This is Stuart McMillan's presentation at PRWD Reveal Online 2015. 53% of Schuh’s traffic comes from smartphone and it’s growing. Deputy Head of Ecommerce at Schuh discusses how Schuh are beginning to prioritise their biggest traffic segment and how that has filtered into the development of their online experience. The talk is in two halves: firstly, there some broad approaches to working mobile first and secondly, there are some practical examples of optimising our mobile experience on the responsive site. PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.

1. Optimising for Mobile
@mcmillanstu
Stuart McMillan,
Deputy Head of Ecommerce, Schuh
#PRWDReveal

3. WHAT I’LL COVER
• INTRODUCTION TO SCHUH
• CONTEXT
• MOBILE CHALLENGES
• WHY DO WE HAVE A PROBLEM?
• SOLUTIONS
• WORDS OF CAUTION
• RECAP
#PRWDReveal

4. INTRODUCTION TO SCHUH
• ESTABLISHED 1981 IN EDINBURGH
• 112 STORES AND GROWING
• WEBSITE LAUNCHED 1998
• MULTICHANNEL
• CUSTOMER FOCUS
• SYSTEMATIC APPROACH
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5. IT’S COMPLICATED
• UK NEXT DAY DELIVERY - ORDER BY 10PM
• UK 'CHOOSE YOUR DAY' DELIVERY
• UK SUNDAY DELIVERY
• UK STANDARD DELIVERY
• SHUTL
• SCHUH STORE PICK-UP
• ONE HOUR BUY & COLLECT
• CHECK & RESERVE
• COLLECT+
• UPS ACCESS POINT™
• INTERNATIONAL - ZONE A
• INTERNATIONAL - ZONE B
• BFPO DELIVERY
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6. CONTEXT
-
OUR MULTI-DEVICE REALITY

7. CONVERSION RATES (PROPORTIONAL)
MOBILE: DESKTOP : TABLET
1.5% : 3% : 2.5%
STANDING STILL WILL MEAN AN
OVERALL CONVERSION DROP OF 4%
BY THIS TIME NEXT YEAR

8. BUT MOBILE IS JUST FOR RESEARCH!
89%OF OUR MOBILE CUSTOMERS HAVE NEVER
SHOPPED WITH US ON ANYTHING BUT
MOBILE.
MOBILE IS NOT JUST FOR BROWSING.
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9. MOBILE CHALLENGES
SLOW AND SMALL
• MUST BE FULLY FUNCTIONAL
• MUST BE EASY TO NAVIGATE
• MUST BE FAST
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10. WHY DO WE HAVE A PROBLEM?
95% OF DESKTOP TRAFFIC IS USING A
SCREEN WIDTH OF ≥ 1280PX
YOU ARE USING A DESKTOP COMPUTER
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11. #PRWDReveal

12. WE NEED SOME FRESH THINKING
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13. DESKTOP THINKING DOESN’T WORK
ANYMORE (AND MAYBE NEVER DID)
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14. One
How many of
you have
actually
purchased on
your website in
the past month
via mobile?
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15. Two
Did you do it via
3G/4G?
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16. Three
Use this
Chrome feature
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17. Four
Use valid,
semantic, HTML5
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18. Five
It must be fast
(sub 2 seconds)
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19. Six
Must be usable
by fat fingers
Margin
Padding
Link
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20. Seven
Understand
where user
needs differ
from desktop
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21. Often the
differences are
smaller than you
might think!
• Both browsing and
shopping.
• Fewer pages per session
on mobile
• Mobile uses homepage
slightly more
• Careers page 3x more
likely to be visited on
desktop
#PRWDReveal

22. Eight
Simplify.
#PRWDReveal

23. Nine
Interaction
Design
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24. Ten
Test with real
people.
And listen to
the results
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25. WORDS OF CAUTION:
IT CAN’T BE “MOBILE ONLY”
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26. #PRWDReveal

27. #PRWDReveal
And the
result?
(one year in)

28. RECAP
• IT IS ESSENTIAL
• GET THE BASICS RIGHT
• MOVE AWAY FROM YOUR DESKTOP
• TEST
• IT CAN BE DONE
#PRWDReveal

29. Thank You.
@mcmillanstu
Stuart McMillan,
Deputy Head of Ecommerce, Schuh
#PRWDReveal