Mobile Conversion Optimization for Context

1. MOBILE CONVERSION OPTIMIZATION OPTIMIZING FOR MOBILE CONTEXT CONVERSION WORLD KEYNOTE -‐ APR 21, 2015 four keys to grow conversion

2. ANGIE SCHOTTMULLER Conversion OpCmist @aschoJmuller linkedin.com/in/angieschoJmuller aschoJmuller@yahoo.com Top 10 of 2015 ONLINE MARKETING EXPERTS

3. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller #CROworld #mobile #CRO @ascho6muller Tweet this session! Seriously. It's loaded with juicy stats guaranteed to get a retweet!

4. Mobile isn’t just a device. It’s a CONTEXT. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

5. TRUE or FALSE? CONTENT IS KING :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

6. ROAD TRIP! :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

7. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Myrtle Beach, South Carolina

8. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

9. “Can you please tell us where we could ﬁnd a TYME machine?” :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

11. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller “Around here… we call cash machines ‘Wachovias.’” -‐ Nice Auto Shop Guy, South Carolina

12. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller WISCONSIN: SOUTH CAROLINA: TYME = Take Your Money Everywhere

13. TYME Machine?? Wachovia?? = ATM Cash Machine Yeah. The ﬁnance industry excels at math, not markeLng. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

14. CONTENT is only king... in the right kingdom of CONTEXT. -‐ ANGIE SCHOTTMULLER :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

15. 4 Context Keys to MOBILE Conversion :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image source: openmarket.com

16. PACE CONTEXT KEY #1 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

17. TIME IS CURRENCY. Image source: 123rf.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

18. Image source: basementrejects.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

19. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image source: newlaunches.com

20. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image source: thenextweb.com

21. Image source: pbs.org :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

22. -‐ Angie Scho6muller @aschoTmuller MOBILE PERFORMANCE maJers to websites like PARKING maJers to retail stores. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

23. Image source: thejakartapost.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

24. How long would YOU wait for a mobile page to load? A.  2 seconds B.  3 seconds C.  4 seconds D.  5 seconds LIVE POLL :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

25. EXPECTED vs. ACTUAL Page Load Timing Source: WebPerformanceToday.com, Fall 2014 State of the Union Ecommerce Report FALL 2014 = 6.5s FALL 2013 = 5.3s Page Load Time in Seconds (First-‐View) | 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7 USER EXPECTATION = 2-‐3s :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

26. 1… 2… 3… 4… 5… 6… 7 !? :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

27. Image source: justsomething.co :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

29. In just ONE year, the median website is… Source: WebPerformanceToday.com, Fall 2014 State of the Union Ecommerce Report 23% SLOWER 19% LARGER :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

30. Image source: galleryhip.com Did she just call me FAT?? :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

31. Um. Yeah… Your “baby” is SLOW and FAT. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

32. Image source: gaTo999.it :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

33. Sources: Gomez.com, Akamai.com 7% CONVERSION DROP 1 SECOND LOAD DELAY = :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

34. Source: WebPerformanceToday.com, Fall 2014 State of the Union Ecommerce Report 2% CONVERSION LIFT 1 SECOND FASTER LOAD = :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

35. Source: WebPerformanceToday.com, Fall 2014 State of the Union Ecommerce Report 10% CONVERSION LIFT 1 SECOND FASTER LOAD = :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

37. EXPERIENCE IMPACT… :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

38. 43% are unlikely to return to a slow-‐loading mobile site. Source: Compuware, "What Users Want from Mobile,” 2011 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

39. 40% turn to a compeCtor’s site aler a bad mobile experience. Source: Compuware, "What Users Want from Mobile," 2011 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

40. Image source: searchengineland.com April 21, 2015 Google algorithm update for mobile-‐friendliness :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

42. Are YOU measuring and opCmizing your load Cme? :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

43. Leverage WebPageTest.org :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

44. What Do Your USERS See? :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

45. Long Blue Bars = NOT Good :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

46. VISIBILITY CONTEXT KEY #2 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

47. THE MOBILE “FOLD” IS A BLACK HOLE. Image credit: nasa.gov :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

48. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015 THE FOLD :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

49. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015 THE FOLD :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

50. DESKTOP: TABLET: MOBILE: Device Context Impacts Scrolling… Reference: HotJar scroll heatmaps :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

51. Lure the Scroll… :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

52. Reference: Red Wing Shoes Spring Sale 2015. (Note: Inverted image represents a mock-‐up, not the actual campaign.) GAIN SCROLL ATTENTION with images crossing the fold. PSYCHOLOGY PLAY: Present content in an expected way to engage the System 1 part of the brain. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

53. Cue the Scroll :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

54. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015 A B :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

55. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015 A B :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

56. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015 86% NON-‐BOUNCE 30% SCROLL 95% NON-‐BOUNCE 53% SCROLL :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

57. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015 77% SCROLL LIFT :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

58. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015 29% CONVERSION LIFT :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

59. “Jump” to Scroll :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

60. Reference: Byer’s LeafGuard GuTer System 2014 JUMP TO the FORM :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

61. Just get to the CTA… (CLICK-‐THROUGH CONVERSION GOALS) :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

62. Reference: Red Wing Shoes Spring Sale 2015 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

63. Be mindful of “thumb reach” Image reference: forbes.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller iPhone 5 iPhone 6

64. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image source: www.smh.com.au

65. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller “Phablets” add more complicadon… Image source: scmp.com

66. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image reference: forbes.com iPhone 5 iPhone 6 iPhone 5 iPhone 6

67. Succinct CLARITY + DirecConal CUES = Mobile CONVERSION Booster MEGA ^ :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

69. VALUE CONTEXT KEY #3 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

70. CONTENT SKELETONS STARVE USERS. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

71. Top Visited Page on “m.” Websites…. Desktop Version :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

73. Go LEAN, not ANOREXIC. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

74. What are YOU cuung that adds RELEVANCE? :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

75. What are YOU cuung that adds VALUE? :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

76. What are YOU cuung that adds CREDIBILITY? :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

77. LEAN does not mean OPTIMIZED. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

78. CreaCve SubsCtuCon :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

80. Reference: Red Wing Shoes Spring Sale 2015 URGENCY SubsLtute a JavaScript countdown Lcker with a “staLc” image replica. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

81. Reference: Red Wing Shoes Spring Sale 2015 CREDIBILITY SubsLtute the Facebook Facepile plugin with “staLc” text and an image replica for social proof. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

82. AcConable Aids :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

84. Reference: Red Wing Shoes Spring Sale 2015 UTILITY “Quick links” and “email me ___” opLons help mobile users get coupons for easy claiming. (Works great for downloadable PDFs too!) :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

85. -‐ Angie Scho6muller @aschoTmuller “OpLmized” content for context delivers acConable, credible RELEVANCE and VALUE …by default. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

86. OpCmized “Defaults” :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

87. Reference: Red Wing Shoes Spring Sale 2015 Leverage GeoIP. “Smart” defaults… :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Default Input Center Map List Nearby Results

88. 61% of mobile users CALL aler a local business search. Source: Google -‐ The Mobile Movement Study, 2011 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

89. If calling is preferred… OPTIMIZE IT. Reference: Domino’s Pizza :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

90. Reference: Byer’s LeafGuard GuTer System Choose ONLY 1 PRIMARY call-‐to-‐acCon. Call (800) 977-‐5323 Quick Esdmate & 20% OFF Open ‘dl 4pm TODAY M-‐F, 8am – 4pm CT :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

91. Opdmize for Click-‐to-‐Call Reference: Byer’s LeafGuard GuTer System HTML Example:! <a href="tel:+18009775323" class="clicktocall">Call (800) 977-5323 <span>Quick Estimate & 20% OFF</span></a>! Call (800) 977-‐5323 Quick Esdmate & 20% OFF Call (800) 977-‐5323 Quick Esdmate & 20% OFF Hours: Mon-‐Fri, 8am -‐ 4pm CT :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Open ‘dl 4pm TODAY M-‐F, 8am – 4pm CT

92. Opdmize for Click-‐to-‐Call Reference: Byer’s LeafGuard GuTer System Call (800) 977-‐5323 Quick Esdmate & 20% OFF Hours: Mon-‐Fri, 8am -‐ 4pm CT Call (800) 977-‐5323 Quick Esdmate & 20% OFF :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Open ‘dl 4pm TODAY M-‐F, 8am – 4pm CT

93. KNOWLEDGE CONTEXT KEY #4 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

94. WISDOM IS IN THE DATA. Image source: doug222.deviantart.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

95. Event Tracking :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

96. Data for Your Opdmizadon Journey… MUST HAVE FOR OPTIMIZATION REVIEWS :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

97. GA EVENT TRACKING FOR CRO: hJp://bit.ly/gaevenJrackingforcro INCLUDES: ü ADJUSTED BOUNCE RATE & “STICK” Viewed 3, 5, and 15 seconds+ ü SCROLLING beyond fold (relaLve to device), page boTom ü DYNAMIC CLICK TRACKING tabs, jump-‐to buTons/links, ﬁle downloads, click-‐to-‐call ph# [tel:], email [mailto:] , and external domain links :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

98. CUSTOM REPORT: hJp://bit.ly/gareportpageuxﬂow Analyze the ﬂow of user experience and conversion progression. (Note: These goals are not sequenLal. It's just one way to look at it.) UX GOALS: Non-‐Bounce (5s+) Æ Scroll Beyond Fold Æ SCck (15s+) Æ Scroll to BoJom *Use GA Goal Set 2 (ID 6-‐10) to create goals corresponding to the respecLve Event AcLons. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

99. Heatmaps :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

100. DESKTOP: TABLET: MOBILE: Heatmap “Click Test” (Non-‐Clickable Audit) :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Heatmap analyLcs for ~ $9/month from: www.HotJar.com

101. Device Context Impacts USER Interest DESKTOP: (Top clicks on "Dates") TABLET: (Top clicks on "Diverse Topics" then "Dates") MOBILE: Top clicks on "Topics”, "Credits” then "Dates” :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Heatmap analyLcs for ~ $9/month from: www.HotJar.com

102. Promo Code Tracking :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

103. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller PROMO: 172-‐12 PROMO: 172-‐02 Who CLAIMS COUPONS via mobile?

104. Reference: Red Wing Shoes Spring Sale 2015 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller PROMO: 172-‐12 PROMO: 172-‐02 PROMO: 171-‐12 PROMO: 171-‐02 Track coupon redempdon via mobile devices. Display diﬀerent promo codes for mobile vs. desktop via responsive design.

105. Reference: Red Wing Shoes Spring Sale 2015 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller PROMO: 172-‐12 PROMO: 172-‐02 PROMO: 171-‐12 PROMO: 171-‐02 Track coupon redempdon via mobile devices. Display diﬀerent promo codes for mobile vs. desktop via responsive design. “Show this coupon screen or your printed coupons to a Red Wing Shoe store associate.”

106. CONTENT is only king... in the right kingdom of CONTEXT. -‐ ANGIE SCHOTTMULLER :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

107. Mobile CRO Context Keys: ü Time is currency. §  PrioriCze page speed opCmizaCon NOW. Target <1-‐second ﬁrst-‐view load Cme: WebPageTest.org ü The mobile “fold” is a black hole. §  Feature CTA or cues above the fold to enCce scrolling. << Measure and test this ASAP ü Skeleton content starves users. §  Go lean with reduced, yet enhanced, mobile content that reﬂects context. ü Wisdom is in the data. §  Expand measurement toolsets (event tracking, heatmaps, etc.) in order to learn. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

108. Q&A :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

109. NEED HELP CONVERTING MOBILE TRAFFIC? Get a Mobile CRO Consultadon Maximize your opCmizaCon impact with an mobile power play! Angie SchoJmuller | aschoJmuller@yahoo.com | @aschoJmuller Persuasive content, psychology tricks, and measurement insights -‐-‐ just a few of the ways I can help you deliver awesome and EXCEED your mobile goals. Contact me for a FREE 30-‐minute consultadon TODAY. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller

110. ANGIE SCHOTTMULLER Conversion OpCmist @aschoJmuller linkedin.com/in/angieschoJmuller aschoJmuller@yahoo.com Top 10 of 2015 ONLINE MARKETING EXPERTS

Mobile Conversion Optimization for Context

Angie Schottmuller

Mobile Conversion Optimization for Context