Mobile conversion optimization with Chris Goward of WiderFunnel

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Mobile ad spending will grow 75% in 2014 to top $31 Billion. But, the web and app experiences are still not optimized.

There’s a lot of confusion for marketers about what mobile even means. How do you create a mobile experience that works? What changes in the world of small screens? Are tablets really the same as laptops? Can people really buy easily (and will they) on a smart phone?

In this webinar, WiderFunnel Founder Chris Goward shows how to optimize mobile experiences to maximize your profit. Including:
▪ The 8 unique mobile challenges to overcome
▪ How real people are using mobile
▪ Why there really are no “mobile users”
▪ How to apply the 6-Step LIFT Model in a mobile environment

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Mobile conversion optimization with Chris Goward of WiderFunnel

  1. 1. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro The Year of “MoCRO” Mobile Conversion Rate Optimization May 13, 2014 Chris Goward Founder & CEO WiderFunnel @chrisgoward
  2. 2. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro •  Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen •  Conversion rate lift of 10% to 750% for every multi-test client •  In demand as a speaker •  Author of “You Should Test That!” Get a free chapter at: YouShouldTestThat.com Chris Goward Founder & CEO WiderFunnel @chrisgoward Chris Goward, Founder & CEO
  3. 3. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro In 2013 US adults' daily time spent with mobile grew 23%
  4. 4. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Mobile Ad Spending ($Bn) 2012 2013 2014 $8.76 $17.96 $31.45
  5. 5. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
  6. 6. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro What is mobile?
  7. 7. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro . . .and maybe When most marketers think of mobile. . .
  8. 8. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Reality
  9. 9. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro We are in a Screen Size Continuum
  10. 10. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Is this a mobile device?
  11. 11. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro What about this?
  12. 12. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro And this?
  13. 13. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Stop thinking phone vs. desktop (plus tablets, maybe)
  14. 14. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Mobile is a state of being. Not just a type of device.
  15. 15. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro There is no “mobile user” Your mobile users ARE your desktop users
  16. 16. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro “People aren’t distinguishing what they’re doing on different screens, so advertisers should be more agnostic about where they reach the user.” — Nikesh Arora, Chief Business Officer, Google
  17. 17. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Source: IT in the Toilet, http://mobile.smashingmagazine.com/2013/01/18/assumptions-about-mobile-to-reconsider/ Contant Contact, http://www.bizreport.com/2013/08/study-people-delete-emails-that-dont-render-on-mobile.html 52% of Americans say their phone is their primary email device. 70% use their phones in the bathroom.
  18. 18. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Value Proposition: Is their mobile app legible on mobile? Clarity: Tiny Text and column too wide to zoom
  19. 19. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro 80% will delete an email if it doesn’t look good on their phone. 33% will unsubscribe. Source: Contant Contact, http://www.bizreport.com/2013/08/study-people-delete-emails-that-dont-render-on-mobile.html
  20. 20. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro 40% will click another search result if a site’s not mobile friendly. Source: Icebreaker Consulting, http://www.vocus.com/blog/50-mobile-search-stats-and-why-you-should-care/
  21. 21. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Ads are gone!
  22. 22. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Impossible shopping UX
  23. 23. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro 100% of mobile shoppers will not do the impossible Source: Icebreaker Consulting, http://www.vocus.com/blog/50-mobile-search-stats-and-why-you-should-care/
  24. 24. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Mobile’s Unique Challenges •  Screen sizes •  Environment •  Speeds •  Diverse OSs •  Non-mouse UI •  Attention span •  Intention •  Attribution
  25. 25. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Unique problems require new solutions.
  26. 26. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Screen Sizes Desktop Tablet Phone
  27. 27. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Why no CTAs for mobile?
  28. 28. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
  29. 29. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Relevance: New, mobile- specific UX
  30. 30. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro The best mobile UX’s are still being discovered.
  31. 31. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro You Should Test That!
  32. 32. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Clarity: Focused, redesigned mobile-friendly CTA
  33. 33. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Relevance: New, mobile- specific location CTA
  34. 34. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Environment: What is their context?
  35. 35. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro 0 2 4 6 8 10 12 2000 2013 Goldfish Attention Span Shrinkage 12.0 8.0 9.0
  36. 36. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro You have less than 8 seconds How Relevant is your message?
  37. 37. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Good News! The process for optimizing mobile is the same as for non-mobile. Only the hypotheses are different.
  38. 38. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
  39. 39. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
  40. 40. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro The LIFT Model™ (Note: For more, google WiderFunnel Lift ) Relevance Clarity Anxiety Distraction Urgency
  41. 41. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro 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 Clarity: Search is an odd default tab Clarity: No product info above the fold Distraction: Video opens in new window
  42. 42. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro And those aren’t their biggest problems...
  43. 43. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Distraction: 12 product options is too many! Clarity: No product option differentiation Clarity: Add to Cart far down the page
  44. 44. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Anxiety: The page is gone! Distraction: Product info on a separate page
  45. 45. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Distraction: Video opens in new window Distraction: Too much space used for tabs Clarity: Headline only says “iPhone 5” Relevance: Page does not match “cases” Clarity: No product info above the fold Distraction: 12 product options is too many Clarity: Search is an odd default tab Embed video or replace with image Reducing tabbed navigation height design Include all relevant devices in headline Adding “cases” to headline to match incoming keywords Replace image with value proposition Focus on most important products Begin on product tab or remove tabs Turn problems into hypotheses …will lift sales Weakness Strength
  46. 46. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro 1 LIFT Analysis 2 Hypothesis Creation 3 Funnel Experiment Map 4 Graphic Design & Copy 5 HTML & Technical Install 6 Experiment Launch 7 Results & Analysis Test for Insights
  47. 47. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro 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? Move bottom banner for IOS7?
  48. 48. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro If the strategy is worth $20 ! Or, download a free chapter at www.YouShouldTestThat.com
  49. 49. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro We partner with high octane marketers. •  Mobile conversion optimization strategy, design & testing •  Every Marketing Optimization System™ client has 4x to 15x ROI •  For more info, email iwant@widerfunnel.com

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