A North West Retailer’s Journey To Mobile Ecommerce By Space 48
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Transcript of A North West Retailer’s Journey To Mobile Ecommerce By Space 48
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A North West Retailer’s JourneyTo Mobile Ecommerce
By Space 48
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Jon WoodallManaging Director
@jon_woodall
Oliver LeesDigital Marketing Manager
@space48ers
Your Presenters
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About UsFounded in 2008
Magento Gold Solution PartnerSpecialists in Ecommerce and Digital Marketing
www.space48.com @space48ers
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Overview
The Growth & Impact of Mobile on Ecommerce
A North West Retailer’s Journey To Mobile Commerce
Future of Mobile For Ecommerce
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The Growth of MobileMobile web adoption is growing
8 times faster than web adoption did in the 1990s
and early 2000sSource: Nielson
1.2 Billionpeople worldwide are accessing the
web from their mobile devicesSource: Trinity Digital Marketing
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63% of people expect to be doing more shopping on their mobile devices
over the next couple of yearsSource: Latitude
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How do Ecommerce sites take full advantage of this growth?
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Each site should use an approach that best suits them. By conducting research using tools such as Google Analytics and competitor analysis, any business can find out what’s best for them, whether that’s an app, a mobile site or a
fully responsive site.
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61% of people have better opinions of brands
when they offer a good mobile experienceSource: Latitude
30% of mobile shoppers abandon a mobile
transaction if the experience is not optimised for mobile
Source: MoPowered
The Impact of Mobile on Ecommerce
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57% of users say they won’t recommend a
business with a poorly designed mobile siteSource: Google
41% have turned to a competitor’s site after a
bad mobile experienceSource: Google
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Should all Ecommerce sites provide a mobile solution for their users?
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Is there a case when a mobile solution is not required?
You simply need to give your users what they want. It’s important to invest your time in building your site with a focus
on where the majority of your users come from first and foremost.
There are still some sites which may see mobile making up less than 5% of total traffic, which tends to happen with B2B ecommerce. However, mobile is constantly changing, so it’s important to keep ahead of the inevitable changes in trends.
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A North West Retailer’s JourneyTo Mobile Ecommerce
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Business background info• One of the UK’s leading equestrian fashion retailers
• Established in 1965
• Went online in 2010
• Moved to Magento Community in 2011
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2011 Mobile and Tablet Traffic
With less than 10% of traffic coming to the site via mobile & tablet devices, the focus from 2011 was to maximise desktop
experience.www.space48.com @space48ers
2.2%
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2012 Mobile and Tablet Traffic
2012 saw a significant increase in traffic. More importantly, visitors using Mobile and Tablet devices increased by over 1045% and were providing over 25% of total visits to the
site.www.space48.com @space48ers
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The Key Objective
To provide a better user experience for users on all devices with the aim of increasing conversion
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1. Ensure site usage is touch friendly
2. Retain visual simplicity
3. Minimise scroll distance
4. Improve merchandising
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Some Ways To Achieve This
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Solutions
Mobile App
Mobile (m. or mobi.) site
Responsive Design
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Benefits Of An App?Purpose built for mobile devices
Provides single tap accessNo need to worry about search & optimisation
The Types of Business that choose apps?Businesses that have a strong retail presenceBusinesses that have a strong brand loyalty
Businesses in industries where frequent purchases are made
Great examples of ecommerce apps?Next, Amazon
Mobile App
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Benefits Of A Mobile Site?Similar to an app in being purpose built for mobiles
Accessible via any mobile web browserSite can have specific mobile marketing activity conducted
The Types of Business That Choose Mobile Sites?Businesses where mobile provides a high share of visitors to their desktop
site. For businesses in industries such as fashion and beauty, a mobile solution is essential due to the demographic they appeal to, however all
business should now consider mobile.
Great examples of Mobile sites?ASOS, John Lewis
Mobile (m. or mobi.) Site
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Responsive DesignBenefits Of Responsive Design?
One site for all devicesFuture proof for new screen sizes / resolutions
Marketing activity can be focused on a single domain
The Types of Business That Choose Responsive design?Businesses that may not have resource to maintain separate sites for desktop
and mobile.
Great examples of Responsive design?Currys, Naylors
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The solution chosen was responsive design
Reasons for this:• Most cost effective for a long term solution
• Currently most future proof solution• Least resource intensive
• Deemed most effective for digital marketing activities
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Moved to Magento Enterprise and implemented a responsive design in April 2013
The following results compares:1st April 2013 – 31st August 2013 vs. 1st April 2012 – 31st
August 2012.
Results
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The Results: Mobile• 16% Increase in Pages per Visit• 53% Increase in Average visit
duration• 22% decrease in Bounce rate
• 99% increase in Conversion rate• 721% Increase in Transactions• 862% Increase in Revenue
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The Results: Tablet• 43% Increase in Pages per Visit• 37% Increase in Average visit duration• 23% decrease in Bounce rate
• 121% increase in Conversion rate• 597% Increase in Transactions• 597% Increase in Revenue
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Overview of Mobile and Tablet Traffic
Visitors using Mobile and Tablet devices now provide over 38% of total visits to the site.
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2.2%
2011 2013
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Key Takeaway Points
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• Analyse the business case for a mobile solution• Decide on which solution best fits your business• Find the best agency for your chosen solution
• Embrace mobile – don’t resist it
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The Future of Mobile Commerce
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Smartphone penetration will reach 75% of the UK population and tablet penetration will hit 50% in 2014
Source: Internet Advertising Bureau
Data from ComScore indicates mobile users could surpass desktop users in 2014
Source: ComScore
The total UK m-commerce figure is estimated to rise to from £6.6 billion in 2013 to £17.2 billion by 2017
Source: eMarketer
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Presentation by Space 48