Fixing the Mobile Conversion Conundrum

Transcription

1 Fixing the Mobile Conversion Conundrum Thank you Featuring: Peter Sheldon, Principal Analyst, Forrester Research Greg Schmitzer, President, Mad Mobile Featuring

2 Agenda The unfortunate truth about mobile conversions Why omni-channel lies at the heart of a successful mobile strategy Why responsive design is no silver bullet, but does matter The tablet experience imperative 2

3 Persuading consumers to buy on mobile devices has proven to be a major challenge for online retailers

4 Mobile transactions are growing at double digit rates 4

5 But today they account for just 0.33% of total retail spend in the US 5

6 Many retailers are seeing 25% of all web traffic from mobile devices 25% of digital traffic comes from mobile devices 7% of digital sales occur on mobile devices

7 However, mobile conversion rates can at best be described as lackluster

8 Today, mobile metrics closely mirror those on the web

9 Search is the primary source of mobile traffic

10 Agenda The unfortunate truth about mobile conversions Why omni-channel lies at the heart of a successful mobile strategy Why responsive design is no silver bullet, but does matter The tablet experience imperative 10

11 Image source: John R Cable Photography ( Mobile IS the convergence between physical and digital retail

12 Retailers have evolved their mobile strategy to focus on in-store engagement Store Experience Features

13 Store Experience Features

14 Mobile marketing spend is prioritized at driving in-store sales

15 Mobile experiences are contextual to when, where and how they are being used

16 Agenda The unfortunate truth about mobile conversions Why omni-channel lies at the heart of a successful mobile strategy Why responsive design is no silver bullet, but does matter The tablet experience imperative 16

17 The web doesn t come in one-size-fits-all

18 Optimizing the experience for every device is an imperative 18

19 But building separate experiences for each and every touchpoint isn t scalable

20 Responsive is not a cure for mobile conversion, but can help as part of a holistic mobile strategy

21 Responsive can help retailers realize internal efficiencies and practice one-web

22 Team Consistent Experience Code base Release Platform URL

23 Before you jump onto the responsive bandwagon consider these issues Building responsive sites take longer Development costs can be 2-3 times higher Old browsers (IE) can throw a spanner in the works Performance is not guaranteed Doing responsively properly requires a web re-write Supporting unique experiences requires effort and resolve

24 Remember unique experiences are possible, but requires resolve

25 Treat responsive design as a philosophy, not a technology silver bullet

26 Agenda The unfortunate truth about mobile conversions Why omni-channel lies at the heart of a successful mobile strategy Why responsive design is no silver bullet, but does matter The tablet experience imperative 26

27 40% of all mobile shopping usage occur on tablet devices

28 Yet, 58% of tablet users have experienced issues shopping online

29 Despite the issues, AOV s are higher on tablet devices

30 Consumers are not sold on optimized experiences but they should be

31 Think tablet up, not desktop down

32 Thank you Peter Sheldon blogs.forrester.com/peter_sheldon

33 Mad Mobile Approach Focus on the user at every mobile touchpoint Consider RESS (Responsive Design + Server Side Components) A/B test, analyze, and improve! It s an ongoing process. 33

34 Moments of Truth #1 Speed : Home No, they don t want to download your app! Server-side redirect Minimize page reloading Image optimization, CDN Incremental page loading 34

35 Moments of Truth #2 Search Focus on Search. Very few browse. Typeahead search preferred Refine / sort results Many users start on product detail page not home page 35

36 Moments of Truth #3 Product Detail Larger text Local availability. Site to store High quality images with zoom Simplify selection (quantity) Product recommendations 36

37 Moments of Truth #4 Checkout 1-page checkout Just the zip code please! Right toolbar for the job Promote payment services Trust certificate 37

38 Winning Formula: Strategize, Test, Analyze 38

39 Thank you Thank you! Please submit questions to: