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SEARCHLOVE DAN DIEGO 2013-Stephen Pavlovich
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Distilled
September 30, 2013
Business
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SEARCHLOVE DAN DIEGO 2013-Stephen Pavlovich
Conversion Optimization for Mobile
Distilled
September 30, 2013
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Transcript
Conversion Optimization For Mobile
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Plus.net: 10x sales, 2x traffic
O’Neill: +163% conversion rate
Baines & Ernst: +51% conversion rate
…and a case study from Google
Done Is Better Than Perfect.
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Baines & Ernst: +51% conversion rate
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The Impact Of Conversion Optimization.
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Mobile Is Not An Afterthought.
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“The ROI Isn’t There.”
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“The ROI Isn’t There.”
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2011: “Facebook will be a mobile company”
August 2013: 80% of daily users log on via smartphone
or tablet
Mobile Isn’t Just About The Technology.
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Optimizers Have To Work Harder.
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Marketing Has To Be Distilled.
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The bad news: § Emerging design and functionality standards §
Limited space for persuasive content § Users open to distraction
The good news: § Huge competitive advantage and barrier to
entry for companies that start testing now.
12 Tips for Mobile Conversion
1. Start Small and Scale
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“What If Mobile Traffic Converted At The Same Rate As
Desktop?”
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2. Create Mobile and Non-Mobile Dashboards in Analytics
Sales funnel Landing pages Goals
3. Create Mobile-Only Surveys
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?
4. Use Desktop Clickmaps
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5. Dogfood Your Site On Mobile
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6. Identify Key Mobile
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IdenHfy 3-‐5 personas with usability tests, surveys and KW analysis.
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7. Targeted Usability Tests
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Q1: Have you ever owned a motorbike?
Q2: Do you own one now? Q1: Have you
ever owned a motorbike?
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8. Sketch Mobile Designs
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9. …Then Create Wireframes in Axure or Adobe Edge Reflow
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10. Three Mobile Designs To Copy (and one to avoid)
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11. Prioritize and Group Mobile Tests
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 ★★★★★ ★★★★★ ★★★★★
12. Iterate For Local Maxima Optimize For Global Maxima
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Thank you! Stephen Pavlovich
[email protected]
+44 7970 428 029