Responsive Experiences: A step beyond 'responsive design' for mobile shoppers


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While responsive design is a great first step for mobile, tablet and web customers, it fails to optimize for the mobile use case. Mobile shoppers in particular need a mobile experience that recognizes their intent, cross-channel behavior and location. Doing so can increase their happiness and more importantly, their revenue per visit and mobile-influenced revenue.

This ebook looks at what it takes to create a responsive experience and concludes with a series of questions to help determine if going that route should be a priority.

Published in: Business, Technology

Responsive Experiences: A step beyond 'responsive design' for mobile shoppers

  1. 01 Responsive Experiences
  2. 02 Ever carry your laptop into the store to research products? Relevancy and Responsive Design How about typing a dissertation on your phone? Would you do your taxes on your iPad?
  3. 03 Of course not. Context matters.
  4. 04 The device — the very “platform” — you use in each case depends entirely on what you are trying to do, as well as when and where you are trying to do it. Whether you call that “use case” or common sense, the point is, people need the experience to match their intent and device. Adopting responsive design may help a site look great on any size screen. But what the users really need is a “responsive experience”. According to a survey conducted by Harris Interactive on behalf of SOASTA, about 9 in 10 Americans associate negative feelings with brands that have poorly performing mobile experiences. Most commonly, they feel… mobile-experiences-annoy-consumers-30528/ annoyed 75% frustrated 69% distrust 19% anger 13% disrespect the brand 69% with some also expressing…
  5. 05 The challenge of creating relevant experiences for users is a daunting one. The average business has a lot of products and many different ways for visitors to find them, including many channels representing thousands of possible queries, campaigns, ads, emails, etc. And while marketers and merchants think about channels, cross-channel alignment and omni-channel experiences — the consumer thinks about their goals — shopping, saving time and learning.
  6. 06 Manually creating responsive, relevant experiences is more work than an army of marketing pros could possibly do. But we are in the era of the customer and they will settle for nothing less than a delightful, relevant experience, especially on something that is their most personal device. Against the backdrop of big data, if you can’t present users with information that is relevant to their immediate needs and desires, all other efforts are for naught. Google: 61 percent of mobile users are likely to leave if they don’t find what they are looking for right away
  7. 07 Responsive design — adjusting a user’s view of a site to fit their desktop, tablet or mobile device — is becoming a best practice. For example, if you want to watch your favorite TV from your smartphone, you want the same content you would find on the TV, laptop or iPad. You want that content optimized automatically for the device you are on, but that’s the only response the site makes to suit your needs. For many sites, responsive design makes a lot of sense. It makes managing the site far simpler for the marketing, merchandising, ecommerce and IT teams. After all, then they only need to update one place for the change to push to each and every platform. Responsive Design
  8. 08 But what about the consumer’s different use cases? What about relevancy ?
  9. 09 Digital commerce introduces tremendous IT variability with different devices, content, use-cases, browsers, platforms and partners. It is logical to seek to reduce complexity so that digital experiences can be managed effectively. While there has been an explosion of avenues for a consumer to engage with digital commerce, there has also been transformational innovation in high performance, cloud computing and applications. Responsive experiences can and should be delivered leveraging cloud applications that can be plugged into existing digital commerce platforms — particularly the mobile platforms, which often serve as the consumer’s connector to the various other touch points and where the consumer’s tolerance for irrelevant experiences is very low. The amount of data interpreted and differentiation among relevant content delivered requires massive computing power that is only available in a cost effective manner in the cloud. Delighting the user without disrupting IT
  10. 010 What if you built a beautiful mobile site…where no one could find anything? Mobile visitors have even less tolerance for irrelevant content than desktop or even tablet visitors. The reasons why are simple... They are typing with their thumbs The screen is very small They are multi-tasking Given those challenges, anything that can be done to a) reduce the effort for mobile users to find relevant content and b) make the most of that limited real estate, will result in delighted users. Relevancy on Mobile Responsive Experiences = Less Thumb Typing. Shoppers typing 3-4 characters use auto-completions for 12-15 character queries.
  11. 011 Preventing Frustration for Mobile Users A mobile user has far less tolerance for badly presented, space-wasting, or irrelevant content, compared to someone working from a laptop or desktop with a cup of coffee in hand. It is vital to take into account the context related to the device being used. When a mobile user enters a search term, she might be seeking a local store to go to so she can purchase an item, rather than browsing to order something online. In fact in research conducted by Google, adidas found that 20% of their shoppers who used the store locator on their mobile site visited a store (a click they value at $3.20 each).
  12. 012 What about the mobile experience in the store? Over 70% of consumers use their smartphones while shopping and the majority who use their smartphone in a store actually visit that store’s website. They are looking for product breadth, size, color and price parity. Only a responsive experience can adapt, knowing that unlike the desktop or tablet, this consumer is physically present.
  13. 013 What about mobile visitors who aren’t looking for a store — they’re looking for a product? Given the frustrations that can come from having to perform repeated searches on a mobile phone, users might leave the mobile website in frustration before they find what they want, which is a huge lost opportunity for companies. This means there is little room for error. A company presenting products simply must get them right. They must provide results relevant to what the consumer is seeking, and do so very quickly — whether from an actual search or from contextual or social signals the consumer is generating in their digital thumbprint. When a customer visually ‘taps’ their way through a site, the revenue they generate per visit, on average, increases by 25%.
  14. 014 Your customers are cross-channel. Is your mobile experience? Our research shows that a large percentage of shoppers browse the same ecommerce sites on their desktop, tablets and mobile devices. These are your most loyal shoppers. You know them well and can treat them right — showing them products they’re most interested in based on their past behavior and current intent. Don’t make them jump through hoops — with logins and app downloads — when you can actually connect their cross-channel behavior to personalize their experience on the mobile site. 50% of customers who engage with a retailer’s desktop and mobile site visit the same category page on both devices. 34%view the same product page.
  15. 015 Is your mobile site a palm-sized personal shopper? What if you could use a cross-channel shopper’s behavior to identify the brands, product categories, colors, sizes and price preferences. You would have some pretty powerful data that could help create a truly responsive experience for that shopper ­­— showing them individual products and groupings of products that could really appeal to that shopper’s tastes. That type of responsive experience turns a smartphone into a personal shopper, guiding the customer to their own curated products.
  16. 016 Just changing the look and feel of a conventional website is not enough to meet the special needs of a mobile user. It is vital to be intent-aware in determining the content delivered to a mobile user because of the differences in their intent, ergonomics and size of the device, and even inventory in nearby stores.
  17. 017 Learning Enhances Relevancy for Auto Suggest & Complete In order to automatically suggest products on their site for easier consumer discovery, eCommerce merchandising teams typically need to create a set of category structures and attribution tags that are mapped to their guesses of what users are searching for as they begin to type. The approach is time consuming, yields poor results for the would-be-customer and fails to learn over time based on the user’s behavior and and an ever changing catalog. It is very hard to improve functionality in this area without a continuously learning big data application driving the improvements. Why not learn from the actual queries the customers express on the www, tablet and mobile versions of the site in order to continuously optimize the auto suggestions? As for the results themselves, they should also evolve to meet the personal behavior of the consumer, an ever changing catalog, consumer tastes, as well as that individual’s history and preferences, without relying on manual tags. The site needs content and context-aware machine learning. There is a 40% increase in RPV for customers who engage Responsive Experience functionality on mobile sites.
  18. 018 The burden of enhancing relevancy for auto suggestions and predictive search results is ideally suited for a big data app with machine learning. By continuously optimizing based on the interaction with its previous suggestions, the right big data app can convert keystroke data into a greatly enhanced user experience.
  19. 019 The role of data in responsive experiences By now, you’re seeing that data driven, responsive experiences can improve the customer experience and ecommerce revenues. But to truly leverage the power of data, you’ll need to use more than just the data within your four walls. Consumer intent, semantic language, and social media engagement are all expressed on the broader web, not just your own websites. Are you using big data from outside of your organization to create responsive experiences for your customers?
  20. 020 How can you tell if your site needs “responsive experiences”? • Is time on site significantly lower for mobile than www? • Is the abandon rate significantly higher for mobile than www? • Are site search users on your mobile site converting? • What is the repeat usage of your search functionality? • Is mobile traffic increasing while RPV fails to keep up? • Do click paths on mobile indicate that users are lost or frustrated? • Would using your mobile site in your stores help the shopper in any way? • Are you “learning” from user behavior - either with your team or with machine learning? • Beyond learning, are you taking action?
  21. 021 Responsive Experience in Action BloomReach Mobile helps ecommerce sites provides responsive experiences that delight consumers and increase mobile and mobile-assisted revenues. To learn more, check out our: s BloomReach Mobile website s Case Studies s Video demo
  22. BloomReach created the world’s first Web Relevance Engine dedicated to exposing the best content on the internet to the right consumers seeking it on search engines and social platforms. BloomReach, Inc. 82 Pioneer Way, Mountain View, CA 94041 Contact Us 022