Optimizing your Website for Mobile - Smartphones and Tablets

3,635 views

Published on

Learn how to develop a mobile e-commerce strategy that will optimize your content for mobile and boost sales. In this 60-minute thought-provoking webinar, we’ll show you how to optimize the mobile shopping experience end to end, and ultimately how to get the sale.

What you will learn:
- Why the majority of visitors don’t buy on mobiles
- How consumers use different devices for different tasks
- How to optimize your mobile content to get the sale
- What you should do about mobile payments
- How mobile remarketing can drive conversions

Topics to be covered:

Shopping Cart Abandon Rates
Multi-Screening
Different devices; different uses
Payments, security and usability
The mobile payments mess
Multiple alternative approaches
Mobile companies
Credit card companies
Mobile OS Wallets
Paypal

Most of ‘mobile’ is actually tablet
Mobile website or apps?
Email is going mobile
By end 2012, more emails will be opened on mobile than any other platform
Mobile search
Use targeted search campaigns
Device-specific bids
: CPC is 20% lower on tablets, 50% lower on smartphones
Device-specific language
: Using words like “iPhone” and “Android” improves CTR
Device specific landing pages
Day parting
: We know people use devices differently at different times of day
Misspellings
: See what you get with autocorrect turned off
Extensions: 
Sitelinks, click to call, etc.
Use targeted search campaigns
Mobile Sites
Mobile Sites
Build mobile-friendly sites
Prioritize content
Compress images
Avoid Flash
Contrast: dark on light
Easier to see in bright sunlight
Text size: min 15pt
Include phone number & address
Call to action buttons/targets
Size & position matter
Touch Targets
44 x 44pts (Apple)
9mm (MS)
, 7mm min, 2mm spacing
Bigger if:
Frequently used
Errors are severe or frustrating
Sequential task
Near edge of screen or hard to touch
Touch Targets
Forms
Label Position
Input Types
Built-in Controls
Input Masks
Convert browsers into revenue
The Impact of remarketing
Tracking users across devices
Account login
Social Sign-on
Facebook Login
Save to wish list
Email address to retrieve
Desktop & Mobile Emails Compared
Mobile remarketing
Designing mobile variant emails
Width: Keep the width to 600 px or less.
Font: Use a font size of 14 pts or higher for body copy and 30 pt for headers.
Buttons and links: Make buttons and links big and “clickable.”
Click-to-call: Use a plain text phone number or a click-to-call button.
One simple Call To Action: Big button, High up the screen, unique and bold color on the page

Optimizing your Website for Mobile - Smartphones and Tablets

  1. 1. Mobile Commerce: Getting the Sale
  2. 2. Shopping Cart Abandon Rate • 97% of mobile transactions are abandoned 72% Excludes digital goods 97%Source: SeeWhy 2
  3. 3. Agenda 3
  4. 4. Multi-Screeninghttp://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi-screen-world.html 4
  5. 5. Different devices; different uses 5
  6. 6. Payments, security and usabilitySource: Forrester Consulting / Demandware 6
  7. 7. The mobile payments mess • Multiple alternative approaches – Mobile companies – Credit card companies – Mobile OS Wallets – Paypal • None (other than Paypal) have any significant adoptionApple‟s Passbook – Showing greatpotential, but no payments yet 7
  8. 8. Tablets are most of the action• Most of „mobile‟ is actually tablet Tablet/mobile sales as a percentage of web sales in 2011 1.5% 3.2%Base: 43 retail CIO‟sForrester/Shop.org State of Retailing 2012 8
  9. 9. Mobile website or apps?• Users want the „full experience‟Which of the following best describe your If you have interacted with [the merchant you havecompany’s mobile / tablet eCommerce presence? just purchased from] on a mobile device, then which experience do you prefer?Mobile browser Accessing the optimization standard website iPhone App I dont have a preference Android App Using an app iPad App Using the Other Mobile mobile version App of the siteBase: 43 retail CIO‟s Base: 1,428 recent mobile shoppersForrester/Shop.org State of Retailing 2012 Forrester/Bizrate Insights Q3 2012 9
  10. 10. Email is going mobile• By end 2012, more emails will be opened on mobile than any other platformSource: Litmus 2012 10
  11. 11. Mobile searchDifferent Intent53% of mobile searches have local intent. Different Queries Smartphone queries are 25% longer than tablets and 50% longer than desktops. Different Behavior 70% of desktop search tasks are completed within a week; 70% of mobile search tasks are completed within an hour.Source: Microsoft, Marin Software 11
  12. 12. Use targeted search campaigns Device-specific bids CPC is 20% lower on tablets, 50% lower on smartphones Device-specific language Using words like “iPhone” and “Android” improves CTR Device specific landing pages Day parting We know people use devices differently at different times of day Misspellings See what you get with autocorrect turned off Extensions Sitelinks, click to call, etc. 12
  13. 13. Use targeted search campaignsWith Sitelinks Without Sitelinks 13
  14. 14. Mobile SitesSource: KISSmetrics 14
  15. 15. Mobile SitesSource: KISSmetrics 15
  16. 16. Build mobile-friendly sites Prioritize content Compress images Avoid Flash Contrast: dark on light Easier to see in bright sunlight Text size: min 15pt Include phone number & address Call to action buttons/targets Size & position matter 16
  17. 17. Touch Targets 44 x 44pts (Apple) 9mm (MS) 7mm min, 2mm spacing Bigger if:  Frequently used  Errors are severe or frustrating  Sequential task  Near edge of screen or hard to touch 17
  18. 18. Touch Targets The area on the screen that is the most accessible by the thumbSource: .net magazine 18
  19. 19. Touch TargetsThe area on the screen that is the most accessible by the finger 19
  20. 20. Forms 20
  21. 21. Label PositionPoorly-designed mobile form 21
  22. 22. Label PositionMobile-optimized form 22
  23. 23. Label PositionPoorly-designed mobile form 23
  24. 24. Label PositionMobile-optimized form 24
  25. 25. Input Types Device needs to deliver the right keyboard based on the form input requirementsSource: Smashing UX Design 25
  26. 26. Built-in Controls Take advantage of built-in mobile controlsSource: Smashing UX Design 26
  27. 27. Input Masks 27
  28. 28. Convert browsers into revenue On average Individual Visits / Adds ...and abandons website visitor item(s) to their cart... without purchasing 97% don’t buy Track website visitors 24x7 Trigger an optimized 1-to-11st email sent / follow up ads served in campaign on real time Email Service abandonment Visitor clicks 1 2 3 Provider & Real time API Ad exchange through Re-considers On average the purchase 26% Of identified cart 28 abandoners will convert
  29. 29. The Impact of remarketing No Remarketing With RemarketingNumber of abandoners returning On average, an On average additional 8% will return to buy 26% 18% additional recovery will return to buy when remarketed Remarketing: 2x - 3x more abandoners will buy when remarketed Takeout Remarketings biggest impact will be in the first 12 hours. MIT Study: 90% of online leads go cold within 1 hour
  30. 30. Tracking users across devices • Account login • Social Sign-onSign In – Facebook Login • Save to wish list – Email address to retrieve 30
  31. 31. Or consider PayPal Access• 100m verified users• Billing address and payment mechanism 31
  32. 32. Typical ‘Starter’ CampaignRemind Reassure PromoteImmediate 23 hours 6 days & 23 hours 32
  33. 33. Columbia Sportswear• Focus on the product – Large image – Product name – Review stars• Free shipping call to action (with club membership) 33
  34. 34. Desktop & Mobile Emails Compared 34
  35. 35. Mobile remarketing Real time 23 hours 6 days, 23 hours John abandons John gets a the website Desktop A1 A2 A3 the regular Desktop OS campaign Mary abandons Mobile Mary gets a free the website Mobile OS M1 M2 M3 shipping campaign Real time 23 hours 6 days, 23 hours• A simple way to trigger different creative to mobile abandoners 35
  36. 36. Designing mobile variant emails• Subject line: Convey the message in the first 15 characters – Full: Oops! Was there a problem with your cart? – Mobile: Oops! Problem with your cart?• Layout: Use a simple, stacked layout as opposed to a multi-column layout.• Width: Keep the width to 600 px or less.• Font: Use a font size of 14 pts or higher for body copy and 30 pt for headers.• Buttons and links: Make buttons and links big and “clickable.”• Click-to-call: Use a plain text phone number or a click-to-call button.• One simple Call To Action: Big button, High up the screen, unique and bold color on the page 36
  37. 37. Questions FREE EYE TRACKING RESEARCHThe Effectiveness of Display Advertising on a Desktop PC vs. a Tablet Device DOWNLOAD 37

×