Stephen Pavlovich_SearchLove San Diego 2013_Conversion Optimization for Mobile

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Conversion Optimization For Mobile

Stephen Pavlovich | Conversion Factory

2011:
“Facebook
will
be
a
mobile
company”

August
2013:
80%
of
daily
users
log
on
via
smartphone
or
tablet

The bad news:

§  Emerging design and functionality
standards

§  Limited space for persuasive content

§  Users open to distraction

The good news:

§  Huge competitive advantage and
barrier to entry for companies that
start testing now.

“What If Mobile Trafﬁc
Converted At The Same
Rate As Desktop?”

2. Create Mobile and Non-Mobile

Dashboards in Analytics

3. Create Mobile-Only Surveys
To Gather Objections

What’s
the
purpose
of
your
visit?

Were
you
able
to
achieve
that?

Was
there
anything
that
nearly

stopped
you
buying
from
us
today?

Can
you
tell
us
why
you’re

switching
to
the
desktop
site?

4. Use Desktop Clickmaps
To Prioritize Content

6. Identify Key Mobile
Personas and Use Cases

IdenHfy
3-‐5
personas
with
usability
tests,
surveys
and
KW
analysis.

7.Targeted UsabilityTests
On Potential Customers

Q2:
Do
you
own
one
now?

Q1:
Have
you
ever
owned
a
motorbike?

8. Sketch Mobile Designs
On Blank Business Cards

9. …Then Create Wireframes in
Axure or Adobe Edge Reﬂow

10.Three Mobile DesignsTo Copy

(and one to avoid)

Test

Page

Goal

Lever

Ease

Impact

Duration

Headline

LP

Trial

Beneﬁt

★★★★★

★★★★★

★★★★★

Video

LP

Trial

Beneﬁt

★★★★★

★★★★★

★★★★★

Multi-page form

Form

Trial

Usability

★★★★★

★★★★★

★★★★★

Reduced form

Form

Trial

Usability

★★★★★

★★★★★

★★★★★

No trial

LP/Form

Sale

Offer

★★★★★

★★★★★

★★★★★

Autoresponder

Conﬁrm

Sale

Usage

★★★★★

★★★★★

★★★★★

12. Iterate For Local Maxima

Optimize For Global Maxima

Thank you!
Stephen Pavlovich
stephen@conversionfactory.com
+44 7970 428 029

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