SMX Live: Creating Conversion Friendly Mobile Landing Pages

10:38:12 AM Barry Schwartz: We start at :45

10:45:56 AM Barry Schwartz: Still loading up presentations

10:47:27 AM Barry Schwartz:

10:47:35 AM Barry Schwartz: Here we go...

10:47:56 AM Barry Schwartz:

10:48:23 AM Barry Schwartz: Mobile is incredibly important to marketers and search

10:48:39 AM Barry Schwartz: People are now spending more time with mobile than TV worldwide

10:49:28 AM Barry Schwartz: First up is Masha Fisch from Google

10:49:58 AM Barry Schwartz:

10:50:19 AM Barry Schwartz: She shows off two mobile sites, one is from ticketsnow, the mobile version vs the desktop version

10:50:44 AM Barry Schwartz:

10:51:01 AM Barry Schwartz: 80% of the room have mobile friendly web sites...

10:51:21 AM Barry Schwartz: 58% of mobile phone users expect mobile sites to load as quickly or faster than desktop sites

10:51:53 AM Barry Schwartz: 51% more likely to purchase from retailers when it was mobile friendly

10:52:10 AM Barry Schwartz: 40% would visit a competitor's site instead due to a disappointing mobile experience

10:52:25 AM Barry Schwartz: Ten Best Practices:

10:52:41 AM Barry Schwartz: (1) Keep it quick, make sure it loads fast, easily scannable text, etc.

10:53:01 AM Barry Schwartz:

10:53:29 AM Barry Schwartz: Simplify your navigation

10:53:46 AM Barry Schwartz:

10:53:56 AM Barry Schwartz: You want people to scroll only up and down... Add a search box, etc.

10:54:14 AM Barry Schwartz: Site has to be "thumb friendly"

10:54:30 AM Barry Schwartz:

10:54:36 AM Barry Schwartz: Big links with padding...

10:55:16 AM Barry Schwartz: Design it for visibility

10:55:32 AM Barry Schwartz:

10:56:13 AM Barry Schwartz: Make it Accessible... No flash, etc.

10:56:25 AM Barry Schwartz:

10:56:37 AM Barry Schwartz: Make sure it works in both landscape and portrait mode.

10:56:53 AM Barry Schwartz: Make it easy to convert on the mobile site...

10:57:07 AM Barry Schwartz:

10:57:25 AM Barry Schwartz: Use native features of the phone, such as click to call, map it, etc. Make lead forms very short and simple.

10:57:39 AM Barry Schwartz: Make the site local....

10:57:51 AM Barry Schwartz:

10:58:46 AM Barry Schwartz: 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.

10:58:58 AM Barry Schwartz:

10:59:23 AM Barry Schwartz: Use mobile site redirects, so you know if a mobile device is going to ur site, it should redirect them

10:59:30 AM Barry Schwartz:

10:59:51 AM Barry Schwartz: Listen, learn and iterate your site, test and improve.

11:00:00 AM Barry Schwartz:

11:00:31 AM Barry Schwartz: Make sure to run through howtogomo.com

11:00:44 AM Barry Schwartz:

11:02:20 AM Barry Schwartz: Anand Chandrasekaran from Yahoo is next up

11:02:38 AM Barry Schwartz:

11:06:19 AM Barry Schwartz: Before creating the page, figure out your objective?

11:07:34 AM Barry Schwartz: Figure out User's intent, user's context (track satisfaction, search history),

11:07:47 AM Barry Schwartz: Then the value exchange and the upsell is key

11:09:42 AM Barry Schwartz:

11:11:48 AM Barry Schwartz:

11:12:25 AM Barry Schwartz: Near me buttons and voice queries are useful

11:13:02 AM Barry Schwartz: Which canvas do you go with? App or Web?

11:13:17 AM Barry Schwartz: This slide sums it up

11:13:22 AM Barry Schwartz:

11:13:36 AM Barry Schwartz: If you need to use camera, voice, etc... native app canvas makes sense

11:15:03 AM Barry Schwartz: Next up...

11:15:17 AM Barry Schwartz: Bruce Ernst from Monetate

11:15:47 AM Barry Schwartz:

11:16:29 AM Barry Schwartz: Mobile is very different than a desktop or laptop

11:16:55 AM Barry Schwartz: Behind all these devices are people

11:17:21 AM Barry Schwartz:

11:17:27 AM Barry Schwartz: They are very different people

11:17:56 AM Barry Schwartz: The more things change, the more they remain the same -- and that apply here in the mobile world....

11:18:43 AM Barry Schwartz: Who is searching? Why are they searching? Have you answered their questio and can you do more?

11:19:07 AM Barry Schwartz:

11:19:11 AM Barry Schwartz: Nice slides...

11:19:39 AM Barry Schwartz: 90% of their clients test things between new vs returning customers

11:19:40 AM Barry Schwartz:

11:19:46 AM Barry Schwartz: In mobile, it is all about real estate

11:20:13 AM Barry Schwartz: Can I pay quickly, is it secure, etc.

11:20:25 AM Barry Schwartz: New users care more about that than returning users

11:20:38 AM Barry Schwartz:

11:21:47 AM Barry Schwartz: Where people are really matters

11:22:03 AM Barry Schwartz:

11:22:41 AM Barry Schwartz: Think about android vs iphone, screen sizes, wifi vs 3G/edge, 4G, etc.

11:23:29 AM Barry Schwartz:

11:24:01 AM Barry Schwartz: Make sure you mobilize your final converting landing pages.

11:24:18 AM Barry Schwartz:

11:24:23 AM Barry Schwartz: These three sites all do a half decent job on mobile

11:24:45 AM Barry Schwartz: Now, these...

11:24:48 AM Barry Schwartz:

11:24:59 AM Barry Schwartz: Site on left is using a call to action, big image and personalizes it. Good jbo.

11:25:10 AM Barry Schwartz: Second / Middle uses location very welll

11:25:20 AM Barry Schwartz: Third is a nice like the first.

11:25:32 AM Barry Schwartz: The last thing you need to take from this, you need to Test Test Test

11:25:58 AM Barry Schwartz:

11:26:14 AM Barry Schwartz:

11:26:19 AM Barry Schwartz: Good job...

11:26:31 AM Barry Schwartz: Last up is Kelli Kimpton at 352 Media Group

11:27:18 AM Barry Schwartz:

11:28:02 AM Barry Schwartz: Its important to understand your mobile users through context and cognitive strain

11:28:31 AM Barry Schwartz: Cognitive strain is the amount of info a user is processing -- minimize this

11:29:15 AM Barry Schwartz: Mobile Mindset
(1) Microtasking
(2) Local
(3) Bored

11:30:08 AM Barry Schwartz: This is by Josh Clark http://thenextweb.com/dd/2011/11/07/josh-clark-debunks-the-7-myths-of-mobile-web-design/

11:30:27 AM Barry Schwartz: People are consuming with your content in all different wasy

11:30:51 AM Barry Schwartz: Mobile Opportunities....

11:31:05 AM Barry Schwartz: Device specific include geo and camera/video/voice

11:31:19 AM Barry Schwartz: Mobile trends such as social networking, retail

11:31:49 AM Barry Schwartz: 60% of users followed posted links to web sites

11:31:57 AM Barry Schwartz: 57% read posts from orgraniztions

11:32:03 AM Barry Schwartz: 41% shared links to web sites

11:32:32 AM Barry Schwartz: Top growth categories include health (134%), online retail (87%), job listings (74%), general ref (74%)

11:33:34 AM Barry Schwartz: Retail Commerce:
- Product search on the rise
- About half of tablet users have made a purchase online

11:34:02 AM Barry Schwartz: In store use such as comparing pricing, researching features, scanning product barcodes and finding coupons and deals.

11:34:10 AM Barry Schwartz: Finally, finding store locations

11:34:35 AM Barry Schwartz: Limitations:
- Small screen
- No full keyboard
- Touch type
- Fat Fingers
- Internet issue

11:34:55 AM Barry Schwartz: Mobile use cases should drive features and include a link to your desktop version

11:37:17 AM Barry Schwartz: Usability:
- Input types for contextual keyboards
- Clickable phone numbers
- Smart default values
- Shorter registration forms
- Large click states
- Offer to remember logins

11:39:03 AM Barry Schwartz: Navigation
- Simplify
- Prioritize
- Vertical, bottom of page

11:39:10 AM Barry Schwartz: Performance is key

11:39:25 AM Barry Schwartz: Mobile UI patterns to leverage user's fixed action patterns and familiarity

11:40:43 AM Barry Schwartz:

11:44:06 AM Barry Schwartz: This session is about over... Next session is at 1:30pm-2:45pm PDT

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