Edited web-seminar-6-conversion-influences

6"Mobile"Conversion"Influencers:""How$eCommerce$leaders$can$create$a$winning$mobile$strategy$$

April$2014$

[5]$

About"Moovweb"•  Founded:$2007$•  HQ:$San$Francisco,$CA$•  Offices:$New$York,$London$•  120+"customers,"200+"producCon"sites$•  25+"billion"mobile"pages"transformed$in$2014$

•  20+"channel"partners"

[6]$

Over$200$responsive$experiences$for$the$world’s$most$demanding$companies$

Select"Responsive"Enterprises"(Powered"by"Moovweb)"

[7]$

Moovweb"Fastest"Growing"Mobile"PlaPorm"for"the"IR500"

4X growth in number of retailers that identify Moovweb as their mobile platform of record

between 2012 & 2013.

[8]$

Digital"Growth"Online$(digital)$revenue$growth$2013$U$2020$

Source:$Euromonitor$Interna>onal$

Forecasted$growth:$

204%"

Forecasted$growth:$

84%"Forecasted$growth:$

98%"

Forecasted$growth:$

88%"

Forecasted$growth:$

184%"

Forecasted$growth:$

71%"

Forecasted$growth:$

104%"

[9]$

Mobile"ExpectaCons"Are"Rising"

Devices†$$

Mobile$device$adop>on$will$grow$from…$

153$million$people$

1.2$billion$people$

662$million$people$

2.3$billion$people$

Tablets" Smartphones"2012"

Tablets" Smartphones"2017"

Applica>ons₴$

Number$of$apps$in$the$US$Apple$Store$will$grow$from…$

233,000$2010" 2013"

958,000$2017"

10$million$

Companies‡$

In$2017,$firms$will…$

Spend$$130$billion$to$engineer$placorms$and$processes$for$mobile$engagement$

Drive$$1.3$trillion$of$the$IT$economy$$with$systems$of$engagement$

*Base:$4,404$US$online$adults$(ages$18+)$who$use$a$smartphone$$*Source:$US$Mobile$Mind$Shih$Online$Survey,$Q3$2013$†Source:$Forrester$Research$World$Smartphone$Adop>on$Forecast,$2012$To$2017$(Global);$Forrester$Research$World$Tablet$Adop>on$Forecast$2012$To$2017$(Global)$₴Source:$148Apps.biz,$Forrester$es>mate$‡Source:$August$6,$2013,$“Wanted:$Mobile$Engagement$Providers”$Forrester$report;$February$23,$2012,$“Mobile$Is$The$New$Face$Of$Engagement”$Forrester$report$

Mind*$

Of$smartphone$users…$

• $62%$expect$a$mobileUfriendly$website$

• $32%$expect$that$experience$$$to$change$based$on$loca>on$

• $42%$expect$to$find$a$mobile$app$

[10]$

CONVERSION"RATE"

[11]$

The"Mobile"Conversion"Challenge"

25%"" Typical$mobile$conversion$rate$as$percentage$$of$the$desktop$conversion$rate.$

<1%"" Typical$mobile$conversion$rate,$regardless$of$industry.$

90%"" Percentage$of$users$that$switch$between$devices$to$complete$a$goal$(i.e.$browsing$on$one,$purchasing$on$another).$

[12]$

6"Mobile"Conversion"Influences"It$is$cri>cal$to$adopt$a$holis&c$approach$to$mobile$conversion$strategy$

$

Mobile"Conversion"

Audience"

AddiConal""Channels"

Unique"Business"Factors"

MarkeCng"&"Merchandising"

OpCmized"Mobile"

Experience"

Continuous Improvement

[13]$

OpCmized"Mobile"Experience"

•  Every"100ms"increase"in$load$$>me$decreases$sales$by$1%.$

•  30%"of$mobile$shoppers$abandon$$a$transac>on$if$the$experience$is$not$op>mized$for$mobile.$

•  57%$of$users$say$they$won’t$recommend$a$business$with$a$poorly$designed$mobile$site.$

•  41%$have$turned$to$a$compe>tor’s$site$aher$a$bad$mobile$experience.$




OpCmized"Mobile"

Experience"

Mobile"Conversion"

Audience"

ConCnuous"Improvement"

[14]$


•  UX$/$UI$Design$-  Customized$vs.$fitUtheUscreen$

-  Brand$consistency$

•  Speed$-  Start$render$vs.$fully$loaded$

•  Features$&$func>onality$-  Ease$of$use$vs.$“dumb$it$down”$$

“Not$having$a$mobile$op>mized$website$is$like$closing$your$store$one$day$each$week”$–$$Google$$




OpCmized"Mobile"

Experience"

Mobile"Conversion"

Audience"


[15]$


•  71%"mobile$purchasing$decisions$are$most$influenced$by$emails$from$companies.$

•  81%$of$smartphone$purchases$are$spontaneous.$

•  Search$is$the$#1$mobile$browser$ac>vity.$

•  25%$of$all$searches$are$ini>ated$from$mobile.$

•  57%$of$consumers$who$used$a$coupon$code$said$they$would$not$have$bought$the$item(s)$$if$they$had$not$received$the$discount.$

•  60%"of$Tweeters$are$mobile$only.$





Mobile"Conversion"

Audience"

OpCmized"Mobile"

Experience"


[16]$


•  Email,$SMS,$Ad$campaigns$

•  SEO$/$SEM$

•  Compelling$deals$

-  Mobile$specific$promo>ons$$

•  Product$exclusivity$

•  Personalized$product$recommenda>ons$

•  Social$Media$

Reach the right audience at the right time with the right message (and deals!) to generate convertible traffic to the mobile site.





Mobile"Conversion"

Audience"

OpCmized"Mobile"

Experience"


[17]$

Audience"

•  16%"of$users$who$abandon$their$cart$are$“window$shoppers”$who$have$no$inten>on$of$making$a$purchase.$

•  Men$are$more$likely$to$abandon$checkout$than$women.$

"•  73%"prefer$mobile$shopping$for$

>mesaving,$69%"for$deals$+$convenience,$63%$for$mul>tasking.$

•  Most$cart$abandonment$occurs$between$$

1"and"2pm"on"Thursdays."




Mobile"Conversion"

Audience"


Mobile"Conversion"

OpCmized"Mobile"

Experience"


[18]$

Audience"

Understand$the$audience$&$customize$the$mobile$experience$to$their$behaviors$&$needs.$Acknowledge$users’$inten&on+for$using$the$mobile$site$may$not$always$align$with$preUdefined$business$goals.$+

•  Demographics:$Who$are$they?$

•  Intent:$Why$are$they$here?$

•  Behaviors:$What$are$they$doing?$$

•  Needs:$What$are$their$needs?$$

•  Context:$What$is$their$story?$$




Mobile"Conversion"

Audience"


Mobile"Conversion"

OpCmized"Mobile"

Experience"


[19]$

AddiConal"Channels"

•  51%$of$shoppers$research$online$and$visit$store$to$purchase.$

•  44%$research$online$and$purchase$online.$

•  17%"visit$store$first$then$purchase$online.$•  32%"research$online,$visit$store$to$try,$then$

purchase$online.$

•  58%"of$consumers$who$own$a$smartphone$have$used$it$for$storeUrelated$shopping.$

•  60%"of$mobile$shoppers$use$their$smartphones$while$in$a$store,$and$another$

50%"while$on$their$way$to$a$store.$




Mobile"Conversion"

Audience"

OpCmized"Mobile"

Experience"


[20]$

AddiConal"Channels"

Store$presence$impacts$mobile$conversion$by$serving$as$another$(ohen$primary)$$channel$for$transac>on.$Consider$how$mobile$can$become$a$posi>ve$influence$$

to$complement$the$omniUchannel$shopping$experience.$

•  Physical$store$presence$

•  Desktop$site$$

•  Tablet$site$(op>mized$or$desktop$version)$$

•  Apps$$

•  Distributors$




Mobile"Conversion"

Audience"

OpCmized"Mobile"

Experience"


[21]$


•  43%$of$organiza>ons$see$mobile$as$a$way$$to$reinforce$brand$iden>ty$today,$which$is$

expected$to$rise$to$86%"over$the$next$5$years.$

•  Mobile$conversions"increase"by"a"factor"of"3"during$peak$seasonal$trading$periods.$

•  7"in"10"organiza>ons$see$a$unified$digital$experience$as$driving$compe>>ve$advantage$&$reduced$sale$cycles$by$endpoint$op>miza>on.$




Mobile"Conversion"

Audience"

OpCmized"Mobile"

Experience"


[22]$


Iden>fy$conversion$factors$unique$to$your$business$(e.g.,$brand$iden>ty,$seasonality,$etc.)$and$op>mize$the$experience$in$accordance$with$the$shihs$in$consumer$behavior.$$




Mobile"Conversion"

Audience"

OpCmized"Mobile"

Experience"


•  Product$/$brand$acceptance$

•  Tradi>onal$sales$experience$

•  Seasonality$$

•  Compe>>on$

•  Sale$cycles$$

[23]$

•  Google$ran$more$than$7,000"A/B"tests"in$2011$alone.$

•  Digital$marketers$alloca>ng$more"of"their"budgets"to"opCmizaCon"tend$to$have$more"success$with$their$conversion$rates.$

•  20%$increase$in$decision"simplicity"results$in$a$96%$increase$in$customer$loyalty,$86%$increase$in$likelihood$to$purchase,$and$115%$increase$in$likelihood$to$recommend.$





Mobile"Conversion"

Audience"

OpCmized"Mobile"

Experience"


[24]$





Mobile"Conversion"

Audience"

OpCmized"Mobile"

Experience"


•  Philosophy$of$con>nuous$improvement$through$itera>ve$tes>ng$&$learning$$

•  Create$&$test$meaningfully$different$experiences$$

•  Iterate$rapidly$–$speed$mazers$$

Build$a$culture$focused$on$making$con>nuous$improvements$through$itera>ve$tes>ng$and$learning.$Hypothesize,$plan,$test,$and$REPEAT!$$

[25]$

Beyond"Conversion"Key"Engagement"Metrics"!  Visits$!  Pageviews$!  Time$on$Site$!  Bounce$Rate$!  Frequency$of$Visit$$!  Email$Sign$Up$$

Other"Ecommerce"Metrics""!  Revenue$!  Transac>ons$!  Average$Order$Value$$!  Add$to$Cart$Rate$!  Cart$Funnel$Rate$!  Checkout$Funnel$Rate$

Data"from"Users"!  Overall$Sa>sfac>on$!  Feedback$on$Site$Design$$!  Reasons$for$Visit$$!  Requests$for$Improvements$

Broaden$your$analysis$to$include$other$key$metrics$focused$on$user$engagement,$loyalty,$and$commerce.$Conversion$rate$is$one$of$many$ways$to$define$and$measure$digital$success!$

Mobile"Influenced"Sales"On…"!  Traffic$to$stores$(e.g.,$store$locator$usage)$!  Desktop$purchase$!  InUstore$purchase$!  Customer$service$(e.g.,$tapUtoUcall$events)$!  Brand$percep>on$

[26]$

In"Summary…"•  Op>mize$user$experience$across$all$channels$(e.g.,$mobile,$tablet,$etc.)$$

•  Shape$your$marke>ng$&$merchandising$strategy$with$mobile$in$mind$

•  Understand$your$audience$and$respond$to$their$overall$story$

•  Analyze$mobile’s$influence$on$other$channels$–$storefront,$desktop,$etc.$

•  Tailor$experiences$to$meet$your$business$and$its$shoppers’$unique$needs$$

•  Never$stop$looking$for$ways$to$improve$–$iterate,$iterate,$iterate!"""

Audience"

Mobile"Conversion"


•  Product$/$brand$acceptance$•  Tradi>onal$sales$experience$•  Seasonality$$•  Compe>>on$•  Sale$cycles$$

AddiConal"Channels"

•  Physical$store$presence$$•  Desktop$site$•  Tablet$op>mized$site$•  Apps$$•  Distributors$$


•  Email,$SMS,$Ad$campaigns$•  SEO$/$SEM$•  Compelling$deals$•  Product$exclusivity$•  Social$Media$$


•  UX$/$UI$Design$•  Speed$•  Features$&$func>onality$•  Brand$consistency$

•  Demographics$•  Intent$$•  Behaviors$•  Needs$$$•  Context$

Audience

Continuous Improvement

•  Experience$tes>ng$•  New$feature$inheritance$•  Create$different$versions$•  Intelligent$rou>ng$•  Rapid$learning$$

[27]$

Challenges"Facing"eCommerce"Leaders"

•  Lower$than$expected$conversion$rates$•  Splintered$digital$strategy$slowing$down$the$business$

o  Slow$delivery$o  Difficult$to$iterate,$learn$

o  Business$needs$moving$faster$than$IT$ability$to$keep$up$

o  Hard$to$deliver$custom$experiences$that$mazer$

o  Mixture$of$agencies$&$IT$causes$confusion,$delays$

•  Gaining$control$of$your$longUterm$digital$future$

This is costing billions of dollars in waste & lost business

[28]$

Responsive"OpCons"

Responsive Delivery (Cloud)

•  No rewrite •  Lower TCO •  Future proof •  Best performance •  Supports apps •  Fastest learning •  Responsive for enterprises

•  Quality experiences •  Better performance

RESS (Server)

RWD (Client)

•  Unification

[29]$

The Moovweb Platform

Website

Tablet

Mobile

Future

t. engine

Web Developer (and some Tritium)

Web Assets, Logic and API’s

Assets, Logic and API’s Transformed in the Cloud To Any Endpoint

WWW

[30]$

UnificaCon"for""

Desktop"Site" iOS"&"Android"Apps"Mobile"Site"Tablet"Site"

Full$set$of$features$including$PayPal$&$“Find$A$Gih$Fast”$available$on$all$five$endpoints$

3+weeks+to+launch+ 8+weeks+to+launch+

[31]$

Great"Experiences"Lead"to"Great"Results"

1800Flowers$

3x+$increase$in$mobile$sales$

Award:$Best$Mobile$Retail$Site$

$

53%$drop$in$abandon$rate$

$

Chico’s$

2x$increase$in$conversions$

Belk$

2.5x$increase$in$conversions$

TicketWeb$

15x$increase$in$mobile$sales$

Under$Armour$

2x+$increase$in$conversions$

Macy’s$

2.5x+$increase$in$mobile$sales$

Award:$Mobile$Marketer$of$the$

Year$

[32]$

TesCng"MulCple"Experiences"Simultaneously"

InUhouse$Team$#1$

InUhouse$Team$#2$

Moovweb$Digital$Agency$

Total+Site+Traffic+

Mul&ple+internal+and+external+teams+can+simultaneously+compete+to+op&mize+key+metrics+

2%+

Exis>ng$Experience$

1%+ 1%+ 1%+

95%+

[33]$

Results"for"Large"eCommerce"Leader"

•  64%$increase$in$conversions$

•  60%$increase$in$revenues$

•  58%$increase$in$per$visit$value$

Overall$Results$$(itera>ve$tablet$vs.$desktop$on$tablet)$

0"

0.5"

1"

1.5"

2"

2.5"

Day"1" Day"2" Day"3" Day"4"

Itera0ve"Tablet"on"iPad"

Desktop"on"iPad"

Indexed+Conversion+Rates+

[34]$

Moovweb"Offers"

•  Deep$mCommerce$experience$

•  Incredible$design$&$quality$•  Unmatched$>me$to$market$

•  LighteningUfast$performance$

•  Highly$secure,$reliable,$available,$scalable$•  BuiltUin$experience$tes>ng$for$rapid$learning$•  All$powered$by$a$cloudUbased$placorm$that$eCommerce$

leaders$can$adopt$&$leverage$themselves$to$regain$control$of$their$digital$strategy.$

www.moovweb.com

@moovweb