Learn how to develop a mobile e-commerce strategy that will optimize your content for mobile and boost sales. In this 60-minute thought-provoking webinar, we’ll show you how to optimize the mobile shopping experience end to end, and ultimately how to get the sale. What you will learn: - Why the majority of visitors don’t buy on mobiles - How consumers use different devices for different tasks - How to optimize your mobile content to get the sale - What you should do about mobile payments - How mobile remarketing can drive conversions Topics to be covered: Shopping Cart Abandon Rates Multi-Screening Different devices; different uses Payments, security and usability The mobile payments mess Multiple alternative approaches Mobile companies Credit card companies Mobile OS Wallets Paypal Most of ‘mobile’ is actually tablet Mobile website or apps? Email is going mobile By end 2012, more emails will be opened on mobile than any other platform Mobile search Use targeted search campaigns Device-specific bids
: CPC is 20% lower on tablets, 50% lower on smartphones Device-specific language
: Using words like “iPhone” and “Android” improves CTR Device specific landing pages Day parting
: We know people use devices differently at different times of day Misspellings
: See what you get with autocorrect turned off Extensions: 
Sitelinks, click to call, etc. Use targeted search campaigns Mobile Sites Mobile Sites Build mobile-friendly sites Prioritize content Compress images Avoid Flash Contrast: dark on light
Easier to see in bright sunlight Text size: min 15pt Include phone number & address Call to action buttons/targets
Size & position matter Touch Targets 44 x 44pts (Apple) 9mm (MS)
, 7mm min, 2mm spacing Bigger if: Frequently used Errors are severe or frustrating Sequential task Near edge of screen or hard to touch Touch Targets Forms Label Position Input Types Built-in Controls Input Masks Convert browsers into revenue The Impact of remarketing Tracking users across devices Account login Social Sign-on Facebook Login Save to wish list Email address to retrieve Desktop & Mobile Emails Compared Mobile remarketing Designing mobile variant emails Width: Keep the width to 600 px or less. Font: Use a font size of 14 pts or higher for body copy and 30 pt for headers. Buttons and links: Make buttons and links big and “clickable.” Click-to-call: Use a plain text phone number or a click-to-call button. One simple Call To Action: Big button, High up the screen, unique and bold color on the page

1. Mobile Commerce: Getting the Sale

2. Shopping Cart Abandon Rate
• 97% of mobile
transactions are
abandoned
72%
Excludes digital goods
97%
Source: SeeWhy
2

3. Agenda
3

4. Multi-Screening
http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-
multi-screen-world.html
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5. Different devices; different uses
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6. Payments, security and usability
Source: Forrester Consulting / Demandware 6

7. The mobile payments mess
• Multiple alternative approaches
– Mobile companies
– Credit card companies
– Mobile OS Wallets
– Paypal
• None (other than Paypal) have any
significant adoption
Apple‟s Passbook – Showing great
potential, but no payments yet
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8. Tablets are most of the action
• Most of „mobile‟ is actually tablet
Tablet/mobile sales as a percentage of web sales in 2011
1.5% 3.2%
Base: 43 retail CIO‟s
Forrester/Shop.org State of Retailing 2012
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9. Mobile website or apps?
• Users want the „full experience‟
Which of the following best describe your If you have interacted with [the merchant you have
company’s mobile / tablet eCommerce presence? just purchased from] on a mobile device, then which
experience do you prefer?
Mobile browser Accessing the
optimization standard
website
iPhone App
I dont have a
preference
Android App
Using an app
iPad App
Using the
Other Mobile mobile version
App of the site
Base: 43 retail CIO‟s Base: 1,428 recent mobile shoppers
Forrester/Shop.org State of Retailing 2012 Forrester/Bizrate Insights Q3 2012
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10. Email is going mobile
• By end 2012, more emails will be opened on mobile than any other
platform
Source: Litmus 2012
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11. Mobile search
Different Intent
53% of mobile searches have local intent.
Different Queries
Smartphone queries are 25% longer than
tablets and 50% longer than desktops.
Different Behavior
70% of desktop search tasks are completed
within a week; 70% of mobile search tasks
are completed within an hour.
Source: Microsoft, Marin Software
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12. Use targeted search campaigns
 Device-specific bids
CPC is 20% lower on tablets, 50% lower on smartphones
 Device-specific language
Using words like “iPhone” and “Android” improves CTR
 Device specific landing pages
 Day parting
We know people use devices differently at different times of day
 Misspellings
See what you get with autocorrect turned off
 Extensions
Sitelinks, click to call, etc.
12

13. Use targeted search campaigns
With Sitelinks Without Sitelinks
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14. Mobile Sites
Source: KISSmetrics
14

15. Mobile Sites
Source: KISSmetrics
15

16. Build mobile-friendly sites
 Prioritize content
 Compress images
 Avoid Flash
 Contrast: dark on light
Easier to see in bright sunlight
 Text size: min 15pt
 Include phone number & address
 Call to action buttons/targets
Size & position matter
16

17. Touch Targets
 44 x 44pts (Apple)
 9mm (MS)
7mm min, 2mm spacing
 Bigger if:
 Frequently used
 Errors are severe or frustrating
 Sequential task
 Near edge of screen or hard to touch
17

18. Touch Targets
The area on the screen that is the most accessible by the thumb
Source: .net magazine
18

19. Touch Targets
The area on the screen that is the most accessible by the finger
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20. Forms
20

21. Label Position
Poorly-designed mobile form
21

22. Label Position
Mobile-optimized form
22

23. Label Position
Poorly-designed mobile form
23

24. Label Position
Mobile-optimized form
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25. Input Types
Device needs to deliver the right keyboard based on the
form input requirements
Source: Smashing UX Design
25

26. Built-in Controls
Take advantage of built-in mobile controls
Source: Smashing UX Design
26

27. Input Masks
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28. Convert browsers into revenue
On average
Individual Visits / Adds ...and abandons
website visitor item(s) to
their cart...
without purchasing
97%
don’t buy
Track website
visitors 24x7
Trigger an
optimized 1-to-1
1st email sent / follow up
ads served in campaign on
real time Email Service abandonment
Visitor clicks
1 2 3 Provider & Real time API
Ad exchange
through
Re-considers
On average
the purchase
26%
Of identified cart
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abandoners will convert

29. The Impact of remarketing
No Remarketing With Remarketing
Number of abandoners returning
On average, an
On average additional
8%
will return to buy
26% 18%
additional
recovery
will return to buy
when remarketed
Remarketing: 2x - 3x more abandoners will buy when remarketed
Takeout Remarketing's biggest impact will be in the first 12 hours.
MIT Study: 90% of online leads go cold within 1 hour

30. Tracking users across devices
• Account login
• Social Sign-on
Sign In
– Facebook Login
• Save to wish list
– Email address to retrieve
30

31. Or consider PayPal Access
• 100m verified users
• Billing address and payment mechanism
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32. Typical ‘Starter’ Campaign
Remind Reassure Promote
Immediate 23 hours 6 days & 23 hours
32

33. Columbia Sportswear
• Focus on the product
– Large image
– Product name
– Review stars
• Free shipping call to
action (with club
membership)
33

34. Desktop & Mobile Emails Compared
34

35. Mobile remarketing
Real time 23 hours 6 days, 23 hours
John abandons John gets a
the website Desktop A1 A2 A3 the regular
Desktop OS campaign
Mary abandons Mobile Mary gets a free
the website
Mobile
OS M1 M2 M3 shipping
campaign
Real time 23 hours 6 days, 23 hours
• A simple way to trigger different creative to mobile abandoners
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36. Designing mobile variant emails
• Subject line: Convey the message in the first 15 characters
– Full: Oops! Was there a problem with your cart?
– Mobile: Oops! Problem with your cart?
• Layout: Use a simple, stacked layout as opposed to a multi-column
layout.
• Width: Keep the width to 600 px or less.
• Font: Use a font size of 14 pts or higher for body copy and 30 pt
for headers.
• Buttons and links: Make buttons and links big and “clickable.”
• Click-to-call: Use a plain text phone number or a click-to-call
button.
• One simple Call To Action: Big button, High up the screen, unique
and bold color on the page
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37. Questions
FREE EYE TRACKING RESEARCH
The Effectiveness of Display Advertising
on a Desktop PC vs. a Tablet Device
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