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Lyubomir Cholakov - Mobile performance optimisation & impact on sales @ eCommBlitz&Networking

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Lyubomir Cholakov - Mobile performance optimisation & impact on sales @ eCommBlitz&Networking

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Lyubomir Cholakov - Mobile performance optimisation & impact on sales @ eCommBlitz&Networking

  1. 1. Mobile Performance Optimisation & Impact on Sales
  2. 2. The challenges Increasing pressure from 18 million customers Aggressive competition Lack of internal capability
  3. 3. Agile for continuous improvementCUMULATIVELEVELOFCHANGE LAUNCHED – SEP 08 REDESIGN MV G CHECKOUT REDESIGN ASDA DIRECT REDESIGN COLLEAGUE DISCOUNT C O LLECT+ RECOMMEND -ATIONS WINE SHOP MWEB SAVE FOR LATER SELF SERVICE RETURNS PA YPAL SELF SERVICE ACCOUNT NAMED DAY IN STORE KIOSK DELIVERY PASS STICKY HEADER TABLET LOCKERS & AJAX TEST AND LEARN PANGAEA INSIGHTS A/B TESTING INSPIRATIONAL PRODUCT DETAILS PAGES PROJECT INTERNATIONAL DELIVERY 2008 2009 2010 2011 2012 2013 2014 2015 ASDA DIRECT LAUNCH CLICK & COLLECT LAUNCH PRICE ESTABLISHMENT CONTACT AVOIDANCEAGILE
  4. 4. George.com on mobile 0% 5% 10% 15% 20% 25% 30% 2013 2014 2015 %ofrevenue Year • Significant growth since launch in 2011 • George.com customers 8% above averages for mobile use
  5. 5. Our clients grew 51% more than the market average last year Mobile under the spotlight: • Site speed reduction of c.75%: o CONV c.35%* uplift o IPO c.65%* uplift o RPV c.45%* uplift o AOV c.15%* uplift • AOV sees slightly less uplift as customers are shopping more frequently since is site faster • Trend line predicts continued improvements in coming months * Data taken from SiteCatalyst 2 3 4 IPO 0.5 1 RPV 23 28 33 AOV 2.00% 2.20% 2.40% 2.60% 2.80% 3.00% 3.20% 3.40% Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 CONVERSION
  6. 6. George.com Top 3%
  7. 7. Thank you & questions

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