This year ISM'er Jurjen Jongejan was speaker at Lightspeed Connect Event. He spoke about conversion optimization, and showed examples of hurdles customers experience in mobile webshops. For more information: www.ism.nl

1. Jurjen Jongejan
Sr. Conversion optimization consultant | Online Marketing Director | Author
Data-driven conversion optimization
on mobile!
process, cases en tips

2. Help! Mobile does not convert!

3. Orientation on mobile...
We have been talking ourselves into cross-device behavior
Convert on desktop

4. The real reason is that we serve consumers bad mobile experiences…

5. ‘mobile gap’
Customer expectations
(speed, functionality,
usability)
mobile webshops

7. Online marketer
Consumer
CEO
eCommerce ManagerCustomer service

8. €290
Traffic distribution
0%
20%
40%
60%
80%
100%
Mobile Tablet Desktop
Sept ‘17 Sept ‘20
Conversion rate
0%
1%
2%
3%
4%
Mobile Tablet Desktop
Sept ‘17 Sept ‘20
Revenue Sept ´17
€290,000 €650,000
€2,310,000 €1,340,000
LOSS €970,000
Revenue Sept ´20
€220,000 €120,000
€1,800,000 €570,000
Total number of sessions: 1,000,000
Average order value: €100
Total:
60%
11%
29%
65%
6%
19%

9. How to optimize your mobile conversion rate?

10. Jurjen Jongejan
Sr. Conversion optimization consultant | Online Marketing Director
✓ More than 13 years of experience as a conversion expert at
✓ Business administration at
✓ Blogger on
✓ Author from best seller
j.jongejan@ism.nl
Linkedin.com/in/jurjenjongejan
@jurjenjongejan

11. Rating
Nominated
300 days
top 100
4.000

12. STRATEGY
Omnichannel
Business case
Operations
International
Big data
Branding
DESIGN
Identity
Wireframing
UX
Visual
Style guide
Campaigns
Content
ONLINE MARKETING
SEO
SEA
Emailmarketing
Display Advertising
Web Analytics
Conversion Optimization
Social Media Advertising
DEVELOPMENT
Magento
Sana
Umbraco
Wordpress
Interfacing
Frontend
Backend
+ 450 e-Commerce professionals

14. Insights
Prioritizing
Test backlog
HighLow
Develop hypothesis
Create test plan
Build test versions
A/B-test live
Analyze
Share learnings
Repeat test
Inform
team
Report
# visitors and conversion
per version
Segment analysis
Significance level
Impact on KPI
Apply changes?No YesReject and go to
the next test
Create a ticket
Development
High
LIVE
Change backlog
A
B
C
o Web analytics data
o External expert analysis
o Session recording analysis
o On-site customer feedback
o Usability testing
o Behavioural testing
o Customer interviews
o Etc.
Sources for conversion
improvements

16. Source: Google Analytics
1,74%
1,25%
0,00%
0,20%
0,40%
0,60%
0,80%
1,00%
1,20%
1,40%
1,60%
1,80%
2,00%
0
50000
100000
150000
200000
250000
300000
5,1 5,4 5,7 6 6,3 6,6 6,9 7,2 7,5 7,8 8,1
CR
Sessions
Load time
Mobile
Correlation: - 0.90

17. 1 second faster = +/- €270,000 extra revenue
Expected impact of load time on mobile revenue
Load time
Revenue
Source: Google Analytics

18. Source: Webpagetest.org

22. Visitor to cart / Conversion rate
Productpageviews
low high
lowhigh
ATTENTION
Conversion optimization
POPULAR
Procurement / promotion
DISCUSSION
Long term analysis / trend analysis
PROMISING
Increase traffic / visibility
Mobile

24. Hamburger icon

26. ORIGINAL A VERSION B

27. ORIGINAL A VERSION B

28. ORIGINAL A VERSION B

30. Source: Luke Wroblewski

31. Source: Luke Wroblewski

32. Samosa Menu

33. Is this the menu? What is this? Where is the menu?

35. Source: Luke Wroblewski

37. BEFORE AFTER BEFORE AFTER

38. Bottom menu
Top menu
ORIGINAL A VERSION B

39. ORIGINAL A VERSION B

40. ORIGINAL A VERSION B

41. “Pfoe, this looks complex…” “Easy!”

44. “How can I delete my
product?”

47. Source: Fonq, Jurrien Schouten

48. Source: Fonq, Jurrien Schouten
ORIGINAL A VERSION B + 2.4 %

51. Respondents execute a specific
scenario with various tasks on the
mobile webshop of Hunkemöller.
One of the tasks was: “Buy a blue
sports bra in your size and let them
deliver it at your work.”

54. Het is opzich wel jammer dat je eigenlijk
alleen kunt filteren op prijs.
Net vond ik dat wel relaxed.
Maar je kan niet kiezen op kleur, model
of stof.

58. Insights
Prioritizing
Test backlog
HighLow
Develop hypothesis
Create test plan
Build test versions
A/B-test live
Analyze
Share learnings
Repeat test
Inform
team
Report
# visitors and conversion
per version
Segment analysis
Significance level
Impact on KPI
Apply changes?No YesReject and go to
the next test
Create a ticket
Development
High
LIVE
Change backlog
A
B
C
o Web analytics data
o External expert analysis
o Session recording analysis
o On-site customer feedback
o Usability testing
o Behavioural testing
o Customer interviews
o Etc.
Sources for conversion
improvements

59. Other data-source: consumer psychology theories

62. ORIGINAL A VERSION B + 8 %

63. ORIGINAL A VERSION B + 8 %

64. Insights
Prioritizing
Test backlog
HighLow
Develop hypothesis
Create test plan
Build test versions
A/B-test live
Analyze
Share learnings
Repeat test
Inform
team
Report
# visitors and conversion
per version
Segment analysis
Significance level
Impact on KPI
Apply changes?No YesReject and go to
the next test
Create a ticket
Development
High
LIVE
Change backlog
A
B
C
o Web analytics data
o External expert analysis
o Session recording analysis
o On-site customer feedback
o Usability testing
o Behavioural testing
o Customer interviews
o Etc.
Sources for conversion
improvements

65. Emotion
Intuition
Functionality
Technology
Unique Value Proposition
Increase motivation
Reduce uncertainty
and persuade
Remove barriers
Increase motivation
Fulfill needs and deliver
reasons to buy
Technology
Functionality
Usability
Intuition
Emotion
Unique Value Proposition

66. PrioImprovements Potential Importance Ease

67. PrioPotential Importance EaseImprovements

68. PrioVerbeterpunten Potential Importance Ease

69. PrioVerbeterpunten Potential Importance Ease

70. PrioVerbeterpunten Potential Importance Ease
CEO
-10

71. Insights
Prioritizing
Test backlog
HighLow
Develop hypothesis
Create test plan
Build test versions
A/B-test live
Analyze
Share learnings
Repeat test
Inform
team
Report
# visitors and conversion
per version
Segment analysis
Significance level
Impact on KPI
Apply changes?No YesReject and go to
the next test
Create a ticket
Development
High
LIVE
Change backlog
A
B
C
o Web analytics data
o External expert analysis
o Session recording analysis
o On-site customer feedback
o Usability testing
o Behavioural testing
o Customer interviews
o Etc.
Sources for conversion
improvements

72. Next Generation Web
Progressive Web Apps

73. Mobile websites
Apps
?
Increasingengagementofusers
- Few users
+ High engagement
+ Many users
- Low engagement

74. Mobile websites
Apps
- Few users
+ High engagement
+ Many users
- Low engagement
Progressive
Web
Apps
+ Many users
+ High engagement
Increasingengagementofusers

75. LOAD APP STORE INSTALL ACCEPT PERMISSIONS USE APPDOWNLOAD & WAITFIND IN APP STORE
Native app – user journey
CLICK ON URL USE APP
Progressive web app – user journey

76. start search select product out of stock...

77. ... in stock notification stay informed... lose internet connection

78. ... continue shopping receive push notification add to cart

79. ... pay in one tap add to home screen open as native app browse on full screen

80. Key takeaways
1. Mobile gap: Get the basics right on mobile!
2. Your hypothesis should always be coverd by data. The more
data sources, the stronger your hypothesis!
3. Also prioritize based on data; this way you create the highest
impact with the lowest effort.
4. Develop a vision on progressive web apps!

81. Jurjen Jongejan
Sr. Conversion optimization consultant | Online Marketing Director | Author
j.jongejan@ism.nl
Linkedin.com/in/jurjenjongejan
Thank you for your attention!
@jurjenjongejan