Fixing the Mobile Conversion Conundrum

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

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

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

Mobile transactions are growing at double digit rates 4

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

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

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

Today, mobile metrics closely mirror those on the web

Search is the primary source of mobile traffic

Image source: John R Cable Photography (http://www.johnrcable.com/) Mobile IS the convergence between physical and digital retail

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

Store Experience Features

Mobile marketing spend is prioritized at driving in-store sales

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

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

Optimizing the experience for every device is an imperative 18

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

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

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

Team Consistent Experience Code base Release Platform URL

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

Remember unique experiences are possible, but requires resolve

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

40% of all mobile shopping usage occur on tablet devices

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

Despite the issues, AOV s are higher on tablet devices

Consumers are not sold on optimized experiences but they should be

Think tablet up, not desktop down

Thank you Peter Sheldon psheldon@forrester.com blogs.forrester.com/peter_sheldon Twitter: @peter_sheldon

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

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

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

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

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

Winning Formula: Strategize, Test, Analyze 38

Thank you Thank you! Please submit questions to: sales@madmobile.com 813-400-2000