conversion optimization for mobile in multi device world share

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Conversion Optimization in a Multi-Device World

Plus a free offer...

Chris Goward Founder & CEO WiderFunnel @chrisgoward


•  Conversion Rate Optimization –  Strategy, design, copywriting & testing –  Landing Page Optimization

•  Optimization for Mobile, PC and everything in between

•  Conversion rate lift of 10% to 750% for every retainer client

The Conversion Optimization Agency


. . .and maybe

When most marketers think of mobile. . .


Reality


We are in a Screen Size Continuum

Where does “mobile” end?


Let me help you with that…


Stop thinking of just landing pages for

Mobile vs. PC (plus tablets, maybe)


You Have Four Options:

1. Don’t customize for mobile 2. Build a mobile app 3. Build mobile landing pages 4. Build responsive landing pages 5. …or, don’t decide

Five


“Don’t Make Me Think!” - Steve Krug


7% Mobile? Maybe you’ve got time to plan

Option 1: Don’t Customize


Global Internet Device Sales

Source: Gartner, IDC, Strategy Analytics, company filings, BI Intelligence estimates, http://uxmag.com/articles/a-primer-on-responsive-design

. . . but not long


Source: comScore MobiLens, U.S., 3 Month Ave. Ending Dec 2010-July 2012

4G Adoption

. . . but not long

We are here


Faster downloads encourage usage


Doing nothing is not an option.


2. Build a mobile app Not for search traffic.


This looks promising

3. Build mobile landing pages


Google can’t tell this is meant for mobile.

But the landing page sucks!


CTA

CTA

CTA

CTA

CTA

CTA

CTA

CTA CTA

CTA

Missed Opportunities!

What I should have seen


Why no CTAs for mobile?


• Confusing listing in SERPs • Higher maintenance costs with multiple code-

bases •  Inconsistent user experience across devices • Not future-proof

(e.g what screen size are internet fridges?)

Problems with Mobile Sites


4. Build responsive landing pages


More info at: http://j.mp/wfRWD

Google Recommends Responsive Web Design


Next. . . How to optimize for

mobile search conversions!


Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

These Frameworks are Working in All Situations


Good News… It works for mobile too!

(and tablets, and all other screens)


(Note: For more, search “WiderFunnel Lift”)

TM

Relevance Clarity

Anxiety Distraction

Urgency

Knowing what to test: Using the LIFT Model™


Relevance: Page does not match “cases”

Distraction: Too much space for tabs

Clarity: Type spills off page and only says “5”

Clarity: Compelling image and video

Clarity: Search is an odd default tab

Clarity: No product info above the fold

Distraction: Video opens in new window


And those aren’t the biggest problems…


Distraction: 12 product options is too many!

Clarity: No product option differentiation

Clarity: Add to Cart far down the page


Distraction: the page is gone!

Distraction: Product info on a separate page


Distraction: Video opens in new window

Distraction: Too much space used for tabs

Clarity: Type spills off page and only says “5”

Clarity: Page does not match “cases”

Clarity: No product info above the fold

Distraction: 12 product options is too many

Clarity: Search is an odd default tab

Embed video or replace with image

Reducing tab height design

Include all relevant devices in headline

Adding “cases” to headline

Replace image with value proposition

Focus on most important products

Begin on product tab or remove tabs

Turn problems into hypotheses

…will lift sales

Hypothesis Creation


Average Conversion Rate Lift

Ecommerce 23.1%

Lead Gen 49.0%

*WiderFunnel average results 2007-2012

Conversion Optimization Testing Works

I can’t share their results, but here are averages:


•  Which calls to action to prioritize for each device?

•  How much information do each screen size’s users need?

•  Scrolling for info vs. tabs vs. new pages?

•  Images vs. video?

•  Save for later functionality?

•  Link text vs. buttons?

•  Single page vs. microsite?

•  Remove hover state for iOS6?

Overlooked Mobile Testing Areas


Interested in a Free Web Page Evaluation? •  10 time slots are available for session attendees

•  Scheduled on a first-come, first-served basis

•  Mobile or desktop or “other”!

To Qualify:

1.  Email: [email protected]

2.  Tell us the URL of the web page you’d like evaluated

3.  Minimum 30,000 unique visitors per month

Free Offer: Custom Web Page Evaluation


You Should Test That!

Sign up for a free chapter: YouShouldTestThat.com

conversion optimization for mobile in multi device world share

Business

widerfunnel marketing

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mobile end

mobile landing pages4

mobile app3

landing page sucks

responsive landing pages5

dont customize7