Content Jam 2015: Mobile Optimization Essentials: Tips for Increasing Mobile Conversion Rates by...

MOBILE OPTIMIZATION BEST PRACTICES

Joel Harvey Managing Partner ConversionSciences.com TURN-‐KEY OPTIMIZATION Tweet Something: @joeljharvey

@joeljharvey #ContentJam

DON’T EXIST

THE SCIENCE OF THE LAB COAT


hIp://www.sciencedirect.com/science/arMcle/pii/S0022103112000200

hIp://www.sciencedirect.com/science/arMcle/pii/S0022103112000200


HOW TO WIN ON MOBILE


If you could go ahead and bring back some mobile best pracJces from that conference that would be terrific, mmmkay.


BEST PRACTICE: COMMERCIAL OR PROFESSIONAL PROCEDURES THAT ARE ACCEPTED OR PRESCRIBED AS BEING THE MOST EFFECTIVE.


CONVERSION OPTIMIZATION:

THE PROCESS OF GENERATING & USING DATA TO IMPROVE A SITE’S UNIQUE EXPERIENCE FOR KEY SEGMENTS.


Device Type

Browser


Android iOs

Windows

Load Mme

Screen Size

Network connecMon

Responsive

New vs Return

PromoMon Dedicated Mobile

Site Speed

Landscape Horizontal

Best PracJces will make this easy


50% @joeljharvey #ContentJam

OpJmizaJon

doesn’t work



Desire Lines

What you think your mobile visitors want

What your mobile visitors actually

want


1.   Quick overview of the mobile marketplace

2.   Dismiss mobile overview 3.   Understanding your mobile visitors 4.   What to test now

MOBILE MARKETPLACE OVERVIEW



MOBILE GROWTH


“MOBILE VISITORS WILL ALWAYS CONVERT AT A LOWER RATE THAN DESKTOP VISITORS”


“MOBILE VISITORS WILL USUALLY CONVERT DIFFERENTLY THAN DESKTOP VISITORS”

UNDERSTAND YOUR MOBILE WEBSITES



YOU DON’T HAVE JUST ONE MOBILE SITE

hIp://www.paintcodeapp.com/news/ulMmate-‐guide-‐to-‐iphone-‐resoluMons



LANDSCAPE vs. HORIZONTAL


Y O U R

SITE IS BROKEN ON ONE OF

TH E S E

SCREENS


TEST ON 3G AND 4G CONNECTIONS


1.  Mobile is Screen One 2.  ARSS Early, ARSS O[en 3.  Emulate What They Already Know 4.  Dedicated Mobile Websites / QA’d

Responsive 5.  Different Experiences for iOS and Android 6.  What to Test First

OPTIMIZING YOUR MOBILE WEBSITES


MOBILE IS THE FIRST IMPRESSION


AND IT’S WHERE REPEAT

CUSTOMERS ARE MOST LIKELY TO ENGAGE YOU


ARSS


1.   Click Jails 2.   Scroll Jails 3.   TMI


EMULATE WHAT THEY ALREADY

KNOW


RESPONSIVE


RESPONSIVE TEMPLATES MAKE DECISIONS FOR YOU. THOSE DECISIONS ARE NOT ALWAYS GOOD

+57% increase in phone calls



+26%


-19%


“IT TOOK A STAGGERING 18.24 SECONDS ON AVERAGE FOR RESPONSIVE HOME PAGES TO LOAD ON SMARTPHONES OVER A COMBINATION OF 3G AND 4G CONNECTIONS”


PS: Responsive also requires a desktop re-‐design


iOS v. ANDROID


Android: +78.83% iPhone: +25.7%

Android: +3.9% iPhone: -21%


Preferred by Android Users

Preferred by iOS Users


iOS

Android

iOS

Android

iOS

Android


1.   Headlines & CTAs 2.   SJcky Headers 3.   Persistent CTA’s (Parachutes) 4.   Footer Content 5.   Welcome Mats 6.   OpJmize for the right goals

WHAT TO TEST FIRST


Headlines & Calls to AcJon


Control: Customize Your Search VariaMon 1: Get A Quote VariaMon 2: Find Your Nearest LocaMon

Desktop: -‐4% Mobile: +39%

Desktop: -‐14% Mobile: +14%


Headers


SJcky Header: +9% increase in phone calls

Add CTA: +18% increase in phone calls


Re-‐design w/ Search: +6%

Re-‐design w/ Phone: +22%


Persistent CTA’s “Parachutes”


+ 45% increase in product

page visits

Reviewsite.com


Use the Footer


Scroll Maps indicated that over 50% of visitors reached the bottom of the page

+8%

@joeljharvey #HeroConf

Welcome Mats


+ 22% + 38%


AlternaJve Mobile Goals


DESKTOP DESIGN TOOL


MOBILE DEAD END


5.3% Form CompleJon Rate = 16,000 New Email Addresses Per Year

FOCUS ON EMAIL

CAPTURE INSTEAD OF CONVERSION

THIS DOESN’T HAVE TO BE YOUR MOBILE SITE


MOBILE OPTIMIZATION BEST PRACTICES


DON’T EXIST

Joel Harvey Managing Partner [email protected] Hire Us: ConversionSciences.com Read Us: ConversionScienJst.com

Content Jam 2015: Mobile Optimization Essentials: Tips for Increasing Mobile Conversion Rates by...

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Transcript of Content Jam 2015: Mobile Optimization Essentials: Tips for Increasing Mobile Conversion Rates by...