SEARCHLOVE DAN DIEGO 2013-Stephen Pavlovich

Conversion Optimization for Mobile

Transcript

1. Conversion Optimization For Mobile
7. Plus.net: 10x sales, 2x traffic
8. O’Neill: +163% conversion rate
9. Baines & Ernst: +51% conversion rate
10. …and a case study from Google
11. Done Is Better Than Perfect.
13. Baines & Ernst: +51% conversion rate
15. The Impact Of Conversion Optimization.
18. Mobile Is Not An Afterthought.
20. “The ROI Isn’t There.”
24. “The ROI Isn’t There.”
27. 2011:  “Facebook  will  be  a  mobile  company”  
28. August  2013:  80%  of  daily  users  log  on  via  smartphone  or  tablet  
29. Mobile Isn’t Just About The Technology.
34. Optimizers Have To Work Harder.
36. Marketing Has To Be Distilled.
40. The bad news: §  Emerging design and functionality standards §  Limited space for persuasive content §  Users open to distraction
41. The good news: §  Huge competitive advantage and barrier to entry for companies that start testing now.
42. 12 Tips for Mobile Conversion
43. 1. Start Small and Scale
45. “What If Mobile Traffic Converted At The Same Rate As Desktop?”
47. 2. Create Mobile and Non-Mobile Dashboards in Analytics
48. Sales funnel Landing pages Goals
49. 3. Create Mobile-Only Surveys
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?  
51. 4. Use Desktop Clickmaps
53. 5. Dogfood Your Site On Mobile
56. 6. Identify Key Mobile
58. IdenHfy  3-­‐5  personas  with  usability  tests,  surveys  and  KW  analysis.  
60. 7. Targeted Usability Tests
64. Q1:  Have  you  ever  owned  a  motorbike?  
65. Q2:  Do  you  own  one  now?   Q1:  Have  you  ever  owned  a  motorbike?  
67. 8. Sketch Mobile Designs
70. 9. …Then Create Wireframes in Axure or Adobe Edge Reflow
73. 10. Three Mobile Designs To Copy (and one to avoid)
78. 11. Prioritize and Group Mobile Tests
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 ★★★★★ ★★★★★ ★★★★★
80. 12. Iterate For Local Maxima Optimize For Global Maxima
84. Cancel Deactivate My Account
85. Keep My Account Deactivate My Account
86. Keep My Account Deactivate my account
88. Thank you! Stephen Pavlovich stephen@conversionfactory.com +44 7970 428 029