Below is live coverage of the Creating Conversion Friendly Mobile Landing Pages panel from the SMX West conference. This coverage is provided by Barry Schwartz of RustyBrick.
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Still loading up presentations
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Here we go...
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Mobile is incredibly important to marketers and search
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People are now spending more time with mobile than TV worldwide
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First up is Masha Fisch from Google
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She shows off two mobile sites, one is from ticketsnow, the mobile version vs the desktop version
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80% of the room have mobile friendly web sites...
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58% of mobile phone users expect mobile sites to load as quickly or faster than desktop sites
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51% more likely to purchase from retailers when it was mobile friendly
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40% would visit a competitor's site instead due to a disappointing mobile experience
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Ten Best Practices:
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(1) Keep it quick, make sure it loads fast, easily scannable text, etc.
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Simplify your navigation
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You want people to scroll only up and down... Add a search box, etc.
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Site has to be "thumb friendly"
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Big links with padding...
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Design it for visibility
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Make it Accessible... No flash, etc.
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Make sure it works in both landscape and portrait mode.
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Make it easy to convert on the mobile site...
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Use native features of the phone, such as click to call, map it, etc. Make lead forms very short and simple.
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Make the site local....
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Make the experience seamless... - so if a user goes there, it knows they are using a mobile device... if you login on one, it should save your info on the other side.
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Use mobile site redirects, so you know if a mobile device is going to ur site, it should redirect them
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Listen, learn and iterate your site, test and improve.
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Make sure to run through howtogomo.com
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Anand Chandrasekaran from Yahoo is next up
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Before creating the page, figure out your objective?
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Figure out User's intent, user's context (track satisfaction, search history),
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Then the value exchange and the upsell is key
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Near me buttons and voice queries are useful
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Which canvas do you go with? App or Web?
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This slide sums it up
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If you need to use camera, voice, etc... native app canvas makes sense
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Next up...
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Bruce Ernst from Monetate
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Mobile is very different than a desktop or laptop
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Behind all these devices are people
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They are very different people
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The more things change, the more they remain the same -- and that apply here in the mobile world....
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Who is searching? Why are they searching? Have you answered their questio and can you do more?
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Nice slides...
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90% of their clients test things between new vs returning customers
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In mobile, it is all about real estate
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Can I pay quickly, is it secure, etc.
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New users care more about that than returning users
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Where people are really matters
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Think about android vs iphone, screen sizes, wifi vs 3G/edge, 4G, etc.
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Make sure you mobilize your final converting landing pages.
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These three sites all do a half decent job on mobile
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Now, these...
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Site on left is using a call to action, big image and personalizes it. Good jbo.
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Second / Middle uses location very welll
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Third is a nice like the first.
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The last thing you need to take from this, you need to Test Test Test
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Good job...
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Last up is Kelli Kimpton at 352 Media Group
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Its important to understand your mobile users through context and cognitive strain
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Cognitive strain is the amount of info a user is processing -- minimize this
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Mobile Mindset
(1) Microtasking
(2) Local
(3) Bored
(1) Microtasking
(2) Local
(3) Bored
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This is by Josh Clark http://thenextweb.com/dd/2011/11/07/josh-clark-debunks-the-7-myths-of-mobile-web-design/
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People are consuming with your content in all different wasy
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Mobile Opportunities....
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Device specific include geo and camera/video/voice
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Mobile trends such as social networking, retail
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60% of users followed posted links to web sites
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57% read posts from orgraniztions
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41% shared links to web sites
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Top growth categories include health (134%), online retail (87%), job listings (74%), general ref (74%)
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Retail Commerce:
- Product search on the rise
- About half of tablet users have made a purchase online
- Product search on the rise
- About half of tablet users have made a purchase online
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In store use such as comparing pricing, researching features, scanning product barcodes and finding coupons and deals.
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Finally, finding store locations
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Limitations:
- Small screen
- No full keyboard
- Touch type
- Fat Fingers
- Internet issue
- Small screen
- No full keyboard
- Touch type
- Fat Fingers
- Internet issue
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Mobile use cases should drive features and include a link to your desktop version
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Usability:
- Input types for contextual keyboards
- Clickable phone numbers
- Smart default values
- Shorter registration forms
- Large click states
- Offer to remember logins
- Input types for contextual keyboards
- Clickable phone numbers
- Smart default values
- Shorter registration forms
- Large click states
- Offer to remember logins
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Navigation
- Simplify
- Prioritize
- Vertical, bottom of page
- Simplify
- Prioritize
- Vertical, bottom of page
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Performance is key
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Mobile UI patterns to leverage user's fixed action patterns and familiarity
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This session is about over... Next session is at 1:30pm-2:45pm PDT
Does Google Favor Brands? An In-Depth Look by Barry Schwartz & Avi Wilensky
Does Google Favor Brands? An In-Depth Look by Barry Schwartz & Avi Wilensky
