PubCon - Las Vegas October 7th, 2014 - Mobile Presentation

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Tim Ash, CEO of the conversion rate optimization agency SiteTuners, gave a presentation at Pubcon Las Vegas arguing against purely responsive website designs. He advocated for dedicated smartphone, tablet, and desktop experiences rather than just reformatting content across screens. Ash noted issues with responsive designs like breaking the hypertext paradigm, ignoring user context and patterns, and requiring increased development and QA costs. He urged designers to rethink mobile user experiences and transitions between devices. The presentation concluded by offering a free conversion review for qualifying companies.

Technology

#Pubcon #CRO @tim_ashCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash
Optimizing Mobile Beyond Screen Size:
The Case for Unresponsiveness
Tim Ash – CEO, SiteTuners
Pubcon Las Vegas - October 7, 2014

#Pubcon #CRO @tim_ash
About SiteTuners
• San Diego based conversion rate optimization agency
• Large and small company clients worldwide
Practice areas:
– Conversion-focused website blueprints (full redesigns & quick facelifts)
– Landing page test plans & testing strategy development
– Internal optimization team mentoring & training

#Pubcon #CRO @tim_ash
M O R E T H A N
s i n c e 2 0 0 2
1200CLIENTS

Copyright © 2014, SiteTuners – All Rights Reserved. #ConvCon #CRO @tim_ash
We Need A “Responsive” Website!

#Pubcon #CRO @tim_ash
Yesterday - a handful of incompatible browsers

#Pubcon #CRO @tim_ash
Today - an explosion of diverse devices

#Pubcon #CRO @tim_ash
The answer is to draw pretty boxes…

#Pubcon #CRO @tim_ash
…and code them into “responsive” one-page sites

Copyright © 2014, SiteTuners – All Rights Reserved. #ConvCon #CRO @tim_ash

Copyright © 2014, SiteTuners – All Rights Reserved. #ConvCon #CRO @tim_ash
“[Most responsive websites] are
infinitely scrolling pieces of crap.”
- Richard Banfield, CEO of Fresh Tilled Soil

#Pubcon #CRO @tim_ash
We need to be responsive to the context

#Pubcon #CRO @tim_ash
We live in a multi-screen world

#Pubcon #CRO @tim_ash
Why “responsive-light” is a problem
• Breaks the hypertext paradigm – nothing to optimize except the order of the
linear presentation
• Ignores visitor context, intra-day usage patterns, and multi-screen use – simply
resizes within a column, and reflows multiple columns.
• Distorts spatial relationships & undermines usability (proximity, ordering,
containment, grouping, accessibility)
• Requires massively increased QA costs
• Results in much heavier code

#Pubcon #CRO @tim_ash
What you should think about
• Consider dedicated smartphone, tablet, and desktop experiences - don’t
just reformat the same info
• Radically rethink the context and mindset of mobile users – user
experience, common tasks, and calls-to-action will probably be different
• Design for transitions between experiences (including online and offline)
and for multiple simultaneous screens

Copyright © 2014, SiteTuners – All Rights Reserved. #ConvCon #CRO @tim_ash
Sorry if you don’t like my conclusions…

Copyright © 2014, SiteTuners – All Rights Reserved. #ConvCon #CRO @tim_ash
… feel free to get some of your own
direct experience.

Copyright © 2014, SiteTuners – All Rights Reserved. #ConvCon #CRO @tim_ash
SAVE $300•increaseyourrevenueand profit
•generatemoreleads
•land morecustomers
•boost salesandpaid memberships
•maximizeyourmarketingROI
RioAll-suitesHotel&Casino
LasVegas-May13-14,2015

#Pubcon #CRO @tim_ash
Get a Free 15-minute Conversion Review
• Interactive review of your key conversion paths
• Conducted by SiteTuners conversion staff
• Identify key segments and opportunities for customization
• Video transcript recorded via GoToMeeting
• Offer good only for companies generating at least $1 million annually
in online revenue. New customers only please.
Limited Availability – first 5 to sign up
To take advantage of this FREE offer
you must schedule by October 17, 2014
Bit.ly/CROreview

#Pubcon #CRO @tim_ash
Contact Info and Q&A
tim@sitetuners.com
(619) 990-9062 mobile
(619) 223-8020 work PST
twitter @tim_ash
www.linkedin.com/in/timash
facebook.com/tim.ash1
skype tim_ash1

Digital marketers love a good bandwagon. And with technology evolving at hyperspeed, it's no wonder that so many of us jump on the latest trend without fully knowing how it might impact conversions. In this Unwebinar, join bestselling author and landing page expert Tim Ash as he dispels many of the misconceptions around conversion rate optimization and gives you the reality check that you need to succeed. You'll learn: -Why you shouldn’t just rely on your web designer to create your landing pages -When testing won’t help (and what to do about it) -How to go responsive without compromising the mobile user experience -Why you can’t use software as a replacement for skilled optimization expertise ...plus, much more!

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A successful startup/product company needs to master the art of validating early product ideas quickly and effectively. Whether you are building a product, service or a new feature, the two most important questions to find out early are: * are we solving the right problem? * if yes, how do we pitch the idea to the target customer to generate a favourable action? During this session, we'll focus on various safe-fail experimentation techniques used by Lean Startups for quickly identifying and validating the customer's value hypothesis, without having to build the real product. You will leave this session equipped with various MVP design techniques, that will allow you to rapidly discover a viable product/service that delights your customers, without spending a lot of time and effort. Traditionally, entrepreneurs believed that the only way to test their product/service hypothesis was to build the best-in-class product/service in that category, launch it, and then pray. Most often, products/services fail, not because they cannot be built or delivered. But because, they lack the market-fitment and customer appeal. To avoid these risks, these days startups are focusing on building a "Minimum Viable Product" (MVP), a product that includes just enough core features to allow useful feedback from early adopters. This reduces the time to market and allows the company to build subsequent customer-driven versions of the product. Hence mitigating the likelihood of wasting time on features that nobody wants. MVPs are typically deployed to a subset of customers, such as early adopters that are more forgiving, more likely to give valuable feedback. However the problem with MVPs is that companies still spend too much time building stuff and very little time learning. Don't forget the purpose of MVP is validated learning NOT building. This session will give you ideas on how to quickly formulate and test your value and growth hypothesis in a scientific framework using extremely cheap MVP techniques collectively referred to as MVP Design Hacks. More details: http://agilefaqs.com/services/training/crafting-out-mvps and http://agilefaqs.com/services/training/product-discovery

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PubCon - Las Vegas October 7th, 2014 - Mobile Presentation

1. #Pubcon #CRO @tim_ashCopyright © 2013, SiteTuners - All Rights Reserved. @tim_ash Optimizing Mobile Beyond Screen Size: The Case for Unresponsiveness Tim Ash – CEO, SiteTuners Pubcon Las Vegas - October 7, 2014

2. #Pubcon #CRO @tim_ash About SiteTuners • San Diego based conversion rate optimization agency • Large and small company clients worldwide Practice areas: – Conversion-focused website blueprints (full redesigns & quick facelifts) – Landing page test plans & testing strategy development – Internal optimization team mentoring & training

3. #Pubcon #CRO @tim_ash M O R E T H A N s i n c e 2 0 0 2 1200CLIENTS

5. #Pubcon #CRO @tim_ash Yesterday - a handful of incompatible browsers

6. #Pubcon #CRO @tim_ash Today - an explosion of diverse devices

7. #Pubcon #CRO @tim_ash The answer is to draw pretty boxes…

8. #Pubcon #CRO @tim_ash …and code them into “responsive” one-page sites

11. #Pubcon #CRO @tim_ash We need to be responsive to the context

12. #Pubcon #CRO @tim_ash We live in a multi-screen world

13. #Pubcon #CRO @tim_ash Why “responsive-light” is a problem • Breaks the hypertext paradigm – nothing to optimize except the order of the linear presentation • Ignores visitor context, intra-day usage patterns, and multi-screen use – simply resizes within a column, and reflows multiple columns. • Distorts spatial relationships & undermines usability (proximity, ordering, containment, grouping, accessibility) • Requires massively increased QA costs • Results in much heavier code

14. #Pubcon #CRO @tim_ash What you should think about • Consider dedicated smartphone, tablet, and desktop experiences - don’t just reformat the same info • Radically rethink the context and mindset of mobile users – user experience, common tasks, and calls-to-action will probably be different • Design for transitions between experiences (including online and offline) and for multiple simultaneous screens

17. Copyright © 2014, SiteTuners – All Rights Reserved. #ConvCon #CRO @tim_ash SAVE $300•increaseyourrevenueand profit •generatemoreleads •land morecustomers •boost salesandpaid memberships •maximizeyourmarketingROI RioAll-suitesHotel&Casino LasVegas-May13-14,2015

18. #Pubcon #CRO @tim_ash Get a Free 15-minute Conversion Review • Interactive review of your key conversion paths • Conducted by SiteTuners conversion staff • Identify key segments and opportunities for customization • Video transcript recorded via GoToMeeting • Offer good only for companies generating at least $1 million annually in online revenue. New customers only please. Limited Availability – first 5 to sign up To take advantage of this FREE offer you must schedule by October 17, 2014 Bit.ly/CROreview

19. #Pubcon #CRO @tim_ash Contact Info and Q&A tim@sitetuners.com (619) 990-9062 mobile (619) 223-8020 work PST twitter @tim_ash www.linkedin.com/in/timash facebook.com/tim.ash1 skype tim_ash1

PubCon - Las Vegas October 7th, 2014 - Mobile Presentation

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PubCon - Las Vegas October 7th, 2014 - Mobile Presentation