(Webinar) Unlocking Mobile Conversions - Featuring Guest Presenter Charles Nicholls of SeeWhy
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Mobile is driving an increasing share of commerce. If you're not optimizing purchase paths for smartphones and tablets, you can't miss this timely webinar by ecommerce expert Charles Nicholls. Brands that have optimized for mobile devices are now getting as much as half of their sales from mobile devices. Yet for most retailers, abandonment rates on mobile continue to be dramatically higher than desktop. Why? Join Charles in this encore performance of his recent Conversion Conference keynote session, in which he reveals: * Who is spending money on mobile devices, what are they buying, where and how? * 3 techniques for capturing the sale using mobile devices * The secrets of success for conversions on both smartphones and tablets
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(Webinar) Unlocking Mobile Conversions - Featuring Guest Presenter Charles Nicholls of SeeWhy
- 1. Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO Unlocking Mobile Conversions Free Webinar Series Featuring Charles Nicholls Founder & Chief Strategy Officer SeeWhy @webconversion
- 2. Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO MORE THAN since 2002 1200 CLIENTS
- 3. Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO About SiteTuners • Conversion Rate Optimization agency • More than 1,200 large and small company clients worldwide Practice areas: –Conversion-focused website blueprints (full redesigns & quick facelifts) –Landing page test plans & testing strategy development –Conversion Management
- 4. @webconversion About Charles Nicholls Charles Nicholls Chairman, Conversion Academy Founder, SeeWhy Chief Research & Strategy Officer @webconversion About SeeWhy • The real time remarketing company • Live on 4,000+ sites • Generates >$500m annually for clients • Acquired by SAP May 14 • Best practices education • Primary research in ecommerce @SeeWhyInc Info@seewhy.com
- 5. @webconversion • Why mobile first • How devices are used • Perception = Reality • Phones as conversion devices • Case studies Topics 3
- 6. @webconversion Smartphones get more attention 4 We spend almost 5 hours per day on screens But the most time is spent on smartphones Source: Milward Brown AdReaction, 2014. 151 147 103 43 Minutes per day
- 7. @webconversion Multi-screening is normal 5 84% use devices while watching TV Source: Nielsen Connected Devices Report, Q3:13.
- 8. @webconversion Phone sales out pacing everything else 6 Tablets growing at 52% - faster than PC ever did Phones are 4 – 5x volume of TV & PC Sources: KCPB, NPD Display Search, Philips, Morgan Stanley
- 9. @webconversion Phone conversions will eclipse tablets 7 PC’s may dominate, but phone conversions will pass tablets within a quarter Source: SeeWhy 2014 Number of conversions: Tablets and Phones
- 10. @webconversion • Why mobile first • How devices are used • Perception = Reality • Phones as conversion devices • Case studies Topics 8
- 11. @webconversion How devices are used 9 On average, consumers use 2.6 devices for converting online n=2.6 Source: SeeWhy 2014
- 12. @webconversion 10 Share of conversions / hour We use devices differently during the day, often using multiple devices before converting How devices are used during the day
- 13. @webconversion Different devices are used for different things Convert Select Desktop 11 (76%) (24%) 2.6 100 Land Tablet 11 (81%) (19%) 2.1 100 SmartPhone 8 0.5 (94%) (6%) 100 Data: SeeWhy, 2013
- 14. @webconversion Don’t think “Funnel” or “Session” - think Journey 12 A customer journey spans multiple sessions, devices, channels and time DISCOVER SEARCH RESEARCH GET HELP COMPARE PERSONALIZE SHARE EVANGELIZE USE TRUST FRIEND DECIDE PURCHASE • INTERACTIVE • E-MAIL • PAID SEARCH • SEO • DISPLAY • MOBILE (NOTIFICATION/SMS) • PRINT • WEB • COMPANY WEBSITE • MOBILE • BRANCH/STORE • CALL CENTER • SOCIAL Source: @bkwalker
- 15. @webconversion Multi visit + multi device Source: SeeWhy New visitor Purchase Returning visitor 9x First time abandoner 72x Marketing Serial abandoner 192x Probability of conversion O.25% 2.25% 18% 48% Marketing Marketing Marketing Consumers require 5 touches on average before converting
- 16. @webconversion • Why mobile first • How devices are used • Perception = Reality • Phones as conversion devices • Case studies Topics 14
- 17. @webconversion 15 Fat fingers and small screens make searching tough
- 18. @webconversion 16 2. Converting Is like an assault course…… Converting on mobile is a series of obstacles
- 19. @webconversion 17 Few make it this far: 99.5% give up Data source: SeeWhy, 2013
- 20. @webconversion Reasons for not buying on a smartphone 18 Data: SeeWhy 2013 n=1013 too slow 13% plan to convert elsewhere 41% not ready 46% Timing is key, but phones are often not considered a converting device
- 21. @webconversion 19 80% feel nervous making purchases on mobile devices 80% 81% 9% 40% People are nervous about converting on mobile Data: SeeWhy 2013 n=492
- 22. @webconversion Compare and contrast 20
- 23. @webconversion How Uber reduces friction 21 2 clicks to purchase No paper No hassle
- 24. @webconversion 22 Perception of effortlessness
- 25. @webconversion Perception of an easer conversion 23 Source: Kyle Rush Ask for less Test breaking forms into multiple, simple steps
- 26. @webconversion • Why mobile first • How devices are used • Perception = Reality • Phones as conversion devices • Case studies Topics 24
- 27. @webconversion Phones as conversion devices: Apple 85% of mobile commerce revenues 72% on iPad alone V <10% of mobile commerce revenues Data: SeeWhy based on 150m web transactions in December 2013 Apple users represent a different demographic Younger, more affluent, better educated, buy more
- 28. @webconversion Does iOS really convert better? c.$30, 3.2” c.$250, 5” 9.2% 2.9X more likely to convert than cheap Droid phones 6.5% c.$650, 4” 12.4% 19.4% c.$500+, 9.5” c.$230, 7” 3.2% Wealth and screen size are good predictors of conversion
- 29. @webconversion The phone as a conversion device 27 Phone conversions are growing faster than tablets faster than desktops 4x 14x Source: SeeWhy 2014
- 30. @webconversion 97% 98% Source: SeeWhy, 2013 99% 65% of email is opened first on a smartphone Why?
- 31. @webconversion Data: SeeWhy, 2014 Email traffic dominates smartphone conversions email 62% search 5% direct 12% link 21% 83% of conversions come from a direct link 62% from email alone
- 32. @webconversion Amazon.com: 5 clicks to a mobile purchase Email showing previously browsed item Product Detail Page Login Page Cart Summary Order Page 1 Click through from email 2 Add to Cart 3 Login – enter password 4 Click ‘Proceed’ 5 Buy
- 33. @webconversion Remarketing: glue for cross channel shopping Email carries identity and context across channels
- 34. @webconversion Mobile conversion varies dramatically by brand 32 Best in class brands are achieving 40%+ of conversions on smartphones and tablets Source: SeeWhy, 2014. 1% >40% Best in class
- 35. @webconversion The Mobile Conversion Matrix 33 Searching Devices Payments Converting Consistency across channels, devices Simplicity A few clicks to convert
- 36. @webconversion Payment choices are critical N.B. Alternative Payments are only 14% of total conversions 2x convert with alternative payments, compared with credit cards
- 37. @webconversion Case Study – Mobile Apps 35 MOBILE
- 38. @webconversion 40%+ revenue from mobile 7.0 MILLION+ mobile app downloads 0.2 SECONDS Fastest checkout on mobile, for $5,995 Volkswagen Jetta (MSRP $15,995) on iPhone 180 number of countries Gilt ships to internationally $24,000 most expensive item sold on iPad (Rolex Cosmograph Daytona Watch) $29,603 most expensive item sold on mobile (2014 Acura MDX car + L.A. travel package, via iPhone) Gilt mobile by the numbers
- 39. @webconversion Our award-winning Gilt app is available for iPhone, iPod touch, iPad and Android. Access your favorite women’s, men’s, kids and home brands, plus local experiences and mobile exclusives every day with simplicity and speed – anytime, anywhere. FOR IPHONE & IPOD TOUCH Launched in September 2009 FOR IPAD Launched in April 2010 FOR ANDROID Launched in July 2010 Gilt App focus
- 40. @webconversion "Hands-down the best mobile shopping app out there.“ -Gilt customer Drive Engagement & Conversion Marketing & Merchandising Matter • Mobile exclusive sales, available only on mobile • Mobile First Look, providing early sale access to mobile customers Personalization • Personal sales, customized for our customers, launched on mobile in 2013 Performance & Experience • Fast, simple and fun! • Optimize constantly, Evolve & innovate Gilt philosophy
- 41. @webconversion WHAT’S NEW IN VERSION 4.0 Brand new iOS 7 design for fast, simple and fun shopping awesomeness: • New look and feel, including access to Cart on all screens, quicker Add-to- Cart and Checkout • Sales load much, much faster: just enable Background App Refresh on iOS 7 • Swipe from the screen’s left side to go back • Pull down on any store’s main screen to Search or Shop by Category • Scan your credit card in Checkout using your phone’s camera Gilt continuous evolution: iPhone app
- 42. @webconversion Case Study – Simplifying users experience 40
- 43. @webconversion BEFORE AFTER Focus on the most important elements needed for a user to complete a task and remove all the extraneous bloat. Making it simple
- 44. @webconversion Example 1: Reduce Friction Making it easy
- 45. @webconversion Example 2: Use Smart Defaults Making it easy
- 46. @webconversion A cookie is assigned to your User ID when signed in and allows you to access your cart across multiple devices/browsers Designing for OmniChannel
- 47. @webconversion • Mobile is the fastest growing channel – Its where we spend most time – It will eventually be the primary conversion device – Mobile is often part of the purchase path, if not the buying device (yet) • Mobile conversions require 3 key elements: – Simplified browsing & search – Email remarketing carries context across channels – Stored account details + payments Mobile Conversion Summary 45
- 48. @webconversion My CTA 46 80 site A/B test measuring lift from remarketing email Get yours by emailing: info@seewhy.com
- 49. Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO ALUMNI PRICING THROUGH APRIL 1! REGISTER FOR JUST $697 • increase your revenue and profit • generate more leads • land more customers • boost sales and paid memberships • maximize your marketing ROI Join us in Chicago! REGISTER NOW AND SAVE! May 13-14, 2015 www.ConversionConference.com
- 50. Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO Special Offer – Free 15 Minute Website Review • Interactive review of a website or landing page • Conducted by SiteTuners conversion staff • Identify key elements that could be affecting your conversion • Video transcript recorded via GoToMeeting • Offer good only for companies generating at least $1 million annually in online revenue. New customers only please. To take advantage of this FREE offer you must schedule by August 25, 2014 Bit.ly/CROreview