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Confidential & Proprietary
Mobile Webinar
Confidential + Proprietary
85%
Of all Danes use a smartphone!
(Nr.1 in Europe)
*eMarketer: “IT-anvendelse i befolkningen 2...
Confidential & Proprietary
We don’t go online. We live online.
Confidential & Proprietary
devices activated since the beginning
of this presentation
12456
Confidential & Proprietary
mSite
Proprietary + Confidential
mSite Speed & Performance: Fast(er) mSites = More revenue
Thoughtful user experience design
wit...
Smartphones are
performance constrained
Users have high(er)
expectations on mobile
Proprietary + Confidential
Tough to swa...
(7.083 seconds = avg load time for US retail mSites*)
*Source: www.businessinsider.com Proprietary + Confidential
mCommerc...
“When you squeeze that Web shopping
experience into a mobile browser, the
result is disaster -- or, to use the technical
t...
Google Poll:
“what do you dislike the most when browsing the web on your mobile device?”
Encountering unplayable videos
Ge...
How fast is your site?
SLOW
apple.com microsoftstore.com store.google.com
?? ?
Source: www.webpagetest.org Proprietary + C...
How fast is your site?
SLOW
apple.com microsoftstore.com store.google.com
20.1s9.4s 11.6s
Source: www.webpagetest.org Prop...
Proprietary + Confidential
40%
abandon if a
site takes >3 sec
to load
47%
expect a page
to load in <2 sec
52%
say fast loa...
Proprietary + Confidential
Compared to a page that loads in 1 second
-35%
pageviews
+105%
bounce rate
-38%
conversions
5se...
Proprietary + ConfidentialSource: SOASTA Case study (September 1st, 2015)
180,000
160,000
140,000
120,000
100,000
80,000
6...
How fast is your site?
SLOW
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
?? ?
Source: www.webpagetest.org Proprietary + C...
How fast is your site?
SLOW 1 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.d...
How fast is your site?
SLOW 2 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.d...
How fast is your site?
SLOW 3 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.d...
How fast is your site?
SLOW 4 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.d...
How fast is your site?
SLOW 5 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.d...
How fast is your site?
SLOW 6 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.d...
How fast is your site?
SLOW 7 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.d...
How fast is your site?
SLOW 8 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.d...
How fast is your site?
SLOW 9 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc.d...
How fast is your site?
SLOW 10 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 11 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 12 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 13 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 14 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 15 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 16 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 17 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 18 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 19 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 20 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 21 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 22 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 23 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 24 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 25 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 26 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 27 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 28 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 29 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
How fast is your site?
SLOW 30 sec
Source: www.webpagetest.org Proprietary + Confidential
m.kokken-jomfruen.dk kurser.ibc....
Source: www.webpagetest.org Proprietary + Confidential
5.6s
14.4s
10.1s
How fast is your site?
SLOW
m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
10.1s5.6s 14.4s
Source: www.webpagetest.org Prop...
Page speed = $$$
Proprietary + Confidential
Winning in mobile is elusive.
POSSIBLE
Proprietary + Confidential
How...
Proprietary + Confidential
accommodate smartphone users
eliminate impediments to action
simplify checkout forms
streamline site design
test & experim...
Why Amazon is
“Customers can go from
‘I want that’ to ‘I bought
that’ in under 30
seconds.”
–Amazon
1 #winning
Fact: Reven...
+ Made performance a top priority
+ Reduced startup time by 70%
2 Why Netflix is #winning
Source: techblog.netflix.com Pro...
+ Decreased page load times by 80% to 2s
+ Reduced calls to the server by 400%
+ 83% increase in traffic
+ 32% increase in...
We care a lot...
PERFORMANCE AUDIT:
Speed Test
Proprietary + Confidential
Proprietary + Confidential
PageSpeed Insights
Source: PageSpeed Insights
1
2
Render-blocking
Compression
3 Unoptimized ima...
Proprietary + Confidential
1. Images = 63% of the average page’s total weight
Solution: Use the right format & size - alwa...
Proprietary + Confidential
Because slow is always bad in mobile
High site abandonment
High bounce rates
Low CvRs
Poor rete...
Proprietary + Confidential
Thoughtful user experience design
with highly performant load speed and responsiveness
leads to...
Confidential & Proprietary
devices activated since the beginning
of this presentation
12456
Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
UX Strategy
UX principles
a. Attention: ho...
Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
ATTENTION
Hook users: Homepage/Landing pag...
Proprietary + Confidential
The 2 most important
elements of the homepage
amazon.co.uk
1. A clear Call To Action
2. A clear...
Proprietary + Confidential
Proprietary + Confidential
ENGAGE
Let users explore: Navigation/Search/Filters/Product pages/On...
Proprietary + Confidential
Top categories should be displayed on the
homepage
Example Your Site Recommendations:
Let users...
Proprietary + Confidential
ACTION
Make them act: CTA/Basket/Conversion funnel/Checkout forms
Proprietary + Confidential
Action buttons should stay in natural
areas
Example Your Site Recommendations:
Make sure that y...
Proprietary + Confidential
Have noticeable CTAs
Example Your Site Recommendations:
Have bigger and thumb-friendly
CTAs.
In...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Source: Trav...
Proprietary + Confidential
FLOW
Offer a seamless experience: Mobile Hygiene/Speed
Proprietary + Confidential
Leverage mobile UI elements
Example Recommendations:
- Use the most suited input type
for each ...
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Proprietary + Confidential
Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
Attribution
Confidential & Proprietary
Mobile traffic up 145% YoY - now 34% of all site visits
Confidential & Proprietary
More customers now convert on mobile
Confidential & Proprietary
But why the gap between visits and conversions?
Confidential & Proprietary
On Desktop, customers already know what they want
Confidential & Proprietary
Fewer pages?
Confidential & Proprietary
Less time?
Confidential & Proprietary
=
Confidential & Proprietary
Who gets credit for
this conversion?
Confidential & Proprietary
Last Click Attribution Model vs. Linear Attribution Model
Confidential & Proprietary
Position-based
Linear
Time Decay
AdWords attribution models
First ClickLast Click
Data-Driven
Confidential & Proprietary
Mange tak!
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Webinar #5: Mobile indsigter og trends ft. Google

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Compells femte webinar i rækken bærer titlen "Mobile insigter og trends", hvor vi har fået hjælp af Tobias Jensen, Agency Development Manager for Google.

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Webinar #5: Mobile indsigter og trends ft. Google

  1. 1. Confidential & Proprietary Mobile Webinar
  2. 2. Confidential + Proprietary 85% Of all Danes use a smartphone! (Nr.1 in Europe) *eMarketer: “IT-anvendelse i befolkningen 2015.”
  3. 3. Confidential & Proprietary We don’t go online. We live online.
  4. 4. Confidential & Proprietary devices activated since the beginning of this presentation 12456
  5. 5. Confidential & Proprietary mSite
  6. 6. Proprietary + Confidential mSite Speed & Performance: Fast(er) mSites = More revenue Thoughtful user experience design with highly performant load speed and responsiveness leads to higher conversions ▲Conversions Ultimately, speed & performance correlates directly to conversions UX = Perception Great user experience is the perception that all touchpoints in the journey completed seamlessly and naturally Speed & Performance Design is what the customer sees, speed & performance is what the customer feels
  7. 7. Smartphones are performance constrained Users have high(er) expectations on mobile Proprietary + Confidential Tough to swallow, but true...
  8. 8. (7.083 seconds = avg load time for US retail mSites*) *Source: www.businessinsider.com Proprietary + Confidential mCommerce remains an upper funnel affair
  9. 9. “When you squeeze that Web shopping experience into a mobile browser, the result is disaster -- or, to use the technical term, abandoned shopping carts. ” – readwrite.com Proprietary + ConfidentialSource: readwrite.com
  10. 10. Google Poll: “what do you dislike the most when browsing the web on your mobile device?” Encountering unplayable videos Getting redirected to the homepage Waiting for slow pages to load Being shown interstitials Other 14% 13% 46% 16% 11% Source: Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015) Proprietary + Confidential
  11. 11. How fast is your site? SLOW apple.com microsoftstore.com store.google.com ?? ? Source: www.webpagetest.org Proprietary + Confidential
  12. 12. How fast is your site? SLOW apple.com microsoftstore.com store.google.com 20.1s9.4s 11.6s Source: www.webpagetest.org Proprietary + Confidential Watch the video here
  13. 13. Proprietary + Confidential 40% abandon if a site takes >3 sec to load 47% expect a page to load in <2 sec 52% say fast load time is important to brand loyalty Is your mSite fast enough?
  14. 14. Proprietary + Confidential Compared to a page that loads in 1 second -35% pageviews +105% bounce rate -38% conversions 5seconds 3seconds -22% pageviews +50% bounce rate -22% conversions
  15. 15. Proprietary + ConfidentialSource: SOASTA Case study (September 1st, 2015) 180,000 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 1.7 1.6 1.4 1.2 1.0 0.8 0.6 0.4 0.2 0.0 1.2 1.5 1.8 2.1 2.4 2.7 3.0 3.3 3.6 4.2 4.5 4.8 5.1 5.4 5.7 6.0 6.3 6.6 6.9 7.2 7.5 7.8 8.1 8.4 8.7 9.0 9.3 9.6 9.9 Load time (seconds) Conversionrate(%) Sessions Sessions Conversion rate (%) 1.9% conversion rate 1.5% conversion rate Case Study: Mobile pages that load 1s faster see up to 27% increase in CvR Note: Some of the pages that were faster than 2.4 seconds experienced a lower conversion rate. While we don’t know for sure, the most common reason is because a lot of the faster pages are 404/error pages.
  16. 16. How fast is your site? SLOW m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk ?? ? Source: www.webpagetest.org Proprietary + Confidential
  17. 17. How fast is your site? SLOW 1 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  18. 18. How fast is your site? SLOW 2 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  19. 19. How fast is your site? SLOW 3 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  20. 20. How fast is your site? SLOW 4 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  21. 21. How fast is your site? SLOW 5 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  22. 22. How fast is your site? SLOW 6 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  23. 23. How fast is your site? SLOW 7 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  24. 24. How fast is your site? SLOW 8 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  25. 25. How fast is your site? SLOW 9 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  26. 26. How fast is your site? SLOW 10 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  27. 27. How fast is your site? SLOW 11 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  28. 28. How fast is your site? SLOW 12 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  29. 29. How fast is your site? SLOW 13 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  30. 30. How fast is your site? SLOW 14 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  31. 31. How fast is your site? SLOW 15 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  32. 32. How fast is your site? SLOW 16 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  33. 33. How fast is your site? SLOW 17 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  34. 34. How fast is your site? SLOW 18 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  35. 35. How fast is your site? SLOW 19 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  36. 36. How fast is your site? SLOW 20 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  37. 37. How fast is your site? SLOW 21 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  38. 38. How fast is your site? SLOW 22 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  39. 39. How fast is your site? SLOW 23 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  40. 40. How fast is your site? SLOW 24 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  41. 41. How fast is your site? SLOW 25 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  42. 42. How fast is your site? SLOW 26 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  43. 43. How fast is your site? SLOW 27 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  44. 44. How fast is your site? SLOW 28 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  45. 45. How fast is your site? SLOW 29 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  46. 46. How fast is your site? SLOW 30 sec Source: www.webpagetest.org Proprietary + Confidential m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk
  47. 47. Source: www.webpagetest.org Proprietary + Confidential 5.6s 14.4s 10.1s
  48. 48. How fast is your site? SLOW m.kokken-jomfruen.dk kurser.ibc.dk ezzence.dk 10.1s5.6s 14.4s Source: www.webpagetest.org Proprietary + Confidential
  49. 49. Page speed = $$$ Proprietary + Confidential
  50. 50. Winning in mobile is elusive. POSSIBLE Proprietary + Confidential
  51. 51. How... Proprietary + Confidential
  52. 52. accommodate smartphone users eliminate impediments to action simplify checkout forms streamline site design test & experiment continuously treat performance as a feature link performance to business KPIs set performance budgets, monitor and optimize #winning a higher chance of 100%+ increase in CvR*}*Source: Criteo study Proprietary + Confidential
  53. 53. Why Amazon is “Customers can go from ‘I want that’ to ‘I bought that’ in under 30 seconds.” –Amazon 1 #winning Fact: Revenue at Amazon increases by 1% for every 100ms it cuts off download times. Source: mobilecommercedaily.com; Eliminating the speed delays with mobile Web shopping Proprietary + Confidential
  54. 54. + Made performance a top priority + Reduced startup time by 70% 2 Why Netflix is #winning Source: techblog.netflix.com Proprietary + Confidential ““We firmly believe high performance is not an optional engineering goal – it’s a requirement for creating great user-experiences.” –Kristofer Baxter, User Interface Engineering @ Netflix
  55. 55. + Decreased page load times by 80% to 2s + Reduced calls to the server by 400% + 83% increase in traffic + 32% increase in median time spent on site + Interaction rate on ads up 108% 3 Why GQ is #winning Source: Digiday.com Proprietary + Confidential
  56. 56. We care a lot...
  57. 57. PERFORMANCE AUDIT: Speed Test Proprietary + Confidential
  58. 58. Proprietary + Confidential PageSpeed Insights Source: PageSpeed Insights 1 2 Render-blocking Compression 3 Unoptimized images 4 Unminified resources Website page speed audit!
  59. 59. Proprietary + Confidential 1. Images = 63% of the average page’s total weight Solution: Use the right format & size - always compress! 2. 20% of pages have 100+ resource requests Solution: Reduce server response time, leverage browser cache (so resources are called only once) and consolidate resources (to limit the # of roundtrips). 3. JavaScript usage is intensifying Each request adds to the complexity of page rendering, because it needs to be downloaded and parsed by the browser. Solution: Know when to use JS and when to back away. Audit key pages and see where they sit on the JS spectrum. 4. 50% of mobile pages use custom fonts Poorly implemented custom fonts or fonts hosted externally = performance pain. Some fonts require tons of CSS code, while others rely on heavy JS. Solution: Disable custom fonts for smartphones. If necessary, only use them with headers and key typographical elements. Usual suspects in mobile performance 5. 20% of pages have 5+ redirects Redirects = performance fail = total usability fail. Solution: Use this SEO tool to audit your pages and identify all your redirects. 6. The # of pages containing HTTPS requests has > quintupled HTTPS requests need additional handshakes in order to verify their authenticity = extra network latency which, if your server isn’t configured correctly, can impact load times. Solution: Run your URL through an SSL server test such as ssllabs.com to verify that your server and certificate are configured correctly. Source: The Performance Beacon - The web performance, analytics, and optimization blog
  60. 60. Proprietary + Confidential Because slow is always bad in mobile High site abandonment High bounce rates Low CvRs Poor retention Hurts crawl efficiency Fewer pages are indexed Hurts UX Slows the (Google) crawler
  61. 61. Proprietary + Confidential Thoughtful user experience design with highly performant load speed and responsiveness leads to higher conversions ▲Conversions Ultimately, speed & performance correlates directly to conversions UX = Perception Great user experience is the perception that all touchpoints in the journey completed seamlessly and naturally Speed & Performance Design is what the customer sees, speed & performance is what the customer feels
  62. 62. Confidential & Proprietary devices activated since the beginning of this presentation 12456
  63. 63. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential UX Strategy UX principles a. Attention: homepage, landing pages b. Engage: search, navigation, product pages c. Action: call to actions, form completion d. Flow: Mobile hygiene
  64. 64. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential ATTENTION Hook users: Homepage/Landing pages
  65. 65. Proprietary + Confidential The 2 most important elements of the homepage amazon.co.uk 1. A clear Call To Action 2. A clear Value Proposition 1 2 travelrepublic.com
  66. 66. Proprietary + Confidential Proprietary + Confidential ENGAGE Let users explore: Navigation/Search/Filters/Product pages/Online to Store
  67. 67. Proprietary + Confidential Top categories should be displayed on the homepage Example Your Site Recommendations: Let users access the top categories quickly by displaying them on the homepage. You can order them per popularity or by best sellers. Insert a screenshot of the client’s homepage
  68. 68. Proprietary + Confidential ACTION Make them act: CTA/Basket/Conversion funnel/Checkout forms
  69. 69. Proprietary + Confidential Action buttons should stay in natural areas Example Your Site Recommendations: Make sure that your action buttons (eg. “add to cart”, “pay securely now”, “filter”, “sort”) stay in natural (easy-to-reach) areas on mobile screen
  70. 70. Proprietary + Confidential Have noticeable CTAs Example Your Site Recommendations: Have bigger and thumb-friendly CTAs. Insert a screenshot of the client’s product page
  71. 71. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential Source: Travelrepublic.com
  72. 72. Proprietary + Confidential FLOW Offer a seamless experience: Mobile Hygiene/Speed
  73. 73. Proprietary + Confidential Leverage mobile UI elements Example Recommendations: - Use the most suited input type for each field (eg. don’t show the text keyboard in the card number field) - Drop-downs are the UI of last resort. Show the different options instead. - Use touch controls like steppers instead of making users type or select options from a drop-down menu
  74. 74. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
  75. 75. Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Proprietary + Confidential
  76. 76. Proprietary + ConfidentialProprietary + Confidential Proprietary + Confidential Attribution
  77. 77. Confidential & Proprietary Mobile traffic up 145% YoY - now 34% of all site visits
  78. 78. Confidential & Proprietary More customers now convert on mobile
  79. 79. Confidential & Proprietary But why the gap between visits and conversions?
  80. 80. Confidential & Proprietary On Desktop, customers already know what they want
  81. 81. Confidential & Proprietary Fewer pages?
  82. 82. Confidential & Proprietary Less time?
  83. 83. Confidential & Proprietary =
  84. 84. Confidential & Proprietary Who gets credit for this conversion?
  85. 85. Confidential & Proprietary Last Click Attribution Model vs. Linear Attribution Model
  86. 86. Confidential & Proprietary Position-based Linear Time Decay AdWords attribution models First ClickLast Click Data-Driven
  87. 87. Confidential & Proprietary Mange tak!

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