Brian Massey - Mobile Test Results: What Mobile Web 2.0 Will Look Like

Transcript

1. Mobile Web 1.0: 
 Party Like It’s 1999 Brian Massey Conversion Sciences LLC @bmassey
2. @bmassey #CXLLive
3. @bmassey #CXLLive
5. International Speaker Founder of Conversion Sciences LLC Author Your Customer Creation Equation Lab Wear Fashion Model The Conversion Scientist Blog ConversionScientist.com 
 Contact: brian@conversionsciences.com 888.961.6604 Brian Massey, Conversion Scientist
6. Our Goal: Design Your Mobile Web 2.0 Sites Quick overview of broad mobile marketplace. Dismiss data from broad mobile marketplace. Understanding your mobile websites. Responsive site issues. What our tests are telling us about Mobile Web 2.0.
7. @bmassey Mobile Web Marketplace
8. @bmassey
9. @bmassey
10. @bmassey “Mobile Websites Will Always Have Lower Conversion Rates.”
11. @bmassey The Best Mobile Web 2.0 Businesses will Enjoy Conversion Rates as Good or Better Than Desktop.
12. @bmassey It will not take 10 years.
13. @bmassey Golden Age of Tools
14. @bmassey Your Mobile Web 2.0 will be Different from Mine
15. @bmassey High School Students Mobile Desktop
16. @bmassey High Price Ecommerce
17. @bmassey Consumer Community
18. @bmassey Addiction Treatment
19. @bmassey Understand Your Mobile Websites Ignore the rest of the market.
20. @bmassey We don’t have one mobile website, we have 10 or 20 or 30.
21. @bmassey Google Analytics Technology Reports
22. @bmassey http://www.paintcodeapp.com/news/ultimate-guide-to-iphone-resolutions
23. @bmassey Y O U R SITE IS BROKEN ON ONE OF T H E S E SCREENS
24. @bmassey
25. @bmassey 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
26. @bmassey Test on 3G and 4G connections.
27. Mobile Web 2.0 Will Look Like Apps
28. @bmassey Designing Mobile Web 2.0 Dedicated Mobile Websites Mobile is Screen One Mobile-specific Calls to Action App-like Interactions Different Experiences for iOS and Android
29. @bmassey Responsive vs. 
 Dedicated Mobile m.
30. @bmassey Responsive Templates make decisions for you.
 Not all of these decisions are good.
31. @bmassey
32. @bmassey Loss of Trust
33. @bmassey #CXLLive Website Shrink Ray
34. @bmassey Slow Motion Emitter Ray Collector Emitter
35. 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
36. @bmassey https://www.internetretailer.com/trends/mobile-commerce/keynote-mobile-commerce-performance-
37. @bmassey https://www.internetretailer.com/2014/06/02/ugly-truth-about-responsive-design-and-how-fix- it?p=1 “The first-generation responsive design sites in retail today simply do not perform well on smartphones when looking at a blend of the common 4G LTE, 4G and 3G wireless carrier connections.”
38. @bmassey Mobile Visitors Want Something, well, Mobile
39. @bmassey Remove Filler Images Custom Mobile Experience
40. @bmassey Responsive mobile sites require a redesign of the desktop site.
41. @bmassey
42. @bmassey “The redesign that was two years in the making started badly leading to an 
 8% decrease in online sales not to mention countless frustrated and irate customers.” http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-redesign-made-lose-sales/ £150 million redesign took two years.
43. December January March April July August November September The Typical Redesign
44. @bmassey Mobile Conversion Rate
45. @bmassey Responsive Mobile Site Significant decrease in Mobile load times
46. @bmassey Definite Improvement
47. @bmassey Disresponsive
48. @bmassey App-like Features
49. @bmassey Persistent Calls to Action drugaddictionsite.com ###-###-#### drugaddictionsite.com ###-###-#### ###-###-#### drugaddictionsite.com ###-###-#### drugaddictionsite.com ###-###-####
50. @bmassey “Parachutes”
51. @bmassey Persistent CTA ###- #### drugaddictionsite.com 1-800-###-#### drugaddictionsite.com ###- #### 1-800-###-#### 1-800-###- #### drugaddictionsite.com On Scroll +9%
52. @bmassey Mobile Devices Have Phones Remember?
53. @bmassey Write Tel Links Explicitly +20%
54. @bmassey For businesses that are trying to generate phone calls from their websites, mobile conversions are significantly higher than desktop conversions.
55. @bmassey Persistent Calls to Action
56. @bmassey #CXLLive The Mother of All Mobile Audiences Photo Credit: https://www.flickr.com/photos/38134298@N00/6179186448/ Difei Li (cc)
57. @bmassey #CXLLive Sticky Header vs. Sticky Footer Schoolfinder.com Schoolfinder.com Schoolfinder.com
58. @bmassey Results Header Treatments Footer Treatments
59. +20% Schoolfinde r.com Schoolfinder.com
60. Hypotheses Ad Blindness
61. @bmassey
62. @bmassey +45% Footers can Work
63. @bmassey Calls to Action Menu Search Navigate Add to Cart Click to Call Subscribe Social Subscriptions
64. @bmassey Mobile is Screen One Not Desktop
65. @bmassey More and more conversations will begin on the mobile screen.
66. @bmassey Screenhoppers
67. @bmassey Mobile Traffic Performs Horrendously
68. @bmassey Desktop Design Tool
69. @bmassey Mobile Dead End 69
70. @bmassey Mobile Email Capture 70 5.3% Form Completion Rate (VWO)

71. @bmassey The Visitor is Sent an Email with a specially-coded Link. http://esigns.com/design?ref=mobileemail 
 26% Email Click-Through Rate (Google Analytics)
72. @bmassey Results?
73. @bmassey Not a Revenue Game Changer
74. @bmassey Mobile Visitors Don’t Change Their Stripes
75. @bmassey But Wait! 
 What is the Value of an Email Address?
76. @bmassey Email Does Deliver the Goods 5.3% = 1,370 new email addresses each month 1,370 x 12 x $11 yearly revenue per recipient = $181,000
77. @bmassey Android is not like iOS There are two “mobile” visitors today.
78. @bmassey Sticky Headers Android: +78.83% iPhone: +25.7% Android: +3.9% iPhone: -21%
79. @bmassey Navigation Menu Preferred by Android Users Preferred by iOS Users
80. @bmassey Our Hypotheses are Coming from Apps
81. @bmassey Mobile Design Patterns UX Patterns for Smartphone Apps by Theresa Neil
82. @bmassey Be Curious
83. @bmassey Launch Pad Menus
84. @bmassey Wizards, Quizzes, Questionnaires
85. @bmassey Then There’s This
86. @bmassey Mobilegeddon
87. @bmassey #CXLLive It’s not time to go back in time, no matter how attractive it may be.
88. @bmassey There are no best practices in Mobile. Your visitors are unique.
89. @bmassey We are going to test our way out of 
 Mobile Web 1.0 because we have 
 awesome tools.
90. @bmassey Web 2.0 is looking a lot like Mobile Apps.
91. @bmassey Disresponsive mobile sites 
 don’t look like Apps.
92. @bmassey Mobile Visitors Want a Mobile Experience
93. @bmassey Android or iOS Users are Aliens
94. @bmassey Whoever figures out mobile first wins.
95. @bmassey Are You Ready for Something Special?