Mobile conversion optimization with Chris Goward of WiderFunnel

© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro

The Year of “MoCRO” Mobile Conversion Rate Optimization

May 13, 2014

Chris Goward Founder & CEO WiderFunnel @chrisgoward


•  Developed WiderFunnel’s processes, including the LIFT Model™ & Kaizen

•  Conversion rate lift of 10% to 750% for every multi-test client

•  In demand as a speaker

•  Author of “You Should Test That!”

Get a free chapter at: YouShouldTestThat.com

Chris Goward Founder & CEO WiderFunnel @chrisgoward

Chris Goward, Founder & CEO

© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro

In 2013 US adults' daily time spent with mobile grew 23%


Mobile Ad Spending ($Bn)

2012 2013 2014

$8.76

$17.96

$31.45



What is mobile?


. . .and maybe

When most marketers think of mobile. . .


Reality


We are in a

Screen Size Continuum


Is this a mobile device?


What about this?


And this?


Stop thinking

phone vs. desktop (plus tablets, maybe)


Mobile is a state of being. Not just a type of device.


There is no “mobile user” Your mobile users ARE your desktop users


“People aren’t distinguishing what they’re doing on different screens, so advertisers should be more agnostic about where they reach the user.” — Nikesh Arora, Chief Business Officer, Google


Source: IT in the Toilet, http://mobile.smashingmagazine.com/2013/01/18/assumptions-about-mobile-to-reconsider/ Contant Contact, http://www.bizreport.com/2013/08/study-people-delete-emails-that-dont-render-on-mobile.html

52% of Americans say their phone is their primary email device.

70% use their phones in the bathroom.


Value Proposition: Is their mobile app legible on mobile?

Clarity: Tiny Text and column too wide to zoom


80% will delete an email if it doesn’t look good on their phone.

33% will unsubscribe. Source: Contant Contact, http://www.bizreport.com/2013/08/study-people-delete-emails-that-dont-render-on-mobile.html


40% will click another search result if a site’s not mobile friendly.

Source: Icebreaker Consulting, http://www.vocus.com/blog/50-mobile-search-stats-and-why-you-should-care/


Ads are gone!


Impossible shopping UX


100% of mobile shoppers will not do the impossible

Source: Icebreaker Consulting, http://www.vocus.com/blog/50-mobile-search-stats-and-why-you-should-care/


Mobile’s Unique Challenges •  Screen sizes •  Environment •  Speeds •  Diverse OSs

•  Non-mouse UI •  Attention span •  Intention •  Attribution


Unique problems require new solutions.


Screen Sizes Desktop Tablet Phone


Why no CTAs for mobile?



Relevance: New, mobile-specific UX


The best mobile UX’s are still being discovered.


You Should Test That!


Clarity: Focused, redesigned mobile-friendly CTA


Relevance: New, mobile-specific location CTA


Environment: What is their context?


0

2

4

6

8

10

12

2000 2013 Goldfish

Attention Span Shrinkage 12.0

8.0 9.0


You have less than 8 seconds How Relevant is your message?


Good News! The process for optimizing mobile is the same as for non-mobile. Only the hypotheses are different.




The LIFT Model™

(Note: For more, google �WiderFunnel Lift�)

Relevance Clarity

Anxiety Distraction

Urgency


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

Clarity: Search is an odd default tab

Clarity: No product info above the fold

Distraction: Video opens in new window


And those aren’t their biggest problems...


Distraction: 12 product options is too many!

Clarity: No product option differentiation

Clarity: Add to Cart far down the page


Anxiety: The page is gone!

Distraction: Product info on a separate page


Distraction: Video opens in new window

Distraction: Too much space used for tabs

Clarity: Headline only says “iPhone 5”

Relevance: Page does not match “cases”

Clarity: No product info above the fold Distraction: 12 product options is too many

Clarity: Search is an odd default tab

Embed video or replace with image

Reducing tabbed navigation height design

Include all relevant devices in headline

Adding “cases” to headline to match incoming keywords

Replace image with value proposition Focus on most important products

Begin on product tab or remove tabs

Turn problems into hypotheses

…will lift sales

Weakness Strength


1 LIFT

Analysis

2 Hypothesis

Creation 3 Funnel

Experiment Map

4 Graphic

Design & Copy

5 HTML & Technical

Install

6 Experiment

Launch

7 Results & Analysis

Test for Insights


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? Move bottom banner for IOS7?


If the strategy is worth $20 ! Or, download a free chapter at www.YouShouldTestThat.com


We partner with high octane marketers. •  Mobile conversion optimization strategy, design & testing

•  Every Marketing Optimization System™ client has 4x to 15x ROI

•  For more info, email [email protected]