SearchLove Boston 2015 | Brian Massey, 'Mobile Test Results: What Mobile Web 2.0 Will Look Like’

transcript

Mobile Web 1.0: Party Like It’s

1999Brian Massey

Conversion Sciences LLC @bmassey

@bmassey #CXLLive

International SpeakerFounder of Conversion Sciences LLCAuthor Your Customer Creation EquationLab Wear Fashion Model

The Conversion Scientist BlogConversionScientist.comContact:brian@conversionsciences.com888.961.6604

Brian Massey, Conversion Scientist

Our Goal: Design Your Mobile Web 2.0 SitesQuick overview of broad mobile marketplace.Dismiss data from broad mobile marketplace.Understanding your mobile websites.Responsive site issues.What our tests are telling us about Mobile Web 2.0.

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Mobile Web Marketplace

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“Mobile Websites Will Always Have Lower Conversion Rates.”

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The Best Mobile Web 2.0 Businesses will Enjoy Conversion Rates as Good or Better Than Desktop.

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It will not take 10 years.

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Golden Age of Tools

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Your Mobile Web 2.0 will be Different from Mine

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High School Students

Mobile

Desktop

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High Price Ecommerce

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Consumer Community

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Addiction Treatment

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Understand Your Mobile WebsitesIgnore the rest of the market.

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We don’t have one mobile website, we have 10 or 20 or 30.

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Google Analytics Technology Reports

@bmasseyhttp://www.paintcodeapp.com/news/ultimate-guide-to-iphone-resolutions

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Y O U R

SITE IS

BROKEN ON ONE OF

TH E S E

SCREENS

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iPad, iOS 5

iPad, iOS 7.1

Windows Vista

Android 4.3

iPhones: iOS4, 5, 7 Android:

2.3.6, 4.0.4,

Windows 8, no

updates

OS X 10.6 Windows 8, regular updates +

VM’s

OS X 10.8

OS X 10.9

OS X 10.7 + VM’s

Windows XP

Windows 7

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Test on 3G and 4G connections.

Mobile Web 2.0 Will Look Like Apps

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Designing Mobile Web 2.0

Dedicated Mobile WebsitesMobile is Screen OneMobile-specific Calls to ActionApp-like InteractionsDifferent Experiences for iOS and Android

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Responsive vs. Dedicated Mobile

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Responsive Templates make decisions for you.Not all of these decisions are good.

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Loss of Trust

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WebsiteShrink Ray

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Slow MotionEmitter Ray

CollectorEmitter

It took a staggering 18.24 seconds on average for responsive home pages to

load on smartphones over a combination of 3G and 4G connections

@bmasseyhttps://www.internetretailer.com/trends/mobile-commerce/keynote-mobile-commerce-performance-index/

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https://www.internetretailer.com/2014/06/02/ugly-truth-about-responsive-design-and-how-fix-it?p=1

“The first-generation responsive design sites in retail today simply do not perform well on smartphones when looking at a blend of the common 4G LTE, 4G and 3G wireless carrier connections.”

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Mobile Visitors Want Something, well, Mobile

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Remove Filler Images

Custom Mobile Experience

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Responsive mobile sites require a redesign of the desktop site.

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“The redesign that was two years in the making started badly leading to an 8% decrease in online sales not to mention countless frustrated and irate customers.”http://www.digital-tonic.co.uk/digital-tonic-blog/went-wrong-marks-spencer-website-redesign-made-lose-sales/

£150 million redesign took two years.

December

January

August

November

September

The Typical Redesign

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Mobile Conversion Rate

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Responsive Mobile Site

Significant decrease in Mobile load times

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Definite Improvement

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Disresponsive

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App-like Features

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Persistent Calls to Action

drugaddictionsite.com

###-###-####

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“Parachutes”

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Persistent CTA###-####

1-800-###-####

drugaddictionsite.com###-#### 1-800-###-####

1-800-###-####

On Scroll

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Mobile Devices Have PhonesRemember?

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Write Tel Links Explicitly

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For businesses that are trying to generate phone calls from their websites, mobile conversions are significantly higher than desktop conversions.

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Persistent Calls to Action

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The Mother of All Mobile Audiences

Photo Credit: https://www.flickr.com/photos/38134298@N00/6179186448/ Difei Li (cc)

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Sticky Header vs. Sticky FooterSchoolfinder.comSchoolfinder.com

Schoolfinder.com

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ResultsHeader

Treatments

FooterTreatments

Schoolfinder.com

Hypotheses

Ad Blindness

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Footers can Work

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Calls to Action

MenuSearchNavigateAdd to CartClick to CallSubscribeSocial Subscriptions

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Mobile is Screen OneNot Desktop

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More and more conversations will begin on the mobile screen.

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Screenhoppers

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Mobile Traffic Performs Horrendously

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Desktop Design Tool

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Mobile Dead End

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Mobile Email Capture

5.3% Form Completion Rate (VWO)

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The Visitor is Sent an Email with a specially-coded Link.

http://esigns.com/design?ref=mobileemail

26% Email Click-Through Rate (Google Analytics)

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Results?

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Not a Revenue Game Changer

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Mobile Visitors Don’t Change Their Stripes

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But Wait! What is the Value of an Email Address?

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Email Does Deliver the Goods

5.3% = 1,370 new email addresses each month1,370 x 12 x $11 yearly revenue per recipient =

$181,000

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Android is not like iOSThere are two “mobile” visitors today.

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Sticky Headers

Android: +78.83% iPhone: +25.7%

Android: +3.9% iPhone: -21%

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Navigation Menu

Preferred by Android Users

Preferred by iOS Users

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Our Hypotheses are Coming from Apps

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Mobile Design Patterns UX Patterns for Smartphone AppsbyTheresa Neil

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Be Curious

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Launch Pad Menus

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Wizards, Quizzes, Questionnaires

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Then There’s This

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Mobilegeddon

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It’s not time to go back in time, no matter how attractive it may be.

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There are no best practices in Mobile. Your visitors are unique.

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We are going to test our way out of Mobile Web 1.0 because we have awesome tools.

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Web 2.0 is looking a lot like Mobile Apps.

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Disresponsive mobile sites don’t look like Apps.

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Mobile Visitors Want a Mobile Experience

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Android or iOS Users are Aliens

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Whoever figures out mobile first wins.

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Are You Ready for Something Special?

SearchLove Boston 2015 | Brian Massey, 'Mobile Test Results: What Mobile Web 2.0 Will Look Like’

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