(Webinar) Unlocking Mobile Conversions - Featuring Guest Presenter Charles Nicholls of SeeWhy

Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO
Unlocking Mobile Conversions
Free Webinar Series
Featuring Charles Nicholls
Founder & Chief Strategy Officer
SeeWhy
@webconversion

MORE THAN
since 2002
1200
CLIENTS

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

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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

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•
Why mobile first
•
How devices are used
•
Perception = Reality
•
Phones as conversion devices
•
Case studies
Topics
3

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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

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Multi-screening is normal
5
84% use devices while watching TV
Source: Nielsen Connected Devices Report, Q3:13.

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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

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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

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•
Why mobile first
•
•
•
•
Case studies
Topics
8

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9
On average, consumers use 2.6 devices for converting online
n=2.6
Source: SeeWhy 2014

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Share of conversions / hour
We use devices differently during the day, often using multiple devices before converting
How devices are used during the day

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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

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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

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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

@webconversion
•
Why mobile first
•
•
•
•
Case studies
Topics
14

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Fat fingers and small screens make searching tough

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2. Converting Is like an assault course……
Converting on mobile is a series of obstacles

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Few make it this far: 99.5% give up
Data source: SeeWhy, 2013

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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

@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

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Compare and contrast
20

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How Uber reduces friction
21
2 clicks to purchase
No paper
No hassle

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Perception of effortlessness

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Perception of an easer conversion
23
Source: Kyle Rush
Ask for less
Test breaking forms into multiple, simple steps

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•
Why mobile first
•
•
•
•
Case studies
Topics
24

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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

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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

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The phone as a conversion device
27
Phone conversions are growing
faster than tablets
faster than desktops
4x 14x
Source: SeeWhy 2014

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97%
98%
Source: SeeWhy, 2013
99%
65% of email is opened first on a smartphone
Why?

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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

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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

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Remarketing: glue for cross channel shopping
Email carries identity and context across channels

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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

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The Mobile Conversion Matrix
33
Searching
Devices
Payments
Converting
Consistency across channels, devices Simplicity A few clicks to convert

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Payment choices are critical
N.B. Alternative Payments are only 14% of total conversions
2x
convert with alternative payments, compared with credit cards

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Case Study – Mobile Apps
35
MOBILE

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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

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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

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"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

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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

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Case Study – Simplifying users experience
40

@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

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Example 1: Reduce Friction
Making it easy

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Example 2: Use Smart Defaults
Making it easy

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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

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•
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

@webconversion
My CTA
46
80 site A/B test measuring lift from remarketing email
Get yours by emailing:
info@seewhy.com

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

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

(Webinar) Unlocking Mobile Conversions - Featuring Guest Presenter Charles Nicholls of SeeWhy

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