Mobile Commerce: Getting the Sale
Shopping Cart Abandon Rate
2
72%97%
Source: SeeWhy
• 97% of mobile transactions are abandoned
Excludes digital goods
Agenda
3
Multi-Screening
4
http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi-screen-world.html
5
Different devices; different uses
Payments, security and usability
6Source: Forrester Consulting / Demandware
The mobile payments mess
7
• Multiple alternative approaches– Mobile companies– Credit card companies– Mobile OS Wallets– Paypal
• None (other than Paypal) have any significant adoption
Apple’s Passbook – Showing great potential, but no payments yet
• Most of ‘mobile’ is actually tablet
Tablets are most of the action
8
1.5% 3.2%
Tablet/mobile sales as a percentage of web sales in 2011
Base: 43 retail CIO’sForrester/Shop.org State of Retailing 2012
Other Mobile App
iPad App
Android App
iPhone App
Mobile browser optimization
Mobile website or apps?
9
Using the mobile version of the
site
Using an app
I dont have a preference
Accessing the standard website
Which of the following best describe your company’s mobile / tablet eCommerce presence?
If you have interacted with [the merchant you have just purchased from] on a mobile device, then which experience do you prefer?
Base: 43 retail CIO’sForrester/Shop.org State of Retailing 2012
Base: 1,428 recent mobile shoppersForrester/Bizrate Insights Q3 2012
• Users want the ‘full experience’
• By end 2012, more emails will be opened on mobile than any other platform
Email is going mobile
10Source: Litmus 2012
Different Intent53% of mobile searches have local intent.
Different QueriesSmartphone queries are 25% longer than tablets and 50% longer than desktops.
Different Behavior70% of desktop search tasks are completed within a week; 70% of mobile search tasks are completed within an hour.
Mobile search
11Source: Microsoft, Marin Software
Use targeted search campaigns
12
Device-specific bidsCPC is 20% lower on tablets, 50% lower on smartphones
Device-specific languageUsing words like “iPhone” and “Android” improves CTR
Device specific landing pages Day parting
We know people use devices differently at different times of day
MisspellingsSee what you get with autocorrect turned off
ExtensionsSitelinks, click to call, etc.
Use targeted search campaigns
13
With Sitelinks Without Sitelinks
Mobile Sites
14Source: KISSmetrics
Mobile Sites
15Source: KISSmetrics
Build mobile-friendly sites
16
Prioritize content Compress images Avoid Flash Contrast: dark on light
Easier to see in bright sunlight
Text size: min 15pt Include phone number & address Call to action buttons/targets
Size & position matter
Touch Targets
17
44 x 44pts (Apple) 9mm (MS)
7mm min, 2mm spacing
Bigger if: Frequently used Errors are severe or frustrating Sequential task Near edge of screen or hard to touch
Touch Targets
18Source: .net magazine
The area on the screen that is the most accessible by the thumb
Touch Targets
19
The area on the screen that is the most accessible by the finger
Forms
20
Label Position
21
Poorly-designed mobile form
Label Position
22
Mobile-optimized form
Label Position
23
Poorly-designed mobile form
Label Position
24
Mobile-optimized form
Input Types
25Source: Smashing UX Design
Device needs to deliver the right keyboard based on the form input requirements
Built-in Controls
26Source: Smashing UX Design
Take advantage of built-in mobile controls
Input Masks
27
Re-considers the purchase
Convert browsers into revenue
28
Individual website visitor
Visits / Adds
item(s) to their cart...
...and abandons without
purchasing
1st email sent / ads served in real time
Visitor clicks through
On average
26% Of identified cart abandoners will
convert
On average
97% don’t buy
2 31Email
Service Provider &
Ad exchange
Track website visitors 24x7
Trigger an optimized 1-
to-1 follow up campaign on abandonment
Real time API
The Impact of remarketing
No Remarketing
Nu
mb
er o
f ab
and
on
ers
retu
rnin
g
Remarketing: 2x - 3x more abandoners will buy when remarketedRemarketing's biggest impact will be in the first 12 hours.MIT Study: 90% of online leads go cold within 1 hour
Takeout
On average
8% will return to
buy
With Remarketing
On average, an additional
26%
will return to buy when
remarketed
18% additionalrecovery
• Account login• Social Sign-on
– Facebook Login • Save to wish list
– Email address to retrieve
Tracking users across devices
30
Sign In
• 100m verified users• Billing address and payment mechanism
Or consider PayPal Access
31
32
Typical ‘Starter’ Campaign
Immediate 23 hours 6 days & 23 hours
Remind
Reassure
Promote
• Focus on the product– Large image– Product name– Review stars
• Free shipping call to action (with club membership)
Columbia Sportswear
33
Desktop & Mobile Emails Compared
34
Mobile remarketing
A1 A2 A3John abandons the website Desktop
Real time 23 hours 6 days, 23 hours
Mary abandons the website
Mobile
Desktop OS
M1 M2
John gets a the
regular campaign
Mary gets a free shipping
campaign
• A simple way to trigger different creative to mobile abandoners
Mobile OS M3
Real time 23 hours 6 days, 23 hours
35
• Subject line: Convey the message in the first 15 characters– Full: Oops! Was there a problem with your cart?– Mobile: Oops! Problem with your cart?
• Layout: Use a simple, stacked layout as opposed to a multi-column layout.
• Width: Keep the width to 600 px or less. • Font: Use a font size of 14 pts or higher for body copy and
30 pt for headers. • Buttons and links: Make buttons and links big and
“clickable.” • Click-to-call: Use a plain text phone number or a click-to-
call button. • One simple Call To Action: Big button, High up the
screen, unique and bold color on the page
Designing mobile variant emails
36
Questions
37
FREE EYE TRACKING RESEARCH
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The Effectiveness of Display Advertising on a Desktop PC vs. a Tablet Device