Mobile isn't just a device. It's a CONTEXT. Check out these 4 actionable mobile context insights to help you drive better engagement, leads and sales.
Conversion World keynote presentation - April 21, 2015
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
Mobile Conversion Optimization for Context
1. MOBILE CONVERSION OPTIMIZATION
OPTIMIZING FOR
MOBILE CONTEXT
CONVERSION WORLD KEYNOTE -‐ APR 21, 2015
four keys to grow conversion
2. ANGIE SCHOTTMULLER
Conversion OpCmist
@aschoJmuller
linkedin.com/in/angieschoJmuller
aschoJmuller@yahoo.com
Top 10 of 2015
ONLINE MARKETING EXPERTS
3. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
#CROworld #mobile #CRO
@ascho6muller
Tweet this session!
Seriously. It's loaded with juicy stats guaranteed to get a retweet!
4. Mobile isn’t just a device.
It’s a
CONTEXT.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
5. TRUE or FALSE?
CONTENT IS KING
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
7. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
Myrtle Beach, South Carolina
8. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
9. “Can you please tell us where we could
find a TYME machine?”
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
10. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
11. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
“Around here…
we call cash
machines
‘Wachovias.’”
-‐ Nice Auto Shop Guy, South Carolina
12. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
WISCONSIN: SOUTH CAROLINA:
TYME = Take Your Money Everywhere
13. TYME Machine??
Wachovia??
= ATM Cash Machine
Yeah. The finance industry excels at math, not markeLng.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
14. CONTENT is only king... in the
right kingdom of CONTEXT.
-‐ ANGIE SCHOTTMULLER
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
15. 4 Context Keys
to MOBILE
Conversion
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller Image source: openmarket.com
16. PACE
CONTEXT KEY #1
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
17. TIME IS CURRENCY.
Image source: 123rf.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
22. -‐ Angie Scho6muller
@aschoTmuller
MOBILE PERFORMANCE
maJers to websites like
PARKING maJers to retail stores.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
24. How long would YOU wait for a
mobile page to load?
A. 2 seconds
B. 3 seconds
C. 4 seconds
D. 5 seconds
LIVE POLL
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
25. EXPECTED vs. ACTUAL Page Load Timing
Source: WebPerformanceToday.com, Fall 2014 State of the Union Ecommerce Report
FALL 2014
= 6.5s
FALL 2013
= 5.3s
Page Load Time in Seconds (First-‐View)
| 0 | 1 | 2 | 3 | 4 | 5 | 6 | 7
USER EXPECTATION
= 2-‐3s
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
28. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
29. In just ONE year, the median website is…
Source: WebPerformanceToday.com, Fall 2014 State of the Union Ecommerce Report
23%
SLOWER
19%
LARGER
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
30. Image source: galleryhip.com
Did she just
call me FAT??
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
31. Um. Yeah…
Your “baby” is SLOW and FAT.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
33. Sources: Gomez.com, Akamai.com
7% CONVERSION DROP
1 SECOND
LOAD DELAY =
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
34. Source: WebPerformanceToday.com, Fall 2014 State of the Union Ecommerce Report
2% CONVERSION LIFT
1 SECOND FASTER LOAD =
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
35. Source: WebPerformanceToday.com, Fall 2014 State of the Union Ecommerce Report
10% CONVERSION LIFT
1 SECOND FASTER LOAD =
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
38. 43% are
unlikely to return to a
slow-‐loading mobile site.
Source: Compuware, "What Users Want from Mobile,” 2011 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
39. 40% turn to a
compeCtor’s site aler a
bad mobile experience.
Source: Compuware, "What Users Want from Mobile," 2011 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
40. Image source: searchengineland.com
April 21, 2015
Google algorithm update for mobile-‐friendliness
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
51. Lure the Scroll…
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
52. Reference: Red Wing Shoes Spring Sale 2015. (Note: Inverted image represents a mock-‐up, not the actual campaign.)
GAIN SCROLL ATTENTION
with images crossing the fold.
PSYCHOLOGY PLAY:
Present content in an expected way to engage the
System 1 part of the brain.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
53. Cue the Scroll
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
54. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015
A B
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
55. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015
A B
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
56. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015
86% NON-‐BOUNCE
30% SCROLL
95% NON-‐BOUNCE
53% SCROLL
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
57. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015
77% SCROLL LIFT
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
58. Reference: UW-‐Eau Claire Ethics and Boundaries Training 2015
29% CONVERSION LIFT
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
59. “Jump” to Scroll
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
60. Reference: Byer’s LeafGuard GuTer System 2014
JUMP TO the FORM
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
61. Just get to the CTA…
(CLICK-‐THROUGH CONVERSION GOALS)
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
62. Reference: Red Wing Shoes Spring Sale 2015 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
63. Be mindful of
“thumb reach”
Image reference: forbes.com :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
iPhone 5
iPhone 6
79. Reference: Red Wing Shoes Spring Sale 2015 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
80. Reference: Red Wing Shoes Spring Sale 2015
URGENCY
SubsLtute a JavaScript countdown Lcker
with a “staLc” image replica.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
81. Reference: Red Wing Shoes Spring Sale 2015
CREDIBILITY
SubsLtute the Facebook Facepile plugin with “staLc”
text and an image replica for social proof.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
82. AcConable Aids
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
83. Reference: Red Wing Shoes Spring Sale 2015 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
84. Reference: Red Wing Shoes Spring Sale 2015
UTILITY
“Quick links” and “email me ___” opLons help mobile
users get coupons for easy claiming.
(Works great for downloadable PDFs too!)
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
85. -‐ Angie Scho6muller
@aschoTmuller
“OpLmized” content for context
delivers acConable, credible
RELEVANCE and VALUE
…by default.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
87. Reference: Red Wing Shoes Spring Sale 2015
Leverage GeoIP.
“Smart” defaults…
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
Default Input
Center Map
List Nearby Results
88. 61% of mobile users
CALL aler a local business
search.
Source: Google -‐ The Mobile Movement Study, 2011 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
89. If calling is
preferred…
OPTIMIZE IT.
Reference: Domino’s Pizza :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
90. Reference: Byer’s LeafGuard GuTer System
Choose ONLY
1 PRIMARY
call-‐to-‐acCon.
Call (800) 977-‐5323
Quick Esdmate & 20% OFF
Open ‘dl 4pm TODAY
M-‐F, 8am – 4pm CT
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
91. Opdmize for Click-‐to-‐Call
Reference: Byer’s LeafGuard GuTer System
HTML Example:!
<a href="tel:+18009775323" class="clicktocall">Call (800)
977-5323 <span>Quick Estimate & 20% OFF</span></a>!
Call (800) 977-‐5323
Quick Esdmate & 20% OFF
Call (800) 977-‐5323
Quick Esdmate & 20% OFF
Hours: Mon-‐Fri, 8am -‐ 4pm CT
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
Open ‘dl 4pm TODAY
M-‐F, 8am – 4pm CT
92. Opdmize for Click-‐to-‐Call
Reference: Byer’s LeafGuard GuTer System
Call (800) 977-‐5323
Quick Esdmate & 20% OFF
Hours: Mon-‐Fri, 8am -‐ 4pm CT
Call (800) 977-‐5323
Quick Esdmate & 20% OFF
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
Open ‘dl 4pm TODAY
M-‐F, 8am – 4pm CT
96. Data for Your Opdmizadon Journey…
MUST
HAVE
FOR OPTIMIZATION
REVIEWS
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
97. GA EVENT TRACKING FOR CRO:
hJp://bit.ly/gaevenJrackingforcro
INCLUDES:
ü ADJUSTED BOUNCE RATE & “STICK”
Viewed 3, 5, and 15 seconds+
ü SCROLLING
beyond fold (relaLve to device), page boTom
ü DYNAMIC CLICK TRACKING
tabs, jump-‐to buTons/links, file downloads, click-‐to-‐call
ph# [tel:], email [mailto:] , and external domain links
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
98. CUSTOM REPORT: hJp://bit.ly/gareportpageuxflow
Analyze the flow of user experience and conversion progression. (Note: These goals are not sequenLal. It's just
one way to look at it.)
UX GOALS: Non-‐Bounce (5s+) Æ Scroll Beyond Fold Æ SCck (15s+) Æ Scroll to BoJom
*Use GA Goal Set 2 (ID 6-‐10) to create goals corresponding to the respecLve Event AcLons.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
99. Heatmaps
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
101. Device Context Impacts USER Interest
DESKTOP: (Top clicks on "Dates")
TABLET: (Top clicks on "Diverse Topics" then "Dates")
MOBILE: Top clicks on "Topics”,
"Credits” then "Dates”
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
Heatmap analyLcs for ~ $9/month from: www.HotJar.com
103. :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
PROMO: 172-‐12
PROMO: 172-‐02
Who
CLAIMS COUPONS
via mobile?
104. Reference: Red Wing Shoes Spring Sale 2015 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
PROMO:
172-‐12
PROMO:
172-‐02
PROMO:
171-‐12
PROMO:
171-‐02
Track coupon
redempdon via
mobile devices.
Display different promo
codes for mobile vs.
desktop via responsive
design.
105. Reference: Red Wing Shoes Spring Sale 2015 :: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
PROMO:
172-‐12
PROMO:
172-‐02
PROMO:
171-‐12
PROMO:
171-‐02
Track coupon
redempdon via
mobile devices.
Display different promo
codes for mobile vs.
desktop via responsive
design.
“Show this coupon screen or your
printed coupons to a Red Wing Shoe
store associate.”
106. CONTENT is only king... in the
right kingdom of CONTEXT.
-‐ ANGIE SCHOTTMULLER
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
107. Mobile CRO Context Keys:
ü Time is currency.
§ PrioriCze page speed opCmizaCon NOW. Target <1-‐second first-‐view load Cme: WebPageTest.org
ü The mobile “fold” is a black hole.
§ Feature CTA or cues above the fold to enCce scrolling. << Measure and test this ASAP
ü Skeleton content starves users.
§ Go lean with reduced, yet enhanced, mobile content that reflects context.
ü Wisdom is in the data.
§ Expand measurement toolsets (event tracking, heatmaps, etc.) in order to learn.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
108. Q&A
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
109. NEED HELP CONVERTING MOBILE TRAFFIC?
Get a Mobile CRO Consultadon
Maximize your opCmizaCon impact with an mobile power play!
Angie SchoJmuller | aschoJmuller@yahoo.com | @aschoJmuller
Persuasive content, psychology tricks, and measurement insights -‐-‐ just
a few of the ways I can help you deliver awesome and EXCEED your
mobile goals.
Contact me for a FREE 30-‐minute consultadon TODAY.
:: Mobile Conversion OpCmizaCon | Angie SchoJmuller @aschoJmuller
110. ANGIE SCHOTTMULLER
Conversion OpCmist
@aschoJmuller
linkedin.com/in/angieschoJmuller
aschoJmuller@yahoo.com
Top 10 of 2015
ONLINE MARKETING EXPERTS