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Conversion Optimization for mobile in multi device world share
 

Conversion Optimization for mobile in multi device world share

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Mobile ads, including those displayed on tablet devices, are growing faster and are more popular than ever, with some estimates suggesting they make up as much as 30% of all paid search volume. But ...

Mobile ads, including those displayed on tablet devices, are growing faster and are more popular than ever, with some estimates suggesting they make up as much as 30% of all paid search volume. But mobile users have different needs and wants than desktop users, so your campaigns must be designed accordingly. This session features a discussion of the issues, and strategies and tactics you'll need to succeed in a multi-device, always-on world.

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    Conversion Optimization for mobile in multi device world share Conversion Optimization for mobile in multi device world share Presentation Transcript

    • Conversion Optimization in a Multi-Device World Plus a free offer... Chris Goward Founder & CEO WiderFunnel @chrisgowardTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 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 clientTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • When most marketers think of mobile. . . . . .and maybeTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • RealityTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • We are in a Screen Size Continuum Where does “mobile” end?Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Let me help you with that…Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Stop thinking of just landing pages for Mobile vs. PC (plus tablets, maybe)Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 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 decideTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • “Don’t Make Me Think!” - Steve KrugTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Option 1: Don’t Customize 7% Mobile? Maybe you’ve got time to planTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • . . . 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-designTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • . . . but not long 4G Adoption We are here Source: comScore MobiLens, U.S., 3 Month Ave. Ending Dec 2010-July 2012Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Faster downloads encourage usageTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Source: http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.htmlTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Doing nothing is not an option.Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 2. Build a mobile app Not for search traffic.Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 3. Build mobile landing pages This looks promisingTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • But the landing page sucks! Google can’t tell this is meant for mobile.Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • What I should have seen CTA Missed Opportunities! CTA CTA CTA CTA CTA CTATweet this: @chrisgoward #CRO CTA© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com | CTA CTA
    • Why no CTAs for mobile?Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 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?)Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 4. Build responsive landing pagesTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 4. Build responsive landing pagesTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Google Recommends Responsive Web Design More info at: http://j.mp/wfRWDTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Next. . . How to optimize for mobile search conversions!Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • These Frameworks are Working in All Situations Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, JapanTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Good News… It works for mobile too! (and tablets, and all other screens)Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 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 infoTweet this: @chrisgoward #CRO above the fold© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • And those aren’t the biggest problems…Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Distraction: 12 product options is too many! Clarity: No product option differentiation Clarity: Add to Cart far down the pageTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Distraction: the page is gone! Distraction: Product info on a separate pageTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 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 salesTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 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 2007-2012Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • 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 |
    • 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 monthTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
    • You Should Test That! Sign up for a free chapter: YouShouldTestThat.comTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |