Mobile	
  Op*miza*on	
  That	
  
Actually	
  Works
Kyle	
  Duford	
  
eCommerce	
  Director	
  
Chrome	
  Industries	
  
@...
Chrome	
  Industries
Kyle	
  Duford	
  
eCommerce	
  Director	
  
Chrome	
  Industries	
  
@kyleduford	
  
Why	
  Mobile
“One	
  day,	
  all	
  this	
  informa<on	
  —
telecommunica<on,	
  connec<vity	
  
—	
  will	
  be	
  in	
  your	
  pocke...
Prolifera<on	
  of	
  Devices
Everyone’s	
  Doing	
  It
Tweet	
  
Update	
  
Snap	
  
Chat	
  
Text	
  
Call	
  
Search	
  
Read	
  
!
Part	
  of	
  the	
  Equa<on
Types	
  of	
  Mobile
GOLITE.COM! TREKBIKES.COM!
PINCH&AND&ZOOM&
THENORTHFACE.COM! PATAGONIA.COM!
M.SITES'
BURTON.COM!RAPH...
Using	
  Data	
  to	
  Understand	
  Mobile
• CONSISTENCY	
  IN	
  ALL	
  ELEMENTS	
  
• General	
  look	
  and	
  feel	
 ...
• Run	
  sta*s*cal	
  analysis	
  on	
  anything	
  (and	
  everything)	
  
• Because	
  data	
  doesn’t	
  care	
  if	
  ...
Tes<ng
• Iden*fy	
  problem/issue	
  
• Hypothesize	
  
• Ideas	
  
• Tes*ng	
  
• Analyze	
  
• Implement	
  or	
  re-­‐t...
Using	
  Data	
  to	
  Understand	
  Mobile
• NO	
  SECRET	
  TO	
  BUILDING	
  TEAMS	
  
• No	
  need	
  for	
  a	
  spec...
Test.	
  Learn.	
  Repeat.
Mobify
Peter	
  McLachlan	
  
Founder	
  and	
  CPO	
  
Mobify	
  
@b1tr0t	
  
!
eCommerce Web Experience Acceleration Platform
Mul<-­‐device	
  web:	
  eCommerce
55%
45%
Smartphone / Tablet
Desktop
Source: IBM “Thanksgiving Diges
For	
  many	
  eCom...
Time	
  spent	
  by	
  device	
  for	
  eCommerce
41%
59%
Smartphone / Tablet
Desktop
Source: Business Insider
Even	
  tho...
Conversion	
  rates:	
  US	
  retail	
  eCommerce	
  	
  
Cyber	
  Monday	
  2013
0.0%
1.5%
3.0%
4.5%
6.0%
Smartphone
Tabl...
28%
72%
Source: Google Mobile Playbook
Google’s	
  data	
  shows	
  that	
  72%	
  of	
  
tablet	
  owners	
  make	
  purc...
Emerging	
  opportunity:	
  the	
  tablet
“As	
  the	
  tablet	
  market	
  matures,	
  the	
  advantages	
  of	
  
deskto...
Why	
  A/B	
  test?	
  A	
  refresher
• A/B	
  tes*ng	
  is	
  a	
  discount	
  leading	
  indicator:	
  it	
  is	
  a	
  ...
Strategies	
  for	
  mul<-­‐screen	
  tes<ng
Two	
  main	
  strategies	
  
• Test	
  the	
  change	
  on	
  all	
  screen	...
Tes<ng	
  on	
  all	
  screen	
  sizes	
  at	
  the	
  same	
  <me
• May	
  or	
  may	
  not	
  be	
  technically	
  feasi...
Tes<ng	
  on	
  all	
  screen	
  sizes	
  at	
  the	
  same	
  <me
Feasibility	
  
• Possible	
  only	
  if	
  UX	
  chang...
Tes<ng	
  on	
  all	
  screen	
  sizes	
  at	
  the	
  same	
  <me
Advantages	
  
• Provides	
  cross-­‐channel	
  data	
 ...
Tes<ng	
  on	
  all	
  screen	
  sizes	
  at	
  the	
  same	
  <me
Disadvantages	
  
• Costly	
  for	
  
• resources	
  
•...
Tes<ng	
  at	
  a	
  single	
  breakpoint
• Focus	
  your	
  test,	
  taking	
  into	
  account:	
  
• probable	
  user	
 ...
Feasibility	
  
• Can	
  be	
  done	
  regardless	
  of	
  whether	
  you	
  have	
  a	
  
unified	
  UX	
  across	
  smart...
Advantages	
  
• Focus	
  on	
  probable	
  visitor	
  context	
  
• Focus	
  on	
  probable	
  visitor	
  use	
  case	
  ...
Disadvantages	
  
• Can	
  result	
  in	
  diverging	
  requirements	
  for	
  different	
  
screen	
  sizes	
  that	
  are...
What	
  should	
  you	
  test?	
  A	
  few	
  hints…
Larger	
  targets
Removed	
  hover	
  events
Results
For	
  Coastal	
  Contacts,	
  through	
  
analysis	
  in	
  Google	
  Analy*cs,	
  
Mobify’s	
  team	
  iden*fied	...
Closing	
  <ps
• Always	
  A/A	
  test	
  
• Don’t	
  jump	
  to	
  conclusions	
  too	
  early	
  
• If	
  at	
  first	
  ...
Mobile	
  Op*miza*on	
  That	
  
Actually	
  Works
Kyle	
  Duford	
  
eCommerce	
  Director	
  
Chrome	
  Industries	
  
@...
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Mobile Optimization that Actually Works

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KYLE DUFORD, ECOMMERCE DIRECTOR, CHROME INDUSTRIES
PETER MCLACHLAN, FOUNDER AND CPO, MOBIFY
SEAN OLIVER, HEAD OF PRODUCT MARKETING, OPTIMIZELY

Did you know that U.S. smartphone users check their devices more than 150 times per day? That's once every 6.5 minutes. Consumers are spending more time on their smartphones now than they ever have before. As a result, delivering delightful experiences that span web and mobile has never been more important.

Peter McLachlan, Co-Founder and Chief Product Officer at Mobify, and Kyle Duford, eCommerce Director at Chrome Industries, explain in practical terms how to build a unified web and mobile optimization strategy. Learn how to set up a team to manage a cross-device optimization plan, and hear their best practices on how to make the most of mobile.

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Mobile Optimization that Actually Works

  1. 1. Mobile  Op*miza*on  That   Actually  Works Kyle  Duford   eCommerce  Director   Chrome  Industries   @kyleduford   Peter  McLachlan   Founder  and  CPO   Mobify   @b1tr0t   !
  2. 2. Chrome  Industries Kyle  Duford   eCommerce  Director   Chrome  Industries   @kyleduford  
  3. 3. Why  Mobile
  4. 4. “One  day,  all  this  informa<on  — telecommunica<on,  connec<vity   —  will  be  in  your  pocket.
  5. 5. Prolifera<on  of  Devices
  6. 6. Everyone’s  Doing  It Tweet   Update   Snap   Chat   Text   Call   Search   Read   !
  7. 7. Part  of  the  Equa<on
  8. 8. Types  of  Mobile GOLITE.COM! TREKBIKES.COM! PINCH&AND&ZOOM& THENORTHFACE.COM! PATAGONIA.COM! M.SITES' BURTON.COM!RAPHA.CC! RESPONSIVE)
  9. 9. Using  Data  to  Understand  Mobile • CONSISTENCY  IN  ALL  ELEMENTS   • General  look  and  feel   • Path  to  purchase   • Search   • Naviga*on   • Merchandising  (eCommerce  sites)   • Photos     • Descrip*ons   • Calls  to  ac*on  
  10. 10. • Run  sta*s*cal  analysis  on  anything  (and  everything)   • Because  data  doesn’t  care  if  you’re  mobile   – It  just  documents  and  logs   • Then  check  to  see  where  the  points  differ,  if  any,   from  desktop,  tablet   • Develop  your  hypothesis   • Test Data  is  S<ll  King
  11. 11. Tes<ng • Iden*fy  problem/issue   • Hypothesize   • Ideas   • Tes*ng   • Analyze   • Implement  or  re-­‐test
  12. 12. Using  Data  to  Understand  Mobile • NO  SECRET  TO  BUILDING  TEAMS   • No  need  for  a  special  “Mobile  Ops  Team”   • Think  like  a  customer   • Use  your  devices  for  UAT  tes*ng   • Give  the  ability  to  try,  fail  and  learn
  13. 13. Test.  Learn.  Repeat.
  14. 14. Mobify Peter  McLachlan   Founder  and  CPO   Mobify   @b1tr0t   !
  15. 15. eCommerce Web Experience Acceleration Platform
  16. 16. Mul<-­‐device  web:  eCommerce 55% 45% Smartphone / Tablet Desktop Source: IBM “Thanksgiving Diges For  many  eCommerce  sites,   smartphone  +  tablet  traffic   has  reached  or  exceeded   45%  of  total  traffic.       By  the  end  of  2014  we  expect   these  channels  to  represent   the  majority  of  visits  to  most   eCommerce  sites
  17. 17. Time  spent  by  device  for  eCommerce 41% 59% Smartphone / Tablet Desktop Source: Business Insider Even  though  smartphone  +   tablet  visitors  represent  45%   of  traffic,  they  can  account  for   59%  of  *me  spent  on  your   website   This  emphasizes  the  importance   of  the  user  experience  on   these  channels
  18. 18. Conversion  rates:  US  retail  eCommerce     Cyber  Monday  2013 0.0% 1.5% 3.0% 4.5% 6.0% Smartphone Tablet Desktop Source: IBM Digital Analytics Benchmark Cyber  Monday  data  from  2013   reveals  the  untapped   opportunity  of  tablets  for   eCommerce Cyber  Monday  2013  eCommerce  conversion  rates  by  plaUorm
  19. 19. 28% 72% Source: Google Mobile Playbook Google’s  data  shows  that  72%  of   tablet  owners  make  purchases   from  their  device  on  a  weekly   basis Conversion  rates:  Black  Friday
  20. 20. Emerging  opportunity:  the  tablet “As  the  tablet  market  matures,  the  advantages  of   desktop  and  laptop  browsing  will  erode…  To  engage   customers  who  use  tablets,  companies  should  adopt   tablet-­‐specific  strategies  instead  of  offering   experiences  iden*cal  to  those  of  smartphones  or   desktops  and  laptops.”       ! -­‐  Adobe  2013  Mobile  Consumer  Survey  Results
  21. 21. Why  A/B  test?  A  refresher • A/B  tes*ng  is  a  discount  leading  indicator:  it  is  a   crucial  part  of  a  robust  internal  UX  process   • A/B  tes*ng  tells  you  the  “what”,  and  helps  your  UX   analysts  &  designers  find  the  “why”  and  the  “how”   through  rapid  experimenta*on  and  quan*ta*ve   analysis   !
  22. 22. Strategies  for  mul<-­‐screen  tes<ng Two  main  strategies   • Test  the  change  on  all  screen  sizes  at  the  same  *me   • Test  the  change  on  a  specific  group  of  screen  sizes:   “breakpoints”
  23. 23. Tes<ng  on  all  screen  sizes  at  the  same  <me • May  or  may  not  be  technically  feasible   • Will  provide  cross-­‐channel  feedback   • but  also  cross-­‐channel  noise
  24. 24. Tes<ng  on  all  screen  sizes  at  the  same  <me Feasibility   • Possible  only  if  UX  change  is  relevant  across  all   screen  sizes   • Only  applicable  if  there  is  uniform  UX  between   views  at  different  screen  sizes  
  25. 25. Tes<ng  on  all  screen  sizes  at  the  same  <me Advantages   • Provides  cross-­‐channel  data   • shorter  total  test  dura*on   • May  offer  some  maintenance  advantages  
  26. 26. Tes<ng  on  all  screen  sizes  at  the  same  <me Disadvantages   • Costly  for   • resources   • *me  to  design  test   • Technically  challenging   • changes  must  work  &  be  QA  approved  across   breakpoints   • or  be  designed  &  tested  as  separate  HTML  snippets  
  27. 27. Tes<ng  at  a  single  breakpoint • Focus  your  test,  taking  into  account:   • probable  user  context  &  intent   • interac*on  metaphor   • device  capabili*es   • device  limita*ons   • Can  be  a  complete  template  varia*on  or  minor  UX   change
  28. 28. Feasibility   • Can  be  done  regardless  of  whether  you  have  a   unified  UX  across  smartphone/tablet/desktop   • Works  for  Responsive  Web  Design,  Separate  Mobile   Websites  or  RESS  approaches  to  suppor*ng  mobile   ! Tes<ng  at  a  single  breakpoint
  29. 29. Advantages   • Focus  on  probable  visitor  context   • Focus  on  probable  visitor  use  case   • Fewer  developer  resources  to  deploy  any  given  test   • Less  QA  required  to  deploy  a  test   • Succeed  or  fail  faster   ! Tes<ng  at  a  single  breakpoint
  30. 30. Disadvantages   • Can  result  in  diverging  requirements  for  different   screen  sizes  that  are  difficult  to  merge  back  into   your  codebase   • though  an  adap*ve  templa*ng  solu*on  can  help   you  “power  up”  your  templates   ! ! Tes<ng  at  a  single  breakpoint
  31. 31. What  should  you  test?  A  few  hints…
  32. 32. Larger  targets
  33. 33. Removed  hover  events
  34. 34. Results For  Coastal  Contacts,  through   analysis  in  Google  Analy*cs,   Mobify’s  team  iden*fied  that   smartphone  visitors  seemed   confused  about  naviga*on.   An  A/B  test  of  a  simplified  naviga*on   structure  revealed  that   smartphone  conversions  could  be   improved  by  as  much  as  50%  with   an  improved  naviga*on  structure  
  35. 35. Closing  <ps • Always  A/A  test   • Don’t  jump  to  conclusions  too  early   • If  at  first  it  fails…  try  again   • Smaller  changes:  segment  by  device  type  &  screen-­‐ size  for  each  test
  36. 36. Mobile  Op*miza*on  That   Actually  Works Kyle  Duford   eCommerce  Director   Chrome  Industries   @kyleduford   Peter  McLachlan   Founder  and  CPO   Mobify   @b1tr0t   !

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