Todd Barrs discusses the cross-device dilemma

1. April 9-10, Breckenridge, Colorado

2. Phones, Tablets & Desktops, Oh My!
Navigating The Cross-Device (Mobile) Dilemma
SearchCon, Breckenridge
April 10, 2015
Todd Barrs
Director of Product Development
ConversionIQ.com

3. Google Says The Age of
Mobile Is Here
“Starting April 21, we will be expanding our use of
mobile-friendliness as a ranking signal. This change will
affect mobile searches in all languages worldwide and
will have a significant impact in our search results.”
http://googlewebmastercentral.blogspot.com/2015/02/finding-more-mobile-friendly-search.html

4. Mobile Affects Conversion Rates (A LOT)

5. Obsessive & Compulsive
Behavior
Some studies show that people check their phones over 500x per day!

6. Conversion Concepts

7. Your Website Is a Conversation

8. “Let’s talk about what problems you want to solve.“
vs.
"Let me show you what I have to sell you.”
Conduct Visitor-Centric Conversations

9. Sell The Action of Clicking & Tapping

10. How We View Web Pages

11. Page Elements That Get Attention
Motion
Images (not banners)
Large Font (headlines)
Numbered/Bulleted Lists
Bolded Font

12. Eye Tracking Patterns
Fold Fold

13. F-Pattern
Source: Neilsen Norman Group (useit.com/eyetracking)

14. F-Pattern
Source: blog.inf.ed.ac.uk

18. Mobile Strategy – Where to Start
Spend time thinking about the users’ environments and mindsets.
Where does mobile fit into the research (sales) process?

19. External Distractions

20. Different Goals

21. Highly Task Oriented

22. Passive vs. Active Browsing

23. Active vs.
Passive
Browsing

24. Example

25. Example

26. Example

27. Example

28. Mobile Usability Checklist

29. Basic Mobile-Friendliness
At the very least, don’t make them pinch! Image source: Google Developers

30. Optimize For Touch
There is no such thing as hover on a
touch screen device.
Use tap function to keep menu open.

31. Optimize For Touch

32. Maintain General Style Across Devices

33. Maintain General Style Across Devices
Search skin care, beauty supplies & more…
Menu Cart
But Ensure to Maintain
Good Usability

34. Responsive Frameworks

35. Responsive Strategy

36. Responsive Transitions at Common Resolutions

37. Always Test on Real Devices
Emulator Actual iPhone

38. Mobile Optimization Guidance
Make it Easy
“Simplicity is the ultimate sophistication.” –Leonardo Da Vinci
Create Great Experiences
“People may not remember exactly what you did, or what you said, but,
they will always remember how you made them feel.” - Maya Angelou

39. More Resources
• ConversionIQ / Inflow
– http://www.goinflow.com/mobile-optimization/
– http://www.conversioniq.com/how-to-calculate-conversion-rate
– http://www.conversioniq.com/right-ecommerce-conversion-rate
• VisitorCentric.com (Tools & Resources, Case Studies, News Feeds)

40. Contact Info / Q&A
Todd@ConversionIQ.com
@ToddBarrs
ToddBarrs
TBarrs
+ToddBarrs
ConversionIQ.com