iConvert mobile conversion optimization in a multi-screen world

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Well‐designed mobile landing pages and sites can mean the difference between consumer engagement or abandonment. How should you drive conversions through mobile devices?

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  • Ecommerce-focus
  • For many marketers, they’re trying to make the switch from thinking like a PC to thinking in terms of mobile.
  • But the reality is much more complex. We are not in a 2 or 3 screen size situation.
  • We are in a screen size continuum. There are mobiles whose users act more like tablets. PC’s that act more like tablets. Tablets that act more like mobiles and PCs. And everything inbetween.
  • I’m giving you some hard medicine today.
  • In 2012, maybe you can still think about mobile, tablet, and desktop. But not in 2013.
  • Like these guys.. On Google News last week, I wanted to read an article and clicked on the CTV News link
  • It brought me to a page where they want me to decide which experience to have. What do I choose: View mobile site, View site, or Download the iPhone app? How do I know which one will give me what I want? So, not choosing isn’t a good option. Let’s look at Option 1.
  • Maybe you’re still ok with your single-digit mobile traffic. This is WiderFunnel’s mobile percentage. We haven’t worried too much about it for our own site yet.
  • But for how long? We’re just at the beginning of the growth in internet devices of all types. But I advise e-commerce companies whose mobile traffic is over 30% now. And that doesn’t include quasi-mobile mini-laptops,
  • 4G LTE will skyrocket mobile internet usage.
  • With 4G devices now coming out, like the iPhone 5, some people are reporting faster download speeds than on their ethernet at home! More speed means more usage and greater expectations.
  • In 2012, maybe you can still think about mobile, tablet, and desktop. But not in 2013.
  • Only a viable strategy if you have a great value proposition for a standalone app, like Amazon’s Price Check. This is an option to layer *on top* of a good mobile site experience. It’s not for search traffic, though, so let’s move on to Option 3.
  • This is a viable option, but there are down-sides. I was searching for research recently
  • I can’t read this. Tiny type stretched across the screen. Also, it looks weird. What happened? Their mobile site has been indexed in search for traffic from any device. It’s not Google’s fault. It’s up to you to serve the right format for the content.
  • If they had shown me the PC version of the page, I would have had opportunities to respond to calls to action.
  • When I view the mobile version on the phone, there are still no CTAs. Why not? Some marketers are giving up on mobile viewers as if they won’t convert. They will!
  • Mobile traffic can convert. Don’t relegate them to no man’s land. They want the same content, just presented appropriately. Mobile are people too!
  • Responsive landing pages handle this concern. Take a look at Tattly, for example. Their website adapts to any screen size. It’s future proof!
  • Responsive landing pages handle this concern. Take a look at Tattly, for example. Their website adapts to any screen size. It’s future proof!
  • Mobile landing page optimization requires split testing.
  • In 2012, maybe you can still think about mobile, tablet, and desktop. But not in 2013.
  • In 2012, maybe you can still think about mobile, tablet, and desktop. But not in 2013.
  • The “About” tab finally gives some product info. But when I click ”Search” to get back to the landing page. All is lost.
  • The results of this particular test aren’t in yet, but our average test results show that the process works.
  • iConvert mobile conversion optimization in a multi-screen world

    1. 1. Drive Multi-Screen Search Conversions Plus, Free Landing Page Evaluation Offer Chris Goward Co-Founder & CEO WiderFunnel @chrisgoward Co nn ect herTweet this: @chrisgoward #smx #cro e!© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    2. 2. The Conversion Optimization Agency What do we do? • Conversion Rate Optimization Testing – Planning, copywriting, design & coding – Landing Page Optimization • Optimization for Mobile, PC and everything in between Results • Conversion rate lift of 10% to 750% for every multi-test clientTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    3. 3. When most marketers think of mobile… …and maybeTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    4. 4. RealityTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    5. 5. We are in a Screen Size Continuum Where does “mobile” end?Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    6. 6. Let me help you with that…Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    7. 7. Stop thinking of just landing pages for Mobile vs. PC (plus tablets, maybe)Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    8. 8. 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 #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    9. 9. Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    10. 10. “Don’t Make Me Think!” - Steve KrugTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    11. 11. Option 1: Don’t Customize 7% Mobile? Maybe you’ve got time to planTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    12. 12. 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 #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    13. 13. But not long 4G Adoption Source: comScore MobiLens, U.S., 3 Month Ave. Ending Dec 2010-July 2012Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    14. 14. Faster downloads encourage usageTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    15. 15. Source: http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.htmlTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    16. 16. Doing nothing is not an option.Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    17. 17. 2. Build a mobile app Not for search traffic.Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    18. 18. 3. Build mobile landing pages This looks promisingTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    19. 19. But the landing page sucks! Google can’t tell this is meant for mobile.Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    20. 20. What I should have seen CTA Missed Opportunities! CTA CTA CTA CTA CTA CTATweet this: @chrisgoward #smx #cro CTA© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com CTA
    21. 21. Why no CTAs for mobile?Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    22. 22. Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    23. 23. 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 #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    24. 24. 4. Build responsive landing pagesTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    25. 25. 4. Build responsive landing pagesTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    26. 26. Google Recommends Responsive Web Design (RWD) More info on RWD for Mobile: http://j.mp/wfRWDTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    27. 27. Next… How to optimize for mobile search conversions!Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    28. 28. These Frameworks are Working in All Situations Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, JapanTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    29. 29. Good News… It works for mobile too! (and tablets, and all other screens)Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    30. 30. Knowing what to test: Using the LIFT Model™ Clarity Relevance TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    31. 31. Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    32. 32. 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 #smx #cro above the fold© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    33. 33. And those aren’t the biggest problems…Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    34. 34. Distraction: 12 product options is too many! Clarity: No product option differentiation Clarity: Add to Cart far down the pageTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    35. 35. Distraction: the page is gone! Distraction: Product info on a separate pageTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    36. 36. Hypothesis Creation Distraction: Too much Reducing tab height space used for tabs design Value proposition: No proof Adding images and stories to support real artists claim of AllPopArt artists Value prop: Product Moving product info above description hidden below fold the fold Urgency: Free shipping Turn problems Adding prominent Free given low prominence into hypotheses Shipping banner Clarity: ‘More samples’ & Increasing prominence of ‘view in rooms’ not prominent image thumbnails Distraction: Page does not Directing match “cases” search term Anxiety: CTA area cluttered Removing multiple and contains multiple prices payment options …will lift salesTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    37. 37. You Should Test That! Sign up for a free chapter: YouShouldTestThat.comTweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    38. 38. Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    39. 39. Conversion Optimization Testing Works *WiderFunnel average results 2007-2012 Free Whitepaper on the 5 Step Strategic Process: Search “WiderFunnel 5 Step Whitepaper”Tweet this: @chrisgoward #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    40. 40. 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 #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com
    41. 41. Special Offer: Free Custom Landing Page Evaluation Interested in a Free Landing Page Evaluation? • 10 time slots are available for webinar attendees • Scheduled on a first-come, first-served basis 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 #smx #cro© 2007-2012 WiderFunnel Marketing Inc. | widerfunnel.com

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