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Whatusersdo - Conversion Conference 2012
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Whatusersdo - Conversion Conference 2012

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Lee Duddell from WhatUsersDo presentation on User Experience & mobile behaviour

Lee Duddell from WhatUsersDo presentation on User Experience & mobile behaviour

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  • Transcript

    • 1. Small Screens, big conversions: understanding mobile behaviour Paul Postance Gabrielle Hase, Hobbs Lee Duddell, WhatUsersDo#convconf
    • 2. WhatUsersDo• Europe’s leading user insight and testing service• Capture User Experience in videos (with users’ voice)• Mobile and Fixed Web tests (and both)#convconf
    • 3. Key Takeouts• Learn from the Masters• Ditch your mobile strategy• Expose yourself to users’ experience#convconf
    • 4. We’ll be covering…1. Mobile History2. 3 behavioural trends & what they mean3. Paul Postance “on how we did it”4. Gabrielle Hase UX insights5. 3 point mobile checklist#convconf
    • 5. Potted History 2011 Apps 2012 Traffic 2013 Conversion#convconf
    • 6. Three Behavioural trends#convconf
    • 7. 1. Search on SmartPhone buy on PC 67% of users start on a SmartPhone & finish on a computer (Google)• Re-think ”What is a mobile conversion”?• Share search to checkout later? #convconf
    • 8. 2. Tablet Users prefer “full sites”• More products listed• Familiar• Greater interaction controlSources: Google Understanding Tablet Use Study,Whatusersdo UX testing#convconf
    • 9. Tablet users often let down by Apps andso called ”optimised” sites#convconf
    • 10. 3. Less tolerance of poor mobile UX• Some are doing it really well• Greater user confidence & knowledge• Devices move from novelty to utilitySource: Whatusersdo UX testing#convconf
    • 11. Getting started on Sainsbury’s#convconf
    • 12. User immediately sees it’s mobile friendly#convconf
    • 13. What this means• Redefine SmartPhone conversions and primary user goals• Tablet sites should offer same as desktop … with a UI presentation layer that’s optimised for UX#convconf
    • 14. Paul and Gabrielle#convconf
    • 15. Mobile OptimisationPaul Postancepostancep@gmail.com
    • 16. The JourneyDesktopExternalInternalEvolving
    • 17. Pre-production whatqual quant why
    • 18. Post-production ?
    • 19. Customer Journey Post-production Optimisation Programme
    • 20. Results<5% >30%
    • 21. Thank youPaul Postancepostancep@gmail.com
    • 22. Conversion Conference London Mobile User Testing for Hobbs
    • 23. What We Know• Hobbs mobile traffic as a % of overall traffic is growing• Conversion isn’t© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.
    • 24. What We Tested• Two basic tasks + Search for a dress for a function, your budget is £ 150 + Search for your nearest store© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.
    • 25. What We Learned• Search must work!• Site must perform!© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.
    • 26. What We Learned© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.
    • 27. What We Learned• Some things are as clear as mud© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.
    • 28. What We Learned• Using the phone’s mapping and calling functions works well• It has to be functional but people still want the brand experience© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk.
    • 29. How to improve mobile conversions 3 point checklist#convconf
    • 30. 1. Copy Learn from the MastersTop 5 sites for mobile UX(from Whatusersdo testing):#convconf
    • 31. 2. Ditch your mobile “strategy”Include mobile as a matter of course in yourconversion process; • Expose yourself to user feedback • Speak to your call centre • Test, measure and iterate, then test again • Make decisions on insight not hunches or latest trends#convconf
    • 32. 3. Expose yourself… to user experience#convconf
    • 33. Key Takeouts• Learn from the Masters• Ditch your mobile strategy• Expose yourself to users’ experience#convconf
    • 34. www.whatusersdo.com Take our UX Survey: blog.whatusersdo.com#convconf