mobile conversion optimization

Concerned with your mobile ecommerce checkout conversion rates? Discover how to maximize these seemingly fickle mobile visitors.

There are approximately 50 million mobile-only users in the US alone. That’s roughly one in five American adults who are “smartphone-only” internet users.

If all they have is a smartphone that’s what they will use to shop from someone. And that someone better be your ecommerce site. How? Maximizing mobile ecommerce checkout conversions. Here are a few ways to convert these mobile visitors into shoppers you may want to test on your online store.

And don’t miss out on our “bonus track” that shows you how to test your mobile checkout flow to boost conversions at the end of this article.

Gauge Mobile Ecommerce Checkout Success: the Add-to-Cart Rate

When we think about mobile ecommerce sites we tend to imagine small versions of our desktop sites. The screen is smaller. The images are smaller. The conversion rate is smaller.

Even as mobile traffic is eclipsing that of desktop and tablet visits, our mobile conversion rates remain low. We typically see mobile ecommerce conversion rates that are one-fourth to one-half that of desktop rates.

You could just say that people don’t buy your products on mobile devices, but there is a metric that says this isn’t so. It’s the Add-to-Cart Rate.

Mobile visitors are adding products to their carts. According to research the add-to-cart rate for smartphone users is only 25% lower than it is for desktop users.

When mobile visitors are adding products to their carts at higher rates than they complete checkout, we could say we have an abandonment problem.

Begin the Conversation on Maximizing Mobile Conversions

Just because a mobile buyer isn’t ready to checkout, you shouldn’t assume that you can’t begin a conversation with them. Offer to help them out in exchange for a first name and an email.

This tactic won’t be unfamiliar to most ecommerce sites.

  • Email me this cart
  • Save this cart
  • Get a discount in Facebook Messenger
  • Get a discount code

REI offers a “Save for Later” button in their cart. Clicking this takes the visitor to the account creation page. Nice save, REI.

Maximizing Mobile Conversions: REI offers a "Save for Later" option in their cart.

REI offers a “Save for Later” option in their cart.

Asking Visitors to Create an Account: Do or Do Not?

Which happens first? A visitor trusts you enough to create an account before they buy, or they buy and that builds the trust they need to create an account?

The truth is that you have a segment of each of these visitors coming to your site. You need to understand which is larger.

For some visitors, asking them to create an account with you to buy is going to be too much. It exacerbates the fact that buying or entering information on a mobile device is more difficult and the buyer is often victim to distractions around them.

Having an account can be a liability. If customers have an account and forget their password, they they are likely to abandon their carts. You need to know the abandonment rate at the account creation step. This will tell you how big your problem is.

The good news is that there are ways to increase conversions for these mobile shoppers. Check out the following example from Victoria’s Secret. A smooth and simple transition from shopping checkout to account creation.

Mobile ecommerce dilemma: create an account or guest checkout to maximize conversions?

Victoria’s Secret offers a guest checkout.

Victoria's Secret mobile ecommerce checkout example. Victoria's Secret asks the visitor to create a password after all information has been entered.

Victoria’s Secret still asks the visitor to create a password after all information has been entered.

Want more guest checkout inspiration? Check out these rocking mobile guest checkout tactics by major online retailers.

Always test account creation. The negative impact can be substantial, even taking into account future purchases of those who do create an account.

Mobile Ecommerce Checkout: Change the Order of Entry

When working with human beings, it is often surprising how changes that seem inconsequential can have a big impact. Changing the order of your cart is one of those things.

For example, look at Lowe’s mobile checkout. They ask for the credit card information before they ask for the buyer’s billing address.

Why on earth might this be better than asking for the billing or shipping address first like (almost) everyone else?

Who knows. It may require the buyer to dig out their credit card. That increases the sunk cost perception. At this point, they might as well finish entering the address — and anything else you ask.

Lowe’s asks for the credit card number before the billing address in their mobile checkout.

I can’t tell you that this will work for your audience, but it is certainly part of our playbook for maximizing mobile conversions.

Proper Use of Discounts

Automatically applying discounts not only eliminates one more step on the mobile ecommerce checkout, but it will entice your customers to keep moving forward.

How to Offer Third-party Payment Options and Boost Mobile Conversions

If entering your name, address, credit card number is a pain on a mobile device, you would think that using third-party payment systems might be a boon for mobile ecommerce checkout. After all, these services have your address and multiple purchase options on file, options that include direct deductions from your bank account.

Nonetheless, we find that simply offering Paypal and Amazon often won’t improve mobile checkout completion rates as much as we would expect.

Part of the reason may be when these options are offered. If the option to pay with Paypal is made after the visitor has entered their billing address, then a big part of the reason to use Paypal —  to avoid entering the address — is lost.

Etsy offers a Paypal payment option, but they do it after the billing address has been entered on the smartphone device.

How not to offer third party payment options: Etsy offers the Paypal option only after the mobile visitor has entered the payment details.

Etsy offers the Paypal option only after the mobile visitor has entered the payment details.

REI, on the other hand, offers both Paypal and Venmo payment options, and does so early in the mobile checkout process. Note that this also removes the requirement that the visitor create an account.

How to Offer Third-party Payment Options and Boost Mobile Conversions: REI offers PayPal and Venmo at sign-in.

REI offers PayPal and Venmo at sign-in.

You can explicitly position these payment methods as “Express Checkout”, “Fast Mobile Checkout”, or “Fastest on your phone”.

Magic Spoon leads with "Express Checkout" options on their mobile shopping cart.

Magic Spoon leads with “Express Checkout” options on their mobile shopping cart.

Use Trust and Proof in your Mobile Ecommerce Checkout to Boost Sales

This is true for both big-screen checkout as well as mobile. Remind your customers that this transaction is safe and secure.

Yes, you have less screen space to deal with on a mobile device. Nonetheless, you should test the following elements in your checkout.

These elements should generally be non-clickable. Don’t take your visitor out of the buying process. If you need more space to express something like your return policy, use a modal dialog box that opens over the mobile checkout screens.

Return policy

Summarize your risk reversal strategy. This can include anti-spam policies.

Maximize conversions on your mobile shopping cart checkout. Warby Parker reminds visitors of free shipping and returns near the "Place order" button.

Warby Parker reminds visitors of free shipping and returns near the “Place order” button.

Your value proposition

Offer a bulleted list of your key differentiators, such as free shipping, free training, free installation, fast service, years in business, etc.

Galeton reiterates their guarantee and return policy right below the Checkout button.

Mobile ecommerce checkout best practices: Galeton spells out their generous return policy right below the Checkout button on mobile phones.

Galeton spells out their generous return policy right below the Checkout button on mobile phones.

Testimonials

Yes, you can use testimonials in mobile checkout to reinforce the sale.

Customer support rating

If you have high marks on your net promoter score, brag a little.

Certifications. Make sure your certifications are there in the checkout. An example includes Google Trusted Store.

Security badges. Remind them that this is a secure transaction.

REI uses a Norton security badge to express the security of their site.

REI uses a Norton security badge to express the security of their site.

Phone number. You can build trust by putting a phone number in your checkout and avoid losing a sale. Use the right call to action and you may save sales with phone calls. Even if few buyers use the phone number, it can add credibility. It says, “Yes, we’re here for you.”

REI may lose some of the benefit as they bury their phone number in the footer. Warby Parker, on the other hand, offers a variety of contact methods throughout their cart.

REI buries their phone number way down in the footer.

REI buries their phone number way down in the footer.

Warby Parker offers a number of ways to complete the transaction if the customer has doubts or prefers them. Discover how to increase mobile ecommerce checkout conversions.

Warby Parker offers a number of ways to complete the transaction if the customer has doubts or prefers them. Discover how to increase mobile ecommerce checkout conversions.

Live Chat. Test this. We don’t yet have evidence that it can improve mobile ecommerce checkout completions, but it could save some abandoners.

Be careful how these kinds of tools render on smartphones.

Even a small Chat badge can get in the way of key information on a mobile device.

Optimize Mobile Checkout Element Placement: Experience a Lift in Conversions

With limited space, it’s important to decide where to test these elements on your shop’s mobile checkout. Here are some placement options for highest impact to experience a conversion boost.

Near call-to-action buttons

Test security badges, customer support ratings, and your return policy above or below buttons such as “Continue”, “Preview”, and “Complete Purchase”.

When a customer decides to buy, there is a natural desire to delay the decision before thumbing the button. We always want to “think about” our decisions involving money. You can counter this with an affirmation of the transaction.

We have written the most extensive guidelines for placement, copy and design of your mobile call-to-action buttons to increase conversions. Check it out.

Near requests for personal information

When a mobile visitor is about to submit personal information to you, there is a natural hesitation. Giving you their email address, physical address, credit card number, or CVV number can feel intrusive.

This is another great place to inject risk reversal messages, testimonials, and a reminder of your value proposition.

In a “sticky” header or footer

Sticky elements are very important in a mobile interaction. One of the first things we address on a mobile site is the contents of the sticky elements.

The header or footer that is always on screen should probably change when the visitor enters the mobile shop checkout process. This is a great place to test trust builders.

Almost any of these elements can be placed in a header or footer. Don’t underestimate the number of things you can place in a sticky header or footer.

As a stand-alone sticky element

Elements such as security badges, certifications, and ratings can be individual elements that stay on screen. These are typically at the bottom. Be careful that these elements do not take the visitor away from the checkout process.

Can I Increase my Mobile Store Checkouts with Apps?

We see apps as a retention and loyalty tool. Apps do have advantages. Apps can provide a more controlled environment, such as making the phone vibrate when you purchase.

If your app provides a feature that can’t be duplicated online, you may consider promoting it on your site.

Warby Parker offers their app in a sticky footer featuring their “Virtual try-on” feature.

Word of Caution: In case you were wondering about an app effectiveness in acquiring new customers, we don’t have any experience that indicates this, even if the shoppers are familiar with the brand. Besides, an app requires two high-commitment conversions: one to install that app, and then one to buy.

In essence, an app becomes part of your offering, a part of a beloved product line. If you have a rabid tribe of enthusiastic customers, the app may be your best retention and repurchase strategy.

Bonus Track: How to Test and Develop your Mobile Checkout

Imagine that your website’s mobile version is strictly targeted at aliens, beings from another world. These beings have oversized thumbs. They live on a world near black hole, so time changes much more slowly. And their world is covered in volcanoes, so there are always distractions around them.

This pretty much sums up your mobile shoppers. They are VERY different from your desktop and tablet visitors.

As such, you should test your mobile ecommerce checkout separately. Letting it evolve independently from your desktop checkout as you learn more about your smartphone visitors.

You can create a different mobile checkout experience in several ways.

Modify your Responsive Web Template for small screens

Your developers will be able to add, remove, and modify elements based on the size of the screen being reported by your visitors’ browsers.

Use third party add-ons that target mobile

Ecommerce sites like Shopify offer plugins that can implement elements such as exit-overlays and sticky headers and footers.

Use Javascript and change things in the browser

There are a number of testing and personalization tools that will allow you to change mobile checkout elements in your visitors’ browsers. You can shape the mobile checkout experience in this way to maximize mobile conversions.

Live User Testing

Would you like to see just how difficult your mobile checkout process is for visitors? If so, we recommend virtually looking over your visitors shoulders.

We are fortunate to live in a golden age of marketing tools. Services like Validately and UserTesting will bring people to purchase something from your website on their smartphone, while recording and talking through their experience.

You will have at least one “palm-to-forehead” moment watching these videos.

And then you can make it easier for your mobile customers to go through your ecommerce checkout process.

Would you like to know why your mobile visitors don’t buy from your ecommerce site? Brian Massey, the Conversion Scientist®, unveils the mystery – and tells you what to do about it.

If you are like most ecommerce sites, you’re getting more mobile visitors, but the conversion rates are significantly lower than your desktop and tablet visitors – a lot lower.

Find out how to reverse this trend, increase your sales, and learn to love the small screen.

Understand your mobile ecommerce website visitors

Let’s take stock of your mobile visitors. What are they really like? This will require some analytics work. Even if you aren’t yet comfortable with analytics, get a Google Analytics login and follow along.

Are tablet visitors mobile or non-mobile?

Tablet visitors are generally happy with a desktop-like experience because they have large screens. However, tablet visitors are often in a “lean back” context, browsing for entertainment rather than to accomplish a goal. If your tablet visitors have conversion rates and average order values similar to your desktop visitors, you can regard them as, what I call, “non-mobile” or “big screen” visitors.

Look at your mobile visitors and non-mobile (desktop plus tablet) visitors separately.

Why your mobile visitors don’t buy from your ecommerce site: Questions to ask

To fully understand why your mobile visitors don’t buy from your ecommerce site, answer each of the following questions. There are no right or wrong answers.

1. Is your mobile traffic growing?

Look at the total number of visits (or sessions) for mobile and all visitors over time. Then look at the last month. Google Analytics has a report (Audience -> Mobile -> Overview) that will show you the percentage of these visitors to your site.

The Google Analytics Mobile Overview report shows mobile traffic (green line) is clearly trending up as a percentage of all traffic (blue line).

Figure 1: The Mobile Overview report shows mobile traffic (green line) is clearly trending up as a percentage of all traffic (blue line).

Has the percentage of mobile visitors changed over time? Is this percentage bigger or smaller in more recent months?

2. Does your mobile traffic convert lower than your desktop traffic?

How much do you make from each mobile visitor? Look at the revenue per visit or session value for mobile visitors and compare this to non-mobile visitors. You’ll find this by clicking the Ecommerce tab in the Mobile Overview report.

Choose the Ecommerce view to see average session value reports.

Choose the Ecommerce view to see average session value reports.

If your mobile visitors are converting less or spending less per transaction, you will see it in these metrics.

Report showing the average order value for mobile is less than desktop. Figure 2: In this example, the average order value for mobile visitors is only $0.20 compared to $3.75 for desktop visitors.

Figure 2: In this example, the average order value for mobile visitors is only $0.20 compared to $3.75 for desktop visitors.

You may want to analyze a longer period of time if you have seasonality in your ecommerce business.

3. Do your mobile visitors convert in other ways?

Look at non-ecommerce conversions, including email, subscriptions, registrations, phone calls, and social messenger permissions. Compare these conversion rates to your big-screen or desktop conversion rates.

report showing registration rates for mobile vs desktop visitors. Looking at Goal Set 1, we see that mobile visitors have a lower Registration rate (last column) than desktop visitors.

Figure 3: Looking at Goal Set 1, we see that mobile visitors have a lower Registration rate (last column) than desktop visitors.

4. Do your mobile visitors buy as much their desktop counterpart on the first transaction?

Look at your average transaction size, or average order value. Is it larger or smaller for mobile visitors? In Figure 2, we can see that the average order value for this online store is considerably smaller for mobile visitors ($46.60) than for desktop visitors ($160.43).

5. What channels make up your mobile traffic?

Do you have more mobile customers coming from email and social media?

While more visitors from YouTube are coming on desktop, the opposite is true for Facebook visitors.

Figure 4: While more visitors from YouTube are coming on desktop, the opposite is true for Facebook visitors.

6. What is your ecommerce cart abandonment rate?

This is the number of visitors who add to cart, but don’t check out.

CAR = Transactions / Sessions with Add to Cart

Related Reading: Mobile Call-to-Action Buttons: Best Guidelines for Placement, Copy, and Design

7. What is your mobile checkout abandonment rate?

This is the number of visitors who start to check out, but don’t complete the process.

COAR = Transactions / Sessions with clicks on Checkout

Answering these questions will help you determine the particular behavior of your small-screen visitors. When you are campaigning for resources, you need to be able to tell the story of your mobile visitors.

Report showing mobile visitors have higher abandonment rates than desktop.

Report showing mobile visitors have higher abandonment rates than desktop.

In the example above, we see that mobile visitors have much higher Cart Abandonment (75.66%) and Check-Out Abandonment (68.88%) rates than desktop visitors (52.43% and 37.62% respectively).

This is an indication that this mobile checkout process may have some issues.

The reasons your mobile visitors aren’t buying from your ecommerce site

It costs more to buy on a small-screen mobile device because it takes longer and it extracts a psychological price. There are three major reasons your conversion rate is lower for smartphone users.

  1. Your mobile visitors are coming with a lower level of urgency. They are standing in line, waiting for a table, or checking out of a group conversation.
  2. Your responsive website template assumes a mobile site is just a small desktop site. It’s just too hard to checkout.
  3. Your website is too slow. Mobile visitors have to wait much longer for a slow site because their connections have lower bandwidth.

Conversion Rate Optimization Tips: Mobile visitors aren’t here to buy. Don’t fight it

Mobile users are likely to have a “lean back” attitude compared with your big-screen visitors. For a portion of your visitors, their shopping experience is less urgent, driven more by opportunity than by purpose.

Mobile visits are more often sourced by interruptions than by intent-driven search advertising. They are clicking through, based on a recommendation on Instagram, clicking on your Facebook ad, or coming from your abandoned cart email. In these cases, they are responding to an interruption. They may have a need for your product, but they weren’t shopping intentionally. They were interrupted.

Visitors coming from a search engine are intentional. They are signaling that they are actively trying to solve a problem.

Your mobile traffic is more likely to come from interrupt-driven sources: email and social media websites. Accept this, and move on.

“If you are investing more in the cheap clicks of social media, you are going to attract more “lean back” mobile visitors.”

Start a conversation instead

If you have a large percentage of mobile visitors coming from interrupt-driven campaigns and they are not converting, don’t focus on the sale. Focus on getting an email address or permission to communicate via a social messaging app, like Facebook Messenger.

What call to action would a mobile visitor respond to?

Content: Offer sizing guides, buyers guides, style guides, installation, and how-to videos in exchange for an email address.

Save my work: Offer to store the items they’ve added to their cart in exchange for an email. We call this a “screen hopper”. They may be more willing to buy later when they are checking emails on their computer at work. Offer to send them a link to their wish list via Facebook Messenger. Just know that their return visit will probably be on their smartphone.

Join our community: Offer to make your more passionate mobile visitors a part of an exclusive community.

Discounts. Offer a future discount in exchange for their email address or permission to send them a message.

Don’t redo the whole site. Land mobile visitors on specially designed pages in your online store.

Focus on getting the second visit.

It’s hard to complete forms on a smartphone

Forms are frustrating. They take the joy out of the purchase. No one likes entering their address once, let alone twice. And we tend to make more mistakes on a mobile keyboard. It’s not hard to track form errors in analytics. If you do, you will likely find more errors from mobile visitors.

The reason mobile is harder is the input method: 2 thumbs vs. 10 fingers for a keyboard. And on-screen keyboards aren’t tactile. There’s no feedback. Mistakes happen more often, extracting a psychological price.

Your clue that you have a user-experience problem is a high checkout abandonment rate (see above). If so, you should help your mobile visitors out.

Watch some screen captures

The recommendations I give here may or may not be affecting your visitors. Before you begin making changes to your site based on my rantings, find out which issues are affecting you.

The best way to do this is by watching screen recordings. I KNOW IT’S BORING. But it will take you less time to watch 100 of your visitors interact with your checkout than to make all of my recommended changes.

Screen recordings are pretty easy to get these days. Look at tools such as CrazyEgg, Sessioncam, Mouseflow, and Hotjar.

I recommend watching 50 to 100 visits that include a checkout or an abandonment. The best tools will let you search for these particular recordings. As you watch, tally the number of visitors who struggle, and notice which fields trip them. Star the visits that result in an abandonment. You’ll want to play these for your development team later.

Reduce the form fields

It may seem obvious that you need a credit card billing address, expiration date and CVV number. But, do you really?

Can you get this information from PayPal, Apple Pay, Visa Checkout, or some other service?

Use the right mobile keyboards

There is no good reason to make me enter sixteen numbers using a QWERTY keyboard. The number targets are tiny. Give me the numeric keypad.

The same goes for entering a phone number, CVV, expiration date, PIN, and US postal codes. Use the numeric keypad please.

Choosing the wrong keyboard may be the reason mobile visitors don't buy from your ecommerce site. Use the numeric keyboard for numeric fields.

Figure 5: Use the numeric keyboard for numeric fields.

If you want my email address, please use the email keyboard. It doesn’t require me to do anything special to enter “@”, “.” or “.com”.

Eliminate the endless drop-downs

How many countries are there in the world? If you are choosing your country on a mobile device, you know there is a lot, about two minutes worth of scrolling through a dropdown. I’m from the United States. I have to scroll to the bottom of a long list of countries to find “United States”.

If you don’t ship to Mars and Venus, they shouldn’t be on the list.

Your mobile visitors know the abbreviation for their country. Let them enter “USA” or “Canada” or “UK”.

Also, I’m from Texas, which means I scroll through 40 states. I hate your state dropdown, but not as much as those poor souls from Wyoming.

Avoid fancy fields on mobile forms

There’s been a trend toward auto-formatting fields. Phone numbers magically get parentheses around the city code. Dashes magically appear.

Fancy fields fail too often on mobile devices. If you have the resources to continuously QA all of the new browsers on all of the new devices coming out, you’re probably okay.

Cover the exits

Use exit-triggered, or exit-intent popups to make a final pitch to your mobile visitors. These popups appear when your mobile visitor tries to leave the site. This is a great place to offer to continue the conversation, save the cart, or provide a discount.

Use trust and proof in your mobile ecommerce checkout

You can’t make mobile visitors wait

I often hear that web visitors have the attention span of a goldfish. Mobile visitors could have the patience of a redwood tree and still abandon your page because it doesn’t appear to load.

Your mobile site is slow. This is because no one has a 4G connection to the internet, even if they’re standing right under the cell tower. Have you tested your website with the WiFi turned off? Probably not.

Your mobile site must be snappy. Google considers a mobile page speed slow if it takes more than 2.5 seconds to load over a 4G connection. There is nothing more painful than having to wait for the information needed right there and then when on a smartphone. Even a goldfish won’t hang around if you’re not responding quickly.

Barriers to Sales in Mobile Ecommerce Websites: Someone else designed my shopping cart

You will run into some barriers in optimizing your mobile checkout.

We’ve all been told to think “out of the box.” But “out of the box” shopping carts do not let us customize for our mobile visitors.

Third party services such as Shopify and BigCommerce do their best to give you a strong starting point. But you’ll need resources to customize their default experience for mobile.

Integration with third-party payment options requires work. Services like PayPal and Stripe need to balance security with integration that looks seamless. This is just the first step toward mobile-optimized checkouts.

Your mobile website isn’t a mini desktop site

Google successfully convinced most online businesses to go to a responsive web template with its Mobilegeddon threat. As I said in “Is Google Using Mobilegeddon to Lead You Astray?”, a responsive desktop website only gets you part of the way there.

  • Mobile visitors want more than a mini-me of your desktop site. They want:
  • Smaller forms.
  • Faster load times. Have you tried using your mobile site outside of your corporate WiFi network?
  • Thumb-driven content. Sliders and carousels work on mobile.
  • Custom keyboards for numbers, email addresses and text.
  • Location-based content, like maps.

Mobile visitors want something fundamentally different. Give it to them. Expect to make changes to the way your responsive template works. After a period of testing, your mobile site will evolve away from your big-screen site. That’s as it should be, and it’s the only way to get your mobile site converting as high as your desktop site.

Related Reading:

All you need to know about mobile call-to-action buttons to increase conversions. Don’t miss out on these call-to-action (CTA) button design guidelines.

The world is mobile. Some users may not even own a desktop and, with the probable exception of work, they prefer mobile. And we say “probable” because nowadays some workplaces offer tablets. So, let’s  not forget about tablets.

You want every visitor to count towards your conversion goals, and this includes your mobile conversion goals.

Mobile best practices don’t really exist. Every audience is different, and we have the tests to prove it. What works for one business doesn’t always work for others.

There is an almost infinite number of things that you can consider for testing on a website. And many of them aren’t worth testing.

We are going to share some design ideas for your website’s mobile call-to-action buttons, so you can test them and discover what works for yours.

Conversion Sciences’ Guidelines for Mobile Call-to-Action Buttons

We’ll split these ideas into three major categories: placement, copy, and design. You can elaborate your own list of ideas — we call them hypotheses — based on what you know about your visitors and your website that could result in a lift in conversions.
Remember, there are no best practice unicorns hidden in this article.

Before delving into CTA button placement, copy, and design, let’s review some mobile conversion testing concepts.

Mobile visitors are in a fundamentally different context than their desktop counterparts

Most mobile websites are responsive designs, designed first for the desktop. This only gets you 50% of the way to a high-converting mobile website. Why? Because a mobile visitor is immersed in a context that is essentially different than the one for desktop visitors. They are waiting for a table, standing in line at the bank, or relaxing on their couch. Often, they are better positioned to start a conversation than to finish a transaction.

This is one reason we often see mobile conversion rates that are a half or a quarter of desktop conversion rates.

As we test for conversions the mobile version will evolve and differentiate itself from the desktop version. We have to make different decisions on which calls to action to use, which calls to action to prioritize, where to place them, whether to use text or icons, and so on.

It is not obvious how to design your mobile call-to-action buttons to maximize conversions.

Always Test your Mobile CTA Buttons

Consider the symbol for infinity. The infinity symbol represents to us the fact that there is an almost infinite number of things that you can consider for testing on a website. From the operating system to the type of visitor and everything in between.

The number of tests we could elaborate could really reach infinity.

Placement, size, call to action text, stickiness, and frequency all combine to increase the number of possibilities. And don’t forget to consider interactions with other elements. Is that chat icon covering up your mobile call to action button?

Note: In the following sections, we run the design tips, ideas and guidelines from the top organically ranking articles on mobile call-to-action button by the conversion scientist himself: Brian Massey, who’s been a conversion optimization expert since 2007.

Discover what he has to say on mobile call-to-action button placement, copy and design. You’ll be surprised and learn a ton from his answers.

How to Identify the Optimal Placement for your Mobile CTA Buttons

Your visitors’ thumbs are spending too much time on your screens and your mobile conversion rate is suffering. – Brian Massey, Conversion Scientist®.

Conversion Sciences Team: mobile call-to-action button placement best practices

We found articles on this topic that recommended organizing mobile CTAs according to their priority. For example, on an ecommerce site, you should order these calls to action: “Continue shopping”, “View your cart” and finally, “Check out”. The literature said they should be ordered to follow eye movement, from top to bottom,

Is this correct and what guidelines would you give somebody regarding mobile call-to-action button placement?

Brian Massey: What you mention isn’t wrong on desktop screens, but on mobile it’s very different.

For mobile websites, the first question we ask is, which call to action do we optimize for.

How hard is it to take action on a mobile device? It’s pretty hard, even for digital “natives”. Forms are just more difficult to fill out on a mobile device than using a keyboard.

This is one reason for lower mobile conversion rates. In general, the longer your forms, the lower your conversion rates. This problem is amplified by small digital keyboards.

On one particular ecommerce website that was researched, visitors have to go through a four step registration process to buy from this e-retailer on desktop.

If your signup process requires them to find a piece of information, such as a password or account number, your mobile conversion rates will drop.

On mobile, it may make sense to prioritize for something easier to complete. We have to find out which call to action to optimize for. For example, we may find that the best option is optimizing for collecting emails.

Discover how to create top converting registration forms for your website or landing pages. Don’t let the design of your form hurt your conversion rate.

Are your forms stopping your visitors from converting on your site? Follow these guide and create the highest converting registration forms ever. Of course, this will not preclude you from testing what works and what doesn’t work on your site and with your audience. Read on!

Steps for Creating Top Converting Registration Forms

I recently went to a website to buy a new keyboard for a laptop. I found the site with the right price and delivery and put the keyboard in my cart.

When I went to checkout, the first question on the billing form was Gender.

Gender?

Why does an electronics part manufacturer need to know if I’m a man or woman?

It introduced enough doubt in my process that I left — I abandoned my order.

The unfortunate statistic is that 86% of visitors abandon forms of all kinds.

It’s doubly heartbreaking when they do so in their cart, because that costs you ready buyers.

How to Create the Highest Converting Registration Forms: 13 Key Tips

The thirteen recommendations made here will set you on a path to reduce your abandonment rates. My favorites are:

  • What am I signing up for? Use a title that explains why the user needs to sign up. Keep this intro short, sweet and simple. Make sure your call to action matches the title. Be more creative than a “Submit” button.
  • Show them their password (who said invisible passwords was a good idea?) Let them pick if they want to see it or not.
  • Put errors in an obvious place and make them visible. Make sure to read the last section on how to use error messages as a conversion opportunity.
How to create top converting registration forms: informational messages make for a smoother conversion path when they are located close to the corresponding field. Easy to notice and to understand.

How to create top converting registration forms: informational messages make for a smoother conversion path when they are located close to the corresponding field. Easy to notice and to understand.

Here’s the rest of the recommendations for creating top converting registration forms.

  • A social signup option can speed up the form filling process and help you create the best conversion registrations forms.
  • Leverage Autofill whenever possible or offer preset options. This is especially true on mobile devices. Nothing more annoying than fumbling around with a form.
  • Make the most of mobile devices. Enable only relevant keypads as required on the field. Make it easy for your visitors. Don’t make them switch to a numeric keypad or keyboard to enter the zip code or phone. Use specific HTML input types. They’ll appreciate it and you’ll avoid friction in this crucial conversion moment.
  • Explain why you need the information and what you expect them to enter. Just because it’s evident to you, does not mean it’s clear to everybody. The same applies to mandatory fields.
  • Limit the number of fields in your form. Don’t drive your prospects away at the mere sight of the longest form ever.
  • Billing address same as shipping address? One checkmark will take care of filling up the fields – internally, of course.
  • Multi-step forms. Split. Split. Split. Research shows that multi-step forms outperform their single-step registration forms. Especially when asking for sensitive information (such as phone) or when the form is too long. Adding a progress bar will entice your prospects to keep going as they are almost done.
  • Google’s UX researchers found that aligning labels top-left of the fields increased form completion time. This is because it requires fewer ‘visual fixations’. Basically, your eyes scan downwards faster. You are forced to scan in a zig-zag motion when the labels are placed to the left of the fields. The exception is when you are using always visible inline form field labels.
  • Did I mention speed? You can make your website as fast as possible, but slowing down like molasses at the time of filling out a form is unacceptable. Make sure your forms load fast and don’t slow down your page speed to increase conversions.
  • Make sure you are GDPR compliant. You have to ask permission for each and every opt-in.

Ready to AB Test? Read on!

UX Design Guide for Form Validation to Lift your Conversion Rates

Forms are a key component of Landing Pages (in addition to Offer, Image, Trust and Proof). When a visitor considers completing a form — for lead gen, to subscribe or to purchase — it is the moment of truth.

So, it is sad that so many forms work to chase these ready customers and prospects away. Forms are meant to have a conversation with the user. One that guides them all the way to the conversion with the best UX possible.

Form validation used to be a “developer” thing and we need to make it a marketing thing. Forms are placed at your sales funnel’s most crucial moment, the conversion. Therefore, it is only logical that improving the UX would help lift conversion rates.

Here are four elements to consider as you guide development of your website forms in these areas to avoid confusion:

1. When to Show Validation Errors: The right time to inform  the user about problems or success

Consider the two main types of form validation: Inline validation and Post-Submit validation.

Inline validation checks field entries as the information is entered.

Post-submit validation validates entries after submitting the entire form. The visitor doesn’t know if the username they chose was already taken or if their email address was entered incorrectly until after they click the button.

If mistakes were made and the form re-loads, the visitor must manually search for the incomplete fields, and correct them. This adds friction to a shopping cart checkout process or a newsletter signup. This hurts completion rates.

Post-submit validation also suffers from scroll confusion. When the page reloads, the error messages often appear off-screen. The visitor may not know that there’s even a problem with their entry until they scroll around. This is a bigger problem on mobile devices where screens are smaller.

Our recommendation is to use inline validation so users can adjust, learn, and correct as they move from field to field. Inline validation is especially effective for the username and password fields, or any field with strict input requirements.

Instagram makes good use of "always visible inline field labels." Discover how to create top converting registration forms for your website or landing pages. Don’t let the design of your form hurt your conversion rate.

Instagram makes good use of “always visible inline field labels.”

Don’t limit messages to errors. Success validation messages are always helpful and encouraging. For example, a simple check mark by the field can let the user know their username was accepted and it’s unique.

2. Where to Display Validation Errors: Right place for validation messages

When messages are located close to the corresponding “failing” field, they lead to a smoother path for conversion. They become easier to notice and to understand.

You may be tempted to add the error messages by the Submit button. But there are only two occasions where you can display the error or validation message next to the Submit button.

The first is  when you perform an post-submit validation and there was no page reload.

The second is when the error affects the whole form, as may happen with a dropped mobile connection, and the page was not reloaded.

In any case, if there was a reload of the page, display the validation errors at the top of the page.

Wave accounting software registration form. Great location for the informational password field. Their social proof is very persuasive.

Wave accounting software registration form. Great location for the informational password field. Their social proof is very persuasive.

3. Right color or Right Graphic Representation

Did you know that 1 in 12 men have some degree of color blindness? Source: Color Blindness

Color blindness is more prevalent among males than females, because the most common form of color vision deficiency is encoded on the X sex chromosome. Source.

In spite of this, if you follow the rules (blue is informational, green is success, red is an error and yellow as a warning) even color-blind visitors will understand the meaning.

If red-green color blindness is the most prevalent - one in twelve men are color blind - should you rely solely on color to get your message across in your registration forms? Image source: Pinterest.

If red-green color blindness is the most prevalent – one in twelve men are color blind – should you rely solely on color to get your message across in your registration forms? Image source: Pinterest.

I recall asking a friend of mine – yes, he was color-blind – how could he tell the traffic signals apart. His answer was, “I know where they are placed.”

We don’t have specific placements on forms, but we can take advantage of icons. And these have rules as well: X for error, checkmark for success, exclamation point for warning and “i” for informational messages.

4. Clear and persuasive language for error messages

A red symbol notifying you that there is an error and no explanation of what it is or how to fix it can lead to form abandonment. It becomes extremely frustrating for users that may be trying to register for your demo or buy from your online store when they don’t know what they did wrong.

Instagram's sign up form error messages are not helpful to the user. There is no clear explanation on how to fix them.

Instagram’s sign up form error messages are not helpful to the user. There is no clear explanation on how to fix them.

If all problems are opportunities, then error messages and error pages are generally missed opportunities. Marketing should be policing the errors reported on their website, messages that have traditionally been written by a techie in IT.

Clear and persuasive language for error messages can actually work in your favor, improving the user experience and increasing conversions.

I’ll give you an example. A few months ago I had to make a doctor’s appointment. The receptionist scheduled me for the following day with the nurse practitioner. I asked if I could see the doctor – best dermatologist in this neck of the woods – and her answer was “No, you will have to wait until she comes back from vacation.” Which happened to be 3 days later.

What do you think would have happened if she would have said, “Of course. She will be back from vacation on this date. But we can get you in tomorrow if you’d like to see her nurse practitioner”. She could have probably have persuaded me to see the NP.

Wayfair's newsletter sign up form has a confusing call to action button text. What will happen after I press continue?

Wayfair’s newsletter sign up form has a confusing call to action button text. What will happen after I press continue?

Related Reading: Why is my Conversion Rate Dropping? 8 Common Reasons

How to Write Great Error Messages

Follow these guidelines to write error message that won’t have your visitor feel like an idiot.

  1. Get rid of IT jargon. Say goodbye to “Submit”, “Send” or “Error”, not only do they have different meanings in English language, they have a negative connotation putting the blame on the user.
  2. Clearly and simply identify the error and give the user a solution.
  3. Never blame the user. Rephrase your error messages or better yet, provide your website visitors with informational messages so they know what to enter in the first place.
  4. Provide a way to contact you, be it chat, email or a customer service number, in case the user needs your help to solve the issue.

Nothing is more worrisome than your website conversion rate dropping. You’ll want to know why, so you can fix it. Breathe. Here’s where to check.

Watching your conversion rate drop is not fun. It will make you lose sleep until you know what’s causing it. And maybe worse until you see it climbing back up again.

Fortunately, any drop in conversion rate has an explanation and one or more solutions.

Bringing it back may be just a matter of time, but just waiting is never a good answer. Sudden drops in conversions can be quite frustrating if you do not know where to dig. Do you agree?

It may be some of the obvious culprits that are to blame for your website conversion rate dropping – website redesigns, landing page changes, new offers, pricing, promos, or sales. But if it’s not obvious, keep calm. Go through this checklist and get it taken care of.

 

Keep calm and read this post if your conversion rates are dropping.

Keep calm and read this post if your conversion rates are dropping.

1. Those Devilish Tracking Codes

It happens. You may believe your analytics tracking codes, also called tags, are working and reporting on your conversions without a hitch. You may find that’s not the case anymore. Incorrectly installed tracking codes could be the cause of your conversion rate dropping.

Maybe they got corrupted when making small tweaks to your site or when implementing a new campaign or when versioning a landing page.

Retrace your steps. Try to remember what you have modified lately. Yes, this is when you’ll realize you should make it a habit to use Google Analytics’ Annotations. This is a great way to easily find the changes you’ve made, changes that may have broken your tracking.

To make sure all of your analytics tracking codes work as they should, we recommend Google Tag Assistant. This is a plugin for your Chrome browser. It will tell you if your tracking is setup properly on any page of your site. Heed the recommendations in the tool. Nothing should be misconfigured.

Here are some places to look:

  • Did you launch any new landing pages? If so, are the tracking codes setup on them?
  • Did you release any new offers? Make sure you’re creating goals in Google Analytics for all of your reports, demos, trials and purchases.
  • Did you add any third-party tools to your site or ecommerce plugins? Make sure they are properly integrated with Google Analytics.

2. Conversion Rate Dropping due to Lack of Browser Compatibility?

Google Analytics has very handy reports to identify where the problem may lie. Check for a significant drop in conversions for a particular browser. Your major browsers include Chrome, Safari, IE, Firefox & Edge and on mobile, Android and iOS.

Found it?

Browser testing: Target Chrome 71.0.3578.98 / Windows 2008 R2.

Browser testing: Target Chrome 71.0.3578.98 / Windows 2008 R2.

Now we test the Target website on Chrome 51.0.2704.103 / Windows 2008 R2. Notice the differences.

Now we test the Target website on Chrome 51.0.2704.103 / Windows 2008 R2. Notice the differences.

Finally, Target website tested on Firefox 30.0 / Debian 6.0.

Finally, Target website tested on Firefox 30.0 / Debian 6.0.

Test your checkout flow, your forms, on-exit intent pop-ups, even your landing pages with that browser. Keep in mind that not all browsers behave in the same way on every operating system. Therefore, you have to check on Windows, Mac and Linux, at the very least. Has some of your website’s CSS or Javascript become obsolete?

Google Analytics has a very handy report for this: Audience > Technology > Browser

Google Analytics browser report.

Google Analytics browser report.

Then select the Ecommerce report. You’ll be able to look for browsers that underperform.

If it’s not a particular browser, check for mobile, tablet, desktop or amp technical bugs or issues. Is an element of your responsive landing page now hidden from view on a mobile device?

3. Don’t Underestimate Website Performance

If your server or your CDN are experiencing glitches, or your website is suffering from a sudden slow down in page load speed, you may not have dropped your organic rankings yet but your customer UX has degraded.

Moreover, your visitors are currently sending those unhappy experience signals to search engines. Ouch!

Check the Search Console coverage report to make sure you didn’t have any 500 internal server error. If so, talk to your hosting company or sys admins to have them resolve it.

Google Search console coverage report. Is your server or CDN misbehaving? Could this be the cause of your conversion rate dropping?

Google Search console coverage report. Is your server or CDN misbehaving? Could this be the cause of your conversion rate dropping?

Now take a look at the Google Analytics speed reports and compare it with the previous period. A slowdown of the average server response time will point to a need for additional server resources or to a software upgrade. If the average page load time is the one that has increased and you are running a CMS like Magento, Shopify or WordPress, start digging into extensions, plugins and image sizes.

Improve visitor experience by addressing page load speed issues.

Improve visitor experience by addressing page load speed issues.

I guess, pinpointing why your website conversion rate is dropping can get a bit technical, huh?

4. Have you Forgotten to Optimize for Mobile Devices?

Ok, you already checked that your site was displaying correctly when you checked for technical issues. But, it’s possible that your mobile customers require a different conversion experience than the one you crafted for your desktop users.

Access Google Analytics and compare traffic for devices under Mobile Audience overview year over year. Maybe it’s time to contact our Mobile CRO experts. We wrote the book on it.

 

5. Your Marketing Personas Changed Behaviors

Usually, customer behavior takes quite a long time to reflect negatively on your conversion rates. So, concentrate on other issues unless you’ve noticed your conversion rate dropping for a while.

If the latter is the case, maybe it’s time to take a fresh look at your marketing personas. Times do change.

6. Conversion Rate Dropping with a Traffic Increase?

A decline in traffic volume can obviously decrease the number of conversions and possibly your online shop conversion rate. But what if there’s an increase in traffic? Yes, even an increase in traffic can badly affect a website’s conversion rates.

First things first. Make sure you identify the traffic source that has experienced a decrease in conversion rate. Is it the same as the one whose traffic volume increased? Remember to check their landing page functionality. If that’s not the problem, review a few of these scenarios.

6.1 Paid Traffic Increase

A lower conversion rate with a paid traffic increase could be pointing to non-relevant campaign targeting or to a lack of understanding what will persuade your visitors to buy or try your products or services.

Maybe you need to put things in perspective and understand that in some occasions such as Black Friday, prospects perform a lot of comparison shopping. Therefore you may experience much higher traffic driven by your social or ppc campaigns but a decline in conversion rates. I bet you are spending more on these campaigns as well, aren’t you?

Optimize your ad copy and landing pages accordingly so your site won’t be left behind in this increased competition and avoid significantly lower conversion rates.

Answer this, have you been running the same campaign for a long time? People are clicking but not converting? Maybe it’s time to change the landing page.

Examine each step of your funnel and look for weak points. Arm yourself with Heat Maps. They can definitely help you identify what your visitors are seeing or missing. Engage in split testing and get those conversion rates back up.

6.2 Sudden Surge in Social or Organic Traffic Volume

A spike in social or organic traffic may be attributed to the creation of clickbait blog posts. The problem with these articles, is that while traffic may increase, these visitors tend not to convert – at least not immediately. You will experience a perceived “drop” on conversion rates as a similar number of conversions are being diluted in higher traffic. Social traffic tends to react faster than organic, so look for correlations there first.

6.3 The Attack of the Bots or Ghost Spam

Bots can also generate a sudden growth in direct or referral traffic. It’s quite easy to identify those bots on analytics – unless they were spectacularly well coded. This is rarely the case. Bots don’t have gender, age and they have 100% bounce rate.

They will produce the same effect as any spurt in irrelevant and non-converting traffic: declining conversion rates.

6.4 Are You Emailing Less?

Email is one of the highest converting traffic sources for most businesses. If you have reduced the frequency of email or have changed the kind of email you are sending, this may impact you overall conversion rates.

Nothing more worrisome than your website conversion rate dropping. Evidently, you’ll want to know why so you can fix it. Breathe. Here’s where to check.

Nothing more worrisome than your website conversion rate dropping. Evidently, you’ll want to know why so you can fix it. Breathe. Here’s where to check. This image has been designed using resources from Freepik.com.

7. Blame Seasonality for Your Conversion Rate Dropping

Does your conversion tend to drop at this time of the year? Seasonality usually causes a very rapid change in conversion rates and it may be accompanied of lower traffic or not.

If your traffic has not changed, compare with last year’s data and see if you are following trend. We tend to think of seasonal changes as holiday times but professional services like website design tends to drop during those times.

One of the most interesting seasonality drops I have ever seen happens in the wedding services industry every New Year’s eve. I guess one celebration offsets the planning of the other. So, tread carefully when making website changes without considering these seasonal effects or they could play against you.

The same seasonality may affect traffic, therefore always keep track of decreases or increases in seasonal trends.

8. When your Competitors Cause your Conversion Rate to Drop

If your conversion rate is dropping and you cannot find anything wrong with your site or with your actions, you may want to check what your competitors are up to.

Maybe they are running a special discount or a promotion that drives conversions away from you. Monitor their actions and respond accordingly. This may help you address some of the conversion loss.

Of course, lower conversion rates don’t mean as much as Return on Investment (ROI), so don’t leave that metric aside, You may be alarmed because you see your conversion rate dropping but in the end, that’s not what really matters What counts is your bottom line. Looking at a single conversion rate could be narrowing your view of the business, especially on this day and age of omnichannel marketing.

And, if all else fails, you can hire Conversion Sciences for a CRO Audit. Having a pair of expert eyes analyze your site, your 360 degree customer journey and review your conversion rates is always a plus.

Sales funnel or full funnel conversion optimization? Which should you use and when? It all depends on what you want to understand.

Full funnel conversion optimization – or the Conversion Sciences Profit Funnel™ – provides the analysis and insights needed to help positively impact your business bottom line. Analyzing a sales funnel helps improve those issues found in a specific buying process.

There is nothing wrong about analyzing a sales funnel conversion rate or a sales funnel model for a specific segment of a customer journey. But your online business will definitively benefit from performing a Profit Funnel™ or full-funnel conversion optimization as well.

A highly experienced team of conversion experts can leverage both models when optimizing, instead of narrowing the view and hurting profits. An inexperienced conversion consultant will only see a siloed series of sales funnels, evaluate them independently and make decisions based on their own unique ROAS instead of their interactions.

Deliver double-digit sales growth every year, year after year. Increase revenues and profit. And shorten your sales cycle with our ecommerce and lead generation solutions.

Let’s review the key differences between sales funnel and full funnel conversion optimization or Profit Funnel™. We’ll begin with a great example of both models, a definition of a full marketing funnel. Finally, we’ll cover their differences in scope and the metrics used by each funnel.

Happy customers means returning customers. The starting point for full funnel conversion optimization is the customer blueprint and guess whose CRO audit services include a map of the customer journey for your online shop? Conversion Sciences.

Happy customers means returning customers. The starting point for full funnel conversion optimization is the customer blueprint and guess whose CRO audit services include a map of the customer journey for your online shop?

Example of Sales Funnel vs Full Funnel Conversion Optimization

Imagine an addiction treatment center that offers both low-cost at-home testing kits and treatment programs. Their at-home drug testing kit sells for $10, and it costs $5 to manufacture and ship. Their treatment programs start at $15,000.

They have an effective social media presence, paid campaigns to engage and attract their target market. And they also provide valuable resources for people with addiction problems and for their loved on their website. These range from informational articles to online quizzes to help find out whether or not one is suffering from an addiction and what is the best course of action.

Ok. Time to tackle sales funnel optimization. If they analyze their PPC sales funnel they will realize that it is costing them $20 in ad spend to convert each home testing kit sale. This added to the manufacturing and shipping costs may lead them to determine that this $10 sale is costing the company $25. But they are not looking at their profit margins, they are simply calculating Return on Ad Spend or ROAS.

Thus, they may decide to turn off the ad spend and stop this failing campaign because they “lose” $15 per sale. Or they may attempt to improve a Google Ads campaign that is already performing quite well.

But what if this addiction treatment center looks at the full-marketing funnel or Profit Funnel™ instead?

They would find that 20% of their customers have repeated their kit purchase every 3 months.

By the same token, they have not estimated the impact that their content development and social media efforts have on those conversions. And they were attributing the sale to the last touch-point.

As the buyer journey is not limited to a single channel, analyzing a single sales funnel could narrow your business focus and marketing assessment scope.

Moreover, this treatment center finds that 2% of the people who purchase their $10 test later sends a loved one to their center for a $15k treatment program. Those $20 in ad spend for each testing kit sale got the family to notice their services and inquire about their drug-rehab program. Therefore, for every 100 tests they sell, an average of 2 patients will join their treatment program generating a minimum of $30,000 in revenue.

Before I became the CMO, I was more focused on how we were spending our marketing budget than on how marketing could help drive long-term business objectives.But thinking like this holds businesses back. Marketing should be valued for its long-term potential, rather than its short-term efficiencies.

-Monty Sharma, CEO and CMO, Jenny Craig

So, What is Full Funnel Conversion Optimization or Profit Funnel™ Optimization?

As we have noticed, a full funnel evaluates the 360 degree customer journey with a company or brand. Its goal is not only to acquire a customer but also to understand, nurture and improve their relationship and experience with the brand.

It focuses on not only pre but post-transaction because it takes into account how this will affect the probability of increased number of subscription renewals or sales, lower customer rotation, lower customer acquisition costs, and increased profit margins.

As we can clearly see, even though it’s called a funnel, this model looks more like an infinite loop with many potential touch-points throughout the buyers journey, over time and across a multitude of devices and online/offline experiences.

Have you even thought of people interacting with your site or buying from you via Alexa? Full funnel analysis and optimization will deliver a more cohesive personalized experience to your online customer segments.

Have you even thought of people interacting with your site or buying from you via Alexa? Photo: Grant Ritchie via Unsplash.

1. Sales Funnel vs Profit Funnel™ or Full Funnel Optimization: Differences in Scope

One of the main differences between sales funnel and a full funnel conversion optimization is its scope. The oftentimes narrow span of a sales funnel is overshadowed by the number of elements or touch-points that a Profit Funnel™ considers.

Let’s check them out.

Single Path vs Infinite Loop: Are you optimizing for Omni channel yet?

The most evident difference between the sales and the Profit Funnel™ models lies in their reach. Highly restricted to a specific conversion path for the sales funnel versus a very broad view of the customer journey for the latter.

While most sales funnels are focused on a single transaction (such as a lead, sale or subscription) the full funnel or Profit Funnel™ acknowledges the entire lifetime of a potential customer or client. Its purpose is to allow us to take a step back and look at the entire customer journey or full marketing funnel and help optimize by what is most profitable without discarding the customer experience.

One Decision Maker vs Multiple Stakeholders

Have you been optimizing for a single decision-maker? Maybe you were leaving some marketing personas out of the equation. The higher the ticket price, especially for B2Bs, the higher the likelihood of having more than a single decision-maker involved in the purchasing process. Most companies will include different stakeholders’ input through the funnel and each one of them may further or delay that coveted B2B sale.

Sales funnel conversion optimization targets one person. Profit funnels recognize there is often more than one decision-maker.

Conversion Sciences Profit Funnel™ recognizes and accounts for this fact. Trying to optimize a single funnel to convert this lead is short-sighted, when understanding the 360 degree customer journey and optimizing for it, will significantly increase conversions and boost profit margins.

Single Device vs Cross-Device

We often find – when auditing a client’s conversion efforts – that their sales funnels don’t include mobile customers. Addressing this gap via mobile conversion optimization efforts has increased their profits manyfold.

The Profit Funnel™ recognizes the value of determining which of those platforms holds the highest potential for each particular conversion and finding a way to best optimize each path.

Sales funnels often focus on increasing conversions on a certain page on either mobile, tablet, or desktop. Thus, leaving out the reality that customers will interact with your brand, product or service in multiple ways and through as many devices as exist.

Have you even thought of people interacting with your site or buying from you via Alexa?

Full Funnel Conversion Optimization Enables a More Personalized Online Experience

The data-driven strategy of optimizing the full marketing funnel helps you identify consumer segments. Behavioral information can be collected in-store, online, and post-visit. The insights derived from this analysis helps you craft and deliver online personalized experiences to boost conversions and increase their contribution to your bottom line. All the while deriving insights to improving your marketing strategy.

“You are engaging with the consumer on an intimate level — they are telling you what products are interesting. That customer data is one of the most important things to grow your brand.” – Kate Kibler, Timberland’s VP of direct-to-consumer.

For high-traffic sites, Conversion Sciences offers the latest martech stacks – ML and AI-powered – via the Conversion Catalyst AI™. Our Conversion Catalyst AI™ builds a predictive model that identifies which visitors are ready to buy, and delivers the perfect experience so that they are more likely to buy from you. So you can deliver the most optimized experience be it on your website, on wearable devices, voice search, augmented-reality or any of the myriad of experiences the IoT brings us.

Full funnel analysis and optimization will deliver a more cohesive personalized experience to your online customer segments.

2. Sales Funnel vs Full Funnel Conversion Optimization Metrics

It’s hard to take a look at your full marketing funnel and try to gauge how well it’s working besides ROI and profit margins. But following those metrics without fully understanding which effort or efforts made the difference, is no way to run a business either. But lucky you. Full funnel is optimized with your bottom line in mind and a bespoke full funnel attribution will help you identify what’s helping and what’s hindering your conversions.

Therefore, the difference between sales funnel and full funnel conversion optimization is that you will end up concentrating your marketing spend on those efforts who bring in profitable returns. Much better than looking at a measly conversion rate. right? ;)

Sales funnel conversion optimization targets one person while Profit funnels recognize there is often more than one decision-maker.

Sales funnel conversion optimization targets one person while Profit funnels recognize there is often more than one decision-maker.

ROAS vs ROI

Are you narrowing your business focus down to sales funnels and conversion rates? Are you making decisions that affect your whole business by a simple ROAS? Or are you leveraging a 360 degree customer blueprint to improve your company’s profit margins?

Do you need your customer journey mapped? Check out Conversion Sciences conversion rate optimization audit services.

In the addiction treatment center example, when the sales funnel was not profitable (its ROAS was negative), they could have shut down the ad campaign. But when they looked at the full funnel (in-patient treatment registrations), the ad investment was profitable and it justified the initial losses in the funnel. It had a positive ROI.

Thus, by using both metrics, you can isolate those efforts whose ROAS may be positive but not their ROI, which takes into consideration not a single digitally advertised campaign but how each contributes to the business profit margins. And you can spare from killing efforts with negative ROAS because, in the end, their revenue-generating power is much larger than the one calculated from the revenue from ad campaign/cost of ad campaign.

By doing so, you change the focus to driving business performance, not just advertising performance.

Single Attribution vs Custom Attribution

Going back to the addiction treatment center example. There are things they do that contribute to their bottom line – such as informational blog posts, quizzes, etc. But their attribution model assigned the conversion value to a single Google Ads campaign.

People have several contacts with a brand before they even consider converting on that landing page, clicking on that PPC ad or that Instagram shoppable image. Which means that any and all contributions along the 360 degree funnel, or full funnel or Profit Funnel™ must be taken into account and their value toward each of the conversions (testing kit purchase, treatment) attributed properly to measure its impact on revenues and on profit margins.

While a single touch attribution model is a fast and simple way to allocate credit to a campaign, full funnel must use a bespoke or custom attribution model to understand what is working and what is not.

It’s common yet dangerous and naive to make assumptions about which touchpoint to attribute credit for a conversion. Oftentimes these assumptions are created from unrecognized personal bias and proven false through data analysis. This is one of the biggest reasons that analyzing all metrics is vital to a company’s long-term success.

Let’s dive into a brand new online marketing concept: Contextualization. Thanks to AI and ML, we have come a long way from creating customer segments. To improve conversions, we also need to understand context. Read on.

I predicted years ago that my business would be using machine learning for much of what we do manually today.

When I talk to people like Olcan Sercinoglu, I know that day is coming. Olcan is the CEO at a company called Scale Inference. He studied and worked under Peter Norton from Google – the guys who wrote the book on Machine Learning – and has spent the last 25 years as a developer engineer. Scaled Inference focuses on applying machine learning to online user interactions, and to personalize their experiences in ways we could never do by ourselves..

If we can understand how machine learning is different, we can understand how our digital marketing will be changed in the near future.

And so my interest was, “OK, this is great, but how do we how do we build a platform that is useful to others?”

Olcan Sercinoglu | Why Context Matters

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From Segmentation to Contextualization: The New Way to Look at Marketing Key Takeaways

  1. Moore’s Law. Back in 1965, Gordon Moore predicted that we’d be able to fit twice as many transistors on a microchip every year. We are experiencing a golden age of tools – the tools are getting better, less expensive and getting easier to use.
  2. The future of AI marketing. Is it all about personalization? Are the metrics you’re optimizing for clear? And if not, can AI even work for you? Or how do we take all this data and make it matter?
  3. Contextualization. We are taking this idea of personalization and introducing you to a new term – contextualization. Everything you do as a marketer should flow from optimization. By understanding the metric first, then you can ideate and create based on the context that’s being emerged from the data.

How do we use AI to make us better marketers?

AI Optimization-Why context matters with Olcan Sercinoglu

AI Optimization-Why context matters with Olcan Sercinoglu

But at the end of the day or what companies actually want out of that saying there hasn’t been much progress. I think a lot of progress is going to happen as machine learning shifts towards metrics and these easier modes of integration.

Moore’s Law: As Valid Today as it was a Few Decades Ago

In 1965, a man named Gordon Moore made a bold prediction, a prediction that was expected to fail almost every year since. It is a prediction that helps to explain the dizzying speed with which our lives are being upended by new tech..

What Moore said in 1965 is that we’d be able to fit two times more transistors on a microchip every year, year after year. What this meant for the semiconductor industry is that microchips would get twice as fast and cost half as much to produce every single year.

This, they thought, was crazy talk.

A Grain of Rice and a Chessboard

Take a typical chess board. On the first square place a grain of rice. On the next square put two grains of rice. On the next square, four. And double the number of grains of rice on each subsequent square.

By the time you reach the final square, number 64, the amount of rice you would need would require the entire surface of the earth and its oceans to grow, 210 billion tons.

That’s the power of compounding.

Every few years, the skeptics declared that we had reached the end of our ability to shrink these tiny transistors any more. “It’s just not physically possible,” they said.

And every time, Moore’s prediction was proven more or less true.

Even today, as the wires that run across microchips approach the width of an atom, engineers find ways to make things half the size.

Do not miss: Can AI Marketing Tools Increase Your Website’s Conversion Rates?

Why should you care? As microchips shrink and drop in cost, so do the things we build with them. For example, the camera that is found in any laptop has a HD resolution and costs the manufacturer a few dollars. The cost of servers and storage space has plummeted as well. Hence, most of our computing and storage is done in the proverbial cloud.

All of this has created a golden age of technology — for consumers, for businesses, and especially for marketers. Entrepreneurs are using the cloud and cheap computing power to make digital marketing cheaper easier, and more predictable.

It is now more expensive to ignore the amazing data we can collect than it is to buckle down and put it to use.

While we’re sitting around wondering what to do with all of this data, entrepreneurs and engineers are using it teach machines to learn.

The Era of Neural Networks: Is the Future of AI marketing all about Personalization?

Neural networks are computer programs that work like human neurons. Like the human brain, they are designed to learn. Neural nets have been around for decades, but only in recent years have we had enough data to teach them anything useful.

Machine learning is lumped together with Artificial Intelligence, or AI, but it’s really much simpler than building an intelligent machine. If you have enough data, it’s relatively easy to teach a machine how to learn and to get insights from it.

In fact, machine learning is being used all around you and you probably don’t even know it.

In this episode, I am going to change the fundamental question you ask as a marketer. You will no longer ask, “Will this creative work for my audience?” You will ask, “Which people in my audience will this creative work for?”

And we’ll ask some more tactical questions.

  • How do we pull meaningful things out of our data in a reasonable amount of time.
  • So how do we understand the information that the machine pulls for us?
  • Are you optimizing for the right things? And if not, can machine learning even work for you?
  • How do we take all this data and make it matter?
  • How do we as marketers, become better at using the tools and resources available to us in the age of Moore’s law?

I start the conversation, asking Olcan, “Is the future of AI marketing all about personalization?”

From Segmentation to Contextualization: Focus on the Context that Your Visitors Arrive In

My favorite take away from my conversation with Oljan Sercinoglu is that context matters.

There is one big context that you don’t need machine learning to address: It is the context of your mobile visitors.

You may say that your website is responsive, and that you’ve already addressed the smartphone context. But, you haven’t.

Do you want proof? Check your analytics. You’re smartphone conversion rates are probably a half or a quarter of your desktop sites, even with that responsive design. I know this without looking at your analytics.

Mobile visitors are coming in a completely different context than desktop visitors. They don’t need a shrunk down version of your website. They need a different website.

Fortunately, you don’t need a machine learning program to identify these visitors. You can start personalizing your mobile site to deal with this new context.

Try this as a contextualization exercise: Reduce the number of fields on the mobile forms, or eliminate the forms altogether. Replace them with click-to-call. If you have an eCommerce site, make “Add to Cart” secondary and build your mobile subscriber list. Email is the life’s blood of eCommerce.

If your website is generating millions of visits, you may want to consider putting that data to work for you. Not every business is ready for machine learning, but you don’t want to be the last business in your market to start using it.

When You Get Back to the Office

When you get back to the office, I recommend that you share this episode of Intended Consequences with someone else in your company. It’ll make you look smart and forward thinking.

If not I have a challenge for you.

Here’s my challenge to you this week – start to really think about how you define success. Answer the question, “I’ve done a great job because…” and fill in the blank. Answer this questions three ways. everything you do as marketer should flow from optimization.

Then ask, how do I measure each of those with data I’m collecting today. Once you’re clear that it’s the idea that by understanding the metrics, first then you can begin to prioritize your data gathering and create based on the context that’s being emerged from the data.

Alright scientists, that’s it for this week.

Resources and links discussed

Olcan Sercinoglu | Why Context Matters

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Discover how to identify what keeps visitors from converting on your site. Five factors you MUST look into to improve online conversions right now.

There’s one thing, one thing that’s keeping your visitors from converting on your site.

It may not be the only thing, but it is the primary thing that your online business isn’t delivering the results you expect. It’s where you start when you optimize your website.

So, traffic but not conversions? It’s one of these five things:

  1. The Value Proposition and Messaging isn’t clear.
  2. They perceive risk when considering taking an action.
  3. You aren’t showing up as credible and authoritative.
  4. They want to know if others have benefited from you.
  5. Your design and layout aren’t helping them digest the buffet of content you’re presenting.

Find out what keeps visitors from converting on your site and start testing to increase your conversions right now.

How to identify what keeps visitors from converting on your site.

How to identify what keeps visitors from converting on your site.

Value Proposition & Messaging

Do you think your value proposition is the one thing that keeps visitors from converting on your site? Let’s take a look at the anatomy of a value proposition. Your value proposition is composed of all of the things you do to solve a problem and is communicated by:

  1. Brand awareness
  2. Content and Copy
  3. Images
  4. Pricing
  5. Shipping policy
  6. Words used in your navigation
  7. Design elements

All of these website elements are used to let your visitors know how you solve a set of problems, and why your solution is the best choice. The one that will save the most time and money, or that will deliver the most satisfaction.

But your value proposition doesn’t have to be communicated through words and images alone. Video, audio and animations are proven ways to communicate your value to a prospect.

And herein lies the rub.

Digital media gives us the amazing ability to put anything onto a landing page that our hearts desire. And if you can do anything, how do you know which is the right element to use? Here lies the conundrum.

How to know if your value proposition is what keeps visitors from converting on your site

A high bounce rate is a sign of three things:

  1. You’re bringing the wrong traffic
  2. Your lead isn’t hitting the mark
  3. You’ve been attacked by bots

If your landing page suffers from a high bounce rate, look at the source of your traffic. Does the page keep the specific offer made in the paid ad, email, or organic search query that enticed the visitors to click on your site? If it’s your homepage, the answer is most certainly, “No.”

If you feel that your traffic is good, and is coming to a relevant page, then we should ask if the lead is hitting the mark. By “lead” I am referring to the headline + hero image.

Often, hero images are wasted on something non-concrete. The headline should act as the caption for the image it accompanies.

Don’t show a city skyline. Don’t show a person smiling at a computer. These things don’t scream for meaningful captions and don’t help conversions either.

You should also look at the words you use in your main navigation. These should communicate what your site is about in the words of the visitor, not just the structure of your website.

Still don’t know what’s keeping them from converting? Ask your visitors

If you still don’t know what is keeping visitors from converting on your site, consider using an exit-intent popup that asks one open-ended question: “What were you looking for when you came to our site?” or “Why didn’t you purchase?”

We are also big fans of putting an open-ended question on your thank-you page or receipt page: “What almost kept you from buying?” or “What almost kept you from signing up?”

Discover How Our Conversion Rate Optimization Analysis Services Work

You May Be Scaring Visitors Away: Use and Misuse of Risk Reversal

In general, more people make decisions based on fear than on opportunity. So, your amazing value proposition is destined to die in the minds of many of your prospects because of fear.

  • What if I don’t like the product?
  • What if my identity gets stolen?
  • Will a pushy salesman call?
  • Will I have to deal with tons of email?

At the heart of it all is, “Will I feel stupid if I take action right now?”

Risk reversal (and most of the following) is a set of tactics that puts the visitor’s fears at rest. It consists of things like:

  • Guarantees
  • Warranties
  • Privacy policies
  • Explicit permissions
  • Return policies

Placing these items in clear view near a call to action can do wonders for your conversion rates.

Don’t put fears into their mind

There is a potential danger. Your risk reversal tactics can actually put fear into their mind.

For example, stating, “We will never spam you.” can actually place the concept in the mind of someone who wasn’t concerned about it. You might say instead, “We respect your privacy.” with a link to your privacy policy.

Traffic but not Conversions? Help Visitors Convert on your Site with Social Proof

Social proof demonstrates that others have had a positive experience with your brand. These take the form of:

  • Testimonials
  • On-site ratings and reviews
  • Third party reviews
  • Case studies
  • Social media shares, likes and comments
  • Comments

If social proof is your one problem that keeps visitors from converting on your site, customers don’t feel that you’re right for someone like them. Make sure you show them that they are in the group of people that benefit from you.

Negative Reviews Help

Ironically, it also serves to answer the question, “Just how bad was a bad experience with this company?” This is why negative reviews have proven to increase conversion rates on eCommerce sites. Cleaning your reviews or only posting good reviews can shoot you in the foot.

Is it Lack of Credibility & Authority What Keeps Visitors from Converting on your Site?

If you are in an industry with lots of competition, or with “bad actors” who manipulate to get sales, your one problem may be credibility and authority.

The design of your website is one of the first things that communicate credibility. But be careful. A fancy, overly-designed site may communicate the wrong idea to visitors. It may convey that you’re expensive or too big for your prospects.

Credibility can be established by emphasizing things about your company, and by borrowing credibility from other sources such as, your clients. your payment methods, you media appearances and the like.

Brand Credibility

You gain credibility by building confidence with your brand and value proposition. How long have you been in business? How many customers have you served? How many products have you sold? How many dollars have you saved?

Brand credibility generally takes the form of implied proof.

Borrowed Credibility

Your website or landing page can borrow credibility and authority from third-party sources. Placing symbols and logos on your website borrows from these credible sources. Ask yourself:

  • Have you been interviewed or reviewed in well-know publications?
  • Have you been interviewed on broadcast media outlets?
  • What associations are you a member of?
  • What awards have you been nominated for or won?
  • Has your business been rated by consumer organizations like Consumer Reports or the Better Business Bureau?
  • Have your products been reported on by analysts such as Forrester?

Place proof of your associations on your site’s landing pages to borrow authority and credibility from them.

User Interface & User Experience: Factors that Keep Visitors from Converting on your Site

Nothing works if your visitors eyes aren’t guided through your pages.

No value proposition, no risk reversal, no social proof, no credibility stands a chance if the layout and user experience don’t help the reader understand where they’ve landed or where to go from there.

Long load time equals poor experience

The first thing to look at is site performance. If your pages load slowly, you visitors may be bouncing away. If any element requires a loading icon of any sort, you are probably providing a poor user experience.

Clutter means bad visual hierarchy

When a visitor looks at a page, it should be very obvious what is most important element and what can be looked at later. This is called a visual hierarchy.

For example, we like to make call to action buttons highly visible, so that it is clear to the reader that they are being asked to do something.

Designers use their knowledge of whitespace, negative space, font, font size, color, and placement to design an experience that is easy for the visitors’ eyes to digest.

Don’t add surprises

A good user experience has little place for novelty. Arbitrarily adding animations, fades, parallax images or scroll-triggered effects are generally unnecessary, can cause technical glitches and may actually hurt conversion rates.

How to Know “what” is Hurting your Conversion Rate

We recommend this process to determine the primary problem that keeps visitors from converting on your website.

1. Gather all of your conversion optimization ideas

Begin recording all of the ideas you have for improving the site in the spreadsheet. Sources for these ideas:

  1. Ask your team
  2. Read your customer reviews
  3. Read your customer surveys
  4. Pull from your marketing reports
  5. Read your live chat transcripts
  6. Generate heatmap reports for your key pages
  7. Watch recorded sessions

Don’t be surprised to have dozens of ideas for a website or landing page.

2. Categorize each of your ideas

The ROI Prioritized Hypothesis List spreadsheet has a column for classifying each idea.

  1. Messaging
  2. Layout/UX
  3. Social Proof
  4. Risk Reversal
  5. Credibility

There will also be some things that you just want to fix.

3. Count your conversion optimization ideas

Count out how many ideas you have for each category. The category with the most ideas is probably the one problem you should address first. We use a pie chart to illustrate the different issues.

What Keeps Visitors from Converting on your Site? This site's one problem is Value Proposition and Messaging followed by Layout and UX

This site’s one problem is Value Proposition and Messaging followed by Layout and UX

4. Start working

Begin working on the ideas in the category with the most ideas.

This is a great time to start AB testing to see which of your ideas really are important to your visitors.

Your search traffic will demonstrate their approval through more sales, more leads and higher conversion rates overall.

This sounds like a lot of work

It is a lot of work. But you could consider hiring us to identify what keeps visitors from converting on your site and we will test our way to your success.

You can request a free consultation with us.

This article is an updated and revised version of our original article published on Search Engine Land.

Brian Massey

A website redesign is like a Hollywood movie reboot. It really is.

There have been two attempts to reboot the cultural phenomenon that is Star Wars. George Lucas gave us three prequels that, while generating some $2.5 billion in box office worldwide, were largely reviled for their lack of magic and stunted acting. Now JJ Abrams is rebooting with a sequel to the series called Star Wars: The Force Awakens.

Redesigning your website should be seen as a reboot of your online properties as well. Watch The JJ Abrams School of Website Redesign, and learn how to avoid creating a Phantom Menace when the Force Awakens for your website.

This is not the first reboot that JJ Abrams has helmed as visionary and director. We’ve got his incredibly successful treatments of the Star Trek franchise to consider as well.

Don’t Just Blow Things Up

The problem we have with the popular Responsive Web Design strategies is that you must change everything in order to create a “mobile-friendly” website. Responsive designs are programmed to make decisions about page content when smaller screens are encountered.

Many of these decisions are wrong, and we’ll cover them in our webinar.

Your responsive design may be creating the equivalent of Jar-Jar Binks, a figure hated perhaps more than Darth Vader himself. In the webinar, we’ll show you how what happens when redesigns go bad.

Bring Back Beloved Characters

Your website redesign isn’t about changing things. It’s about building on what currently works, adding to the experience.

George Lucas managed to work merchandisable characters R2-D2 and C-3PO into the prequels, as well as beloved Obi-Wan Kenobi. But these characters didn’t create the esprit décor that the original ensemble did. In Star Trek, Abrams brought back young versions of the entire ensemble: Kirk, Bones, Scotty, and even two Spocks. Chekov, Sulu and Uhura were thrown in for good measure.

Your website is an ensemble cast of pages and experiences. Your landing pages need to prime buyers to get through the subscription process. Your category pages have to drive visits to product pages that entice visitors to add to cart.

Huge amounts of data is available very cheaply. Use it to know what to keep or suffer the consequences.

Don’t Create Any Jar-Jars

You don't want to create any Jar-Jar Binks features during your redesign.

You don’t want to create any Jar-Jar Binks features during your redesign.

I’m sure George Lucas was certain that the Jar-Jar Binks character introduced in the Phantom Menace would be a beloved, merchandisable character. He was wrong. Abrams introduced Keenser, a (thankfully) silent alien who was Scotty’s sidekick in the first Star Trek reboot. However, he didn’t rely on this character for comedic relief nearly as much as Lucas did with Jar-Jar.

The cost to create the all-CGI Jar-Jar was huge, and probably took resources that could have been used elsewhere in the movie.

Unless you’re testing your way into your redesign, you are going to create some Jar-Jars in your redesign. These are features that you believe in, but that are rejected by your visitors. Don’t over-invest in these new experiences without testing them first.

Have A Reason for Radical Changes

Every website has return visitors. Your website, no matter how ugly you believe it to be, has visitors who feel at home there, enjoying a comfortable familiarity. They’ve invested the time to understand your site, to make it theirs. When you change it, they’ll be pissed.

These visitors need some rationale for your removal of familiar features and the addition of new ones. Avoid the pro-innovation bias, which is a tendency to change things because they are cool. Your returning visitors won’t think they are cool.

Is this little header animation really necessary? It's a technical error waiting for the wrong browser.

Even simple parallax animations are dangerous. It’s a technical error waiting for the wrong browser.

Don’t let your design firm add any “alien” features to your site. For example, parallax design causes animates to occur as your visitors scroll through the site. It’s the web equivalent of Jar-Jar.

Parallax design elements are like the blinking text of 1990s era websites.

Parallax design elements are like the blinking text of 1990s era websites. Or the Jar-Jar Binks of the Web.

In the Webinar, we’ll show you how to find out what is and isn’t necessary in your particular redesign.

Add Segments

This ain't your father's Star Trek.

This ain’t your father’s Star Trek.

JJ Abrams brought whole new segments into the Star Trek and Star Wars franchises. For Star Trek, he cast young heartthrobs Zak Quinto, Chris Pine,  and Zoe Saldana in key roles. This brought a younger, hipper audience to the Star Trek universe. Star Wars: The Force Awakens features females in key hero and villain roles.

Your website redesign should be about two things:

1. Keeping your existing visitor segments happy.

2. Engaging new segments that need what you offer.

There is no such thing as an “average visitor” to your site. Design should specifically target key segments. These segments should not just be demographic as much as needs based. Segment by device type, by geography, by whether they are at work or play, or by the kinds of search terms they are using. Target segments at different stages of your funnel.

The death of a redesign is guaranteed if you design for the “average” visitor or design for yourself. See below.

Avoid Executive Influence

Don't let your execs usurp your redesign.

Don’t let your execs usurp your redesign.

After several significant successes, J.J. Abrams has considerable freedom to do what he wants. He ignored all of George Lucas’s ideas for the new Star Wars movie and took it in his own direction.

The executives that you report to will want to have a say in the redesign. Statements like, “I would never respond to that!” are poisonous to the process, unless you site is targeted at them.

Abrams didn’t get such freedom until he had a win under his belt. Your ace in the whole is research and data. If your redesign is questioned, you better have the studies, heatmaps, split test, and analytics you need to make your case.

If you don’t have this information, you’re not likely to have a success anyway. You may want your executives to attend our webinar.

Lens Flair Comes Last

Only after you’ve considered all of these key issues can you put your own unique stamp on the site design. Abrams has a thing for lens flair in his movies.

But none of this means anything unless you have beloved features in your new site, avoid adding Jar-Jar Binks experiences and address your visitors segment by segment.

Attend our free Webinar The JJ Abrams School of Website Redesign and make sure your next redesign isn’t a Star Wars prequel.

What has the Conversion Scientist been reading lately?

AdExchanger: Why Do Mobile Users Not Buy On Mobile?

We believe that mobile traffic is every bit as important as desktop traffic. Many businesses walk away from their mobile traffic because it doesn’t convert well. This is a mistake.
Two points found in this article drive the point home:

  • App and Mobile Functionality (sucks)
  • Mobile Represents a Different Type of user

Spend some time on your mobile site. Don’t just create a responsive version of your desktop website.
Read more.

Marketizator: 25+ Tools That Conversion Rate Optimization Pros Can’t Ignore

I often say we’re living in a golden age of marketing, in which we can find data to answer almost any question we have. And these tools aren’t expensive. Every marketer can benefit from these tools with a little curiosity and patience.
[sitepromo]

Nielsen Norman Group: Long-Term Exposure to Flat Design: How the Trend Slowly Decreases User Efficiency

I reviewed 47 wordpress templates for a competition earlier this year. 98% of them used a “flat” design approach. Of course, we’re seeing this style of design pervade websites.
Is this a good thing? Nielsen Norman Group says we can use flat designs if we follow some smart guidelines.
Read more.
Got suggestions for what we should be reading? Share them with us!
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