Mobile CRO Case Studies - Sae Vang
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Mobile CRO Case Studies - Sae Vang

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This presentation by Sae Vang is from our Search Snippets #9 event titled "Mobile Search" and is a look at the web as it is today via mobile platforms. It shows some case studies with different tests ...

This presentation by Sae Vang is from our Search Snippets #9 event titled "Mobile Search" and is a look at the web as it is today via mobile platforms. It shows some case studies with different tests and their results.

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  • Results+85.9% lift in clicks to form

Mobile CRO Case Studies - Sae Vang Mobile CRO Case Studies - Sae Vang Presentation Transcript

  • Mobile CRO: The SEO and UX Edge Sae Vang /Interaction Designer MnSearch 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 Copyright Collegis Education, Inc. Proprietary and Confidential. 4 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 6Copyright Collegis Education, Inc. Proprietary and Confidential.  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 7Copyright Collegis Education, Inc. Proprietary and Confidential.
  • Case Study 2: Mobile Homepage CTA 8Copyright Collegis Education, Inc. Proprietary and Confidential.  Results  +85.9% lift in clicks to form
  • Case Study 2 Review: Mobile Homepage CTA 9Copyright Collegis Education, Inc. Proprietary and Confidential.  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 10Copyright Collegis Education, Inc. Proprietary and Confidential.
  • Case Study 3: Desktop vs. Mobile — “Relevance vs. Experience” 11Copyright Collegis Education, Inc. Proprietary and Confidential.  Results  -30.8% decrease in conversions
  • Case Study 3 Review: Desktop vs. Mobile — “Relevance vs. Experience” 12Copyright Collegis Education, Inc. Proprietary and Confidential.  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 Copyright Collegis Education, Inc. Proprietary and Confidential. 14
  • 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 Copyright Collegis Education, Inc. Proprietary and Confidential. 15
  • Convergence of SEO and UX for CRO: Finding a Common Ground Copyright Collegis Education, Inc. Proprietary and Confidential. 16 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 Copyright Collegis Education, Inc. Proprietary and Confidential. 17