As internet users become more reliant on their mobile devices, offering mobile users experiences that are simply mobile-friendly is no longer enough. Learn how to optimize your customers' mobile experiences, with insights from Petco and their success implementing incremental improvements, resulting in a more than 50% increase in mobile conversion rates.

1. Beyond Mobile-Friendly:!
Optimizing Your Customers’
Mobile Experiences

2. Petco Story

3. What are we talking about?
• Personalization and Journey Maps are great
• Goals don’t impact our actions
• Need incremental steps to crawl, walk, &
run towards a better customer experience
to see better results
• Petco has transitioned from Mobile Friendly
to Mobile Optimized (cont’d) to be more
relevant to the customer’s mobile moment.
Mobile-­‐Op*mized

4. Petco’s Mobile Evolution
Who am I?
• Focus on Business Strategy & Operations
• Moved to San Diego and joined Petco 2.5 years ago
Petco’s Mobile Challenges
1. Improve our customer experience on Mobile devices
2. Deliver a better experience for our Mobile customers
3. Deliver a unified experience for pet parents who have mobile devices

5. Impact of Mobile at Petco
74.2%
46.1%
13.3%
11.5%
12.5%
42.4%
Revenue
Traffic
Mobile
Tablet
Desktop
53.9% of
Petco Traffic
Petco Mobile Q4 2014

6. Mobile-Friendly…was a good step
Step 1: Screen Scraping
• Simplified out pages for tap-
friendly designs
• Desktop changes caused
problems
First Gen “Mobile-Friendly”

7. Mobile-Optimized…brought results
Step 2: Become robust & flexible
• Reduced operational headaches
• Focused on UX and being
relevant to the customer flow
• A/B testing to be better
Next Gen Mobile-Optimized

8. Mobile-Optimized is Better
Next Gen Mobile-Optimized
2x
Mobile Revenue Growth!
Year-Over-Year!
>50%
Increase in conversion rate!
Year-Over-Year!

9. Petco Mobile Moments
E-commerce! Find a Store!Loyalty!

10. Enhanced Customer Experience
AB Testing, user behavior studies, and real user tracking led to a better performing site-
wide design resulting in more than a 50% increase in conversions year over year.
Optimized UX flow leads to better conversions

11. Beyond Mobile-Friendly:!
Optimizing Your Customers’
Mobile Experiences

12. Your Customers are Mobile

13. Mobile-Friendly No Longer Enough
Conversion Rate Gap
0%
1%
2%
3%
Desktop
Smartphone
$100B+ in
mobile
IR500 sales
Source: Monetate
“For the past 3 years, we’ve audited numerous multi-
million and billion-dollar sites and during every single
site audit, we’ve identified lingering technical errors,
layout bugs, or flawed interactive features.”
-Baymard Institute

14. Mobile-Friendly vs. Mobile Optimized
Mobile-Friendly
Mobile Optimized
§ Optimized for screen size
§ Responsive Style Sheets
§ Incomplete functionality
§ Optimized for customer experience
§ Complete functionality
§ Fast with mobile-specific features
§ Device-specific UI considerations

15. Mobile Experience Optimization

16. Moovweb MEO Platform
Delivering the Industry’s Best Mobile Experiences
Mobile Experience
Optimization
Screen Adaption
Conversion
Delivery Acceleration
Mobile
Optimized
Mobile-Friendly

17. Select Date on
Calendar
Land on
Shipping info
Page
Select Date on
Calendar
Tap on “Order
Now”
Land on
Shipping info
Page
Tap ‘Add to
Cart” button
Land on Cart
Page
Land on Cart
Page
Select Date on
Calendar
Tap on “Order
Now”
Land on
Shipping info
Page
Original Optimized for Screen Size Flow
Valentines Day Flow
Mother’s Day Flow
Move Beyond Mobile-Friendly
Mobile Optimized
Mobile-Friendly
Conversion Optimization by Delivering Optimized User Flows

18. Optimized Leads to Better Results
0%
10%
20%
30%
40%
50%
60%
No Mobile Experience Mobile-Friendly
(Responsive)
Mobile Optimized
PercentagefromMobile
Traffic
Revenue
(1) Market data
(2) Moovweb Customers

19. Gartner DMC Attendees’ Mobile State
18.4%
59.2%
22.4%
None
Mobile-Friendly
Mobile Optimized

20. MoovScore: Mobile Health Report
Get your report at:
www.moovscore.com

21. Mobile Health Score of Attendees

22. Attendees’ Load Time (ms)

23. Shift to a CMO’s Technology Stack
Network
Hardware/
infrastructure
Software
Data
Systems of record
UX
Infrastructure
Software
Data
Systems of engagement
UX
Network
Design
starts with
engagement
Design
starts with
transactions

24. Importance of Customer Experience

25. Unique Benefits of Moovweb
Higher conversions, higher engagement
► Adaptive mobile-specific features and flows
Launch fast, improve faster
► Compatible with existing infrastructure
► Two-speed IT
► Built-in testing and segmentation
Scalable and secure
Advanced delivery acceleration

26. About Moovweb
250+ mobile experiences
40%
69%
Retail Market
Moovweb
Customers
Mobile Revenue Growth
2013-14
Recommended
Multi-Screen solution
Engaging 1 in 3 mobile
Americans each month

27. Thank you
Let’s discuss optimizing your mobile
moments
Visit us: Booth #21
ajay@moovweb.com
moovweb.com