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Mobile Optimization that Actually Works
The document discusses effective mobile optimization strategies for e-commerce, highlighting the growing significance of mobile devices in traffic and conversion rates. Key methods include A/B testing across different screen sizes and the importance of tailoring user experiences for smartphones and tablets. Data-driven analysis is emphasized to enhance user experience and optimize conversion rates on mobile platforms.
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Mobile Optimization that Actually Works
- 1. Mobile Op*miza*on That Actually Works Kyle Duford eCommerce Director Chrome Industries @kyleduford Peter McLachlan Founder and CPO Mobify @b1tr0t !
- 2. Chrome Industries Kyle Duford eCommerce Director Chrome Industries @kyleduford
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- 4. “One day, all this informa<on — telecommunica<on, connec<vity — will be in your pocket.
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- 6. Everyone’s Doing It Tweet Update Snap Chat Text Call Search Read !
- 7. Part of the Equa<on
- 8. Types of Mobile GOLITE.COM!TREKBIKES.COM! PINCH&AND&ZOOM& THENORTHFACE.COM! PATAGONIA.COM! M.SITES' BURTON.COM!RAPHA.CC! RESPONSIVE)
- 9. Using Data to Understand Mobile • CONSISTENCY IN ALL ELEMENTS • General look and feel • Path to purchase • Search • Naviga*on • Merchandising (eCommerce sites) • Photos • Descrip*ons • Calls to ac*on
- 10. • Run sta*s*cal analysis on anything (and everything) • Because data doesn’t care if you’re mobile – It just documents and logs • Then check to see where the points differ, if any, from desktop, tablet • Develop your hypothesis • Test Data is S<ll King
- 11. Tes<ng • Iden*fy problem/issue • Hypothesize • Ideas • Tes*ng • Analyze • Implement or re-‐test
- 12. Using Data to Understand Mobile • NO SECRET TO BUILDING TEAMS • No need for a special “Mobile Ops Team” • Think like a customer • Use your devices for UAT tes*ng • Give the ability to try, fail and learn
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- 14. Mobify Peter McLachlan Founder and CPO Mobify @b1tr0t !
- 15. eCommerce Web ExperienceAcceleration Platform
- 16. Mul<-‐device web: eCommerce 55% 45% Smartphone/ Tablet Desktop Source: IBM “Thanksgiving Diges For many eCommerce sites, smartphone + tablet traffic has reached or exceeded 45% of total traffic. By the end of 2014 we expect these channels to represent the majority of visits to most eCommerce sites
- 17. Time spent by device for eCommerce 41% 59% Smartphone / Tablet Desktop Source: Business Insider Even though smartphone + tablet visitors represent 45% of traffic, they can account for 59% of *me spent on your website This emphasizes the importance of the user experience on these channels
- 18. Conversion rates: US retail eCommerce Cyber Monday 2013 0.0% 1.5% 3.0% 4.5% 6.0% Smartphone Tablet Desktop Source: IBM Digital Analytics Benchmark Cyber Monday data from 2013 reveals the untapped opportunity of tablets for eCommerce Cyber Monday 2013 eCommerce conversion rates by plaUorm
- 19. 28% 72% Source: Google MobilePlaybook Google’s data shows that 72% of tablet owners make purchases from their device on a weekly basis Conversion rates: Black Friday
- 20. Emerging opportunity: the tablet “As the tablet market matures, the advantages of desktop and laptop browsing will erode… To engage customers who use tablets, companies should adopt tablet-‐specific strategies instead of offering experiences iden*cal to those of smartphones or desktops and laptops.” ! -‐ Adobe 2013 Mobile Consumer Survey Results
- 21. Why A/B test? A refresher • A/B tes*ng is a discount leading indicator: it is a crucial part of a robust internal UX process • A/B tes*ng tells you the “what”, and helps your UX analysts & designers find the “why” and the “how” through rapid experimenta*on and quan*ta*ve analysis !
- 22. Strategies for mul<-‐screen tes<ng Two main strategies • Test the change on all screen sizes at the same *me • Test the change on a specific group of screen sizes: “breakpoints”
- 23. Tes<ng on all screen sizes at the same <me • May or may not be technically feasible • Will provide cross-‐channel feedback • but also cross-‐channel noise
- 24. Tes<ng on all screen sizes at the same <me Feasibility • Possible only if UX change is relevant across all screen sizes • Only applicable if there is uniform UX between views at different screen sizes
- 25. Tes<ng on all screen sizes at the same <me Advantages • Provides cross-‐channel data • shorter total test dura*on • May offer some maintenance advantages
- 26. Tes<ng on all screen sizes at the same <me Disadvantages • Costly for • resources • *me to design test • Technically challenging • changes must work & be QA approved across breakpoints • or be designed & tested as separate HTML snippets
- 27. Tes<ng at a single breakpoint • Focus your test, taking into account: • probable user context & intent • interac*on metaphor • device capabili*es • device limita*ons • Can be a complete template varia*on or minor UX change
- 28. Feasibility • Can be done regardless of whether you have a unified UX across smartphone/tablet/desktop • Works for Responsive Web Design, Separate Mobile Websites or RESS approaches to suppor*ng mobile ! Tes<ng at a single breakpoint
- 29. Advantages • Focus on probable visitor context • Focus on probable visitor use case • Fewer developer resources to deploy any given test • Less QA required to deploy a test • Succeed or fail faster ! Tes<ng at a single breakpoint
- 30. Disadvantages • Can result in diverging requirements for different screen sizes that are difficult to merge back into your codebase • though an adap*ve templa*ng solu*on can help you “power up” your templates ! ! Tes<ng at a single breakpoint
- 31. What should you test? A few hints…
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- 34. Results For Coastal Contacts, through analysis in Google Analy*cs, Mobify’s team iden*fied that smartphone visitors seemed confused about naviga*on. An A/B test of a simplified naviga*on structure revealed that smartphone conversions could be improved by as much as 50% with an improved naviga*on structure
- 35. Closing <ps • Always A/A test • Don’t jump to conclusions too early • If at first it fails… try again • Smaller changes: segment by device type & screen-‐ size for each test
- 36. Mobile Op*miza*on That Actually Works Kyle Duford eCommerce Director Chrome Industries @kyleduford Peter McLachlan Founder and CPO Mobify @b1tr0t !