WordCamp NL 2016
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Tips and tricks on how to get more results from mobile and tablet visitors to WordPress websites
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WordCamp NL 2016
- 1. More Results From Mobile and Tablet Visitors Theo van der Zee - ConversionReview @ WordCamp NL 2016
- 4. What is the first thing you do when you wake up?
- 5. What is the last thing you do when you go to sleep?
- 6. I think we’ve got our answer by now
- 7. Some data on mobile devices usage
- 8. Time spent using a smartphone Normal users: 2.42h / day Power users: 3.75h / day Source: Dscout
- 9. Mobile phone subscribers per 100 inhabitants Source: Wikipedia
- 10. Globale device usage Source: StatCounter 2008 2016
- 11. Mobile-friendly research Source: Google 75% Prefers a mobile- friendly version of the website 67% More likely to buy from a mobile- friendly website 50% Bad mobile experience, then less engagement
- 12. It’s hard to imagine our lives without mobile devices
- 20. A closer look a online conversion rates
- 22. Source: Monetate 1.31% 3.30% 3.59% 0% 1% 3% 4% Mobile Tablet Desktop CR Conversion rates per device group
- 23. 42% 17% 41% Mobile Tablet Desktop 21 % 17 % 62 % Sessions by device Source: WolfGang Digital Revenue by device
- 24. Source: Marketing Science Institute “Mobile devices’ low conversion rate is strongly related to the phase in which customers use these devices.” Evert de Haan - Assistant Professor, Goethe University
- 25. What are the top mobile conversion roadblocks?
- 36. Mobile loading time Source: Google 1 out of 2 people expect load times < 2 seconds
- 37. 53% abandons after 3 sec Mobile loading times Source: Google
- 38. 53% abandons after 3 sec Avg. 3G load time is 19 sec Mobile loading times Source: Google
- 39. Loading time of 5 sec vs. 19 sec 60% greater pageviews per visit 70% longer average sessions Source: Google
- 40. Loading time of 5 sec vs. 19 sec 35% lower bounce rates 25% higher viewability Source: Google
- 42. How to speed up your mobile WordPress website?
- 43. 0. Get good hosting that is optimized for WordPress
- 44. 1. Remove, resize and compress all your images
- 45. 2. Prioritize loading sources, above the fold first
- 46. 3. Reduce the number of server requests
- 54. Use elements that are big enough to tap easily
- 55. Make sure that all content can be accessed
- 63. Don’t use image sliders, ever, really, don’t, please?
- 64. Don’t use images that make no sense, or have no value.
- 65. Add zoom to photos, so visitors can see details.
- 66. Use high-resolution images whenever possible
- 69. Website review SpeakerConversion training Conversion coaching ConversionReview
Editor's Notes
- Time: 45 mins, including questions
- Who am I?
- Overview of the presentation
- [Hands]: shower? kiss partner? get coffee? … Check mobile?
- [Hands]: watch TV? kiss partner? brush teeth? … Check mobile?
- Obviously putting your phone against a tree, right?
- So, we use our mobile devices a lot, but how much exactly?
- Research by Dscout showing how many hours users were actively using their smartphones. Guess room is at >5h
- Currently the developed world has >1 subscriptions per person on average. The developing world is catching on fast.
- I’ll let you guess which line represents which device group.
- Mobile-friendly websites = must-have. From: ’What Users Want Most from Mobile Sites Today’ by Google
- We rely on mobile devices daily for:
- Navigation
- Taking photos
- Texting
- Listening to music
- Catching Pokémon
- Perhaps even making some phone calls
- But apparently not online shopping yet?
- Conversion rate = # of people who took desired action (buy, donate, subscribe, etc.) divided by the total. Here: 2%.
- Not many people converting on mobile phones yet. Tablet seems okay but still behind desktop.
- Closer look: There’s a lot of mobile browsing (~= desktop) on the left, but little mobile buying on the right
- It’s still only a research device for many. Help majority explore, facilitate buying for minority
- And how are we going to remove those? (based on mobile research by Google, user testing, etc.)
- Desktop only, performance, menus, forms, images
- Starting with desktop only websites
- [Hands] who doesn’t have a mobile-friendly version of their website (responsive, adaptive, dedicated, etc.)?
- Google mobile friendly test
- No technologies like Flash are being used
- No zooming required to view the text
- No horizontal scrolling is required
- No links placed too close
- No interstitials are being used (like Forbes)
- Performance
- Expectations of mobile users from ‘The need for mobile speed’ by Google
- So, 1 in 2 expect <2 sec … research also shows about 53% abandons website if it takes >3 seconds. [HANDS] How long on average over 3G?
- However, in reality is takes on average 19 seconds to load on 3G (and 14 sec on 4G)
- This disparity shows in the conversion numbers
- “Display ads must be on the screen for one full second to be considered viewable.”
- How to see your own (mobile) loading speed? Go to www.webpagetest.org
- How to get your website just as fast as this image? Three steps, starting at step 0
- Get good hosting. Personally big fan of SiteGround.
- Image really worth 2 sec of loading time? WP can handle some automatically, kraken.io might help with compression
- Most JS in the bottom, CSS on the top. No 404 sources, async whenever possible (except for A/B testing tools)
- No unnecessary trackers, ads, fonts, images, social buttons, etc. Remove vigorously from themes!
- Menus
- What do these websites have in common?
- Hint: you can buy it at McDonalds
- Wait, there are more! (we basically saw the mobile website of almost every WCNL sponsor)
- Isn’t that much clearer?
- Discoverability is cut almost in half. Also, task time is longer and perceived task difficulty increases. (via: nngroup.com)
- Button sizes = 44x44 pixels minimum. Can you still see what you want to tap? Is it easy to tap wrong?
- Are any elements missing in the mobile menu? Is there a ‘view desktop version’? Why are the items not on mobile?
- Forms
- Labels in fields, when clicked, unclear what to typed (by the way: left one is Yoast, somehow logo is missing)
- Better solutions: either dynamic in field then above, or just static above.
- Next: I made some errors in the form, who can point them out?
- Nobody, because they were (far) outside of the viewport. Make sure errors are always within sight after submit!
- Better example, page immediately scrolled up after errors.
- Images
- None of the sponsors had a mobile image slider! They are distracting, lower performance, and send a mixed message.
- We’ve seen enough stock images. They cost bandwidth, and add little to no value to the customer experience.
- Especially for items in webshops like clothing, jewelry, art, etc.
- Low resolution just isn’t very attractive to buy
- Desktop only, performance, menus, forms, images
- Any time left? Then do some mobile live reviews (Chrome mobile emulator)
- Questions? Business cards are on the table.