content jam 2015: mobile optimization essentials: tips for increasing mobile conversion rates by...
TRANSCRIPT
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MOBILE OPTIMIZATION BEST PRACTICES
Joel Harvey Managing Partner ConversionSciences.com TURN-‐KEY OPTIMIZATION Tweet Something: @joeljharvey
@joeljharvey #ContentJam
DON’T EXIST
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THE SCIENCE OF THE LAB COAT
@joeljharvey #ContentJam
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hIp://www.sciencedirect.com/science/arMcle/pii/S0022103112000200
hIp://www.sciencedirect.com/science/arMcle/pii/S0022103112000200
@joeljharvey #ContentJam
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HOW TO WIN ON MOBILE
@joeljharvey #ContentJam
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If you could go ahead and bring back some mobile best pracJces from that conference that would be terrific, mmmkay.
@joeljharvey #ContentJam
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BEST PRACTICE: COMMERCIAL OR PROFESSIONAL PROCEDURES THAT ARE ACCEPTED OR PRESCRIBED AS BEING THE MOST EFFECTIVE.
@joeljharvey #ContentJam
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CONVERSION OPTIMIZATION:
THE PROCESS OF GENERATING & USING DATA TO IMPROVE A SITE’S UNIQUE EXPERIENCE FOR KEY SEGMENTS.
@joeljharvey #ContentJam
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@joeljharvey #ContentJam
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Device Type
Browser
@joeljharvey #ContentJam
Android iOs
Windows
Load Mme
Screen Size
Network connecMon
Responsive
New vs Return
PromoMon Dedicated Mobile
Site Speed
Landscape Horizontal
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@joeljharvey #ContentJam
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Best PracJces will make this easy
@joeljharvey #ContentJam
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50% @joeljharvey #ContentJam
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OpJmizaJon
doesn’t work
@joeljharvey #ContentJam
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@joeljharvey #ContentJam
Desire Lines
What you think your mobile visitors want
What your mobile visitors actually
want
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@joeljharvey #ContentJam
1. Quick overview of the mobile marketplace
2. Dismiss mobile overview 3. Understanding your mobile visitors 4. What to test now
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MOBILE MARKETPLACE OVERVIEW
@joeljharvey #ContentJam
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@joeljharvey #ContentJam
MOBILE GROWTH
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
“MOBILE VISITORS WILL ALWAYS CONVERT AT A LOWER RATE THAN DESKTOP VISITORS”
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@joeljharvey #ContentJam
“MOBILE VISITORS WILL USUALLY CONVERT DIFFERENTLY THAN DESKTOP VISITORS”
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UNDERSTAND YOUR MOBILE WEBSITES
@joeljharvey #ContentJam
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@joeljharvey #ContentJam
YOU DON’T HAVE JUST ONE MOBILE SITE
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@joeljharvey #ContentJam
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hIp://www.paintcodeapp.com/news/ulMmate-‐guide-‐to-‐iphone-‐resoluMons
@joeljharvey #ContentJam
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@joeljharvey #ContentJam
LANDSCAPE vs. HORIZONTAL
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@joeljharvey #ContentJam
Y O U R
SITE IS BROKEN ON ONE OF
TH E S E
SCREENS
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@joeljharvey #ContentJam
TEST ON 3G AND 4G CONNECTIONS
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@joeljharvey #ContentJam
1. Mobile is Screen One 2. ARSS Early, ARSS O[en 3. Emulate What They Already Know 4. Dedicated Mobile Websites / QA’d
Responsive 5. Different Experiences for iOS and Android 6. What to Test First
OPTIMIZING YOUR MOBILE WEBSITES
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@joeljharvey #ContentJam
MOBILE IS THE FIRST IMPRESSION
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@joeljharvey #ContentJam
AND IT’S WHERE REPEAT
CUSTOMERS ARE MOST LIKELY TO ENGAGE YOU
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@joeljharvey #ContentJam
ARSS
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@joeljharvey #ContentJam
1. Click Jails 2. Scroll Jails 3. TMI
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
EMULATE WHAT THEY ALREADY
KNOW
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
RESPONSIVE
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
RESPONSIVE TEMPLATES MAKE DECISIONS FOR YOU. THOSE DECISIONS ARE NOT ALWAYS GOOD
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+57% increase in phone calls
@joeljharvey #ContentJam
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@joeljharvey #ContentJam
+26%
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
-19%
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
“IT TOOK A STAGGERING 18.24 SECONDS ON AVERAGE FOR RESPONSIVE HOME PAGES TO LOAD ON SMARTPHONES OVER A COMBINATION OF 3G AND 4G CONNECTIONS”
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@joeljharvey #ContentJam
PS: Responsive also requires a desktop re-‐design
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
iOS v. ANDROID
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
Android: +78.83% iPhone: +25.7%
Android: +3.9% iPhone: -21%
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@joeljharvey #ContentJam
Preferred by Android Users
Preferred by iOS Users
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@joeljharvey #ContentJam
iOS
Android
iOS
Android
iOS
Android
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@joeljharvey #ContentJam
1. Headlines & CTAs 2. SJcky Headers 3. Persistent CTA’s (Parachutes) 4. Footer Content 5. Welcome Mats 6. OpJmize for the right goals
WHAT TO TEST FIRST
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@joeljharvey #ContentJam
Headlines & Calls to AcJon
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@joeljharvey #ContentJam
Control: Customize Your Search VariaMon 1: Get A Quote VariaMon 2: Find Your Nearest LocaMon
Desktop: -‐4% Mobile: +39%
Desktop: -‐14% Mobile: +14%
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@joeljharvey #ContentJam
Headers
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@joeljharvey #ContentJam
SJcky Header: +9% increase in phone calls
Add CTA: +18% increase in phone calls
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@joeljharvey #ContentJam
Re-‐design w/ Search: +6%
Re-‐design w/ Phone: +22%
![Page 60: Content Jam 2015: Mobile Optimization Essentials: Tips for Increasing Mobile Conversion Rates by Joel Harvey](https://reader031.vdocument.in/reader031/viewer/2022030215/58893d4e1a28ab22578b6be5/html5/thumbnails/60.jpg)
@joeljharvey #ContentJam
Persistent CTA’s “Parachutes”
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@joeljharvey #ContentJam
+ 45% increase in product
page visits
Reviewsite.com
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@joeljharvey #ContentJam
Use the Footer
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@joeljharvey #ContentJam
Scroll Maps indicated that over 50% of visitors reached the bottom of the page
+8%
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@joeljharvey #HeroConf
Welcome Mats
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@joeljharvey #HeroConf
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@joeljharvey #HeroConf
+ 22% + 38%
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@joeljharvey #ContentJam
AlternaJve Mobile Goals
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@joeljharvey #ContentJam
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@joeljharvey #ContentJam
DESKTOP DESIGN TOOL
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@joeljharvey #ContentJam
MOBILE DEAD END
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@joeljharvey #ContentJam
5.3% Form CompleJon Rate = 16,000 New Email Addresses Per Year
FOCUS ON EMAIL
CAPTURE INSTEAD OF CONVERSION
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THIS DOESN’T HAVE TO BE YOUR MOBILE SITE
@joeljharvey #ContentJam
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MOBILE OPTIMIZATION BEST PRACTICES
@joeljharvey #ContentJam
DON’T EXIST
Joel Harvey Managing Partner [email protected] Hire Us: ConversionSciences.com Read Us: ConversionScienJst.com