a crash course in a/b testing on mobile websites
DESCRIPTION
Most marketers we’ve spoken to say “never,” the reason being that they just don’t know where to start. If you feel this way too, join Mobify and Optimizely for a “crash-course” webinar to help you finally get started with A/B testing on your mobile website for increased engagement and maximized conversions. In one hour, you’ll learn: -How the right mobile strategy can accelerate your marketing ROI. -Key mobile web design elements that improve conversions. -How to use mobile A/B testing to drive conversions through the roof.TRANSCRIPT
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A Crash Course in A/B Testing on Mobile Websites
#optimizemobile | 20 November, 2014
Friday, November 22, 13
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A Crash Course in A/B Testing on Mobile Websites
#optimizemobile
#optimizemobile
Friday, November 22, 13
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EXCLUSIVE WEBINAR GIVEAWAYWin a free signed copy of A/B Testing!
#optimizemobile
How to EnterTweet what you’ve learned today, and tag it with#optimizemobile
Friday, November 22, 13
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Agenda1. How the right mobile strategy can
accelerate your marketing ROI
2. A/B test ideas for mobile web design principles
3. How to use mobile A/B testing to drive conversions through the roof
4. Results from real mobile A/B tests
5. Q&A with Ben and Khattaab
Friday, November 22, 13
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How the right mobile strategy can accelerate your marketing ROI
Friday, November 22, 13
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#optimizemobile
Friday, November 22, 13
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What does it mean to be mobile?
•mobile website?•mobile app?•both?
#optimizemobile
Friday, November 22, 13
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Mobile websites matter. What’s the next step?
#optimizemobile
Friday, November 22, 13
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Deliver the mobile web experience that your users deserve.
Build Buy or
#optimizemobile
Friday, November 22, 13
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Separate mobile (and tablet) sitesYour visitor is redirected to the right version of your website, based on what device they’re using.
www.website.com
t.website.com
m.website.com
#optimizemobile
Friday, November 22, 13
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Responsive web design
Always at www.website.com
Your website automatically adapts its content and layout to fit your visitor’s screen size or device.
#optimizemobile
Friday, November 22, 13
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What content should your mobile website have? We have some (test) ideas...
#optimizemobile
Friday, November 22, 13
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Shop Search About Support Contact Q&A Links Gallery
Mobile users want to complete tasks and find information.
#optimizemobile
lhw.com
Friday, November 22, 13
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Device-Specific Presentation(not device-specific content)
#optimizemobile
youtube.com m.youtube.com
Friday, November 22, 13
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How do you define your mobile website goals?
#optimizemobile
Friday, November 22, 13
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Checkout Flows
Test | Exit routes, process flow, security messaging
Goal | More purchases or greater average order values
#optimizemobile
“Begin Checkout”bose.com
“Secure Checkout”ctshirts.com
Friday, November 22, 13
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Store Locators
Main Menulululemon.com
Top Navigationperfumania.com
Goal | Drive in-store purchases#optimizemobile
Friday, November 22, 13
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Layouts for Ad and Content Engagement
Fixed Banner Adm.huffpost.com
Banner Adwired.com
#optimizemobile
Friday, November 22, 13
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Cross-Channel Attribution
Image source: Google#optimizemobile
Friday, November 22, 13
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A/B test ideas for mobile web design principles
Friday, November 22, 13
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Is your mobile website fast to load and fast to respond to gestures?
#optimizemobile
Friday, November 22, 13
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Hitting the Mobile Navigation Sweet Spot
#optimizemobile
Friday, November 22, 13
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Test | Breadcrumb and CTA placement, zoom activation, collapsed or exposed detail
Goal | Drive engagement with content that compels CTA conversion
#optimizemobile
Above the Foldm.rei.com
Below the Foldm.rei.com
Friday, November 22, 13
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What gets more page views?•Buttons•Back button
What gets more clicks?•Sticky button•Above the fold
#optimizemobile
ideeli.comgarmin.com
Friday, November 22, 13
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Image source: ClickTale
Users scroll more on touch screens.
#optimizemobile
Friday, November 22, 13
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What compels you to scroll?•Lists•Grids•Text-heavy
blocks•Images
#optimizemobile
huffingtonpost.comnytimes.com
Friday, November 22, 13
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#optimizemobile
Friday, November 22, 13
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Test | Search functionality
Goal | Inform search prominence
#optimizemobile
bonobos.com
Friday, November 22, 13
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What leads to more searches?•Auto-complete•Form fields•Position on the
page
#optimizemobile
christies.com lhw.com
Friday, November 22, 13
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Simplification of Elements
#optimizemobile
youtube.com m.youtube.com
Friday, November 22, 13
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m.rei.com m.stubhub.com
Test | Simplify category page elements like filtering and sorting
Goal | Identify best presentation on initial page load
#optimizemobile
Friday, November 22, 13
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What makes it easier to find what you’re looking for?•Default order•Sorting options•Filtering
options
#optimizemobile
stelladot.com ideeli.com
Friday, November 22, 13
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Menu Location and Patterns
Fly-out menugarmin.com
#optimizemobile
Friday, November 22, 13
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Test | Menu location and patterns
Goal | Evaluate how integrated menu experience should feel (full screen vs. layered on content)
#optimizemobile
m.rei.com
Friday, November 22, 13
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Blocksideeli.com
Buttonsm.timhortons.com
Blindsamazon.com
Menu Location and Patterns
#optimizemobile
Friday, November 22, 13
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How to use A/B testing to drive conversions through the roof
Friday, November 22, 13
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Visual EditorToggle between <divs>HTML + CSS + JS edits
Code EditorManual inputs
#optimizemobile
Friday, November 22, 13
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• Clicks + Page Views + Custom Events (Specified with JS)
• Goals may/not directly impact end conversion#optimizemobile
Friday, November 22, 13
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• Positive/negative targeting conditions• Cookie, referral source, campaign id, custom tags,
location#optimizemobile
Friday, November 22, 13
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1. Test with a hypothesis.2. Sequence your testing.3. Test broad UX themes.4. Set goals with indirect impact.
Best Testing Practices
Friday, November 22, 13
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Results from a real mobile A/B test
Friday, November 22, 13
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Case Study |
Test | Add paid featured listings to mobile search results
Goal | Validate value of desktop functionality on mobile
Variation A Variation B
#optimizemobile
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Case Study |
Result | +1.6% lift in new leads generated
Variation B Wins!
#optimizemobile
Friday, November 22, 13
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#optimizemobile
EXCLUSIVE WEBINAR GIVEAWAYWin a free signed copy of A/B Testing!
How to EnterTweet what you’ve learned today, and tag it with#optimizemobile
Friday, November 22, 13
![Page 45: A Crash Course in A/B Testing on Mobile Websites](https://reader036.vdocuments.mx/reader036/viewer/2022081602/54c633694a7959c9458b456b/html5/thumbnails/45.jpg)
GET A FREE MOBILE ASSESSMENT
visit mobify.com/go/mobile-assessment for full details
#optimizemobile
Friday, November 22, 13
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A Crash Course in A/B Testing on Mobile Websites
#optimizemobile
Any Questions for Ben and Khattaab?
Friday, November 22, 13