SEARCHLOVE DAN DIEGO 2013-Stephen Pavlovich

Transcript

1. Conversion Optimization For Mobile

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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.

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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”  

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

     or  tablet  

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

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

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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

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

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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?  

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

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

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84. Cancel Deactivate My Account

85. Keep My Account Deactivate My Account

86. Keep My Account Deactivate my account

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