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© 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
© 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
© 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%
© 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
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
What is mobile?
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
. . .and maybe
When most marketers think of mobile. . .
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
Reality
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
We are in a 
Screen Size Continuum
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
Is this a mobile device?
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
What about this?
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
And this?
© 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)
© 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.
© 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
© 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
© 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.
© 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
© 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
© 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/
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
Ads are gone!
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
Impossible
shopping UX
© 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/
© 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
© 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.
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
Screen Sizes
Desktop
Tablet
Phone
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
Why no CTAs for mobile?
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
Relevance: New, mobile-
specific UX
© 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.
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
You Should Test That!
© 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
© 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
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
Environment: What is their context?
© 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
© 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?
© 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.
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
The LIFT Model™
(Note: For more, google WiderFunnel Lift )
Relevance
Clarity
Anxiety
Distraction
Urgency
© 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
© 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...
© 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
© 2007-2014 WiderFunnel Marketing Inc.
Tweet this: @chrisgoward @widerfunnel #mocro
Anxiety:
The page is gone!
Distraction: Product info
on a separate page
© 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
© 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
© 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?
© 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
© 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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Mobile conversion optimization with Chris Goward of WiderFunnel

  • 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. © 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. © 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. © 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. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
  • 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. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro . . .and maybe When most marketers think of mobile. . .
  • 8. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Reality
  • 9. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro We are in a Screen Size Continuum
  • 10. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Is this a mobile device?
  • 11. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro What about this?
  • 12. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro And this?
  • 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. © 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. © 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. © 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. © 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. © 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. © 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. © 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. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Ads are gone!
  • 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. © 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. © 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. © 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. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Screen Sizes Desktop Tablet Phone
  • 27. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Why no CTAs for mobile?
  • 28. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
  • 29. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Relevance: New, mobile- specific UX
  • 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. © 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. © 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. © 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. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Environment: What is their context?
  • 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. © 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. © 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. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
  • 39. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
  • 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. © 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. © 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. © 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. © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro Anxiety: The page is gone! Distraction: Product info on a separate page
  • 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. © 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. © 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. © 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. © 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