Improve your mobile conversion by using these tried and tested strategies.

1. How to Bring in Big Conversions
on Small Screens

2. • Head of Product Management, E-Commerce
Services, Staples, Inc.
• leads Staples’ eCommerce services strategy and
the product team responsible for delivering the
next generation of digital products, including
innovative mobile and in-store experiences.
• Prior to joining Staples’ Umair had various roles in
the telecom industry, focused on Customer
Experience Management, Sales and Corporate
Account Management.
• He has Master of Business Administration from the
Massachusetts Institute of Technology.

3. Invented office superstore concept in 1986
• World’s largest office products company
• $21 billion in sales
• Operations in 25 countries
• Over 75,000 associates worldwide
• 1,600+ stores in the North America
• World’s fifth largest internet retailer
• Early retailer to launch online store front (1999)
• Online sales includes Staples.com, StaplesAdvantage.com, Quill.com and
Staples International Ecommerce sites
Staples Overview

4. 1. Understanding role of each mobile property and
design it accordingly
2. Mobile design principals
3. Optimization begins from start of customer journey
Mobile conversion optimization

5. 1. Understanding role of each mobile property and
design it accordingly
2. Mobile design principals
3. Optimization begins from start of customer journey
Mobile conversion optimization

6. 51% of shoppers were more interested in
mobile web over apps.
58% of mobile retail $ will come from the
mobile web
Revenue share
51%58%
Source : Internet Retailer & Adobe

8. SEARC
H
ASSESS
BUY
CONSU
ME
INFLUE
NCEDISCOV
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Comparison
Personalization
Mobile AppsMobile Web
Mobile web and app serve different values

9. Traffic Product Finder Acquisition
Mobile Web – Focus areas

10. Loyalty Omni Utilities Post Transactions
Mobile Apps – Focus areas

11. 1. Understanding role of each mobile property and
design it accordingly
2. Mobile design principals
3. Optimization begins from start of customer journey
Mobile conversion optimization

12. Mobile design principles
1. Design for distraction
2. Standardization
3. User Context
4. Details really matter

13. Mobile design principles
1. Design for distraction
2. Standardization
3. User Context
4. Details really matter

16. Source : Attention span: Customer insight Microsoft 2013
The human attention
span shortened from 12
sec in 2000 to 8 sec in
2013

17. Mobile design principles
1. Design for distraction
2. Standardization
3. User Context
4. Details really matter

19. ?

20. Mobile design principles
1. Design for distraction
2. Standardization
3. User Context
4. Details really matter

21. Context
Thinking
Feeling Doing
From Daniel Eizan

22. Context
Thinking
Feeling Doing
I need to complete the
BTS shopping, how can I
do that while doing all
these activates
Dropping kids to soccer
practice or summer school
Overwhelmed due to
hyper activities in
summer vacations
From Daniel Eizan

23. Mobile design principles
1. Design for distraction
2. Standardization
3. User Context
4. Details really matter

24. Every added form field
(beyond three) slashes
mobile conversion by
50%
According to the Director of Strategy at Three Deep,

25. Details really matters

26. 1. Understanding role of each mobile property and
design it accordingly
2. Mobile design principals
3. Optimization begins from start of customer journey
Mobile conversion optimization

27. Optimization begins from start of
customer journey
Selection
• Clear choices
• Easier bundles
• Final price
Decision
• Firm delivery options
• Discounts
Checkout
• Payment choices

28. 201620132012
Top of funnel

29. • Design every landing page for its role
• Ability to add to cart from any page in path to purchase
• Clearly call out value props up front
• Simple and clear price

30. Bottom of funnel

31. Conversions by device type
100
11
(76%)(24%)
2.6
11
(81%)(19%)
2.1
100
Data: SeeWhy, 2014
A visitor that adds to cart on a Smart phone is:
4x less likely to purchase than on a Desktop
3x less likely to purchase than on a Tablet
8
0.5
(94%)(6%)
100

33. Mobile attracts new customers
23%
52%
77%
48%
Desktop Mobile
New Repeat
Data: Staples internal data

34. Probability of conversion increases with
each visit
New visitor Purchase
Probability of conversion
0.25%
Returning
visitor
9x
2.25%
First time
abandoner
18%
72x
Marketing
Serial
abandoner
192x
48%
MarketingMarketing Marketing
Data: SeeWhy

35. Why are you adding friction in your checkout??
5.08
# Steps to complete
24%
REQUIRE account registration
81%
Think News Letter is a “must have”
41%
Use Address validators
50%
Ask same information twice
Source: Excerpts from Checkout Usability Benchmark – Baymard Institute Research

39. Approach
1. Align to principals
2. “Start from Zero”
3. Small empowered team
4. Iterative process
5. Testing & Learn

40. • No Distractions e.g. removed header.
• Clear UI promoting trust.
• Uncluttered & concise match story
• Clear Call To Action.
• Multiple payment and shipping options.

41. • Speedy checkout
• Clean layout & minimalistic design approach
• Frustration free data entry
• Easiest guest checkout – only three clicks
• Two click checkout, for registered customers!
• Credit card scanning for iOS customers.

43. It a journey….

44. Key Takeaways
• Optimize the complete path to
purchase
• Understanding role of each
mobile property and design it
accordingly
• Minimize distractions
• Know your customer
• Preempt and act on their behalf
• Test and Learn

45. Key Takeaways
• Optimize the complete path to purchase
• Understanding role of each mobile property and
design it accordingly
• Minimize distractions
• Know your customer
• Preempt and act on their behalf
• Test and Learn