Conversion Optimization for mobile in multi device world share

Conversion Optimization in a
Multi-Device World
Plus a free offer...

Chris Goward
Founder & CEO
WiderFunnel
@chrisgoward

Tweet this: @chrisgoward #CRO
© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com
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The Conversion Optimization Agency

•  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

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When most marketers think of mobile. . .

. . .and maybe

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Reality

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We are in a
Screen Size Continuum

Where does “mobile” end?

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Let me help you with that…

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Stop thinking of just
landing pages for
Mobile vs. PC
(plus tablets, maybe)

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You Have Four Options:
Five

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

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“Don’t Make
Me Think!”
- Steve Krug

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Option 1: Don’t Customize

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

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. . . but not long

Global Internet Device Sales

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

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. . . but not long

4G Adoption

We are here

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

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Faster downloads encourage usage

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Source: http://googlemobileads.blogspot.com/2012/09/mobile-friendly-sites-turn-visitors.html
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Doing nothing is
not an option.

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2. Build a mobile app
Not for search traﬃc.

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3. Build mobile landing pages

This looks promising

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But the landing page sucks!

Google can’t tell this
is meant for mobile.

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What I should have seen

CTA

Missed Opportunities!
CTA

CTA
CTA CTA

CTA CTA
CTA
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CTA
CTA

Why no CTAs for
mobile?

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Problems with Mobile Sites

•  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?)

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4. Build responsive landing pages

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Google Recommends Responsive Web Design

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

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Next. . .
How to optimize for
mobile search conversions!

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These Frameworks are Working in All Situations
Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

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Good News…
It works for mobile too!
(and tablets, and all other screens)

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Knowing what to test: Using the LIFT Model™

Clarity
Relevance
TM

Urgency

Distraction
Anxiety

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

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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

Distraction: Video
opens in new window

Clarity: Search is an
odd default tab

Clarity: No product info
above the fold
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And those aren’t the
biggest problems…

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Distraction: 12 product
options is too many!

Clarity: No product
option diﬀerentiation

Clarity: Add to Cart far
down the page

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Distraction: the
page is gone!
Distraction: Product
info on a separate page

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Hypothesis Creation
Distraction: Too much Reducing tab height
space used for tabs design
Clarity: Page does not Adding “cases” to
match “cases” headline
Clarity: Type spills oﬀ page Include all relevant
and only says “5” devices in headline
Distraction: Video opens in Turn problems Embed video or replace
new window into hypotheses with image
Clarity: Search is an odd Begin on product tab or
default tab remove tabs
Clarity: No product info Replace image with value
above the fold proposition
Distraction: 12 product Focus on most important
options is too many products

…will lift sales
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Conversion Optimization Testing Works

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

Average Conversion Rate Lift

Ecommerce 23.1%

Lead Gen 49.0%

*WiderFunnel average results 2007-2012

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Overlooked Mobile Testing Areas

•  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?

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Free Offer: Custom Web Page Evaluation

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: Hello@widerfunnel.com

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

3.  Minimum 30,000 unique visitors per month

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You Should Test That!

Sign up for a free chapter:
YouShouldTestThat.com

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Conversion Optimization for mobile in multi device world share

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