The Insider Strategy for Mobile Optimization

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    11-Apr-2017

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  • 1

    THE INSIDER STRATEGY FOR MOBILE OPTIMIZATION

    - WEBINAR -

  • 2

    Vera PolyakovaOptimization Evangelist

    TODAYS SPEAKER

  • 3

    WEBINAR AGENDA

    1. Overview

    2. Optimizing Usability

    3. Maximizing Conversions

    4. Building Loyalty

    5. Conclusion

  • 4

    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)

    http://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-navigating-the-new-digital-divide-v2-051315.pdfhttp://www2.deloitte.com/content/dam/Deloitte/us/Documents/consumer-business/us-cb-navigating-the-new-digital-divide-v2-051315.pdf

  • 5

    GOOGLES 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

    https://www.thinkwithgoogle.com/research-studies/what-users-want-most-from-mobile-sites-today.htmlhttps://www.thinkwithgoogle.com/research-studies/what-users-want-most-from-mobile-sites-today.htmlhttps://www.thinkwithgoogle.com/research-studies/what-users-want-most-from-mobile-sites-today.htmlhttps://www.thinkwithgoogle.com/research-studies/what-users-want-most-from-mobile-sites-today.htmlhttp://marketingland.com/82-sites-use-responsive-web-design-2015-try-11-8-114050

  • 6

    LeadGeneration

    Calls toBusiness

    MobileCommerce

    CrossDevice

    StoreVisits

    SiteTraffic

    UserEngagement

    Mobile Optimization - StrategyDetermine the role mobile plays in your business strategy

    AppDownloads

  • 7

    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

    DONT DO THISPage is not optimized for mobile and primary CTAs are not evident.

  • 9

    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.

  • 10

    DONT DO THISPage is not optimized for mobile and primary CTAs 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 users hand in mind. 49% of site navigation is done with one hand.

    Source: UXMatters, February 2013

    http://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.phphttp://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.phphttp://www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.php

  • 12

    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.

  • 13

    MAXIMIZING CONVERSIONS ON MOBILE

  • 14

    USER STORYMeet Rob

  • 15

    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 customers 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.

  • 16

    DO THIS:Pair down to just the primary calls-to-actions and display relevant form fields

    DONT DO THISThe customer has to scroll to continue their journey. Dont make them work for it, make it seamless

  • 17

    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

    http://blog.hubspot.com/blog/tabid/6307/bid/6746/Which-Types-of-Form-Fields-Lower-Landing-Page-Conversions.aspxhttp://blog.hubspot.com/blog/tabid/6307/bid/6746/Which-Types-of-Form-Fields-Lower-Landing-Page-Conversions.aspx

  • 18

    DO THIS:Offer customers a number pad for fields requiring number entry

    DONT DO THISDont make customers take an extra step to switch to a number pad on their keyboard

  • 19

    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 dont forget to include alternative product terms that customers may use.

  • 20

    DO THIS:Offer customers search filters to help them get to the product faster

    DONT DO THISDont offer a search field that will produce hundreds of results. Offer a place to refine the search

  • 21

    BUILDING LOYALTY AND REWARDING MOBILE CUSTOMERS

  • 2222

    MediaEngagement

    Landing Pages

    Mobile Visitor Journey

    Aligned Experiences

    Aligned Experiences

    Aligned Experiences

  • 23

    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

  • 24

    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)

    https://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.htmlhttps://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html

  • 25

    Gamification improves customerengagement and loyalty, while progressively gathering information to better serve customers.

  • 26

    Mobile Experience OptimizationKey Points

    1. Identify mobile strategy and goals

    2. Personalized mobile experiences for varied audience segments

    3. Measure mobile KPIs

  • 2727

    QUESTIONS & ANSWERS

  • 28

    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: insights@kaizenplatform.com

  • 29

    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 Platforms 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

    www.facebook.com/KaizenPlatformHQ

    info_us@kaizenplatform.com

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