SMX Live: Creating Conversion Friendly Mobile Landing Pages

Feb 28, 2012 - 1:35 pm 0 by
Filed Under SMX West 2012

Live Blogging Coverage SMXBelow 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.

Disclaimer: The coverage is brought to you in real time, using a custom live blogging tool. Feel free to ask questions or leave comments for inclusion into the live coverage. During the live event, live notes will auto-scroll with newest entries at top. After the session is complete the archive version will have the oldest entries at the top. We ask you to please excuse any typos, as these are live notes.

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Barry Schwartz: 10:38:12 am
We start at :45
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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
Barry Schwartz: 10:52:25 am
Ten Best Practices:
Barry Schwartz: 10:52:41 am
(1) Keep it quick, make sure it loads fast, easily scannable text, etc.
Barry Schwartz: 10:53:01 am
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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
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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
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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
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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
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Navigation
- 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
 

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