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THE INSIDER STRATEGY FOR MOBILE OPTIMIZATION
- WEBINAR -
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Vera PolyakovaOptimization Evangelist
TODAY’S SPEAKER
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WEBINAR AGENDA
1. Overview
2. Optimizing Usability
3. Maximizing Conversions
4. Building Loyalty
5. Conclusion
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CUSTOMERS CONVERT ON MOBILEMake your interactions count
By the end of 2015, mobile interactions will account for
$2.2 trillion in retail sales.
(Source: Deloitte Development LLC, 2015. Think With Google, September 2012)
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GOOGLE’S MOBILE PRINCIPLESMobile optimization principles are key to SEO success
67% of consumers
are more likely to convert on a mobile-
optimized site.
18% of sites
have adopted and practice mobile
responsive web design.
(Source: Deloitte Development LLC, 2015. Think With Google, September 2012)(Source: Marketing Land http://marketingland.com/82-sites-use-responsive-web-design-2015-try-11-8-114050
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LeadGeneration
Calls toBusiness
MobileCommerce
CrossDevice
StoreVisits
SiteTraffic
UserEngagement
Mobile Optimization - StrategyDetermine the role mobile plays in your business strategy
AppDownloads
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MOBILE LAYOUT AND USABILITY
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MOBILE LAYOUT AND USABILITYReduce user frustrations
SIZE● Use a minimum font size of 16 pixels● No pinch and zoom
COLOR● Pick appropriate colors for actions, links,
and warnings ● Darken light colors
DON’T DO THISPage is not optimized for mobile and primary CTA’s are not evident.
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MOBILE LAYOUT AND USABILITYGetting the words right
COPY● Brevity is king● Ensure your message still makes sense
and captures the value proposition
Tip: Write copy mobile first to decrease the number of copy edits later
DO THIS:Pair down to just the primary calls-to-actions and test them in the most easily clickable real estate.
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DON’T DO THISPage is not optimized for mobile and primary CTA’s are not evident.
DO THIS:Pair down to just the primary calls-to-actions and test them in the most easily clickable real estate.
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MOBILE LAYOUT AND USABILITYDesigning for mobile interactions
DESIGN● Ensure that your touch elements are easy
to use and spaced out● Ensure important CTAs are accessible
regardless of screen orientation● Remove irrelevant cross links
DO THIS:Design with your user’s hand in mind. 49% of site navigation is done with one hand.
Source: UXMatters, February 2013
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MOBILE LAYOUT AND USABILITYLoading speed
Optimize your site for the best user experience with a potentially low bandwidth.
● Test your mobile site loading speed regularly ● Ensure that major actions and forms have fast
response times● Check your media throughout the site
○ Utilize mobile appropriate images ○ Disable auto-play videos that may freeze
or disrupt the experience
DO THIS:Consider eliminating render-blocking JavaScript and CSS in above-the-fold content.
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MAXIMIZING CONVERSIONS ON MOBILE
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USER STORYMeet Rob
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MAXIMIZING CONVERSIONS ON MOBILEOptimize your mobile calls-to-action
Placement is almost as important as the CTA itself
● The number of CTAs should naturally follow your mobile customer’s unique intentions
● Beware of scrolling banners on mobile● Make sure the CTA moves down the page as
the customer scrolls
DO THIS:Use “Call Us” CTAs. Many mobile users want to call a business after finding their site, so display phone numbersclearly.
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DO THIS:Pair down to just the primary calls-to-actions and display relevant form fields
DON’T DO THISThe customer has to scroll to continue their journey. Don’t make them work for it, make it seamless
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MAXIMIZING CONVERSIONS ON MOBILEOptimize your mobile forms
Your goal is to decrease friction
● Automatically present number pads for numerical forms
● Use progress bars to help customers through multipart forms
● Automatically advance through fields as information is entered
● Use inline validation to check for errors in real time, prior to submission
A study by HubSpot analyzed over 40,000 landing pages and found that conversion rates improved by 50% when the number of text entry fields were reduced from four to three.
Source: Hubspot, October 2010
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DO THIS:Offer customers a number pad for fields requiring number entry
DON’T DO THISDon’t make customers take an extra step to switch to a number pad on their keyboard
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MAXIMIZING CONVERSIONS ON MOBILESearch results: narrowing the field
Search smarter
● The search tool should be one of the first things a mobile customer sees when they visit your site
● Zero results is a conversion killer
ZERO RESULTS IS A CONVERSION KILLERBe flexible with misspellings, and don’t forget to include alternative product terms that customers may use.
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DO THIS:Offer customers search filters to help them get to the product faster
DON’T DO THISDon’t offer a search field that will produce hundreds of results. Offer a place to refine the search
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BUILDING LOYALTY AND REWARDING MOBILE CUSTOMERS
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MediaEngagement
Landing Pages
Mobile Visitor Journey
Aligned Experiences
Aligned Experiences
Aligned Experiences
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BUILDING LOYALTY AND REWARDING MOBILE CUSTOMERSIncrease engagement with incentives
Features for Rewarding Customers
● Consider targeting promotions based on previous site behavior and favorites
● The key with is to make promotions and incentives feel native to the site content
● Use gamification and messaging tactics to track behavior
DO THISLet customers find location related deals and prices
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BUILDING LOYALTY AND REWARDING MOBILE CUSTOMERSCross device opportunities
Customers generally use multiple devices throughout the day. Customers will use their mobile device to do research on your site with the intention of making a purchase later in the week.
DO THIS:Save or shareinformation across devices through social sharing, email, or a save your cart functionality.
(Source:Think With Google, August 2012)
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Gamification improves customerengagement and loyalty, while progressively gathering information to better serve customers.
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Mobile Experience OptimizationKey Points
1. Identify mobile strategy and goals
2. Personalized mobile experiences for varied audience segments
3. Measure mobile KPIs
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QUESTIONS & ANSWERS
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START INCREASING YOUR MOBILE CONVERSIONS TODAY
Find out how Kaizen can bring you 5% lift in mobile conversions in 30 days
Schedule your opportunity forecast: [email protected]
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THANK YOU
ABOUT KAIZEN PLATFORM
Kaizen Platform allows brands, agencies, and freelancers to collaborate, create, and test the best experiences across the digital customer journey. Kaizen is an enterprise marketing solution that works with mobile, social, display, and landing page media by combining multichannel marketing collaboration software with a cloud of expert designers and copywriters to create optimal experiences at scale. Customers like Nestle, Dannon, and Yahoo! Japan trust Kaizen Platform’s full-service technology + optimizer marketplace model to save labor costs, scale creativity, increase personalization, and drive measurable ROI.
+1 (415) 504-3858
www.kaizenplatform.com
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