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© 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
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
• 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%
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Mobile Ad Spending ($Bn)
2012 2013 2014
$8.76
$17.96
$31.45
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
What is mobile?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
. . .and maybe
When most marketers think of mobile. . .
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Reality
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
We are in a
Screen Size Continuum
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Is this a mobile device?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
What about this?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
And this?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Stop thinking
phone vs. desktop (plus tablets, maybe)
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Mobile is a state of being. Not just a type of device.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
There is no “mobile user” Your mobile users ARE your desktop users
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
“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
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
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.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Value Proposition: Is their mobile app legible on mobile?
Clarity: Tiny Text and column too wide to zoom
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
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
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
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/
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Ads are gone!
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Impossible shopping UX
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
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/
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Mobile’s Unique Challenges • Screen sizes • Environment • Speeds • Diverse OSs
• Non-mouse UI • Attention span • Intention • Attribution
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Unique problems require new solutions.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Screen Sizes Desktop Tablet Phone
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Why no CTAs for mobile?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Relevance: New, mobile-specific UX
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
The best mobile UX’s are still being discovered.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
You Should Test That!
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Clarity: Focused, redesigned mobile-friendly CTA
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Relevance: New, mobile-specific location CTA
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Environment: What is their context?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
0
2
4
6
8
10
12
2000 2013 Goldfish
Attention Span Shrinkage 12.0
8.0 9.0
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
You have less than 8 seconds How Relevant is your message?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Good News! The process for optimizing mobile is the same as for non-mobile. Only the hypotheses are different.
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
The LIFT Model™
(Note: For more, google �WiderFunnel Lift�)
Relevance Clarity
Anxiety Distraction
Urgency
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
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
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
And those aren’t their biggest problems...
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Distraction: 12 product options is too many!
Clarity: No product option differentiation
Clarity: Add to Cart far down the page
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
Anxiety: The page is gone!
Distraction: Product info on a separate page
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
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
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
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
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
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?
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
If the strategy is worth $20 ! Or, download a free chapter at www.YouShouldTestThat.com
© 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro © 2007-2014 WiderFunnel Marketing Inc. Tweet this: @chrisgoward @widerfunnel #mocro
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 iwant@widerfunnel.com
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