#prodtank - mobile conversion, june 2013
DESCRIPTION
Product managers should embrace mobile to ease the users pain and increase conversion. Learnings from mobile should be tested and transfered to desktop. This talk went back to basics to illustrate how putting additional effort into the areas that appear obvious and easy can achieve true simplicity and deliver high values. The technology buzz word around mobile is currently Responsive Web Design we talked about the benefits and short comings of RWD. An adaptive or RWD 2.0 approach might be more valuable to some companies.TRANSCRIPT
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
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
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