http://www.summit.gomag.ro/dan-virtopeanu/

1. UX for Mobile
Cum să ai un site bine op5mizat
pentru mobil
GOMAG SUMMIT
28.09.2017
dan.virtopeanu@breezemobile.ro

2. About me
25+ years experience in IT&C
20+ years experience in Management, Sales and Marke5ng
15 years experience in mobile
First to deploy in Romania: VAS projects (1996), Premium Telephone Direct Sales
(1998), MMORPG (2001), Advergames (2002), SMS Payments (2003), SMS
Promo5ons (2004), Educa5onal Game with SMS payment (2005), Mobile
Branded Apps (2007), Mobile Marke5ng Training classes (2008), Mul5 Player
SMS Game (2010)

3. Founder Breeze Mobile in 2012
Full-service digital marke2ng agency that offers a various range of solu5ons
available in Romania, for mul5-channel integrated marke5ng campaigns or
individual campaigns
Complete mobile competences: strategy, crea5on, development,
implementa5on, mobile media and monitoring
Mobile porbolio that includes apps, geo-loca5on campaigns and various mobile
marke5ng campaigns for different brands
Over 10 prizes won for campaign and apps since launch

4. Summary
Why Mobile Maders
UX for Mobile
Live analysis

5. Mobile Maders

6. Mobile Technology is Changing Digital Commerce
60% of smartphone users claim this in US and UK
Amazon had already 60% of sales from mobile since December 2014
54% of online orders made via mobile in US (Fluent survey Jan 2017)
Mobile apps deliver up to 54% of all mobile transac5ons (Criteo report 2016)
¾ of smartphone users prefer to buy from a shop that provides func5ons and
services from a mobile app, even they are not frequent users of mobile apps

7. Mobile Technology is Changing Digital Commerce
Increased smartphone penetra5on along with data plans leads
to a transi5on from desktop orders to mobile orders world wide

8. #1 in online commerce is
China with $750 billions spent in 2016, more than US and UK
Many consumers skipped the PC era en5rely going right to
smartphones. In 2020 online purchases made with mobile
phones would reach 74%. BCG & Alibaba report
350 Alfa Romeo Giulia at $63.000 each sold in 33 seconds on
Alibaba

9. 0
2
4
6
8
10
12
14
16
2011 2012 2013 2014 2015 2016
Mobile Users
Desktop Users
Millions

10. 0
2
4
6
8
10
12
14
16
2012 2013 2014 2015 2016
Smartphones in Millions

11. Mobile Browsers – July 2017
Top Mobile Browsers in Romania
Chrome Safari Samsung Android IE Mobile
66.57% 14.93% 9.58% 4.09% 1.71%

12. 70% of Fashion Days sales in Romania are from mobile. On week ends they
reach 80%. Stats from 2016.
eMag had 2 third of traffic on Black Friday 2016 from mobile devices
Paravion transac5ons from mobile devices increased 400% in 2016
Cel.ro mobile orders increase 72% in 2016
Latest Google survey (January 2017) shows that 53% of Romanians are using
smartphone to look for products
iSense Survey (May 2017) shows that 90% of Romanians smartphone users are
looking informa5on about products, half of them are placing orders

13. UX for Mobile

14. User wants access to content
Fast
Easy
Relevant

15. This 3 requirements are valid no mader the device used.
See Smart TV lacking adop5on.

16. Relevant content
This is a basic business principle.
2 short stories.

17. Products that cannot be found using search on eMag.
Products that can be found using Google search and ordered on eMag.

18. Check out changing terms

19. Fast access or Loading 5me
9 of 10 mobile sites audited at GPEC were large or very large
A 100-millisecond delay in website load 5me can hurt conversion rates
by 7 percent
2 seconds delay in webpage load 5me increase bounce rate by 103%
53% of mobile site visitors will leave a page that takes longer than 3
seconds to load
Akamai Study 2017

20. Google Page Speed Benchmarks
Average mobile landing page load 5me 22 seconds.
70% of pages take 7 seconds for visual content to load above the fold

24. The main issues of slow loading
Page size
Development
Server 5me - hos5ng

25. ThinkwithGoogle

30. Live Analysis Load Speed

31. Site Size DOM < 700 Score
a2t.ro 1,4M 1500 0,69
autohut.ro 8,6M 2890 0,5
pentruanimale.ro 2,1M 1247 0,7
targulcar5i.ro 768k ok 2,68

32. Easy Access Translated By
Usability

33. Mobile Site Key Points for Usability
Readable content – 2nd Criteria GPEC compe55on
Easy to tap elements - 8th and 9th Criteria GPEC compe55on
Consider specific mobile phone input – 16th, 28th, 29th Criteria GPEC Compe55on
Intui5ve – 10th, 11th 12th 13th and 17th criteria GPEC Compe55on
Easy to navigate – 5th , 14th , 15th 18th 25th 31st Criteria GPEC Compe55on
Use mobile specific ac5ons – 3rd Criteria GPEC Compe55on

34. Readable content
#1 mistake Banners from desktop to mobile
#2 mistake too small
And other errors

37. Easy to tap elements
Too small
Too close

40. Mobile Specific Input
Disable autocorrect, auto capitaliza5on
Numeric keyboard when needed
Search autosuggest

42. Intui5ve
First screen to show what we sell – pentruanimale.ro

43. Easy to navigate
No pop ups
Load more, avoid endless scroll
S5cky menu
Go top budon
Search elements less than half screen

47. Mobile specific ac5ons
Click2call
Direc5ons

48. A2t.ro click2call
from product page

49. pentruanimale.ro click2call
from footer

51. LIVE ANALYSIS

52. I very frequently get the ques5on :”What’s going to change in the next 10
years?” And that is a very interes5ng ques5on; it’s a very common one. I
almost never get the ques5on: “What’s not going to change in the next 10
years?” And I submit to you that that second ques5on is actually more
important of the two – because you can build a business strategy around the
things that are stable in 5me. …In our retail business we know that customers
want low prices, and I know that’s going to be true 10 years from now. They
want fast delivery; they want vast selec5on. It’s impossible to imagine a future
10 years from now where a customer comes up and says:”xxx I love ‘your
brand’; I just wish the prices were a lidle higher” “I love ‘your brand’; I just wish
you’d deliver a lidle more slowly”
Jeff Bezos

53. dan.virtopeanu@breezemobile.ro
www.breezemobile.ro
www.virtopeanu.ro