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Mobile conversion optimization - Lightspeed Connect Event 2017

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This year ISM'er Jurjen Jongejan was speaker at Lightspeed Connect Event. He spoke about conversion optimization, and showed examples of hurdles customers experience in mobile webshops.
For more information: www.ism.nl

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Mobile conversion optimization - Lightspeed Connect Event 2017

  1. 1. Jurjen Jongejan Sr. Conversion optimization consultant | Online Marketing Director | Author Data-driven conversion optimization on mobile! process, cases en tips
  2. 2. Help! Mobile does not convert!
  3. 3. Orientation on mobile... We have been talking ourselves into cross-device behavior Convert on desktop
  4. 4. The real reason is that we serve consumers bad mobile experiences…
  5. 5. ‘mobile gap’ Customer expectations (speed, functionality, usability) mobile webshops
  6. 6. Online marketer Consumer CEO eCommerce ManagerCustomer service
  7. 7. €290 Traffic distribution 0% 20% 40% 60% 80% 100% Mobile Tablet Desktop Sept ‘17 Sept ‘20 Conversion rate 0% 1% 2% 3% 4% Mobile Tablet Desktop Sept ‘17 Sept ‘20 Revenue Sept ´17 €290,000 €650,000 €2,310,000 €1,340,000 LOSS €970,000 Revenue Sept ´20 €220,000 €120,000 €1,800,000 €570,000 Total number of sessions: 1,000,000 Average order value: €100 Total: 60% 11% 29% 65% 6% 19%
  8. 8. How to optimize your mobile conversion rate?
  9. 9. Jurjen Jongejan Sr. Conversion optimization consultant | Online Marketing Director ✓ More than 13 years of experience as a conversion expert at ✓ Business administration at ✓ Blogger on ✓ Author from best seller j.jongejan@ism.nl Linkedin.com/in/jurjenjongejan @jurjenjongejan
  10. 10. Rating Nominated 300 days top 100 4.000
  11. 11. STRATEGY Omnichannel Business case Operations International Big data Branding DESIGN Identity Wireframing UX Visual Style guide Campaigns Content ONLINE MARKETING SEO SEA Emailmarketing Display Advertising Web Analytics Conversion Optimization Social Media Advertising DEVELOPMENT Magento Sana Umbraco Wordpress Interfacing Frontend Backend + 450 e-Commerce professionals
  12. 12. Insights Prioritizing Test backlog HighLow Develop hypothesis Create test plan Build test versions A/B-test live Analyze Share learnings Repeat test Inform team Report # visitors and conversion per version Segment analysis Significance level Impact on KPI Apply changes?No YesReject and go to the next test Create a ticket Development High LIVE Change backlog A B C o Web analytics data o External expert analysis o Session recording analysis o On-site customer feedback o Usability testing o Behavioural testing o Customer interviews o Etc. Sources for conversion improvements
  13. 13. Source: Google Analytics 1,74% 1,25% 0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40% 1,60% 1,80% 2,00% 0 50000 100000 150000 200000 250000 300000 5,1 5,4 5,7 6 6,3 6,6 6,9 7,2 7,5 7,8 8,1 CR Sessions Load time Mobile Correlation: - 0.90
  14. 14. 1 second faster = +/- €270,000 extra revenue Expected impact of load time on mobile revenue Load time Revenue Source: Google Analytics
  15. 15. Source: Webpagetest.org
  16. 16. Visitor to cart / Conversion rate Productpageviews low high lowhigh ATTENTION Conversion optimization POPULAR Procurement / promotion DISCUSSION Long term analysis / trend analysis PROMISING Increase traffic / visibility Mobile
  17. 17. Hamburger icon
  18. 18. ORIGINAL A VERSION B
  19. 19. ORIGINAL A VERSION B
  20. 20. ORIGINAL A VERSION B
  21. 21. Source: Luke Wroblewski
  22. 22. Source: Luke Wroblewski
  23. 23. Samosa Menu
  24. 24. Is this the menu? What is this? Where is the menu?
  25. 25. Source: Luke Wroblewski
  26. 26. BEFORE AFTER BEFORE AFTER
  27. 27. Bottom menu Top menu ORIGINAL A VERSION B
  28. 28. ORIGINAL A VERSION B
  29. 29. ORIGINAL A VERSION B
  30. 30. “Pfoe, this looks complex…” “Easy!”
  31. 31. “How can I delete my product?”
  32. 32. Source: Fonq, Jurrien Schouten
  33. 33. Source: Fonq, Jurrien Schouten ORIGINAL A VERSION B + 2.4 %
  34. 34. Respondents execute a specific scenario with various tasks on the mobile webshop of Hunkemöller. One of the tasks was: “Buy a blue sports bra in your size and let them deliver it at your work.”
  35. 35. Het is opzich wel jammer dat je eigenlijk alleen kunt filteren op prijs. Net vond ik dat wel relaxed. Maar je kan niet kiezen op kleur, model of stof.
  36. 36. Insights Prioritizing Test backlog HighLow Develop hypothesis Create test plan Build test versions A/B-test live Analyze Share learnings Repeat test Inform team Report # visitors and conversion per version Segment analysis Significance level Impact on KPI Apply changes?No YesReject and go to the next test Create a ticket Development High LIVE Change backlog A B C o Web analytics data o External expert analysis o Session recording analysis o On-site customer feedback o Usability testing o Behavioural testing o Customer interviews o Etc. Sources for conversion improvements
  37. 37. Other data-source: consumer psychology theories
  38. 38. ORIGINAL A VERSION B + 8 %
  39. 39. ORIGINAL A VERSION B + 8 %
  40. 40. Insights Prioritizing Test backlog HighLow Develop hypothesis Create test plan Build test versions A/B-test live Analyze Share learnings Repeat test Inform team Report # visitors and conversion per version Segment analysis Significance level Impact on KPI Apply changes?No YesReject and go to the next test Create a ticket Development High LIVE Change backlog A B C o Web analytics data o External expert analysis o Session recording analysis o On-site customer feedback o Usability testing o Behavioural testing o Customer interviews o Etc. Sources for conversion improvements
  41. 41. Emotion Intuition Functionality Technology Unique Value Proposition Increase motivation Reduce uncertainty and persuade Remove barriers Increase motivation Fulfill needs and deliver reasons to buy Technology Functionality Usability Intuition Emotion Unique Value Proposition
  42. 42. PrioImprovements Potential Importance Ease
  43. 43. PrioPotential Importance EaseImprovements
  44. 44. PrioVerbeterpunten Potential Importance Ease
  45. 45. PrioVerbeterpunten Potential Importance Ease
  46. 46. PrioVerbeterpunten Potential Importance Ease CEO -10
  47. 47. Insights Prioritizing Test backlog HighLow Develop hypothesis Create test plan Build test versions A/B-test live Analyze Share learnings Repeat test Inform team Report # visitors and conversion per version Segment analysis Significance level Impact on KPI Apply changes?No YesReject and go to the next test Create a ticket Development High LIVE Change backlog A B C o Web analytics data o External expert analysis o Session recording analysis o On-site customer feedback o Usability testing o Behavioural testing o Customer interviews o Etc. Sources for conversion improvements
  48. 48. Next Generation Web Progressive Web Apps
  49. 49. Mobile websites Apps ? Increasingengagementofusers - Few users + High engagement + Many users - Low engagement
  50. 50. Mobile websites Apps - Few users + High engagement + Many users - Low engagement Progressive Web Apps + Many users + High engagement Increasingengagementofusers
  51. 51. LOAD APP STORE INSTALL ACCEPT PERMISSIONS USE APPDOWNLOAD & WAITFIND IN APP STORE Native app – user journey CLICK ON URL USE APP Progressive web app – user journey
  52. 52. start search select product out of stock...
  53. 53. ... in stock notification stay informed... lose internet connection
  54. 54. ... continue shopping receive push notification add to cart
  55. 55. ... pay in one tap add to home screen open as native app browse on full screen
  56. 56. Key takeaways 1. Mobile gap: Get the basics right on mobile! 2. Your hypothesis should always be coverd by data. The more data sources, the stronger your hypothesis! 3. Also prioritize based on data; this way you create the highest impact with the lowest effort. 4. Develop a vision on progressive web apps!
  57. 57. Jurjen Jongejan Sr. Conversion optimization consultant | Online Marketing Director | Author j.jongejan@ism.nl Linkedin.com/in/jurjenjongejan Thank you for your attention! @jurjenjongejan

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