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Mobile Marketing Conversion Optimization Tools & Tricks (Star Wars Edition)

Tools and coding tricks to enhance the mobile web user experience and optimize conversion... Star Wars Jedi-style! (Originally presented at SMX Advanced.)

1 of 73
Mobile Marketing
Conversion Optimization


Tools and Code Tricks to Enhance Mobile UX & Conversion
                  [ Star Wars Jedi-Style ]


   Angie Schottmuller - @aschottmuller
      SMX Advanced 2012 - #SMX #mobile #CRO #RWD
What is a Conversion?
Conversion Rate =
The % of users that complete a
      presented action.
BUY

                SUBSCRIBE                   SUBMIT FORM

                                   WATCH VIDEO


SHARE
                  ACTIONS
                                                 CLICK A LINK
        RATE OR REVIEW          COMMENT



CALL (PHONE)                INTERACT (GAME/CONFIGURATOR)
Star Wars Conversion Rates


                 Obi Wan’s
                Jedi Record:


                 50%
Industry average conversion
        rate is ~2-4%.
    So 50% is awesome!
         ...Right?

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Mobile Marketing Conversion Optimization Tools & Tricks (Star Wars Edition)

  • 1. Mobile Marketing Conversion Optimization Tools and Code Tricks to Enhance Mobile UX & Conversion [ Star Wars Jedi-Style ] Angie Schottmuller - @aschottmuller SMX Advanced 2012 - #SMX #mobile #CRO #RWD
  • 2. What is a Conversion?
  • 3. Conversion Rate = The % of users that complete a presented action.
  • 4. BUY SUBSCRIBE SUBMIT FORM WATCH VIDEO SHARE ACTIONS CLICK A LINK RATE OR REVIEW COMMENT CALL (PHONE) INTERACT (GAME/CONFIGURATOR)
  • 5. Star Wars Conversion Rates Obi Wan’s Jedi Record: 50%
  • 6. Industry average conversion rate is ~2-4%. So 50% is awesome! ...Right?
  • 9. ASK YOURSELF: What are the consequences of getting it wrong? ^ VERY
  • 10. 43% are unlikely to return to a slow-loading mobile site Source: Compuware, "What Users Want from Mobile,” 2011
  • 11. 40% turn to a competitor’s site after a bad mobile experience Source: Compuware, "What Users Want from Mobile," 2011
  • 12. You need a PLAN.
  • 13. You must use the information in this R2 unit to plan the attack...
  • 14. Mobile CRO Preparation CONSIDERATIONS: WHAT TO CHANGE: • Accessibility (#killflash) • Simplify layout • Responsive design • Reduce context • Hover-functionality • Increase sizing (menus, tooltips, etc.) (text, buttons) • Page size and speed • Increase margin/padding on links • Geolocation / privacy & fields • Selectively feature CTA • Adjust CTA placement
  • 15. Contextual Differences TECHNOLOGY: SITUATION: • Usability • Week day, Time of day • Page load • Geography (size/speed) • Referrer, Click paths • Connection speed • Customer history • Device capabilities • Urgency • Screen size • Strategic agenda • Dynamic environment
  • 16. User Goal Differences • Traditional Desktop/Laptop > Benefit-Oriented • Tablet > Interaction-Oriented • Smartphone > Task-Oriented
  • 18. CONTENT is only king... in the right kingdom of CONTEXT.
  • 19. Mobile Mini Toolbox View, detect, and measure.
  • 21. EXPANDABLE MENU “Ooooh! Awesome mobile website! I wonder how they did that...” RESPONSIVE SLIDESHOW
  • 23. View Source Code javascript:(function()%7Bvar%20d%3Dd ocument%2Cs%2Ce%3Bvar%20el%3Dd. getElementById('snpy')%3Bif(typeof%20 MOBILE Snoopy!%3D'undefined')%7BSnoopy.to ggle()%3Breturn%7Delse%20if(el)%7Bel. BOOKMARKLETS className%3D%2Fclosed%2F.test(el.cl assName)%3Fel.className.replace('cl osed'%2C'')%3Ael.className%2B'%20cl osed'%3Breturn%7Ds%3Dd.createEleme nt('link')%3Bs.setAttribute('href'%2C'http • Snoopy %3A%2F%2Fsnoopy- assets.allmarkedup.com%2Fsnoopy- by AllMarkedUp.com min.css')%3Bs.setAttribute('rel'%2C'styles heet')%3Bs.setAttribute('type'%2C'text% 2Fcss')%3Bd.getElementsByTagName('h • ViewS ead')%5B0%5D.appendChild(s)%3Be%3 Dd.createElement('script')%3Be.setAttri by Shaun Inman bute('src'%2C'http%3A%2F%2Fsnoopy- assets.allmarkedup.com%2Fsnoopy- min.js')%3Bd.getElementsByTagName(' • View Source body')%5B0%5D.appendChild(e)%7D)() %3B by Ole Michelsen
  • 24. View Source Code MOBILE BOOKMARKLETS • Snoopy by AllMarkedUp.com • ViewS by Shaun Inman • View Source by Ole Michelsen
  • 25. View Source Code MOBILE BOOKMARKLETS • Snoopy by AllMarkedUp.com • ViewS by Shaun Inman • View Source by Ole Michelsen
  • 28. “Mobile” Detection FEATURE METHOD • User Agent (UA) • Client-Side Script • Screen Width • Server-Side API • CSS Media Queries • Cloud Web Service • Touchscreen- Capable See BONUS SECTION for tools!
  • 30. “You’re sure the homing beacon is secure aboard their ship? I’m taking an awful risk, Vader. This had better work.” - Grand Moff Wilhuff Tarkin
  • 31. 25-40% of mobile traffic is NOT detected by traditional web analytics.
  • 32. REALITY Those are the droids you were looking for.
  • 33. Web Analytics for Mobile 1. Track what you can Google Analytics - Create Advanced Segments: http://bit.ly/gamobiletracking 2. Set ‘unknown referrers’ w/ tracking codes SiteCatalyst - Specify Referrer Hack: http://bit.ly/scsetreferrer
  • 34. “Your powers are weak, old man...”
  • 35. Use Mobile Analytics • Bango • Percent Mobile • Amethon
  • 37. Where Does Your Mobile Design Fall? Hann Diagram by theepiceeffect
  • 38. jQuery is your ally.
  • 39. jQuery Responsive Plugins Headings: FitTextJS.com Video: FitVidsJS.com
  • 40. jQuery Responsive Slideshows WooThemes Flexslider PhotoSwipe.com
  • 41. Campaign Example: Subway Battleship battleship.subway.com Free Code: 6LYHL6NY VERY WELL DONE! (Check out the code!)
  • 45. Top Actions on Mobile: • Make a phone call • Find nearest location
  • 46. 61% of mobile users call after a local business search Source: Google - The Mobile Movement Study, 2011
  • 48. Set Up Click-to-Call (CTC) 1. Select the phone number 2. Make it a hyperlink: Syntax: "tel:+" + [country code] + [phone #] Example: tel:+16515551212 HTML: <a href="tel:+16515551212">(651) 555-1212</a> See RFC 3966 for specifications: http://bit.ly/rfc3966
  • 49. Click-to-Call Conversion Tips <a href="tel:+16515551212" class="clicktocall">Call Now! (651) 555-1212</a> • Include a phone icon For a FREE quote: • Include a CTA • Include the phone # Hours: Mon-Fri, 8am - 4pm CT • Style the link as a button • Include useful/enticing context • CSS style for mobile/non-mobile
  • 53. GeoIP / Geolocation Tools • GeoIP Database http://bit.ly/maxmindgeoip • Zip/Postal Code Database • GeoIP Web Service API • HTML5 Geolocation API http://bit.ly/html5geolocationapi
  • 54. “That’s impossible. Even for a computer.”
  • 55. ACTUAL MAXMIND GOOGLE LOADER Compare Map Points: http://bit.ly/itouchmap
  • 56. Get the Code: http://html5demos.com/geo
  • 57. Proximate is close enough for suggestions!
  • 58. Privacy Considerations PERSONAL NON-INTRUSIVE Stores nearest you: Stores near 55127: Change Location
  • 59. Personalize with GeoIP • Personalize headings with city or metro names • Regionalize “voice” to use local terms or slang • List a nearby representative or store contacts • Re-center and zoom maps • Estimate sales tax or shipping fees • Pre-populate web form location fields
  • 61. Beyond 3, anticipate each added form field to REDUCE mobile conversion by 50%
  • 62. Simplify Forms: 1. Hide City and State (compute from Zip) 2. Drop Address (unless for mailer) 3. Drop Phone 4. Drop non-required fields
  • 63. Improve Forms: 1. Default Zip (Use geolocation) 2. Use HTML5 input types 55127 HTML5 Inputs: http://bit.ly/html5inputtypes
  • 64. HTML5 Input Types Zip Code Field: Phone Field: <input type=“number”> <input type=“tel”>
  • 65. HTML5 Input Types Email Field: Website Field: <input type=“email”> <input type=“url”>
  • 66. Mobile CRO Tools Recap • View mobile source code • Mobile detection tools • Mobile analytics • jQuery responsive plugins • Html5 input types • Click-to-call code tricks • Geolocation code and uses
  • 67. “You can either profit by this or be destroyed.”
  • 68. Key Takeaways • You have more mobile traffic than you think • Rethink "conversion” • Context is the kingdom • Free/inexpensive tools are available to help • Geolocation rocks for personalization
  • 69. Join the Mobile Rebellion!
  • 71. << Bonus Section >> LINKS TO TOOLS
  • 72. “Mobile” Detection Tools • DetectMobileBrowsers.com • DetectRight.com • WURLF.sourceforge.net • DeviceAtlas.com • PHP Mobile Detect • Detecting Touch Devices: http://bit.ly/touchdetection
  • 73. GeoIP Accuracy Check • Google Loader vs. MaxMind GeoIP City API: (JSfiddle code snippet) http://bit.ly/geoipgooglevsmaxmind • iTouchMap - Map Out Multiple Latitude and Longitude Points: http://bit.ly/itouchmap • HTML5 Geolocation Example w/ Code: http://html5demos.com/geo

Editor's Notes

  1. http://girls-gone-geek.com/2011/10/14/the-star-wars-divide-a-tale-of-two-costumes/
  2. http://www.tumblr.com/tagged/anakin-skywalker?before=1333333588
  3. http://goodgeekranting.wordpress.com/2012/01/26/r2-cant-get-no-respect/
  4. http://mattersofgrey.com/kinect-star-wars-freebies/
  5. Screenshot example of http://webdesignerwall.com
  6. Screenshot example of http://webdesignerwall.com
  7. AUDIENCE POLL:By a show of hands, how many of you have mobile reports or segments configured in your analytics?
  8. Image: http://rapiddatasolutions.com/mobile/
  9. http://starwars.wikia.com/wiki/Mission_to_Jabba%27s_Palace_%28Galactic_Civil_War%29