift
Ecommerce 23.1%
Lead Gen 49.0%
*WiderFunnel average results 2007-2012
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40. Overlooked Mobile Testing Areas
• 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?
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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41. Free Offer: Custom Web Page Evaluation
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: Hello@widerfunnel.com
2. Tell us the URL of the web page you’d like evaluated
3. Minimum 30,000 unique visitors per month
Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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42. You Should Test That!
Sign up for a free chapter:
YouShouldTestThat.com
Tweet this: @chrisgoward #CRO
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