Hi
Optimizing mobile
Current state of mobile:	
1/3	
 Of all e-commerce transactions in
the United Kingdom
Current state of mobile:	
	
1/3	
 Of all e-commerce transactions in
the United Kingdom	
40%	
Of online Black Friday sales
Current state of mobile:	
	
1/3	
 Of all e-commerce transactions in
the United Kingdom	
40%	
Of online Black Friday sales	...
1/3	
Current state of mobile:	
Of all e-commerce transactions in
the United Kingdom	
40%	
Of online Black Friday sales	
34...
40%	
Turn to a competitor’s site
after a bad mobile experience
Options
Mobile theme on the same URL	
Serving different themes using device detection
Local maxima	
New design
Touchscreen	
Non-touchscreen
Responsive does not always
optimize for behavior. 	
	
It optimizes for the screen.
Mobile optimization is about :	
1) Finding where the opportunities are
2) Knowing why people are not converting
3) Creatin...
The “Where”
Desktop	
Mobile visitors have different goals	
Mobile
Levels reached on the site
Levels reached on the site
High traffic / Low conversion
Allow switching
to desktop
Track with
event tracking
The “Why”
Use online survey software
for finding out why
problems occur
1) What frustrated you
about this site?	
	
2) If you could do
anything, how would you
improve this site?	
	
3) What did yo...
Testing with 5 people
reveals 80% of
usability problems
UX
Simplify elements
for mobile users.	
	
Define popular
tasks and display
links on the
homepage.
Clickable elements
should be large
enough for easy
usability	
	
40x40px
Use a decent font
size - at least 14px
Shopping carts are
used for creating a
wishlist of
products
Visible error
messages
Use a “load more”
button instead of
pagination or
endless scroll
Product inventory
is judged based on
first results
Show how many
products a filter
will return
Use click-to-call
when a conversion
can be completed
by a phone call
kuler.adobe.com
Speed
Delivery technologies are getting faster, but the
amount of content we’re cramming in is outpacing
everything
Performance affects profits	
1 second of additional load time:
Performance affects profits	
1 second of additional load time:	
	
	
decrease in page views	
11%
Performance affects profits	
1 second of additional load time:	
	
	
11%	
 decrease in page views	
16%	
 customer satisfact...
Performance affects profits	
1 second of additional load time:	
	
	
11%	
 decrease in page views	
16%	
 customer satisfact...
Speed is a design
constraint	
The more you add, the higher
the load times
60% of data
transfer comes
from images.	
	
Use image
compression.
Google PageSpeed Yahoo Developer Rules
Summary	
See how far people get on your site	
Levels reached on mobile, 	
landing page conversion for mobile.	
Talk to you...
Thank You
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
Jaan Matti - Conversion Day 2014
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Jaan Matti - Conversion Day 2014

  1. 1. Hi
  2. 2. Optimizing mobile
  3. 3. Current state of mobile: 1/3 Of all e-commerce transactions in the United Kingdom
  4. 4. Current state of mobile: 1/3 Of all e-commerce transactions in the United Kingdom 40% Of online Black Friday sales
  5. 5. Current state of mobile: 1/3 Of all e-commerce transactions in the United Kingdom 40% Of online Black Friday sales 34% Of all US cell internet users are using mobile as their main access to web
  6. 6. 1/3 Current state of mobile: Of all e-commerce transactions in the United Kingdom 40% Of online Black Friday sales 34% Of all US cell internet users are using mobile as their main access to web 53% Of Facebook’s revenue comes from mobile
  7. 7. 40% Turn to a competitor’s site after a bad mobile experience
  8. 8. Options
  9. 9. Mobile theme on the same URL Serving different themes using device detection
  10. 10. Local maxima New design
  11. 11. Touchscreen Non-touchscreen
  12. 12. Responsive does not always optimize for behavior. It optimizes for the screen.
  13. 13. Mobile optimization is about : 1) Finding where the opportunities are 2) Knowing why people are not converting 3) Creating treatments for the issues
  14. 14. The “Where”
  15. 15. Desktop Mobile visitors have different goals Mobile
  16. 16. Levels reached on the site
  17. 17. Levels reached on the site
  18. 18. High traffic / Low conversion
  19. 19. Allow switching to desktop
  20. 20. Track with event tracking
  21. 21. The “Why”
  22. 22. Use online survey software for finding out why problems occur
  23. 23. 1) What frustrated you about this site? 2) If you could do anything, how would you improve this site? 3) What did you like about the site?
  24. 24. Testing with 5 people reveals 80% of usability problems
  25. 25. UX
  26. 26. Simplify elements for mobile users. Define popular tasks and display links on the homepage.
  27. 27. Clickable elements should be large enough for easy usability 40x40px
  28. 28. Use a decent font size - at least 14px
  29. 29. Shopping carts are used for creating a wishlist of products
  30. 30. Visible error messages
  31. 31. Use a “load more” button instead of pagination or endless scroll
  32. 32. Product inventory is judged based on first results
  33. 33. Show how many products a filter will return
  34. 34. Use click-to-call when a conversion can be completed by a phone call
  35. 35. kuler.adobe.com
  36. 36. Speed
  37. 37. Delivery technologies are getting faster, but the amount of content we’re cramming in is outpacing everything
  38. 38. Performance affects profits 1 second of additional load time:
  39. 39. Performance affects profits 1 second of additional load time: decrease in page views 11%
  40. 40. Performance affects profits 1 second of additional load time: 11% decrease in page views 16% customer satisfaction drop
  41. 41. Performance affects profits 1 second of additional load time: 11% decrease in page views 16% customer satisfaction drop 7% loss in conversions
  42. 42. Speed is a design constraint The more you add, the higher the load times
  43. 43. 60% of data transfer comes from images. Use image compression.
  44. 44. Google PageSpeed Yahoo Developer Rules
  45. 45. Summary See how far people get on your site Levels reached on mobile, landing page conversion for mobile. Talk to your visitors Why are people buying from you, how are they using your mobile site? Good UX = Getting things done quickly Mobile visitors are task-oriented. Simplify tasks, focus on speed. 1 2 3
  46. 46. Thank You

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