SEARCHLOVE DAN DIEGO 2013-Stephen Pavlovich

4565aeb73ff5012d10107cb090e5034b?s=47 Distilled
September 30, 2013

SEARCHLOVE DAN DIEGO 2013-Stephen Pavlovich

Conversion Optimization for Mobile

4565aeb73ff5012d10107cb090e5034b?s=128

Distilled

September 30, 2013
Tweet

Transcript

  1. Conversion Optimization For Mobile

  2. None
  3. None
  4. None
  5. None
  6. None
  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.

  12. None
  13. Baines & Ernst: +51% conversion rate

  14. None
  15. The Impact Of Conversion Optimization.

  16. None
  17. None
  18. Mobile Is Not An Afterthought.

  19. None
  20. “The ROI Isn’t There.”

  21. None
  22. None
  23. None
  24. “The ROI Isn’t There.”

  25. None
  26. None
  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.

  30. None
  31. None
  32. None
  33. None
  34. Optimizers Have To Work Harder.

  35. None
  36. Marketing Has To Be Distilled.

  37. None
  38. None
  39. None
  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

  44. None
  45. “What If Mobile Traffic Converted At The Same Rate As

    Desktop?”
  46. None
  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

  52. None
  53. 5. Dogfood Your Site On Mobile

  54. None
  55. None
  56. 6. Identify Key Mobile

  57. None
  58. IdenHfy  3-­‐5  personas  with  usability  tests,  surveys  and  KW  analysis.

     
  59. None
  60. 7. Targeted Usability Tests

  61. None
  62. None
  63. None
  64. Q1:  Have  you  ever  owned  a  motorbike?  

  65. Q2:  Do  you  own  one  now?   Q1:  Have  you

     ever  owned  a  motorbike?  
  66. None
  67. 8. Sketch Mobile Designs

  68. None
  69. None
  70. 9. …Then Create Wireframes in Axure or Adobe Edge Reflow

  71. None
  72. None
  73. 10. Three Mobile Designs To Copy (and one to avoid)

  74. None
  75. None
  76. None
  77. None
  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

  81. None
  82. None
  83. None
  84. Cancel Deactivate My Account

  85. Keep My Account Deactivate My Account

  86. Keep My Account Deactivate my account

  87. None
  88. Thank you! Stephen Pavlovich stephen@conversionfactory.com +44 7970 428 029