#prodtank - mobile conversion, june 2013

Connect with me

Dave Martin Co-founder, Pocket Recruit

Blog: www.mobiledave.me Twitter: @mobile_dave

What do I mean by mobile?

Mobile = Tablet & Smartphone

Mobile web is on track to be primary

Internet access

Why do people use their mobile

Why do people use their mobile

To accomplish To socialize To prepare

'For me' time To discover

Source: InsightsNow

Upstream of your site

Social Media

SEO

Email

Advertising

At least 60% on mobile

Google desktop search declining

More personal email read on mobile / tablet

20% to 30% of recruitment web traffic on mobile

Transact

Upstream of your site

Social Media

SEO

Email

Advertising

At least 60% on mobile

Google desktop search declining

More personal email read on mobile / tablet

20% to 30% of recruitment web traffic on mobile

How much value is leaked? Which area is biggest opportunity for you?

Data capture on mobile is painful - sometimes there

is no choice

My learnings: Users will fill in boring forms on their

mobile to get what they want there and then.

My learnings: Pushing users back to desktop, perhaps

via email, will increase drop off and lose more money.

Data heavy transactions

Measure at field level

Field level data will pinpoint where your user is struggling on mobile.

Couple field level analysis with a/b tests to experiment and learn what actually makes a difference.

Always keep the masses in mind and keep the journey easy for them.

What might you experiment with?

Size of input boxes Call to action position, color and size When you ask for what data Help text Font size Icons to tap instead of drop downs UX around keyboard entry Ecommerce gateway

Improving keyboard entry

http://www.lukew.com/ff/entry.asp?1667

Immediate visual feedback Input masks to use standard formats Quick validation eg credit card expiry cant

be in the past

Improving keyboard entry

Use the right soft keyboard at the right time!

Improving keyboard entry

Use the right soft keyboard at the right time!

Reducing options to select

John Lewis above do this well. How many register forms asking DOB start

at 2013?

Making it easier for the majority

Slow sluggish date picker, not compatible with all Android, or BB, or WinPhone or iOS 7. More user effort

One tap for the most customers, fast and easy.

Mobile first design will guide you

to enhance your dekstop

When lights go out?

Frustration kills conversion! How do you recover from a dropped connection?

Keep the journey simply and use

standard familiar UX

UX Recorder for iOS

Responsive Web Design`

@media all and (max-width:400px) { .big_image { width:320px }}

Responsive - what is it

Responsive - be careful

None of these companies use the same RWD for mobile and desktop

Responsive Web Design`

Responsive & speed

*simplified for slide, addition network hits include DNS look up etc.

Responsive & speed

@media all and (max-width:400px) { .big_image { width:320px }}

After the download cost, now the browser runs the CSS and resizes the image, or hides content etc.

The faster the better every millisecond counts

Responsive: Screen size and UX Imagine if...

Mobiledave.me Speaking Page

Tapped Speaking

Screen size and UX Imagine if...

Mobiledave.me Speaking Page

Tapped Speaking

The user waits & waits & thinks its

broken

Responsive & browser capabilities

Browser capabilities

Broken pages don't give users confidence

to input a credit card

Understand which devices are

worth money to you!

Thanks for listening

Dave Martin Co-founder, Pocket Recruit

Blog: www.mobiledave.me Twitter: @mobile_dave