April 9-10, Breckenridge, Colorado
Phones, Tablets & Desktops, Oh My! Navigating The Cross-Device (Mobile) Dilemma
SearchCon, Breckenridge April 10, 2015
Todd Barrs Director of Product Development
ConversionIQ.com
Google Says The Age of Mobile Is Here
“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”
http://googlewebmastercentral.blogspot.com/2015/02/finding-more-mobile-friendly-search.html
Mobile Affects Conversion Rates (A LOT)
Obsessive & Compulsive Behavior
Some studies show that people check their phones over 500x per day!
Conversion Concepts
Your Website Is a Conversation
“Let’s talk about what problems you want to solve.“
vs.
"Let me show you what I have to sell you.”
Conduct Visitor-Centric Conversations
Sell The Action of Clicking & Tapping
How We View Web Pages
Page Elements That Get Attention
Motion
Images (not banners)
Large Font (headlines)
Numbered/Bulleted Lists
Bolded Font
Eye Tracking Patterns
Fold Fold
F-Pattern
Source: Neilsen Norman Group (useit.com/eyetracking)
F-Pattern
Source: blog.inf.ed.ac.uk
Mobile Strategy – Where to Start
Spend time thinking about the users’ environments and mindsets.
Where does mobile fit into the research (sales) process?
External Distractions
Different Goals
Highly Task Oriented
Passive vs. Active Browsing
Active vs. Passive
Browsing
Example
Example
Example
Example
Mobile Usability Checklist
Basic Mobile-Friendliness
At the very least, don’t make them pinch! Image source: Google Developers
Optimize For Touch
There is no such thing as hover on a touch screen device.
Use tap function to keep menu open.
Optimize For Touch
Maintain General Style Across Devices
Maintain General Style Across Devices
Search skin care, beauty supplies & more…
Menu Cart
But Ensure to Maintain Good Usability
Responsive Frameworks
Responsive Strategy
Responsive Transitions at Common Resolutions
Always Test on Real Devices
Emulator Actual iPhone
Mobile Optimization Guidance
Make it Easy
“Simplicity is the ultimate sophistication.” –Leonardo Da Vinci
Create Great Experiences
“People may not remember exactly what you did, or what you said, but,
they will always remember how you made them feel.” - Maya Angelou
More Resources
• ConversionIQ / Inflow – http://www.goinflow.com/mobile-optimization/
– http://www.conversioniq.com/how-to-calculate-conversion-rate
– http://www.conversioniq.com/right-ecommerce-conversion-rate
• VisitorCentric.com (Tools & Resources, Case Studies, News Feeds)
Contact Info / Q&A
@ToddBarrs
ToddBarrs
TBarrs
+ToddBarrs
ConversionIQ.com