Kaizen Platform’s Vera Polyakova, Optimization Evangelist maps out key features of top performing mobile websites and successful strategies for handling Google’s Principles of Mobile Site Design. Explore the impact that mobile optimization can have across your business and the proven recommendations to reduce conversion funnel friction.
4. 4
CUSTOMERS CONVERT ON MOBILE
Make your interactions count
By the end of 2015, mobile
interactions will account for
$2.2 trillion
in retail sales.
5. 5
GOOGLE’S MOBILE PRINCIPLES
Mobile optimization principles are key to SEO success
67%
of consumers
are more likely to
convert on a mobile-
optimized site.
18%
of sites
have adopted and
practice mobile
responsive web design.
(Source: Deloitte Development LLC, 2015. Think With Google, September 2012)
(Source: Marketing Land http://marketingland.com/82-sites-use-responsive-web-design-2015-try-11-8-114050
8. 8
MOBILE LAYOUT AND USABILITY
Reduce user frustrations
SIZE
● Use a minimum font size of 16 pixels
● No pinch and zoom
COLOR
● Pick appropriate colors for actions, links,
and warnings
● Darken light colors
DON’T DO THIS
Page is not
optimized for
mobile and
primary CTA’s
are not evident.
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MOBILE LAYOUT AND USABILITY
Getting the words right
COPY
● Brevity is king
● Ensure your message still makes sense
and captures the value proposition
Tip: Write copy mobile first to decrease the
number of copy edits later
DO THIS:
Pair down to
just the
primary
calls-to-actions
and test them
in the most
easily clickable
real estate.
10. 10
DON’T DO THIS
Page is not
optimized for
mobile and
primary CTA’s
are not evident.
DO THIS:
Pair down to
just the
primary
calls-to-actions
and test them
in the most
easily clickable
real estate.
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MOBILE LAYOUT AND USABILITY
Designing for mobile interactions
DESIGN
● Ensure that your touch elements are easy
to use and spaced out
● Ensure important CTAs are accessible
regardless of screen orientation
● Remove irrelevant cross links
DO THIS:
Design with
your user’s
hand in mind.
49% of site
navigation is
done with
one hand.
Source: UXMatters, February 2013
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MOBILE LAYOUT AND USABILITY
Loading speed
Optimize your site for the best user
experience with a potentially low
bandwidth.
● Test your mobile site loading speed regularly
● Ensure that major actions and forms have fast
response times
● Check your media throughout the site
○ Utilize mobile appropriate images
○ Disable auto-play videos that may freeze
or disrupt the experience
DO THIS:
Consider
eliminating
render-blocking
JavaScript and
CSS in above-
the-fold content.
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MAXIMIZING CONVERSIONS ON MOBILE
Optimize your mobile calls-to-action
Placement is almost as important as the
CTA itself
● The number of CTAs should naturally follow
your mobile customer’s unique intentions
● Beware of scrolling banners on mobile
● Make sure the CTA moves down the page as
the customer scrolls
DO THIS:
Use “Call Us”
CTAs. Many
mobile users
want to call a
business after
finding their site,
so display phone
numbers
clearly.
16. 16
DO THIS:
Pair down to
just the
primary
calls-to-actions
and display
relevant form
fields
DON’T DO THIS
The customer
has to scroll to
continue their
journey. Don’t
make them work
for it, make it
seamless
17. 17
MAXIMIZING CONVERSIONS ON MOBILE
Optimize your mobile forms
Your goal is to decrease friction
● Automatically present number pads for numerical
forms
● Use progress bars to help customers through
multipart forms
● Automatically advance through fields as information
is entered
● Use inline validation to check for errors in real time,
prior to submission
A study by HubSpot
analyzed over
40,000 landing
pages and found
that conversion
rates improved by
50% when the
number of text
entry fields were
reduced from four
to three.
Source: Hubspot, October 2010
18. 18
DO THIS:
Offer customers
a number pad
for fields
requiring
number entry
DON’T DO THIS
Don’t make
customers take
an extra step to
switch to a
number pad on
their keyboard
19. 19
MAXIMIZING CONVERSIONS ON MOBILE
Search results: narrowing the field
Search smarter
● The search tool should be one of the first
things a mobile customer sees when they
visit your site
● Zero results is a conversion killer
ZERO RESULTS IS A
CONVERSION
KILLER
Be flexible with
misspellings, and
don’t forget to
include alternative
product terms that
customers may
use.
20. 20
DO THIS:
Offer customers
search filters to
help them get to
the product
faster
DON’T DO THIS
Don’t offer a
search field that
will produce
hundreds of
results. Offer a
place to refine
the search
23. 23
BUILDING LOYALTY AND REWARDING
MOBILE CUSTOMERS
Increase engagement with incentives
Features for Rewarding Customers
● Consider targeting promotions based on previous
site behavior and favorites
● The key with is to make promotions and incentives
feel native to the site content
● Use gamification and messaging tactics to track
behavior
DO THIS
Let customers
find location
related deals and
prices
24. 24
BUILDING LOYALTY AND REWARDING
MOBILE CUSTOMERS
Cross device opportunities
Customers generally
use multiple devices
throughout the day.
Customers will use their
mobile device to do
research on your site
with the intention of
making a purchase later
in the week.
DO THIS:
Save or share
information
across devices
through social
sharing, email,
or a save your
cart
functionality.
(Source:Think With Google, August 2012)
26. 26
Mobile Experience Optimization
Key Points
1. Identify mobile strategy and goals
2. Personalized mobile experiences for varied
audience segments
3. Measure mobile KPIs
28. 28
START INCREASING YOUR MOBILE
CONVERSIONS TODAY
Find out how Kaizen can bring you 5%
lift in mobile conversions in 30 days
Schedule your opportunity forecast:
insights@kaizenplatform.com
29. 29
THANK YOU
ABOUT KAIZEN PLATFORM
Kaizen Platform allows brands, agencies, and freelancers to
collaborate, create, and test the best experiences across the
digital customer journey. Kaizen is an enterprise marketing
solution that works with mobile, social, display, and landing
page media by combining multichannel marketing
collaboration software with a cloud of expert designers and
copywriters to create optimal experiences at scale.
Customers like Nestle, Dannon, and Yahoo! Japan trust
Kaizen Platform’s full-service technology + optimizer
marketplace model to save labor costs, scale creativity,
increase personalization, and drive measurable ROI.
+1 (415) 504-3858
www.kaizenplatform.com
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info_us@kaizenplatform.com
