1. Conversion Optimization For Mobile
Stephen Pavlovich | Conversion Factory

7. Plus.net: 10x sales, 2x traffic

8. O’Neill: +163% conversion rate

9. Baines Ernst: +51% conversion rate

10. …and a case study from Google

11. Done Is Better Than
Perfect.

13. Baines Ernst: +51% conversion rate

15. The Impact Of
Conversion Optimization.

18. Mobile Is Not An
Afterthought.

20. “The ROI Isn’t There.”

24. “The ROI Isn’t There.”

27. 2011:
“Facebook
will
be
a
mobile
company”

28. August
2013:
80%
of
daily
users
log
on
via
smartphone
or
tablet

29. Mobile Isn’t Just
About The
Technology.

34. Optimizers Have To
Work Harder.

36. Marketing Has To
Be Distilled.

40. The bad news:
§ Emerging design and functionality
standards
§ Limited space for persuasive content
§ Users open to distraction

41. The good news:
§ Huge competitive advantage and
barrier to entry for companies that
start testing now.

42. 12Tips for Mobile Conversion

43. 1. Start Small and Scale

45. “What If Mobile Traffic
Converted At The Same
Rate As Desktop?”

47. 2. Create Mobile and Non-Mobile
Dashboards in Analytics

48. Sales funnel
Landing pages
Goals

49. 3. Create Mobile-Only Surveys
To Gather Objections

50. What’s
the
purpose
of
your
visit?
Were
you
able
to
achieve
that?
Was
there
anything
that
nearly
stopped
you
buying
from
us
today?
Can
you
tell
us
why
you’re
switching
to
the
desktop
site?

51. 4. Use Desktop Clickmaps
To Prioritize Content

53. 5. DogfoodYour Site On Mobile

56. 6. Identify Key Mobile
Personas and Use Cases

58. IdenHfy
3-­‐5
personas
with
usability
tests,
surveys
and
KW
analysis.

60. 7.Targeted UsabilityTests
On Potential Customers

64. Q1:
Have
you
ever
owned
a
motorbike?

65. Q2:
Do
you
own
one
now?
Q1:
Have
you
ever
owned
a
motorbike?

67. 8. Sketch Mobile Designs
On Blank Business Cards

70. 9. …Then Create Wireframes in
Axure or Adobe Edge Reflow

73. 10.Three Mobile DesignsTo Copy
(and one to avoid)

78. 11. Prioritize and Group MobileTests

79. Test
Page
Goal
Lever
Ease
Impact
Duration
Headline
LP
Trial
Benefit
★★★★★
★★★★★
★★★★★
Video
LP
Trial
Benefit
★★★★★
★★★★★
★★★★★
Multi-page form
Form
Trial
Usability
★★★★★
★★★★★
★★★★★
Reduced form
Form
Trial
Usability
★★★★★
★★★★★
★★★★★
No trial
LP/Form
Sale
Offer
★★★★★
★★★★★
★★★★★
Autoresponder
Confirm
Sale
Usage
★★★★★
★★★★★
★★★★★

80. 12. Iterate For Local Maxima
Optimize For Global Maxima

84. Cancel Deactivate My Account

85. Keep My Account Deactivate My Account

86. Keep My Account Deactivate my account

88. Thank you!
Stephen Pavlovich
stephen@conversionfactory.com
+44 7970 428 029