8 Signs You May Be Leaving Revenue on the Table. Hayley Silver, VP of Bizrate Insights & Carly Rosenberg, GM & CMO of Bluefly presented at IRCE 2015 about ways to optimize your users mobile ecommerce experience & red flags to look out for in mobile.

1. Optimize Your
Mobile
Experience
Signs You May Be Leaving Revenue On The Table8

2. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Hayley Silver is the Vice President of Bizrate
Insights, a division of Connexity. She has more
than 20 years of experience in consumer insights,
retail and online marketing.
Prior to Bizrate Insights, she held leadership
positions in online marketing companies LinkShare
and 360i. Hayley began her career in store and
catalog retail at Bloomingdales and J. Crew.
Her rich background in retail and e-commerce
enables her to define actionable and measurable
consumer insights for her retail clients today.
Speakers
Hayley Silver
Vice President,
Bizrate Insights
Carly Rosenberg is a 15-year veteran of digital
commerce and marketing, successfully leading
the strategic marketing initiatives at specialty retail
firms since 2000.
She is currently the General Manger and CMO of
Bluefly, where she oversees marketing, creative
and site experience. Prior to Bluefly, she was Vice
President of E-commerce Marketing at ANN INC.,
the parent company of Ann Taylor and LOFT,
where she oversaw digital marketing and product
photography for AnnTaylor.com and LOFT.com.
Carly held similar roles at J.Crew, Saks Fifth
Avenue and Sur La Table.
2
Carly Rosenberg
General Manager & CMO
Bluefly

3. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Mobile: % of online orders
Mobile purchases have been steadily growing, with a sustained
increase in the rate of growth since late 2014.
3
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5
2012 2013 2014 2015
Source: Bizrate US Point-of-Sale Network of 5,000+ retailers. n=85,380,152
% Online Orders
MOBILE AS % OF ONLINE ORDERS

4. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5
2012 2013 2014 2015
Purchases by Device
Tablets, as a % of sales, are decreasing as phone sizes
increase.
4
Source: Bizrate US Point-of-Sale Network of 5,000+ retailers. n=85,380,152
Tablet
MOBILE ECOMMERCE – TABLETS VS. PHONES
Phone

5. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Mobile Shopping Activities
5
Question: Which of the following do you do on your mobile device(s) when you visit this retailer’s website? n=366,299
OMNI-CHANNEL ACTIVITIES
24%
2 %11%
28%
34%
46%
51%
I don’t visit
this retailer’s
website via
my mobile
device(s)
OtherLook up
policies or
local store
information
Browse or
search
products
that I may
buy in local
stores
Track orders
or contact
Customer
Support
Place ordersBrowse or
research
products
that I may
buy online

6. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Difficulties Shopping with Mobile
The majority of mobile shoppers (58%) report that they do not typically
experience any problems. However when problems do occur, more
than one third are related to a users’ need to enlarge the page.
6
Question: When shopping online with this retailer using your mobile device(s), do you experience any of the following problems? n=107,782
Not enough product
information available
12%
Data security concerns 11%
Too much text; not enough
pictures
4%
Not enough store or policy
information available
3%
Pictures are too big 3%
Text is too big 2%
Other (specify) 11%
Other improvements:
33%
I have to
enlarge
things first
to ensure I
touch/click
in the right
place
25%
21%
17% 17% 17%
Pages
load
slowly
I have to
use the “full
site” version
to access
what I am
looking for
Text is
too
small
Entering my
information
in checkout
is frustrating
Pictures
are too
small
69% of mobile shoppers typically
connect to the internet via WiFi.

7. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
6 Improvements to Drive Mobile Sales
Customer would be more likely to use
their mobile device in online shopping
if retailers….
1) Reduce risk
2) Incorporate mobile specific useful features
into the process
7
Question: Which of the following features would increase your likelihood to use your mobile device(s) to with this retailer? n=127,876
Login, with saved payment
information
18%
In-store pick-up of mobile online
purchases
15%
Login, with addresses pre-
selected at checkout
15%
Trust Symbols (i.e. Bizrate
Customer Certified, TrustE, etc.)
14%
Product availability information at
local stores
14%
Reserve product in local stores 12%
Link to “saved items” via text 9%
Shopping via Facebook, Pinterest
or Instagram
5%
Other improvements:
31%
Free or
low cost
returns
30%
26%
23% 20% 20%
Order
tracking
updates
via text
Order
confirmation
via text
Access to all
information,
formatted to
the screen
size
Clearly
marked
secure
pages
Paypal or
other
protected
payment
options

8. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
The State of Shopping Apps
Just under half of online buyers have at least one shopping
app on their mobile device(s).
8
Question: Which of the following types of online shopping apps, if any, do you currently have on any of your mobile device(s)? n=347,842
PaymentCoupons
or deals
A retailer’s
app (any
retailer)
Fashion or
tech
trends
Shipping/
delivery
Price
comparison
Product
comparison
I don’t
have any
shopping
apps
Other
shopping
app
Gift
reminder
23% 22%
15%
10% 9% 7% 6%
2 %
8%
52%

9. Signs of Opportunity—and What Do To About Them
Presents…
8 Red Flags To
Look Out For
In Mobile

10. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
In an era of responsive many brands are
expanding their code; responsive mobile
sites have better design but aren’t as
lean.
o Studies show for every one-second
delay in load time, you lose 11% of
clicks and 7% of conversions. 1
o Google also penalizes SEO for sites
with slow load times.
1. Loading Time
Observation: Pages that are optimized for speed have
lower bounce and exit rates in mobile.
Action:
Here’s how to optimize product pages for
speed:
1. Compress images.
2. Reduce bloat: code lean (especially
when working with Javascript) and
combine common pieces of code.
3. Minimize dependency requests.
10
1. Source: Study conducted by Ensighten Inc. in partnership with Glasses Direct https://info.ensighten.com/rs/ensighten/images/just-one-second-
delay-in-page-load-can-cause-7-percent-loss-in-customer-conversions.pdf

11. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
Sites with a lot of products and
categories are difficult to casually
browse on mobile. Extensive filtering
and sorting is more challenging.
There is also a visibility problem: it’s
difficult to find the filter buttons, and it
takes more taps, clicks and screens to
carry out a filter than on desktop.
2. Filtering
Observation: Usability labs revealed mobile customer
confusion around filtering
Action:
Improve product discoverability:
1. Fewer filters, simplified verbiage
2. Prominent and easy-to-use search bar
3. Flatten website traffic – no item more
than 2-3 filters deep
11
In my experience, flattening a retail site is
important for building organic traffic. This is
especially true for mobile, where users are
less primed to browse and filter extensively.
Michael Nguyen
VP of Search, Connexity
“
”

12. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
Mobile websites have less visual
real estate, making it difficult for the
customer to find all the latest daily
promotions.
Promotions are important, and you
may lose the deal-seeking crowd in
mobile.
3. Promotions
Observation: Customers who click from email into a promotion
on mobile can’t find other promotions on the mobile site
12

13. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
3. Promotions
Action:
Rethink how you promote deals in mobile:
1. Don’t be afraid to have long
scrollable homepages. Customers
are more willing to scroll on mobile.
Just make sure that page weight
doesn’t get too big.
2. If necessary create a category within
the “burger” menu that has the sales
for the day.
13

14. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
Most mobile
pages have
pinch zoom
disabled, but it
appears this is a
feature mobile
shoppers need
in order to have
confidence to
purchase.
4. Pinch to Zoom
Observation: We found in usability tests that mobile shoppers
were trying to pinch zoom in on product images, and were
frustrated when they could not
Action:
o This one is pretty simple: add
the pinch to zoom feature for
product images in mobile.
o You may choose to call out
the “Pinch to Zoom”
functionality so users know
it’s available.
o Make sure the image is of a
high enough resolution and
doesn’t pixelate when users
zoom.
14

15. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
Options like PayPal, Visa
Checkout and Amazon Checkout
(with pre-saved payment info) offer
a checkout solution with less
typing for the mobile shopper.
5. Pre-filled Checkout
Observation: Alternative checkout options may take up valuable
space on your mobile checkout pages, but providing these
options also leads to higher conversion.
Action:
o Simplify checkout as much as humanly
possible. Reduce: typing, clicks,
scrolling and pages.
o Offer checkout options (PayPal, Visa
Checkout, Amazon etc.) so consumers
don’t need to enter payment
information manually.
15

16. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
It’s important to
prioritize what
shoppers
actually want to
achieve in
mobile, not
what you want
them to do (or
believe they
want).
6. Site Hierarchy
Observation: A/B testing showed that changing the hierarchy of
information based on customer use leads to higher completion of tasks
Action:
o Redesign your mobile site navigation
& hierarchy to support the actual
behavior of mobile users.
o Reprioritize your KPI’s to
acknowledge task completion, rather
than just mobile revenue.
o Some mobile site features to A/B test:
– Order status
– Search
– New arrivals
– Promotions
16

17. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
If you have both an app and a
mobile site, understand why a
customer would choose to go to
one over the other.
While conversion & engagement
is higher within an app, most
shoppers visit your mobile site for
a different reason. Forcing them
to take another avenue to
accomplish their goals causes
frustration.
7. Download Our App!
Observation: Users abandon/bounce from our mobile site at a
much higher rate when we promote a “download our app” takeover
Action:
o Use banners that
can be closed easily
as opposed to large
interstitials or page
takeovers. Once a
banner has been
closed do not show it
again.
o Promote your app
within the mobile
experience – just
don’t force it upon
your customers.
17

18. © 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
A single column of products
leads to an unnecessary
amount of scrolling.
Seeing multiple products at
once also allows shoppers to
compare products side by
side.
8. Products Per Page
Observation: Mobile screen size may be limited, but usability
labs and customer comments reveal that users want to see more
products on one page.
Action:
o For the most part, customers
want two columns and 4 - 6
products on the screen.
o Be aware: 3 columns may
make the product images too
small.
o Always A/B test your way into
a sweet spot.
18

19. Hayley: hsilver@bizrate.com
Carly: carly.rosenberg@bluefly.com
More consumer questions? bizrateinsights@bizrate.com
Reach out!