Conversion Optimization for Mobile
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 ThanPerfect.
The Impact OfConversion Optimization.
Mobile Is Not AnAfterthought.
“The ROI Isn’t There.”
2011: “Facebook will be a mobile company”
August 2013: 80% of daily users log on via smartphone or tablet
Mobile Isn’t JustAbout TheTechnology.
Optimizers Have ToWork Harder.
Marketing Has ToBe Distilled.
The bad news: § Emerging design and functionalitystandards § Limited space for persuasive content § Users open to distraction
The good news: § Huge competitive advantage andbarrier to entry for companies thatstart testing now.
12 Tips for Mobile Conversion
1. Start Small and Scale
“What If Mobile TrafficConverted At The SameRate As Desktop?”
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
5. Dogfood Your Site On Mobile
6. Identify Key Mobile
IdenHfy 3-‐5 personas with usability tests, surveys and KW analysis.
7. Targeted Usability Tests
Q1: Have you ever owned a motorbike?
Q2: Do you own one now? Q1: Have you ever owned a motorbike?
8. Sketch Mobile Designs
9. …Then Create Wireframes inAxure or Adobe Edge Reflow
10. Three Mobile Designs To Copy (and one to avoid)
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