Jaan Matti - Conversion Day 2014

64

description

Jaan Matti - Conversion Day 2014

Transcript of Jaan Matti - Conversion Day 2014

Page 1: Jaan Matti - Conversion Day 2014
Page 2: Jaan Matti - Conversion Day 2014

Hi

Page 3: Jaan Matti - Conversion Day 2014
Page 4: Jaan Matti - Conversion Day 2014

Optimizing mobile

Page 5: Jaan Matti - Conversion Day 2014

Current state of mobile:

1/3 Of all e-commerce transactions in the United Kingdom

Page 6: Jaan Matti - Conversion Day 2014

Current state of mobile:

1/3 Of all e-commerce transactions in the United Kingdom

40% Of online Black Friday sales

Page 7: Jaan Matti - Conversion Day 2014

Current state of mobile:

1/3 Of all e-commerce transactions in the United Kingdom

40% Of online Black Friday sales

34% Of all US cell internet users are using mobile as their main access to web

Page 8: Jaan Matti - Conversion Day 2014

1/3

Current state of mobile:

Of all e-commerce transactions in the United Kingdom

40% Of online Black Friday sales

34% Of all US cell internet users are using mobile as their main access to web

53% Of Facebook’s revenue comes from mobile

Page 9: Jaan Matti - Conversion Day 2014
Page 10: Jaan Matti - Conversion Day 2014

40% Turn to a competitor’s site

after a bad mobile experience

Page 11: Jaan Matti - Conversion Day 2014

Options

Page 12: Jaan Matti - Conversion Day 2014
Page 13: Jaan Matti - Conversion Day 2014
Page 14: Jaan Matti - Conversion Day 2014
Page 15: Jaan Matti - Conversion Day 2014

Mobile theme on the same URL Serving different themes using device detection

Page 16: Jaan Matti - Conversion Day 2014

Local maxima

New design

Page 17: Jaan Matti - Conversion Day 2014
Page 18: Jaan Matti - Conversion Day 2014
Page 19: Jaan Matti - Conversion Day 2014

Touchscreen Non-touchscreen

Page 20: Jaan Matti - Conversion Day 2014

Responsive does not always optimize for behavior.

It optimizes for the screen.

Page 21: Jaan Matti - Conversion Day 2014

Mobile optimization is about :

1) Finding where the opportunities are

2) Knowing why people are not converting

3) Creating treatments for the issues

Page 22: Jaan Matti - Conversion Day 2014

The “Where”

Page 23: Jaan Matti - Conversion Day 2014
Page 24: Jaan Matti - Conversion Day 2014

Desktop

Mobile visitors have different goals

Mobile

Page 25: Jaan Matti - Conversion Day 2014
Page 26: Jaan Matti - Conversion Day 2014

Levels reached on the site

Page 27: Jaan Matti - Conversion Day 2014

Levels reached on the site

Page 28: Jaan Matti - Conversion Day 2014

High traffic / Low conversion

Page 29: Jaan Matti - Conversion Day 2014

Allow switching to desktop

Page 30: Jaan Matti - Conversion Day 2014

Track with event tracking

Page 31: Jaan Matti - Conversion Day 2014

The “Why”

Page 32: Jaan Matti - Conversion Day 2014

Use online survey software for finding out why problems occur

Page 33: Jaan Matti - Conversion Day 2014

1) What frustrated you about this site? 2) If you could do anything, how would you improve this site? 3) What did you like about the site?

Page 34: Jaan Matti - Conversion Day 2014
Page 35: Jaan Matti - Conversion Day 2014

Testing with 5 people reveals 80% of usability problems

Page 36: Jaan Matti - Conversion Day 2014
Page 37: Jaan Matti - Conversion Day 2014
Page 38: Jaan Matti - Conversion Day 2014
Page 39: Jaan Matti - Conversion Day 2014

UX

Page 40: Jaan Matti - Conversion Day 2014
Page 41: Jaan Matti - Conversion Day 2014

Simplify elements for mobile users. Define popular tasks and display links on the homepage.

Page 42: Jaan Matti - Conversion Day 2014

Clickable elements should be large enough for easy usability 40x40px

Page 43: Jaan Matti - Conversion Day 2014

Use a decent font size - at least 14px

Page 44: Jaan Matti - Conversion Day 2014

Shopping carts are used for creating a wishlist of products

Page 45: Jaan Matti - Conversion Day 2014

Visible error messages

Page 46: Jaan Matti - Conversion Day 2014

Use a “load more” button instead of pagination or endless scroll

Page 47: Jaan Matti - Conversion Day 2014

Product inventory is judged based on first results

Page 48: Jaan Matti - Conversion Day 2014

Show how many products a filter will return

Page 49: Jaan Matti - Conversion Day 2014

Use click-to-call when a conversion can be completed by a phone call

Page 50: Jaan Matti - Conversion Day 2014

kuler.adobe.com

Page 51: Jaan Matti - Conversion Day 2014

Speed

Page 52: Jaan Matti - Conversion Day 2014

Delivery technologies are getting faster, but the amount of content we’re cramming in is outpacing everything

Page 53: Jaan Matti - Conversion Day 2014

Performance affects profits 1 second of additional load time:

Page 54: Jaan Matti - Conversion Day 2014

Performance affects profits 1 second of additional load time:

decrease in page views 11%

Page 55: Jaan Matti - Conversion Day 2014

Performance affects profits 1 second of additional load time:

11% decrease in page views

16% customer satisfaction drop

Page 56: Jaan Matti - Conversion Day 2014

Performance affects profits 1 second of additional load time:

11% decrease in page views

16% customer satisfaction drop

7% loss in conversions

Page 57: Jaan Matti - Conversion Day 2014
Page 58: Jaan Matti - Conversion Day 2014
Page 59: Jaan Matti - Conversion Day 2014

Speed is a design constraint The more you add, the higher the load times

Page 60: Jaan Matti - Conversion Day 2014

60% of data transfer comes from images. Use image compression.

Page 61: Jaan Matti - Conversion Day 2014
Page 62: Jaan Matti - Conversion Day 2014

Google PageSpeed Yahoo Developer Rules

Page 63: Jaan Matti - Conversion Day 2014

Summary

See how far people get on your site Levels reached on mobile, landing page conversion for mobile.

Talk to your visitors Why are people buying from you, how are they using your mobile site?

Good UX = Getting things done quickly Mobile visitors are task-oriented. Simplify tasks, focus on speed.

1

2

3

Page 64: Jaan Matti - Conversion Day 2014

Thank You