Mobile & Real Time Optimisation - Amy Africa at Conversion Conference 2011

Posted by Mark Slocock on 01 December 2011

Amy is a serial entrepreneur who has built and sold a number of businesses, she is also a well known blogger, check out her Web Marketing blog. Her fast paced talk was packed with information on how to get the best from your mobile website.  She outlined 38 tips for optimising your website in 45 mins:

Tip 1 - Optimise your Speed

For mobile, speed is the only thing the matters, mobile users will not wait 15s. Your goal, whether or not you choose to accept it, is a low page weight. The best pages have a page weight of 50kb (eg. The Dell UK page).

Tip 2 - Navigation is Really Important – Be Clear About Your Goals

In mobile, navigation accounts for about 70-80% of your success, for desktop 40 -60%. For mobile websites your goals have to be really simple and clear. In the mobile world you can't do multiple goals so sticking to 1 or 2 is best.

Tip 3 - Focus on One Thing

Be it getting the lead, getting the order or getting an e-mail address.  The companies who are successful with mobile live and die by their goal funnels, and keep in mind that if your average desktop user session is 7 minutes. Our best case user session on mobile will be 3-4 minutes.

Tip 4 – Work on Your Diversions

Have different pages depending on the source of the traffic i.e. PPC versus search.  In mobile you might have 50 different landing pages in a diversion. What are mobile diversions?

Tip 5 – Sell Where Your User Wants to be Sold

From a user perspecitive we are not going to convert on a mobile device – so work out where the best place a person is going to convert. So different sources will convert in different ways i.e. Twitter converts well on the phone.

Tip 6 - Situational Context Can Be Key

Consider the use of GPS etc

Tip 7 - Brand Match

We have one view to make it happen and that's ONE view - No Scolling, this applies to everything, including products. In the mobile world there are 15 times more distractions to contend with as users are usually out and about so make sure users know where they can and can't get the info they want quickly.

Tip 8 - Detection

Implement user-agent detection, if you know the device a user is on give them the best experience for that device. Period. End of story.If you have an app and you think its better than a mobile website then direct users to it, if you don't have an app drive them to your mobile website.

Tip 9 – Know Where the User is Coming From

If the user is coming from a shopping site they are only interested in price and your USPs (if it's not price) give them the information upfront. Email has the highest conversion rate, so optimise for it and remember that 50% of UK users read their email on a mobile device.

Tip 10 – User Linking is Key

How is the user using the entire process?

Tip 11 – An App is not a Mobile Site, It's an App

If you don't have something really interesting - invest in a mobile website

Tip 12 – The iPad is not a Mobile Device

An iPad should convert at twice your normal website.  A mobile website will covert a third less than a normal website. Look at what works best for you (every company is different) and provide the right experience for those devices.

Tip 13 – You Will Get More Mobile Info From Non-Mobile Channels

Collect mobile numbers everywhere you can (i.e. on every channel).

Tip 14 – Navigation Makes up the Majority of Your Success

Users expect to browse and / or buy the same products that are on your regular website so make sure your inventory is the same and is easy to find.

Tip 15 - Top vs Bottom Navigation

There is a very big difference – top is better than bottom – you have limited chances to convert so streamline you navigation. On desktop, 80% of people will scroll, on a mobile device users do scroll but 92% of the time is spent on the first view (the page without scrolling), i.e. they scroll but they spend most of their time and attention on the top of the page.

Tip 16 - Ease of User-Agent

Make it easy - use breadcrumbs, sorts, jump links.

Tip 17 - Do Not Depend on the Scroll

Tip 18 - Size Matters

Use BIG buttons - Bigger Bolder Better.

Tip 19 - Mobilise Not Minaturise

Make your forms shorter and simpler – only collect what you really need. Desktop forms do not work on mobile, on desktop sites on average, abandonment rates in the checkout are 65% for mobile its 95% - so use short forms and streamline the process.

Tip 20 - The Size of the Fields Will Make a Difference

Vertical fields will work better.

Tip 21 - Simplify the Sign-In on Checkout or Lead Forms

Rule of thumb - no registration

Tip 22 - If There are Mulitple Steps...

You need to be clear about the length of the process.

Tip 23 - You Can't Count on the Pinch

Tip 24 - Click to Call is Where It's At

The best way to get mobile conversion is to get the user to call you.

Tip 25 - Graphical Icons Can Help

... but you have to test them.

Tip 26 Limit the Number of Menu Options

Tip 27 Put your Search Box Front and Centre

... and make it big.

Tip 28 Work your Search Function

Auto suggestion is really useful for mobile.

Tip 29 Work on Filters

Filters will make a big difference.

Tip 30 Alternative Choices

Consider the many different ways there are to find things.

Tip 31 Size your Images & Pages Appropriately

Tip 32 Be Wise

Tip 33 Work Your MT'S

Tip 34 Always Have an Email Option

Users will send emails to themselves so make sure it's easy.

Tip 35 Abandoned Programs Are Key

Series of emails. Works for lead forms and shopping carts

Tip 36 Sharing Works

But be careful – if they share they will not come back to your website.

Tip 37 View Full Website Should Always Be There

Tip 38 Measure What Matters

Amy suggested using Bango to measure mobile traffic as it's better than Google is at doing this (at the time of writing).

Final tip was to use to see what your site looks like on mobile devices.


Next Talk: The Science of Split And Multivariant Testing By Dr Karl Blanks


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