Mobile Conversion Optimization for Context

MOBILE CONVERSION OPTIMIZATION
OPTIMIZING FOR
MOBILE CONTEXT
CONVERSION WORLD KEYNOTE -‐ APR 21, 2015
four keys to grow conversion

ANGIE SCHOTTMULLER
Conversion OpCmist
@aschoJmuller
linkedin.com/in/angieschoJmuller
aschoJmuller@yahoo.com
Top 10 of 2015
ONLINE MARKETING EXPERTS

:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
#CROworld #mobile #CRO
@ascho6muller
Tweet this session!
Seriously. It's loaded with juicy stats guaranteed to get a retweet!

Mobile isn’t just a device.
It’s a
CONTEXT.

TRUE or FALSE?
CONTENT IS KING

ROAD TRIP!

Myrtle Beach, South Carolina

“Can you please tell us where we could
ﬁnd a TYME machine?”

“Around here…
we call cash
machines
‘Wachovias.’”
-‐ Nice Auto Shop Guy, South Carolina

WISCONSIN: SOUTH CAROLINA:
TYME = Take Your Money Everywhere

TYME Machine??
Wachovia??
= ATM Cash Machine
Yeah. The ﬁnance industry excels at math, not markeLng.

CONTENT is only king... in the
right kingdom of CONTEXT.
-‐ ANGIE SCHOTTMULLER

4 Context Keys
to MOBILE
Conversion
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image source: openmarket.com

PACE
CONTEXT KEY #1

TIME IS CURRENCY.
Image source: 123rf.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

Image source: basementrejects.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image source: newlaunches.com

:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image source: thenextweb.com

Image source: pbs.org :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

-‐ Angie Scho6muller
@aschoTmuller
MOBILE PERFORMANCE
maJers to websites like
PARKING maJers to retail stores.

Image source: thejakartapost.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

How long would YOU wait for a
mobile page to load?
A.  2 seconds
B.  3 seconds
C.  4 seconds
D.  5 seconds
LIVE POLL

EXPECTED vs. ACTUAL Page Load Timing
Source: WebPerformanceToday.com, Fall 2014 State of the Union Ecommerce Report
FALL 2014
= 6.5s
FALL 2013
= 5.3s
Page Load Time in Seconds (First-‐View)
| 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7
USER EXPECTATION
= 2-‐3s

1… 2… 3… 4… 5… 6… 7 !?

Image source: justsomething.co :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

In just ONE year, the median website is…
23%
SLOWER
19%
LARGER

Image source: galleryhip.com
Did she just
call me FAT??

Um. Yeah…
Your “baby” is SLOW and FAT.

Image source: gaTo999.it :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

Sources: Gomez.com, Akamai.com
7% CONVERSION DROP
1 SECOND
LOAD DELAY =

2% CONVERSION LIFT
1 SECOND FASTER LOAD =

10% CONVERSION LIFT
1 SECOND FASTER LOAD =

EXPERIENCE IMPACT…

43% are
unlikely to return to a
slow-‐loading mobile site.
Source: Compuware, "What Users Want from Mobile,” 2011 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

40% turn to a
compeCtor’s site aler a
bad mobile experience.
Source: Compuware, "What Users Want from Mobile," 2011 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

Image source: searchengineland.com
April 21, 2015
Google algorithm update for mobile-‐friendliness

Are YOU measuring and opCmizing
your load Cme?

Leverage WebPageTest.org

What Do Your USERS See?

Long Blue Bars = NOT Good

VISIBILITY
CONTEXT KEY #2

THE MOBILE “FOLD” IS
A BLACK HOLE.
Image credit: nasa.gov :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015
THE FOLD

DESKTOP: TABLET: MOBILE:
Device Context Impacts Scrolling…
Reference: HotJar scroll heatmaps :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

Lure the Scroll…

Reference: Red Wing Shoes Spring Sale 2015. (Note: Inverted image represents a mock-‐up, not the actual campaign.)
GAIN SCROLL ATTENTION
with images crossing the fold.

PSYCHOLOGY PLAY:
Present content in an expected way to engage the
System 1 part of the brain.

Cue the Scroll

A B

86% NON-‐BOUNCE
30% SCROLL
95% NON-‐BOUNCE
53% SCROLL

77% SCROLL LIFT

29% CONVERSION LIFT

“Jump” to Scroll

Reference: Byer’s LeafGuard GuTer System 2014
JUMP TO the FORM

Just get to the CTA…
(CLICK-‐THROUGH CONVERSION GOALS)

Reference: Red Wing Shoes Spring Sale 2015 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

Be mindful of
“thumb reach”
Image reference: forbes.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
iPhone 5
iPhone 6

:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image source: www.smh.com.au

“Phablets” add more complicadon…
Image source: scmp.com

:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image reference: forbes.com
iPhone 5
iPhone 6
iPhone 5
iPhone 6

Succinct CLARITY
+ DirecConal CUES
= Mobile CONVERSION Booster
MEGA
^

VALUE
CONTEXT KEY #3

CONTENT SKELETONS
STARVE USERS.

Top Visited Page on “m.” Websites….
Desktop Version

Go LEAN, not ANOREXIC.

What are YOU cuung that adds
RELEVANCE?

VALUE?

CREDIBILITY?

LEAN does not mean OPTIMIZED.

CreaCve SubsCtuCon

Reference: Red Wing Shoes Spring Sale 2015
URGENCY
SubsLtute a JavaScript countdown Lcker
with a “staLc” image replica.

CREDIBILITY
SubsLtute the Facebook Facepile plugin with “staLc”
text and an image replica for social proof.

AcConable Aids

UTILITY
“Quick links” and “email me ___” opLons help mobile
users get coupons for easy claiming.
(Works great for downloadable PDFs too!)

-‐ Angie Scho6muller
@aschoTmuller
“OpLmized” content for context
delivers acConable, credible
RELEVANCE and VALUE

…by default.

OpCmized “Defaults”

Leverage GeoIP.
“Smart” defaults…
Default Input
Center Map
List Nearby Results

61% of mobile users
CALL aler a local business
search.
Source: Google -‐ The Mobile Movement Study, 2011 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

If calling is
preferred…
OPTIMIZE IT.
Reference: Domino’s Pizza :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

Reference: Byer’s LeafGuard GuTer System
Choose ONLY
1 PRIMARY
call-‐to-‐acCon.
Call (800) 977-‐5323
Quick Esdmate & 20% OFF
Open ‘dl 4pm TODAY
M-‐F, 8am – 4pm CT

Opdmize for Click-‐to-‐Call
HTML Example:!
<a href="tel:+18009775323" class="clicktocall">Call (800)
977-5323 <span>Quick Estimate & 20% OFF</span></a>!
Call (800) 977-‐5323
Call (800) 977-‐5323
Hours: Mon-‐Fri, 8am -‐ 4pm CT

Opdmize for Click-‐to-‐Call
Call (800) 977-‐5323
Hours: Mon-‐Fri, 8am -‐ 4pm CT
Call (800) 977-‐5323

KNOWLEDGE
CONTEXT KEY #4

WISDOM IS IN THE
DATA.
Image source: doug222.deviantart.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

Event Tracking

Data for Your Opdmizadon Journey…
MUST
HAVE
FOR OPTIMIZATION
REVIEWS

GA EVENT TRACKING FOR CRO:
hJp://bit.ly/gaevenJrackingforcro
INCLUDES:
ü ADJUSTED BOUNCE RATE & “STICK”
Viewed 3, 5, and 15 seconds+
ü SCROLLING
beyond fold (relaLve to device), page boTom
ü DYNAMIC CLICK TRACKING
tabs, jump-‐to buTons/links, ﬁle downloads, click-‐to-‐call
ph# [tel:], email [mailto:] , and external domain links

CUSTOM REPORT: hJp://bit.ly/gareportpageuxﬂow
Analyze the ﬂow of user experience and conversion progression. (Note: These goals are not sequenLal. It's just
one way to look at it.)
UX GOALS: Non-‐Bounce (5s+) Æ Scroll Beyond Fold Æ SCck (15s+) Æ Scroll to BoJom
*Use GA Goal Set 2 (ID 6-‐10) to create goals corresponding to the respecLve Event AcLons.

Heatmaps

DESKTOP: TABLET: MOBILE:
Heatmap “Click Test” (Non-‐Clickable Audit)
Heatmap analyLcs for ~ $9/month from: www.HotJar.com

Device Context Impacts USER Interest
DESKTOP: (Top clicks on "Dates")
TABLET: (Top clicks on "Diverse Topics" then "Dates")
MOBILE: Top clicks on "Topics”,
"Credits” then "Dates”
Heatmap analyLcs for ~ $9/month from: www.HotJar.com

Promo Code Tracking

PROMO: 172-‐12
PROMO: 172-‐02
Who
CLAIMS COUPONS
via mobile?

PROMO:
172-‐12
PROMO:
172-‐02
PROMO:
171-‐12
PROMO:
171-‐02
Track coupon
redempdon via
mobile devices.

Display diﬀerent promo
codes for mobile vs.
desktop via responsive
design.

PROMO:
172-‐12
PROMO:
172-‐02
PROMO:
171-‐12
PROMO:
171-‐02
Track coupon
redempdon via
mobile devices.

Display diﬀerent promo
codes for mobile vs.
desktop via responsive
design.
“Show this coupon screen or your
printed coupons to a Red Wing Shoe
store associate.”

Mobile CRO Context Keys:
ü Time is currency.
§  PrioriCze page speed opCmizaCon NOW. Target <1-‐second ﬁrst-‐view load Cme: WebPageTest.org
ü The mobile “fold” is a black hole.
§  Feature CTA or cues above the fold to enCce scrolling. << Measure and test this ASAP
ü Skeleton content starves users.
§  Go lean with reduced, yet enhanced, mobile content that reﬂects context.
ü Wisdom is in the data.
§  Expand measurement toolsets (event tracking, heatmaps, etc.) in order to learn.

Q&A

NEED HELP CONVERTING MOBILE TRAFFIC?
Get a Mobile CRO Consultadon
Maximize your opCmizaCon impact with an mobile power play!
Angie SchoJmuller | aschoJmuller@yahoo.com | @aschoJmuller
Persuasive content, psychology tricks, and measurement insights -‐-‐ just
a few of the ways I can help you deliver awesome and EXCEED your
mobile goals.

Contact me for a FREE 30-‐minute consultadon TODAY.

Mobile Conversion Optimization for Context

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