a crash course in a/b testing on mobile websites

A Crash Course in A/B Testing on Mobile Websites

#optimizemobile | 20 November, 2014

Friday, November 22, 13

A Crash Course in A/B Testing on Mobile Websites

#optimizemobile

#optimizemobile

Friday, November 22, 13

EXCLUSIVE WEBINAR GIVEAWAYWin a free signed copy of A/B Testing!

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How to EnterTweet what you’ve learned today, and tag it with#optimizemobile

Friday, November 22, 13

Agenda1. How the right mobile strategy can

accelerate your marketing ROI

2. A/B test ideas for mobile web design principles

3. How to use mobile A/B testing to drive conversions through the roof

4. Results from real mobile A/B tests

5. Q&A with Ben and Khattaab

Friday, November 22, 13

How the right mobile strategy can accelerate your marketing ROI

Friday, November 22, 13

#optimizemobile

Friday, November 22, 13

What does it mean to be mobile?

•mobile website?•mobile app?•both?

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Friday, November 22, 13

Mobile websites matter. What’s the next step?

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Friday, November 22, 13

Deliver the mobile web experience that your users deserve.

Build Buy or

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Friday, November 22, 13

Separate mobile (and tablet) sitesYour visitor is redirected to the right version of your website, based on what device they’re using.

www.website.com

t.website.com

m.website.com

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Friday, November 22, 13

Responsive web design

Always at www.website.com

Your website automatically adapts its content and layout to fit your visitor’s screen size or device.

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Friday, November 22, 13

What content should your mobile website have? We have some (test) ideas...

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Friday, November 22, 13

Shop Search About Support Contact Q&A Links Gallery

Mobile users want to complete tasks and find information.

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lhw.com

Friday, November 22, 13

Device-Specific Presentation(not device-specific content)

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youtube.com m.youtube.com

Friday, November 22, 13

How do you define your mobile website goals?

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Friday, November 22, 13

Checkout Flows

Test | Exit routes, process flow, security messaging

Goal | More purchases or greater average order values

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“Begin Checkout”bose.com

“Secure Checkout”ctshirts.com

Friday, November 22, 13

Store Locators

Main Menulululemon.com

Top Navigationperfumania.com

Goal | Drive in-store purchases#optimizemobile

Friday, November 22, 13

Layouts for Ad and Content Engagement

Fixed Banner Adm.huffpost.com

Banner Adwired.com

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Friday, November 22, 13

Cross-Channel Attribution

Image source: Google#optimizemobile

Friday, November 22, 13

A/B test ideas for mobile web design principles

Friday, November 22, 13

Is your mobile website fast to load and fast to respond to gestures?

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Friday, November 22, 13

Hitting the Mobile Navigation Sweet Spot

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Friday, November 22, 13

Test | Breadcrumb and CTA placement, zoom activation, collapsed or exposed detail

Goal | Drive engagement with content that compels CTA conversion

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Above the Foldm.rei.com

Below the Foldm.rei.com

Friday, November 22, 13

What gets more page views?•Buttons•Back button

What gets more clicks?•Sticky button•Above the fold

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ideeli.comgarmin.com

Friday, November 22, 13

Image source: ClickTale

Users scroll more on touch screens.

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Friday, November 22, 13

What compels you to scroll?•Lists•Grids•Text-heavy

blocks•Images

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huffingtonpost.comnytimes.com

Friday, November 22, 13

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Friday, November 22, 13

Test | Search functionality

Goal | Inform search prominence

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bonobos.com

Friday, November 22, 13

What leads to more searches?•Auto-complete•Form fields•Position on the

page

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christies.com lhw.com

Friday, November 22, 13

Simplification of Elements

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youtube.com m.youtube.com

Friday, November 22, 13

m.rei.com m.stubhub.com

Test | Simplify category page elements like filtering and sorting

Goal | Identify best presentation on initial page load

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Friday, November 22, 13

What makes it easier to find what you’re looking for?•Default order•Sorting options•Filtering

options

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stelladot.com ideeli.com

Friday, November 22, 13

Menu Location and Patterns

Fly-out menugarmin.com

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Friday, November 22, 13

Test | Menu location and patterns

Goal | Evaluate how integrated menu experience should feel (full screen vs. layered on content)

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m.rei.com

Friday, November 22, 13

Blocksideeli.com

Buttonsm.timhortons.com

Blindsamazon.com

Menu Location and Patterns

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Friday, November 22, 13

How to use A/B testing to drive conversions through the roof

Friday, November 22, 13

Visual EditorToggle between <divs>HTML + CSS + JS edits

Code EditorManual inputs

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Friday, November 22, 13

• Clicks + Page Views + Custom Events (Specified with JS)

• Goals may/not directly impact end conversion#optimizemobile

Friday, November 22, 13

• Positive/negative targeting conditions• Cookie, referral source, campaign id, custom tags,

location#optimizemobile

Friday, November 22, 13

1. Test with a hypothesis.2. Sequence your testing.3. Test broad UX themes.4. Set goals with indirect impact.

Best Testing Practices

Friday, November 22, 13

Results from a real mobile A/B test

Friday, November 22, 13

Case Study |

Test | Add paid featured listings to mobile search results

Goal | Validate value of desktop functionality on mobile

Variation A Variation B

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Friday, November 22, 13

Case Study |

Result | +1.6% lift in new leads generated

Variation B Wins!

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Friday, November 22, 13

#optimizemobile

EXCLUSIVE WEBINAR GIVEAWAYWin a free signed copy of A/B Testing!

How to EnterTweet what you’ve learned today, and tag it with#optimizemobile

Friday, November 22, 13

GET A FREE MOBILE ASSESSMENT

visit mobify.com/go/mobile-assessment for full details

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Friday, November 22, 13

A Crash Course in A/B Testing on Mobile Websites

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Any Questions for Ben and Khattaab?

Friday, November 22, 13