April 9-10, Breckenridge, Colorado

Phones, Tablets & Desktops, Oh My! Navigating The Cross-Device (Mobile) Dilemma

SearchCon, Breckenridge April 10, 2015

Todd Barrs Director of Product Development

ConversionIQ.com

Google Says The Age of Mobile Is Here

“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”

http://googlewebmastercentral.blogspot.com/2015/02/finding-more-mobile-friendly-search.html

Mobile Affects Conversion Rates (A LOT)

Obsessive & Compulsive Behavior

Some studies show that people check their phones over 500x per day!

Conversion Concepts

Your Website Is a Conversation

“Let’s talk about what problems you want to solve.“

vs.

"Let me show you what I have to sell you.”

Conduct Visitor-Centric Conversations

Sell The Action of Clicking & Tapping

How We View Web Pages

Page Elements That Get Attention

Motion

Images (not banners)

Large Font (headlines)

Numbered/Bulleted Lists

Bolded Font

Eye Tracking Patterns

Fold Fold

F-Pattern

Source: Neilsen Norman Group (useit.com/eyetracking)

F-Pattern

Source: blog.inf.ed.ac.uk

Mobile Strategy – Where to Start

Spend time thinking about the users’ environments and mindsets.

Where does mobile fit into the research (sales) process?

External Distractions

Different Goals

Highly Task Oriented

Passive vs. Active Browsing

Active vs. Passive

Browsing

Example

Example

Example

Example

Mobile Usability Checklist

Basic Mobile-Friendliness

At the very least, don’t make them pinch! Image source: Google Developers

Optimize For Touch

There is no such thing as hover on a touch screen device.

Use tap function to keep menu open.

Optimize For Touch

Maintain General Style Across Devices

Maintain General Style Across Devices

Search skin care, beauty supplies & more…

Menu Cart

But Ensure to Maintain Good Usability

Responsive Frameworks

Responsive Strategy

Responsive Transitions at Common Resolutions

Always Test on Real Devices

Emulator Actual iPhone

Mobile Optimization Guidance

Make it Easy

“Simplicity is the ultimate sophistication.” –Leonardo Da Vinci

Create Great Experiences

“People may not remember exactly what you did, or what you said, but,

they will always remember how you made them feel.” - Maya Angelou

More Resources

• ConversionIQ / Inflow – http://www.goinflow.com/mobile-optimization/

– http://www.conversioniq.com/how-to-calculate-conversion-rate

– http://www.conversioniq.com/right-ecommerce-conversion-rate

• VisitorCentric.com (Tools & Resources, Case Studies, News Feeds)

Contact Info / Q&A

Todd@ConversionIQ.com

@ToddBarrs

ToddBarrs

TBarrs

+ToddBarrs

ConversionIQ.com