Small Screens, big conversions:     understanding mobile behaviour                 Paul Postance              Gabrielle Ha...
WhatUsersDo• Europe’s leading user insight and testing service• Capture User Experience in videos (with users’ voice)• Mob...
Key Takeouts• Learn from the Masters• Ditch your mobile strategy• Expose yourself to users’ experience#convconf
We’ll be covering…1. Mobile History2. 3 behavioural trends & what they mean3. Paul Postance “on how we did it”4. Gabrielle...
Potted History  2011      Apps  2012                  Traffic  2013                       Conversion#convconf
Three Behavioural trends#convconf
1. Search on SmartPhone buy on PC                                      67%                                      of users s...
2. Tablet Users prefer “full sites”• More products listed• Familiar• Greater interaction controlSources: Google Understand...
Tablet users often let down by Apps andso called ”optimised” sites#convconf
3. Less tolerance of poor mobile UX• Some are doing it really well• Greater user confidence & knowledge• Devices move from...
Getting started on Sainsbury’s#convconf
User immediately sees it’s mobile friendly#convconf
What this means• Redefine SmartPhone conversions and  primary user goals• Tablet sites should offer same as desktop     … ...
Paul and Gabrielle#convconf
Mobile OptimisationPaul Postancepostancep@gmail.com
The JourneyDesktopExternalInternalEvolving
Pre-production            whatqual                    quant             why
Post-production     ?
Customer Journey   Post-production                    Optimisation Programme
Results<5%             >30%
Thank youPaul Postancepostancep@gmail.com
Conversion Conference London                 Mobile User Testing for Hobbs
What We Know• Hobbs mobile traffic as a % of overall traffic is growing• Conversion isn’t© Soleberry Advisory Ltd. Soleber...
What We Tested• Two basic tasks         + Search for a dress           for a function, your           budget is £ 150     ...
What We Learned• Search must work!• Site must perform!© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any ...
What We Learned© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitm...
What We Learned• Some things are as clear as  mud© Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any repre...
What We Learned• Using the phone’s  mapping and calling  functions works well• It has to be functional  but people still w...
How to improve mobile conversions         3 point checklist#convconf
1. Copy Learn from the MastersTop 5 sites for mobile UX(from Whatusersdo testing):#convconf
2. Ditch your mobile “strategy”Include mobile as a matter of course in yourconversion process;   •   Expose yourself to us...
3. Expose yourself… to user experience#convconf
Key Takeouts• Learn from the Masters• Ditch your mobile strategy• Expose yourself to users’ experience#convconf
www.whatusersdo.com             Take our UX Survey:            blog.whatusersdo.com#convconf
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

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  • Whatusersdo - Conversion Conference 2012

    1. 1. Small Screens, big conversions: understanding mobile behaviour Paul Postance Gabrielle Hase, Hobbs Lee Duddell, WhatUsersDo#convconf
    2. 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. 3. Key Takeouts• Learn from the Masters• Ditch your mobile strategy• Expose yourself to users’ experience#convconf
    4. 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. 5. Potted History 2011 Apps 2012 Traffic 2013 Conversion#convconf
    6. 6. Three Behavioural trends#convconf
    7. 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. 8. 2. Tablet Users prefer “full sites”• More products listed• Familiar• Greater interaction controlSources: Google Understanding Tablet Use Study,Whatusersdo UX testing#convconf
    9. 9. Tablet users often let down by Apps andso called ”optimised” sites#convconf
    10. 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. 11. Getting started on Sainsbury’s#convconf
    12. 12. User immediately sees it’s mobile friendly#convconf
    13. 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. 14. Paul and Gabrielle#convconf
    15. 15. Mobile OptimisationPaul Postancepostancep@gmail.com
    16. 16. The JourneyDesktopExternalInternalEvolving
    17. 17. Pre-production whatqual quant why
    18. 18. Post-production ?
    19. 19. Customer Journey Post-production Optimisation Programme
    20. 20. Results<5% >30%
    21. 21. Thank youPaul Postancepostancep@gmail.com
    22. 22. Conversion Conference London Mobile User Testing for Hobbs
    23. 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. 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. 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. 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. 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. 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. 29. How to improve mobile conversions 3 point checklist#convconf
    30. 30. 1. Copy Learn from the MastersTop 5 sites for mobile UX(from Whatusersdo testing):#convconf
    31. 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. 32. 3. Expose yourself… to user experience#convconf
    33. 33. Key Takeouts• Learn from the Masters• Ditch your mobile strategy• Expose yourself to users’ experience#convconf
    34. 34. www.whatusersdo.com Take our UX Survey: blog.whatusersdo.com#convconf
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