If you are not the mediator, you are being disintermediated
Today’s purchase journey is now truly multi-channel – I like to talk about social spheres. You need to be influencing your consumers across each of these spheres
Both of these are up 16% on 6 months ago
On average, these behaviours have increased 30% in-store in the last 6 months, and 15% elsewhere
Today I’ll be talking about the art of mobile conversion. The thinking that goes into making high converting mobile websites, and how you can tap into this. I chose this picture because it’s a Netsuke. This is the 17 th century Japanese equivalent of the mobile phone – something always carried, that’s both practical and ornamental.
Mobile growth has been huge for us this year and our key markets now get more than 20% of revenue and visitors from mobile devices. What we *have* learned from all of this work is that there are three factors for success: Handset reach, Performance and the User experience on mobile.
I love miniature things and well designed mobile sites are an artform too. But to do it properly, your business needs to be Bonsaied, in order to fit on these small screens. But which bits do you prune? How are you going to keep everyone happy?
You might have a fight on your hands, deciding what to build or optimise on your mobile site. As Dirty harry said – opinions are like assholes – everyone’s got one. So how do you go about getting the right stuff in there?. How about we start with the customers.
So where do we start on the mobile product? With the customer of course, then their handsets, where they are, what they are doing and what they want to accomplish. As Nielsen says : More research = more questions = more answers = a better product. This is the glue, the oxygen of our work.
To stop wasting time, you need to build where there’s an audience for your platform. This means you need device analytics, to tell you what device formats and types are are tryin to engage with you Take a look at Bango, Wurfl and Deviceatlas for handset analytics data. Last tip – always check low converting devices as this might indicate a problem.
Confused by all the claims about what handsets to support? Well actually, there’s only one game in town – smartphones. Other phones don’t browse and they certainly don’t buy. Android, Apple and Windows are the only growing segments now – others are in steep decline. It’s a highly specific smartphone world and you’ll need analytics help to work out what devices you should be building for.
User centred design is the Agile technique we use to get stuff right, first time (click) You can think of the technology expression as being our online brand (click) that generates feelings about us (click) Being in the middle here makes you unique amongst your competitors. This is the sweet spot (click) We do continual improvements of our products - in a permanent state of designing and testing, just like Dyson, Edison and Jobs showed us.
And the future for us is multi-platform. We’ve designed our web, iPhone, Android and tablet experiences to be in that sweet spot I mentioned. Most importantly, by improving them in concert, the entire product suite is aligned and optimised for user experience and contact methods.
So this is the moment of the conversion – that finger tap that I’m after. So what are the biggest influence factors?
And simplicity is paramount on mobile. Join.me works so well as a product because it’s the only screen sharing or webinar stuff that always works, and because it is so simple, so easy to use, so unlikely to break. It’s simple and invisible. Your mobile site has to be frictionless for the goals of the user or you will lose business.
You can’t rely on good performance, even in the city. Just try having an iPhone on o2 – you know what I mean. 75% of people whining mobile about websites, said performance was the number one issue. The office Wi-Fi doesn’t count as testing here. Check out these search keywords on Google.
With a smaller screen, copy expertise is vital for mobile sites and apps. Every word and every syllable counts. Belron used a specialised agency, Foolproof, to minify the content. We drove legal crazy but amped up the clarity and comprehension for the customer, with high conversion the result.
Persuasion is a key part of our work. We want both persuasive design and compelling copy – to get people to do more things that we like. One one micro test we ran 2 weeks ago, a single line of copy added to a page will net us 500K Euros per year of revenue.
And don’t forget testing – we usability test at least 3 times in a product cycle and Foolproof do great work for us here. And remember handset testing. I’d recommend you buy the top customer handsets for your audience and then use Deviceanywhere.com to test others. Make sure you have more than one Android screen format, preferably three. Always test on all iPhone models too. If you cant test – then check your analytics for badly converting handsets and fix.
And what does this mean for you? In my view, it will mean a complete change in how you code, display or optimise online content – and not just for mobile devices. Nearly all modern browsers and mobile handsets support HTML5 already. You need to get your developers engaged here, over how you’ll adopt and take advantage of HTML5.
This is a table from my Mobile Optimisation report, available on Econsultancys website. There’s lots of bullshit around on mobile, so please read this. You’ll be surprised to learn how much of the phone hardware you can access, just from a plain old website. On our site, we integrate with email, phone calls and the GPS function – on Android, iPhone and Blackberry models.
So - stop worrying about IE6 – you’ve got a big design problem to solve across a huge mesh of different screens. Responsive design is a great solution, that adapts your content to fit the device mix. It’s a way to use HTML5 to give an optimised experience on every device or size of screen. Great article on here.
And if you think that’s a load of old balls, you can get in touch or grab me afterwards. Thank you.
NFC could be the most exciting thing in mobile if it gets corporate sponsorship. In Japan you buy everything that way. Even in Sweden you can use yoyur phone as your hotel key. For it to take off over here it needs to have venues where you can use it.
3. About Practicology <ul><li>We ’ ve all been at the coal face and run e-commerce and other retail channels for a variety of well known brands </li></ul><ul><li>Therefore we deliver actionable insight </li></ul><ul><li>We have clients in UK, Australia, US, Malaysia, Scandinavia, Germany, Croatia, Switzerland and Belgium </li></ul><ul><li>Our clients include Thomas Pink, Harrods, La Senza, Hotel Chocolat, Wilkinson, The Fragrance Shop </li></ul><ul><li>www.Practicology.com </li></ul><ul><li>www.Twitter.com/martinnewman </li></ul>
4. We’re a one stop shop
5. We don’t rely on our looks to earn a living...It’s a good thing too!
6. We don’t take ourselves too seriously but we take our clients and our deliverables for them very seriously
8. Big Thanks You’s
9. Sponsors <ul><li>10CMS: James Brooke, CEO & Co-Founder </li></ul><ul><li>reevoo: Richard Anson, CEO and Co-Founder </li></ul><ul><li>netbiscuits: Tony Ion, Senior Sales Manager </li></ul>
10. The organisers <ul><li>Cathy Crawley, my co host </li></ul><ul><li>My wife Laura </li></ul><ul><li>Mark Lewis and Jeremy Wilson my business partners </li></ul>
11. The Content Coordinators <ul><li>Filming: Director Nathan Sheppard </li></ul><ul><li>Content/Media Sponsor/Co-Producer: Jonathan Hall and Cranberry Panda </li></ul><ul><li>www.cranberrypanda.co.uk </li></ul><ul><li>www.aksfilm.com </li></ul><ul><li>Photography: Anthony Antoniou </li></ul><ul><li>3Aphotography </li></ul><ul><li>www.3aphotography.com </li></ul><ul><li>All pictures of this and previous events will be loaded up onto our new facebook page </li></ul><ul><li>Details will be sent to all Ecommerce group members after the event </li></ul><ul><li>Twitter correspondent: Helen Keegan. She will be tweeting live from @ecommerceli during the event </li></ul><ul><li>www.beepmarketing.co.uk </li></ul>
12. The contributors <ul><li>Our moderator: </li></ul><ul><li>Joanna Perry, Special Projects Editor, Retail Week & Drapers </li></ul>
13. The contributors <ul><li>Our Presenters: </li></ul><ul><li>Maureen McDonagh, Ecommerce Director, Nectar </li></ul><ul><li>Nick Lisher, Marketing Director, MyDeco.com </li></ul><ul><li>Gabrielle Hase, Director Soleberry advisory </li></ul><ul><li>Peter Veash, MD, The Bio Agency </li></ul><ul><li>Craig Sullivan, Group Customer Experience Manager, Belron Group </li></ul><ul><li>Richard Yeo, Group CTO, The Digital Property Group (Findaproperty, PrimeLocation) </li></ul><ul><li>Rufus Evison, Head of Digital, EYC </li></ul>
14. A few thoughts on mobile
15. The HIPPO says “let’s have an iphone or an ipad app” “ let’s have an iphone or an ipad app”
16. Let customers choose how they shop with you
17. Mobile = THE game changer! In-store navigation Mobile acting as in-store ‘ sat nav ’ for shoppers with advice on where to find particular products or offers in-store Proximity marketing Retailers can leverage location-based marketing offers through mobile Barcode scanning/Image recognition Tools which allow shoppers to add items to their online basket by scanning items in the home e.g. Tesco ’ s grocery app M-commerce Development of mobile websites and apps which make shopping online more seamless for shoppers
18. Pop ups are all the rage and retailers are leveraging mobile and QR codes to drive sales QR codes to drive sales QR codes to drive sales
19. Developments in Asia lead the way - Over 500 of its most popular products, complete with QR codes which can be scanned using the Homeplus app - Products range from daily essentials such as milk and fresh produce, to pet food and stationery - Orders placed before 13:00 will be delivered to customers' homes on the same day
21. Woolworths launching pop ups in subway and train stations in Australia
22. So mobile is driving ‘buyability’ driving ‘buyability’
23. QR codes on product lables enable the customer to see more product info, buy in store, or add to bag and buy online buy in store, or add to bag and buy online
24. QR codes also help turn traditional advertising into ‘direct response’
25. <ul><li>Some numbers </li></ul><ul><li>15% of Ocado ’ s sales during H1 2011 came from its smartphone app </li></ul><ul><li>Debenhams took £1m through their iPhone app in the first 6 months </li></ul><ul><li>River Island will take over £2m this year through their app </li></ul>
27. The starting point for us...
29. How many retailers have a mobile compatible website?
30. Not many
31. Mobile can be the glue to bring customer engagement and the multi channel experience together and let customers shop they way they want to
32. Our Sponsors
33. Brands as curators of the mobile experience ( how to win the battle for consumer attention )
34. Mobile has the potential to destroy retail brands
35. Brand = Experience.
36. Standard day
37. Mobile Experience = Content & Chrome
39. Content Chrome
40. Apple Amazon Facebook Google Consumer Brand
41. Apple +58% Amazon + 32% Google +27% (Facebook - $80B IPO?) Source: Interbrand
43. Solutions : 1 – build own mobile platform 2 – build better experiences
44. Engagement means $ales.
45. The fight for engagement, is first a fight for attention.
46. To capture your audience’s attention, an experience must feel it has something different .
47. curator (from Latin: cura meaning &quot;care&quot;)
48. Curated content is worth more attention, because you are more likely to find things of value in it…
49. Buying is curation
50. Merchandising is meta-curation
51. Are your mobile experiences placing the content... Centre stage?
63. The impact of mobile on the evolving purchase journey 29 th November, 2011 Ecommerce UK Mobile Pecha Kucha
64. A new way to buy | Today’s purchase journey Today’s consumer purchase journey is complex , social and multichannel . 2
65. A new way to buy | Your own website and beyond 3 Offline The web & social web Mobile Your website
66. Consumer behaviour | Mobile shopping hits the mainstream 57 % 45 % of people own a smartphone of people use their phone to research or make purchases 4 Fly Research, September 2011
67. Consumer behaviour | Social content is in demand across all channels say social information (reviews or friends’ recommendations) are important influences on their shopping choices 83 % Fly Research, September 2011
68. Consumer behaviour | What are consumers doing with their phones? 6 26 % get advice from friends 27 % compare products 27 % read customer reviews 30 % check or compare prices online 35 % look up or search for product information Fly Research, September 2011
69. <ul><li>Friends' advice </li></ul><ul><li>Consumer product reviews </li></ul><ul><li>Assistants' recommendations </li></ul><ul><li>Consumer discussions </li></ul><ul><li>Consumer retailer reviews </li></ul><ul><li>Product specifications </li></ul><ul><li>Price comparison sites </li></ul>Mobile consumers | Influences and tools The mobile consumer uses: Our products provide you with the platform to help consumers make their buying decisions REEVOO Social Reach REEVOO Brand Response REEVOO Conversations REEVOO Mark REEVOO Reputation
70. Mobile and social <ul><li>Mobile is the true multi-channel bridge, empowering consumers with the content they need in order to purchase , at any time , in any place . </li></ul>8
71. Combining mobile and social | Tesco 9
72. Combining mobile and social | Best Buy 10
73. Combining mobile and social 11
74. We are Reevoo 12 Reevoo makes world-leading social commerce solutions used by more than 150 companies , including Sony, Orange, Octopus Travel, Tesco and Dixons. Our reviews, recommendations, conversations and social integration solutions deliver an average sales uplift of 18% for our customers.
75. Thank you Richard Anson CEO and Co-Founder Reevoo www.linkedin.com/in/richardanson http://b2b.reevoo.com +44 (0)20 7654 0331
76. Our Moderator: Joanna Perry Joanna Perry
77. Nectar Mobile
78. Update <ul><li>3 apps built in-house for Nectar, Sainsbury ’ s and BP </li></ul><ul><li>Over 1m downloads so far </li></ul><ul><li>iOS, Android and Nokia Symbian </li></ul><ul><li>60:40 males aged 18-44 </li></ul><ul><li>Positive feedback </li></ul><ul><li>High conversion rates </li></ul><ul><li>Committed in-house team </li></ul><ul><li>New eCommerce option </li></ul>Private and confidential - 2 - Main presentation title 11/29/11
79. eCommerce in the palm of your hand Private and confidential - 3 - Main presentation title 11/29/11 1. Collector logs in and goes to “Collect”, selects retailer 2. The points / £ rate is shown 3. Swiping left/right also gives further retailer text 4. Tap the button, and the retailer’s site opens in Safari – start shopping! Collect points on your mobile shopping – “eShops on your iPhone”
80. 7 key learnings <ul><li>What are your goals? Are they aligned to overall objectives? </li></ul><ul><li>Analyse your audience, how are they using the app? </li></ul><ul><li>How do you want them to use the app? Its not about downloads but how many users come back and engage? </li></ul><ul><li>Good user experience is essential – don’t replicate desktop to mobile </li></ul><ul><li>Test – once its live its live! </li></ul><ul><li>Re-imagine channel – how can you tap into new boundaries? </li></ul><ul><li>Understand what is coming up – NFC, multi-channel, image recognition and how this fits into your goals? </li></ul>Private and confidential - 4 - Main presentation title 11/29/11
81. Thank you Maureen McDonagh, E-Commerce Director [email_address]
82. Nick Lisher Marketing Director mydeco.com Room for engagement
89. 141% Increase in average order value online from customers who use the 3D Home Planner These customers are 66% more likely to repeat purchase.
90. Gabrielle Hase: Now for something a little different! Now for something a little different!
91. The BIO Agency
93. Craig Sullivan
94. The he art of mobile conversion <ul><li>Craig Sullivan, Belron ® </li></ul>
103. <ul><li>Device & Screen compatibility </li></ul><ul><li>Copy and text decoration </li></ul><ul><li>Site Performance </li></ul><ul><li>How you handle redirecting mobile traffic </li></ul><ul><li>Google sitelinks </li></ul><ul><li>Keep keyboard input down </li></ul><ul><li>Fold is critical apart from long form content </li></ul>
104. “ To the user, the interface is the product” Jono, Mozilla Labs
105. Joshua Bixby Strangeloop Google Site Speed (Live!) Steve Souders
115. What’s new and exciting about mobile ecommerce <ul><li>firstname.lastname@example.org </li></ul><ul><li>Group CTO </li></ul><ul><li>The Digital Property Group </li></ul><ul><li>29 th Nov 2011 </li></ul>
116. About me <ul><li>Richard Yeo ( [email_address] ) </li></ul><ul><li>Group CTO, TDPG </li></ul><ul><li>Formerly CTO & Operations at eCommera </li></ul><ul><ul><li>Customers included </li></ul></ul><ul><ul><ul><li>ASDA Direct </li></ul></ul></ul><ul><ul><ul><li>House of Fraser </li></ul></ul></ul><ul><ul><ul><li>TM Lewin </li></ul></ul></ul><ul><ul><ul><li>shop.London2012.com </li></ul></ul></ul><ul><ul><ul><li>etc </li></ul></ul></ul><ul><li>Previously CTO at fish4 and easyGroup </li></ul>
117. About TDPG <ul><li>TDPG owns leading UK property portals </li></ul><ul><ul><li>Primelocation.com </li></ul></ul><ul><ul><li>FindaProperty.com </li></ul></ul><ul><ul><li>Globrix.com </li></ul></ul><ul><ul><li>FindaNewHome.com </li></ul></ul><ul><li>Each has a distinct market position </li></ul><ul><ul><li>8.9 million diverse home searchers per month </li></ul></ul><ul><li>Partnership with Northcliffe publications </li></ul><ul><ul><li>Readership = 5.8 million </li></ul></ul><ul><li>TDPG recently announced merger with Zoopla (#3) </li></ul>
118. Mobile <ul><li>Mobile to overtake desktop by 2014 </li></ul><ul><li>Share currently 13% in UK, up from 4% last year </li></ul><ul><li>TDPG mobile visits increasing YOY to 14% on FAP and 8% on PL </li></ul><ul><li>TDPG traffic from mobile could grow to 25% + in the next 18 mths </li></ul>
120. PL iPad app <ul><li>Launched May 2010 </li></ul><ul><li>First property portal to launch iPad app </li></ul><ul><li>> 58k unique downloads </li></ul>
121. Nokia app <ul><li>Launched July 2011 </li></ul><ul><li>1,448 downloads </li></ul><ul><li>Approx 7,000 visits </li></ul><ul><li>http:// store.ovi.com/content/164193 </li></ul>
122. Mobile websites <ul><li>Launched August 2011 </li></ul><ul><li>FaP and PL mobile websites </li></ul><ul><li>New Jquery mobile (HTML 5 / touch optimised) framework </li></ul>
123. iOS / Android / Windows Wrapper apps <ul><li>Platform specific app embeds browser control </li></ul><ul><li>User essentially using mobile website </li></ul><ul><li>Quicker time to market </li></ul><ul><ul><li>Can make changes without submitting to store </li></ul></ul><ul><ul><li>Simultaneously release to iOS, Android, etc. </li></ul></ul><ul><li>Reduced development and maintenance costs as developing once </li></ul><ul><li>Wrapper gives you placeholder in store </li></ul><ul><li>Android wrapper apps live for FaP and PL </li></ul><ul><ul><li>https://market.android.com/details?id=com.findaproperty.m </li></ul></ul><ul><ul><li>https:// market.android.com/details?id=com.primelocation.m </li></ul></ul>
124. Smart TV / Connected TV
125. Smart TV / Connected TV <ul><li>Launching FaP and PL in Dec / Jan </li></ul><ul><li>Multiple platforms, i.e. Samsung, LG, etc. </li></ul><ul><li>Email [email_address] for solution </li></ul>
126. Lessons <ul><li>Developing for every mobile platform can be expensive </li></ul><ul><li>Unlike websites your apps are rated so launch a good reliable product </li></ul><ul><li>Your competitors will rate your app 1 out of 5 </li></ul><ul><li>Number of Android devices and OS versions is a nightmare to test </li></ul>
127. Lessons <ul><li>Tablet users want the website not mobile website </li></ul><ul><li>Redirecting users between existing website and mobile website where URL structures may be very different can be tricky </li></ul><ul><li>Page weight and caching are very important </li></ul><ul><li>Mobile SEO needs to be taken into consideration </li></ul><ul><li>We used jquery mobile but you may wish to consider spinejs mobile which wasn’t available when we started </li></ul>
128. Lessons <ul><li>Only Safari and Android worth worrying about </li></ul><ul><li>Windows Phone contender late 2012 / 2013 </li></ul>* May 2011
129. Lessons <ul><li>Each time we introduce a new channel/device </li></ul><ul><ul><li>modify import system to output new image sizes </li></ul></ul><ul><ul><li>reprocess existing images for last 10 years </li></ul></ul><ul><li>Slows down import of properties </li></ul><ul><li>Images for mobile devices need to be more bandwidth efficient </li></ul>
131. Solution http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=400&q=70 Mobile Search Results Page Image Mobile Property Details Page Image http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=120&q=70&s=1 multiply by, iPhone, iPad, Mobile Web, Connected TV, etc. Use a real-time Image Transformation Service such as www.elasticera.com
132. Responsive Design / Media Query Shrinking window to size of mobile display resizes image However file size is the same i.e. Image is not really optimised for mobile device as shrunk to fit on device rather than dynamically generated by server at optimal size
133. <ul><li>The number of smartphones sold in China has outpaced that in the US for the first time, according to analyst house Strategy Analytics. </li></ul><ul><li>In the third quarter of 2011 Chinese smartphone sales rose 58 per cent, with 23.9 million units shipped. By comparison, US smartphone sales slid down seven per cent to 23.3 million units. The US still far outpaces the Middle Kingdom in terms of the value of handsets sold, but that too looks certain to change over time. </li></ul><ul><li>“ In revenue terms there’s still a long way to go before China overtakes the US in smartphones,” Linda Sui, analyst at Strategy Analytics told The Register. The key driver in China was the under-30s middle class youth market, she said, who were flocking to buy handsets now that they had the money to do so. </li></ul><ul><li>According to Strategy Analytics’ data, Nokia is the most popular single brand of smartphone in China, with 6.8 per cent of the market, compared to Samsung’s 4.2 per cent. The bulk of this is down to Nokia’s legacy of Symbian smartphones, which still hold a considerable position in the market. The next year or so, during Nokia’s transition to Microsoft’s Phone 7 platform, will be crucial to the Finnish company – but its market position depends as much on European tastes as those of China. </li></ul><ul><li>“ If consumers in the European Union really like Nokia’s new handsets, then Chinese consumers will take a lead from that,” Sui explained. “Domestic demand is, to an extent, driven by the styles that sell in the EU and North America.” </li></ul>
134. <ul><li>What is exciting in mobile? </li></ul>How we can aid talking to the customer In the ways they want to listen