How to make mobile convert - usertesting webinar with michael mace


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E-commerce conversion (the ability to move a customer from interest to purchase) is up to three times lower on mobile devices than on computers. As more and more users go mobile, that adds up to a huge potential drop in e-commerce sales.

UserTesting studies show that most of the problem is due to preventable design flaws in mobile websites and apps. So what can be done to increase mobile conversion?

In this presentation, we’ll go over:
The top three mobile conversion problems
How to solve these problems
Videos of real-world mobile tests that show the problems and solutions

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How to make mobile convert - usertesting webinar with michael mace

  1. 1. @usertesting @michaelmace How to Make Mobile Convert
  2. 2. @usertesting @michaelmace Like Looking Over a User’s Shoulder • Methodology: Analyzed hundreds of mobile shopping tests to identify common problems and their root causes Analytics tell you UserTesting tells you  What they did  Why  How  What they think
  3. 3. @usertesting @michaelmace • Two startups, ten years at Apple, six years at Palm/PalmSource • Product, marketing, strategy roles • Blog: About Me
  4. 4. @usertesting @michaelmace Summary • Most of the problem is caused by the way we design smartphone sites and apps, not by the smartphones themselves • Intense attention to detail is needed • The real issue isn’t mobile conversion, it’s overall business conversion
  5. 5. @usertesting @michaelmace Agenda • What’s different about mobile • What we’re doing wrong • What we could achieve
  6. 6. @usertesting @michaelmace “Mobile Doesn’t Convert” “It doesn’t matter which category your business is in, it’s highly likely that your mobile conversion rates are still below 1%, even with a smartphone-optimized site.“ --Mobify, February 2014 3.11% 2.59% 1.01% 0.0% 1.0% 2.0% 3.0% 4.0% “Crate & Barrel reported a tablet conversion rate of 2.35% but a smartphone conversion rate of only 0.92% “ --Wired, February 2014 Monetate, Q4 2013
  7. 7. @usertesting @michaelmace Why? • “Smartphones are more of browse or research platform rather than a buy platform.”* • “Rich people use tablets.” • “People use smartphones on the go, when they don’t have time to shop.” * e-analytics/ecommerce-conversion-rates/
  8. 8. @usertesting @michaelmace Based On Our Research… It's inherent to mobile, 20%
  9. 9. @usertesting @michaelmace Based On Our Research… It's inherent to mobile, 20% We're doing mobile wrong, 50%
  10. 10. @usertesting @michaelmace Based On Our Research… It's inherent to mobile, 20% We're doing mobile wrong, 50% Mobile does convert, but we don't realize it, 30%
  11. 11. @usertesting @michaelmace The Differences That Matter Screen size Network
  12. 12. @usertesting @michaelmace Implications • Mobile is harder than the desktop • Comparison shopping is especially hard – Screens limit ability to compare options – Network latency limits ability to jump from page to page – “I’ll wait and finish this when I get back to my computer.” • We’re overcompensating
  13. 13. @usertesting @michaelmace Agenda • What’s different about mobile • What we’re doing wrong • What we could achieve
  14. 14. @usertesting @michaelmace Desktop Shopping: Seduction
  15. 15. @usertesting @michaelmace Mobile Shopping: Wham, Bam, Thank You Ma’m “Research has shown that conversion rates are directly impacted by streamlined paths to purchase— conversion should occur within three touch events. Two will be table stakes in the near future.” – Adobe Mobile Consumer Survey, 2013
  16. 16. @usertesting @michaelmace Losing Sight of Basic Usability The Top Seven Problems: • Confusing terminology • Number pad blues • Untappable items • Carousel confusion • PC surprises • Search and filtering nightmares • Menu madness
  17. 17. @usertesting @michaelmace 1. Confusing terminology: Looking for Boots
  18. 18. @usertesting @michaelmace 2. Number Pad Blues
  19. 19. @usertesting @michaelmace 3. Untappable Items
  20. 20. @usertesting @michaelmace 4. Carousel Confusion
  21. 21. @usertesting @michaelmace 5. PC Surprises
  22. 22. @usertesting @michaelmace 6. Search and Filtering: The Red Jeans Saga “Find these pants.”
  23. 23. @usertesting @michaelmace Looking for Red Pants
  24. 24. @usertesting @michaelmace Too Many Choices
  25. 25. @usertesting @michaelmace 7. Menu Madness: Menus Done Badly
  26. 26. @usertesting @michaelmace Menus Done OK
  27. 27. @usertesting @michaelmace Menus Done Nicely
  28. 28. @usertesting @michaelmace Anticipate Needs
  29. 29. @usertesting @michaelmace What To Do • Sweat the small things • Use standard terms: Search, Filter, Sort • One screen of menus, two levels max – Be mindful of vocabulary • The carousel is not a menu – Don’t re-use PC images • Think like a smartphone (everything’s tappable) • Tag carefully • Give access to the PC view, but not by surprise • Test extensively. Analytics are not enough.
  30. 30. @usertesting @michaelmace Agenda • What’s different about mobile • What we’re doing wrong • What we could achieve
  31. 31. @usertesting @michaelmace Two Paths Searching Browsing Search -> Filter -> Sort Simple navigation What can you glean about the customer’s preferences? Create dynamic categories, but also give an out
  32. 32. @usertesting @michaelmace Shopping Isn’t an App, It’s a Process
  33. 33. @usertesting @michaelmace Leverage the Strengths of the Smartphone • Instead of making it into a PC, optimize what it does uniquely well – Immediacy: Flash sales • What customer problems can you solve with it? – Convenience: Purchase in store – Manage complexity: Research specs, warranty, other choices • Scan a barcode or QR code? • View comparables? • Make a warehouse feel like Nordstrom’s • Make Nordstrom’s feel bespoke
  34. 34. @usertesting @michaelmace Stop asking if mobile converts. The real question is, does your business convert?
  35. 35. @usertesting @michaelmace Remember • Mobile is harder than desktop • Sweat the small stuff – Standard terminology – Limit menus to one screen with two levels – Everything’s tappable • Optimize for two paths • Let mobile be mobile – Flash sales; don’t make it a mini-PC • Integrate the shopping experience – Smartphone -> tablet -> PC -> store – Sharing with yourself • Integrate testing and analytics
  36. 36. @usertesting @michaelmace For More Info • • Special thanks for sharing test results and ideas: Other test results provided by clients who wish to remain anonymous.