Why Mobile Responsive Isn't Good Enough

1. BRICE MCBETH
Twice The Visits.
Half the Conversions.
Why Mobile Responsive Isn't Good Enough

2. TWICE THE VISITS. HALF THE CONVERSIONS.
It is much more
difficult to measure
nonperformance
than performance!
- Hal Geneen

3. TWICE THE VISITS. HALF THE CONVERSIONS.
99% of people will
believe facts from
the internet if you
put it next to a old
picture!
- Abe Lincoln

4. TWICE THE VISITS. HALF THE CONVERSIONS.

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2 WRONGS Don’t
Make a RIGHT!

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I’m going to call
Santa Clause!

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Do as I say
NOT as I DO!

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Do as I say
NOT as I DO!

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2 WRONGS Don’t
Make a RIGHT!

11. TWICE THE VISITS. HALF THE CONVERSIONS.
I’m going to call
Santa Clause!

12. TWICE THE VISITS. HALF THE CONVERSIONS.
Do as I say
NOT as I DO!

13. TWICE THE VISITS. HALF THE CONVERSIONS.
Do as I say
NOT as I DO!

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Before there were mobile
browsers, there were
desktop computers

16. BRICE MCBETH
Twice The Visits.
Half the Conversions.
Why Mobile Responsive Isn't Good Enough

17. What We Obsess
About
What We SHOULD
Obsess About

18. CONVERSION RATE OPTIMIZATION | What an AB Test Looks Like

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BEEP! BEEP!

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Friends got Blackberries

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Friends got iPhones

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2013
Year of
Responsive
By Mashable
First mobile responsive in 2001

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2013
Year of
Responsive
By Mashable
First mobile responsive in 2001

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2013
Pinch & Zoom
...but it
Worked!

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2015
Google
Mobilegeddon
punished sites
w/out Responsive

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What was once
desirable
Was now
REQUIRED!

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De Facto:
P&Z Bad!
Therefore,
Responsive
PERFECT!

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But...

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8/10 would
rule out
pinch & zoom
site…

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What. EVER!
We lost ORIENTATION

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2015
2016

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2015
2016

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2015
2016

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2016
2017

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Plenty of best practices
articles out there…

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HOW COULD ANYONE
EVEN KNOW?

43. offer
discount, access, timing, richness
design
UI / Design, Buttons, Layout, Anxiety
credibility
transparency, credentials, guarantees, testimonials, value
capability
Features, content, images, video, pricing
exclusivity
benefit, product/service, appeal, relatability, cause, motivation

44. credibility
transparency, credentials, guarantees, testimonials, value
capability
Features, content, images, video, pricing
design
UI / Design, Buttons, Layout, Anxiety
offer
discount, access, timing, richness
What
We
Test
exclusivity
benefit, product/service, appeal, relatability, cause, motivation

45. credibility
transparency, credentials, guarantees, testimonials, value
capability
Features, content, images, video, pricing
design
UI / Design, Buttons, Layout, Anxiety
offer
discount, access, timing, richness
What
We
Test
60% of
Tests Fail
exclusivity
benefit, product/service, appeal, relatability, cause, motivation

46. design
UI / Design, Buttons, Layout, Anxiety
capability
Features, content, images, video, pricing
exclusivity
benefit, product/service, appeal, relatability, cause, motivation
credibility
transparency, credentials, guarantees, testimonials, value
What
We
Test
What
We
SHOULD
Test
offer
discount, access, timing, richness
60% of
Tests Fail

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Ugly &,
Effective!

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Pretty &,
Effective!
...has nothing to
do w/ responsive!

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Restaurant:
Address / Directions
^Send to a friend
Phone (Click to Call!)
- Menu
- Parallax
- Social
- Clickless Phone/Map

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B2B:
Address (or not)
Phone
CTA Sandwich
- Sliders
- Jargon

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B2B:
CTA in Menu
Clear Menu Nests
- Social in Menu

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e-Commerce:
Deals
Cart
Search
Create Account
Exclusivity / Scarcity
- Add to Cart

62. WHERE MANY OF US GO WRONG
❏ Not QA testing
❏ Settling for shape-shift responsive as “optimized” / Not A/B Split Testing
❏ Neglecting SPEED as #1 Priority!
❏ Forgetting to use it IN THE FIELD!
❏ Fixating on algorithms
❏ Fixing on “cool” (a la Hamburger Menus, Parallax, etc)
TWICE THE VISITS. HALF THE CONVERSIONS.

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Amazon
Uses Main Menu
YouTube
Uses Search Only

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Reap Marketing
“Menu” text was critical
...But it’s different today...

65. LOOKING AT THE NUMBERS
❏ Filter by mobile traffic & view independently
TWICE THE VISITS. HALF THE CONVERSIONS.

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Measure
ALL
IN!

71. LOOKING AT THE NUMBERS
❏ Filter by mobile traffic & view independently
❏ Qualitative research
❏ A/B Testing with Micro Goals
❏ Understand the ENTIRE experience
TWICE THE VISITS. HALF THE CONVERSIONS.

72. YOU CAN START TESTING HERE
❏ WHY BUY FROM YOU?
❏ Creating Urgency
❏ Navigation Style
❏ Sticky Headers
❏ Sticky Footers
❏ Contact Tray
❏ FB / Google Login
❏ CTA Placement, Format, Implication of Ask, Fields, Incentive
❏ Cart / Payment Method
TWICE THE VISITS. HALF THE CONVERSIONS.

73. TAKE-AWAYS
❏ Responsive is a 2001 response… not optimized
❏ Not everyone is like you (3000+ devices make up 60%)
❏ Optimize for something BIGGER than design! Speed! Scarcity! Why!
❏ Go use it in the WILD!
❏ Measure the entire online → offline experience
❏ Data tells you what you are doing well/poorly. Not what you *could be* doing
❏ Ask hard (qualitative) questions
❏ Be a CRO expert (embrace knowing nothing & always be testing!)
TWICE THE VISITS. HALF THE CONVERSIONS.

74. BriceMcBeth.com/Mobile-Optimize
Copy of Today’s Slides
Copy of Book Salon Chairs Don’t Sell Themselves
Upcoming Event Links

75. TWICE THE VISITS. HALF THE CONVERSIONS.
Do as I say
NOT as I DO!
Prominent location/ directions link
Sticky Footer / Nav

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Do as I say
NOT as I DO!
Facebook Login Error
Emotionalize Homepage
Financing Links
Product Page Breakcrumbs

77. TWICE THE VISITS. HALF THE CONVERSIONS.
Do as I say
NOT as I DO!
Cleanup Footer
Cart Quantity
Cart -> Strip Header/Search +
Reduce number of buttons

78. TWICE THE VISITS. HALF THE CONVERSIONS.
Do as I say
NOT as I DO!
..but we are
constantly testing