SearchLove Boston 2015 | Brian Massey, 'Mobile Test Results: What Mobile Web 2.0 Will Look Like’
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I know some things about your online business. Mobile web traffic is probably one of your fastest growing segments. Your mobile conversion rate is probably much lower than your desktop conversion rate. This is an opportunity. The mobile web today is like the original Web circa 1995 – today we look back at Web 1.0 and giggle. Our tests are telling us that the next version of the mobile web will be no exception. Get a preview of what Mobile Web 2.0 will look like based on tests Brian has completed on live sites. In this session, Brian will cover how responsive designs are suppressing conversion rates, what’s set to make your mobile visitors convert, and which fundamentals are likely to be forgotten.
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SearchLove Boston 2015 | Brian Massey, 'Mobile Test Results: What Mobile Web 2.0 Will Look Like’
- 1. Mobile Web 1.0: Party Like It’s 1999 Brian Massey Conversion Sciences LLC @bmassey
- 4. 1998
- 5. International Speaker Founder of Conversion Sciences LLC Author Your Customer Creation Equation Lab Wear Fashion Model The Conversion Scientist Blog ConversionScientist.com Contact: brian@conversionsciences.com 888.961.6604 Brian Massey, Conversion Scientist
- 6. Our Goal: Design Your Mobile Web 2.0 Sites Quick overview of broad mobile marketplace. Dismiss data from broad mobile marketplace. Understanding your mobile websites. Responsive site issues. What our tests are telling us about Mobile Web 2.0.
- 8. @bmassey
- 9. @bmassey
- 10. @bmassey “Mobile Websites Will Always Have Lower Conversion Rates.”
- 11. @bmassey The Best Mobile Web 2.0 Businesses will Enjoy Conversion Rates as Good or Better Than Desktop.
- 12. @bmassey It will not take 10 years.
- 13. @bmassey Golden Age of Tools
- 14. @bmassey Your Mobile Web 2.0 will be Different from Mine
- 19. @bmassey Understand Your Mobile Websites Ignore the rest of the market.
- 20. @bmassey We don’t have one mobile website, we have 10 or 20 or 30.
- 23. @bmassey Y O U R SITE IS BROKEN ON ONE OF T H E S E SCREENS
- 24. @bmassey
- 25. @bmassey iPad, iOS 5 iPad, iOS 7.1 Windows Vista Android 4.3 iPhones: iOS4, 5, 7 Android: 2.3.6, 4.0.4, Windows 8, no updates OS X 10.6 Windows 8, regular updates + VM’s OS X 10.8 OS X 10.9 OS X 10.7 + VM’s Windows XP Windows 7
- 26. @bmassey Test on 3G and 4G connections.
- 27. Mobile Web 2.0 Will Look Like Apps
- 28. @bmassey Designing Mobile Web 2.0 Dedicated Mobile Websites Mobile is Screen One Mobile-specific Calls to Action App-like Interactions Different Experiences for iOS and Android
- 29. @bmassey Responsive vs. Dedicated Mobile m.
- 30. @bmassey Responsive Templates make decisions for you. Not all of these decisions are good.
- 31. @bmassey
- 35. 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
- 36. @bmasseyhttps://www.internetretailer.com/trends/mobile-commerce/keynote-mobile-commerce-performance-
- 37. @bmassey https://www.internetretailer.com/2014/06/02/ugly-truth-about-responsive-design-and-how-fix- it?p=1 “The first-generation responsive design sites in retail today simply do not perform well on smartphones when looking at a blend of the common 4G LTE, 4G and 3G wireless carrier connections.”
- 38. @bmassey Mobile Visitors Want Something, well, Mobile
- 39. @bmassey Remove Filler Images Custom Mobile Experience
- 40. @bmassey Responsive mobile sites require a redesign of the desktop site.
- 41. @bmassey
- 42. @bmassey “The redesign that was two years in the making started badly leading to an 8% decrease in online sales not to mention countless frustrated and irate customers.”http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-redesign-made-lose-sales/ £150 million redesign took two years.
- 45. @bmassey Responsive Mobile Site Significant decrease in Mobile load times
- 49. @bmassey Persistent Calls to Action drugaddictionsite.com ###-###-#### drugaddictionsite.com ###-###-#### ###-###-#### drugaddictionsite.com ###-###-#### drugaddictionsite.com ###-###-####
- 52. @bmassey Mobile Devices Have Phones Remember?
- 53. @bmassey Write Tel Links Explicitly +20%
- 54. @bmassey For businesses that are trying to generate phone calls from their websites, mobile conversions are significantly higher than desktop conversions.
- 55. @bmassey Persistent Calls to Action
- 56. @bmassey #CXLLive The Mother of All Mobile Audiences Photo Credit: https://www.flickr.com/photos/38134298@N00/6179186448/ Difei Li (cc)
- 57. @bmassey #CXLLive Sticky Header vs. Sticky Footer Schoolfinder.comSchoolfinder.com Schoolfinder.com
- 61. @bmassey
- 63. @bmassey Calls to Action Menu Search Navigate Add to Cart Click to Call Subscribe Social Subscriptions
- 64. @bmassey Mobile is Screen One Not Desktop
- 65. @bmassey More and more conversations will begin on the mobile screen.
- 67. @bmassey Mobile Traffic Performs Horrendously
- 70. @bmassey Mobile Email Capture 70 5.3% Form Completion Rate (VWO)
- 71. @bmassey The Visitor is Sent an Email with a specially-coded Link. http://esigns.com/design?ref=mobileemail 26% Email Click-Through Rate (Google Analytics)
- 73. @bmassey Not a Revenue Game Changer
- 74. @bmassey Mobile Visitors Don’t Change Their Stripes
- 75. @bmassey But Wait! What is the Value of an Email Address?
- 76. @bmassey Email Does Deliver the Goods 5.3% = 1,370 new email addresses each month1,370 x 12 x $11 yearly revenue per recipient = $181,000
- 77. @bmassey Android is not like iOS There are two “mobile” visitors today.
- 78. @bmassey Sticky Headers Android: +78.83% iPhone: +25.7% Android: +3.9% iPhone: -21%
- 79. @bmassey Navigation Menu Preferred by Android Users Preferred by iOS Users
- 80. @bmassey Our Hypotheses are Coming from Apps
- 81. @bmassey Mobile Design Patterns UX Patterns for Smartphone Apps by Theresa Neil
- 87. @bmassey #CXLLive It’s not time to go back in time, no matter how attractive it may be.
- 88. @bmassey There are no best practices in Mobile. Your visitors are unique.
- 89. @bmassey We are going to test our way out of Mobile Web 1.0 because we have awesome tools.
- 90. @bmassey Web 2.0 is looking a lot like Mobile Apps.
- 91. @bmassey Disresponsive mobile sites don’t look like Apps.
- 92. @bmassey Mobile Visitors Want a Mobile Experience
- 93. @bmassey Android or iOS Users are Aliens
- 94. @bmassey Whoever figures out mobile first wins.
- 95. @bmassey Are You Ready for Something Special?