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Mobile Optimization Essentials

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If you need big wins with your mobile traffic, this is your session. Come see the most interesting and lucrative things we’ve learned from hundreds of mobile tests across dozens of sites. You’ll learn you how to avoid common conversion-killing “mobile best practices”, write CTAs that get mobile visitors to take action and employ simple UX tricks that will keep those CTAs constant without distracting or irritating visitors. You’ll also get tips for bridging the 1st screen to 2nd screen gap, maximizing phone leads from mobile visitors and building forms that mobile visitors will actually complete. You’ll leave this sessions equipped to make smarter decisions about your mobile experience (hint — the answer is almost never to “go responsive”).

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Mobile Optimization Essentials

  1. 1. Mobile Optimization Essentials Joel Harvey, Conversion Sciences
  2. 2. MOBILE'OPTIMIZATION'BEST' PRACTICES' ' Joel%Harvey% Managing%Partner% ConversionSciences.com% Tweet%Something% @joeljharvey%% @joeljharvey%%%%%%%%%#convcon% DON’T'EXIST' '
  3. 3. @joeljharvey%%%%%%%%%#convcon%
  4. 4. THE'SCIENCE'OF' THE'LAB'COAT' @joeljharvey%%%%%%%%%#convcon%
  5. 5. h=p://www.sciencedirect.com/science/arBcle/pii/S0022103112000200%% h=p://www.sciencedirect.com/science/arBcle/pii/S0022103112000200%% @joeljharvey%%%%%%%%%#convcon%
  6. 6. HOW'TO'WIN'ON' MOBILE' @joeljharvey%%%%%%%%%#convcon%
  7. 7. @joeljharvey%%%%%%%%%#convcon% If'you'could'go'ahead'and' bring'back'some'mobile' best'pracJces'from'Conv' Con'that'would'be'terrific,' ''''mmmkay.''
  8. 8. BEST'PRACTICE:' @joeljharvey%%%%%%%%%#convcon% COMMERCIAL)OR)PROFESSIONAL) PROCEDURES)THAT)ARE)ACCEPTED)OR) PRESCRIBED)AS)BEING)THE)MOST)EFFECTIVE.)
  9. 9. CONVERSION' OPTIMIZATION:' @joeljharvey%%%%%%%%%#convcon% THE)PROCESS)OF)GENERATING)&)USING) DATA)TO)IMPROVE)A)SITE’S)UNIQUE) EXPERIENCE)FOR)KEY)SEGMENTS.)
  10. 10. @joeljharvey%%%%%%%%%#convcon%
  11. 11. Device%Type% Browser% @joeljharvey%%%%%%%%%#convcon% Android% iOs% Windows% Load%Bme% Screen%Size% Network% connecBon% Responsive% New%vs% Return% PromoBon% Dedicated% Mobile% Site%Speed% Landscape% Horizontal%
  12. 12. @joeljharvey%%%%%%%%%#convcon%
  13. 13. @joeljharvey%%%%%%%%%#contentjam% Best'PracJces'will'make'this'easy'
  14. 14. 50%' @joeljharvey%%%%%%%%%#convcon%
  15. 15. @joeljharvey%%%%%%%%%#convcon% OpJmizaJon' doesn’t'work'
  16. 16. @joeljharvey%%%%%%%%%#convcon% Desire%Lines% What%you%think% your%mobile% visitors%want% What%your%mobile% visitors%actually% want%
  17. 17. @joeljharvey%%%%%%%%%#convcon% 1.  Quick'overview'of'the'mobile' marketplace' 2.  Dismiss'mobile'overview' 3.  Understanding'your'mobile'visitors' 4.  What'to'test'now'
  18. 18. MOBILE' MARKETPLACE' OVERVIEW' @joeljharvey%%%%%%%%%#convcon%
  19. 19. @joeljharvey%%%%%%%%%#convcon%
  20. 20. @joeljharvey%%%%%%%%%#convcon%
  21. 21. @joeljharvey%%%%%%%%%#convcon% “MOBILE'VISITORS'WILL'ALWAYS' CONVERT'AT'A'LOWER'RATE'THAN' DESKTOP'VISITORS”'
  22. 22. @joeljharvey%%%%%%%%%#convcon% YOUR'OPTIMIZED'MOBILE'EXPERIENCE' WILL'BE'DIFFERENT'FROM'THE'PERSON’S' SITTING'NEXT'TO'YOU'
  23. 23. @joeljharvey%%%%%%%%%#convcon% HIGH'SCHOOL'STUDENTS'
  24. 24. @joeljharvey%%%%%%%%%#convcon% LUXURY'ECOMMERCE'
  25. 25. @joeljharvey%%%%%%%%%#convcon% ADDICTION'TREATMENT'
  26. 26. UNDERSTAND' YOUR'MOBILE' WEBSITES' @joeljharvey%%%%%%%%%#convcon%
  27. 27. @joeljharvey%%%%%%%%%#convcon% YOU'DON’T'HAVE'JUST'ONE' MOBILE'SITE'
  28. 28. @joeljharvey%%%%%%%%%#convcon%
  29. 29. @joeljharvey%%%%%%%%%#convcon% h=p://www.paintcodeapp.com/news/ulBmateSguideStoS iphoneSresoluBons%
  30. 30. @joeljharvey%%%%%%%%%#convcon% LANDSCAPE'vs.'HORIZONTAL'
  31. 31. @joeljharvey%%%%%%%%%#convcon% Y' O' U' R' SITE'IS' BROKEN'ON'ONE'OF' T H' E' S' E' SCREENS'
  32. 32. @joeljharvey%%%%%%%%%#convcon% iPad,%iOS% 5% iPad,% iOS%7.1% % Windows% Vista% Android%4.3% iPhones:% iOS4,%5,%7% Android:% 2.3.6,%4.0.4,%%% % Windows%% 8,%no% updates% OS%X%10.6% Windows%8,% regular%updates%+% VM’s% OS%X%10.8% OS%X% 10.9%% % OS%X%10.7%+% VM’s%% Windows%XP% Windows% 7%
  33. 33. @joeljharvey%%%%%%%%%#convcon% TEST'ON'3G'AND'4G'CONNECTIONS'
  34. 34. @joeljharvey%%%%%%%%%#convcon% THERE'IS'NO'MOBILE' THERE'IS'NO'DESKTOP'
  35. 35. @joeljharvey%%%%%%%%%#convcon% Mobile%is%Screen%One% Dedicated%Mobile%Websites%/%QA’d% Responsive% Different%Experiences%for%iOS%and%Android% What%to%Test%First% OPTIMIZING'YOUR'MOBILE' WEBSITES'
  36. 36. @joeljharvey%%%%%%%%%#convcon% MOBILE'IS'THE'FIRST' IMPRESSION'
  37. 37. @joeljharvey%%%%%%%%%#convcon% RESPONSIVE'
  38. 38. @joeljharvey%%%%%%%%%#convcon%
  39. 39. @joeljharvey%%%%%%%%%#convcon% RESPONSIVE'TEMPLATES'MAKE'DECISIONS' FOR'YOU.' ' ' THOSE'DECISIONS'ARE'NOT'ALWAYS'GOOD'
  40. 40. +57%'increase' in'phone'calls'
  41. 41. @joeljharvey%%%%%%%%%#convcon% +26%'
  42. 42. @joeljharvey%%%%%%%%%#convcon%
  43. 43. @joeljharvey%%%%%%%%%#convcon% -19%
  44. 44. @joeljharvey%%%%%%%%%#convcon%
  45. 45. @joeljharvey%%%%%%%%%#convcon% iPhone%5% iPhone%6% iPad%Air%
  46. 46. @joeljharvey%%%%%%%%%#convcon% “IT'TOOK'A' STAGGERING'18.24' SECONDS'ON' AVERAGE'FOR' RESPONSIVE'HOME' PAGES'TO'LOAD'ON' SMARTPHONES'OVER' A'COMBINATION'OF' 3G'AND'4G' CONNECTIONS”'
  47. 47. @joeljharvey%%%%%%%%%#convcon% PS:'Responsive'also' requires'a'desktop'' regdesign'
  48. 48. @joeljharvey%%%%%%%%%#convcon%
  49. 49. @joeljharvey%%%%%%%%%#convcon%
  50. 50. @joeljharvey%%%%%%%%%#convcon% iOS'v.'ANDROID'
  51. 51. @joeljharvey%%%%%%%%%#convcon%
  52. 52. @joeljharvey%%%%%%%%%#convcon% Android: +78.83% iPhone: +25.7% Android: +3.9% iPhone: -21%
  53. 53. @joeljharvey%%%%%%%%%#convcon% Preferred by Android Users Preferred by iOS Users
  54. 54. @joeljharvey%%%%%%%%%#convcon% iOS% Android% iOS% Android% iOS% Android%
  55. 55. @joeljharvey%%%%%%%%%#convcon% 1.  SJcky'Headers' 2.  Persistent'CTA’s'(Parachutes)' 3.  Footer'Content' 4.  OpJmize'for'the'right'goals' WHAT'TO'TEST'FIRST'
  56. 56. @joeljharvey%%%%%%%%%#convcon% Headers'
  57. 57. @joeljharvey%%%%%%%%%#convcon% SJcky'Header:' +9%'increase'in' phone'calls' Add'CTA:'+18%' increase'in'phone' calls'
  58. 58. @joeljharvey%%%%%%%%%#convcon% Regdesign'w/' Search:'+6%' Regdesign'w/' Phone:'+22%'
  59. 59. @joeljharvey%%%%%%%%%#convcon% +'20%' Make'sure' Tel'Links' are'right)
  60. 60. @joeljharvey%%%%%%%%%#convcon% Persistent'CTA’s'' “Parachutes”'
  61. 61. @joeljharvey%%%%%%%%%#convcon% SJcky'Header'vs'Footer' Schoolfinder.com%Schoolfinder.com% Schoolfinder.com%
  62. 62. @joeljharvey%%%%%%%%%#convcon% Header Treatments Footer Treatments
  63. 63. @joeljharvey%%%%%%%%%#convcon% Schoolfinder.com% +'20%'
  64. 64. @joeljharvey%%%%%%%%%#convcon% +'45%' increase'in' product' page'visits' Reviewsite.com%
  65. 65. @joeljharvey%%%%%%%%%#convcon% Use'the'Footer'
  66. 66. @joeljharvey%%%%%%%%%#convcon% Scroll Maps indicated that over 50% of visitors reached the bottom of the page +8%'
  67. 67. @joeljharvey%%%%%%%%%#convcon% AlternaJve'Mobile' Goals'
  68. 68. @joeljharvey%%%%%%%%%#convcon% DESKTOP' DESIGN'TOOL'
  69. 69. @joeljharvey%%%%%%%%%#convcon% MOBILE'DEAD' END'
  70. 70. @joeljharvey%%%%%%%%%#convcon% 5.3%'Form'CompleJon' Rate' ' FOCUS'ON' EMAIL' CAPTURE' INSTEAD'OF' CONVERSION'
  71. 71. @joeljharvey%%%%%%%%%#convcon% THE'VISITOR'IS' SENT'AN'EMAIL' WITH'A' SPECIALLYg CODED'LINK.' ' 26%'Email'Clickg Through'Rate'
  72. 72. @joeljharvey%%%%%%%%%#convcon% NOT'AN'IMMEDIATE'REVENUE'GAME' CHANGER'
  73. 73. @joeljharvey%%%%%%%%%#convcon% 5.3%'='1,370'new'email'addresses'each'month' 1,370'x'12'x'$11'yearly'revenue'per'recipient'='$181,000'
  74. 74. THIS'DOESN’T'HAVE'TO' BE'YOUR'MOBILE'SITE' @joeljharvey%%%%%%%%%#convcon%
  75. 75. INSERT'SHAMELESS'SELF' PROMOTION'HERE' ________________.' @joeljharvey%%%%%%%%%#convcon% JOEL@CONVERSIONSCIENCES.COM' 888g961g6604'
  76. 76. MOBILE'OPTIMIZATION'BEST' PRACTICES' ' Joel%Harvey% Managing%Partner% ConversionSciences.com% Tweet%Something% @joeljharvey%% @joeljharvey%%%%%%%%%#convcon% DON’T'EXIST' '

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