SEARCHLOVE DAN DIEGO 2013-Stephen Pavlovich

Conversion Optimization for Mobile

Transcript

1. Conversion Optimization For Mobile
   
   

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7. Plus.net: 10x sales, 2x traffic
   
   

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8. O’Neill: +163% conversion rate
   
   

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9. Baines & Ernst: +51% conversion rate
   
   

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10. …and a case study from Google
    
    

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11. Done Is Better Than
    Perfect.
    
    

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13. Baines & Ernst: +51% conversion rate
    
    

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15. The Impact Of
    Conversion Optimization.
    
    

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18. Mobile Is Not An
    Afterthought.
    
    

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20. “The ROI Isn’t There.”
    
    

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24. “The ROI Isn’t There.”
    
    

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27. 2011:  “Facebook  will  be  a  mobile  company”  
    

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28. August  2013:  80%  of  daily  users  log  on  via  smartphone  or  tablet  
    

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29. Mobile Isn’t Just
    About The
    Technology.
    
    

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34. Optimizers Have To
    Work Harder.
    
    

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36. Marketing Has To
    Be Distilled.
    
    

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40. The bad news:
    
    §  Emerging design and functionality
    standards
    
    §  Limited space for persuasive content
    
    §  Users open to distraction
    
    

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41. The good news:
    
    §  Huge competitive advantage and
    barrier to entry for companies that
    start testing now.
    
    
    
    

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42. 12 Tips for Mobile Conversion
    
    

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43. 1. Start Small and Scale
    
    

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45. “What If Mobile Traffic
    Converted At The Same
    Rate As Desktop?”
    
    

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47. 2. Create Mobile and Non-Mobile
    
    Dashboards in Analytics
    
    

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48. Sales funnel
    
    Landing pages
    
    Goals
    
    

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49. 3. Create Mobile-Only Surveys

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50. What’s  the  purpose  of  your  visit?  
    Were  you  able  to  achieve  that?  
    Was  there  anything  that  nearly  
    stopped  you  buying  from  us  today?  
    Can  you  tell  us  why  you’re    
    switching  to  the  desktop  site?  
    

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51. 4. Use Desktop Clickmaps

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53. 5. Dogfood Your Site On Mobile
    
    

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56. 6. Identify Key Mobile

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58. IdenHfy  3-­‐5  personas  with  usability  tests,  surveys  and  KW  analysis.  
    

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60. 7. Targeted Usability Tests

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64. Q1:  Have  you  ever  owned  a  motorbike?  
    

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65. Q2:  Do  you  own  one  now?  
    Q1:  Have  you  ever  owned  a  motorbike?  
    

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67. 8. Sketch Mobile Designs

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70. 9. …Then Create Wireframes in
    Axure or Adobe Edge Reflow
    
    

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73. 10. Three Mobile Designs To Copy
    
    (and one to avoid)
    
    

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78. 11. Prioritize and Group Mobile Tests
    
    

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79. Test
    Page
    Goal
    Lever
    Ease
    Impact
    Duration
    
    Headline
    LP
    Trial
    Benefit
    ★★★★★
    ★★★★★
    ★★★★★
    
    Video
    LP
    Trial
    Benefit
    ★★★★★
    ★★★★★
    ★★★★★
    
    Multi-page form
    Form
    Trial
    Usability
    ★★★★★
    ★★★★★
    ★★★★★
    
    Reduced form
    Form
    Trial
    Usability
    ★★★★★
    ★★★★★
    ★★★★★
    
    No trial
    LP/Form
    Sale
    Offer
    ★★★★★
    ★★★★★
    ★★★★★
    
    Autoresponder
    Confirm
    Sale
    Usage
    ★★★★★
    ★★★★★
    ★★★★★
    
    

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80. 12. Iterate For Local Maxima
    
    Optimize For Global Maxima
    
    

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84. Cancel Deactivate My Account
    

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85. Keep My Account Deactivate My Account
    

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86. Keep My Account Deactivate my account
    

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88. Thank you!
    Stephen Pavlovich
    stephen@conversionfactory.com
    +44 7970 428 029
    

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