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PRWD Reveal Online 2015: Making Mobile-First a Reality: Optimising Mobile - Stuart McMillan

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This is Stuart McMillan's presentation at PRWD Reveal Online 2015.

53% of Schuh’s traffic comes from smartphone and it’s growing. Deputy Head of Ecommerce at Schuh discusses how Schuh are beginning to prioritise their biggest traffic segment and how that has filtered into the development of their online experience.

The talk is in two halves: firstly, there some broad approaches to working mobile first and secondly, there are some practical examples of optimising our mobile experience on the responsive site.

PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.

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PRWD Reveal Online 2015: Making Mobile-First a Reality: Optimising Mobile - Stuart McMillan

  1. 1. Optimising for Mobile @mcmillanstu Stuart McMillan, Deputy Head of Ecommerce, Schuh #PRWDReveal
  2. 2. WHAT I’LL COVER • INTRODUCTION TO SCHUH • CONTEXT • MOBILE CHALLENGES • WHY DO WE HAVE A PROBLEM? • SOLUTIONS • WORDS OF CAUTION • RECAP #PRWDReveal
  3. 3. INTRODUCTION TO SCHUH • ESTABLISHED 1981 IN EDINBURGH • 112 STORES AND GROWING • WEBSITE LAUNCHED 1998 • MULTICHANNEL • CUSTOMER FOCUS • SYSTEMATIC APPROACH #PRWDReveal
  4. 4. IT’S COMPLICATED • UK NEXT DAY DELIVERY - ORDER BY 10PM • UK 'CHOOSE YOUR DAY' DELIVERY • UK SUNDAY DELIVERY • UK STANDARD DELIVERY • SHUTL • SCHUH STORE PICK-UP • ONE HOUR BUY & COLLECT • CHECK & RESERVE • COLLECT+ • UPS ACCESS POINT™ • INTERNATIONAL - ZONE A • INTERNATIONAL - ZONE B • BFPO DELIVERY #PRWDReveal
  5. 5. CONTEXT - OUR MULTI-DEVICE REALITY
  6. 6. CONVERSION RATES (PROPORTIONAL) MOBILE: DESKTOP : TABLET 1.5% : 3% : 2.5% STANDING STILL WILL MEAN AN OVERALL CONVERSION DROP OF 4% BY THIS TIME NEXT YEAR
  7. 7. BUT MOBILE IS JUST FOR RESEARCH! 89%OF OUR MOBILE CUSTOMERS HAVE NEVER SHOPPED WITH US ON ANYTHING BUT MOBILE. MOBILE IS NOT JUST FOR BROWSING. #PRWDReveal
  8. 8. MOBILE CHALLENGES SLOW AND SMALL • MUST BE FULLY FUNCTIONAL • MUST BE EASY TO NAVIGATE • MUST BE FAST #PRWDReveal
  9. 9. WHY DO WE HAVE A PROBLEM? 95% OF DESKTOP TRAFFIC IS USING A SCREEN WIDTH OF ≥ 1280PX YOU ARE USING A DESKTOP COMPUTER #PRWDReveal
  10. 10. #PRWDReveal
  11. 11. WE NEED SOME FRESH THINKING #PRWDReveal
  12. 12. DESKTOP THINKING DOESN’T WORK ANYMORE (AND MAYBE NEVER DID) #PRWDReveal
  13. 13. One How many of you have actually purchased on your website in the past month via mobile? #PRWDReveal
  14. 14. Two Did you do it via 3G/4G? #PRWDReveal
  15. 15. Three Use this Chrome feature #PRWDReveal
  16. 16. Four Use valid, semantic, HTML5 #PRWDReveal
  17. 17. Five It must be fast (sub 2 seconds) #PRWDReveal
  18. 18. Six Must be usable by fat fingers Margin Padding Link #PRWDReveal
  19. 19. Seven Understand where user needs differ from desktop #PRWDReveal
  20. 20. Often the differences are smaller than you might think! • Both browsing and shopping. • Fewer pages per session on mobile • Mobile uses homepage slightly more • Careers page 3x more likely to be visited on desktop #PRWDReveal
  21. 21. Eight Simplify. #PRWDReveal
  22. 22. Nine Interaction Design #PRWDReveal
  23. 23. Ten Test with real people. And listen to the results #PRWDReveal
  24. 24. WORDS OF CAUTION: IT CAN’T BE “MOBILE ONLY” #PRWDReveal
  25. 25. #PRWDReveal
  26. 26. #PRWDReveal And the result? (one year in)
  27. 27. RECAP • IT IS ESSENTIAL • GET THE BASICS RIGHT • MOVE AWAY FROM YOUR DESKTOP • TEST • IT CAN BE DONE #PRWDReveal
  28. 28. Thank You. @mcmillanstu Stuart McMillan, Deputy Head of Ecommerce, Schuh #PRWDReveal

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