Jaan Matti - Conversion Day 2014
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Transcript of Jaan Matti - Conversion Day 2014
Hi
Optimizing mobile
Current state of mobile:
1/3 Of all e-commerce transactions in the United Kingdom
Current state of mobile:
1/3 Of all e-commerce transactions in the United Kingdom
40% Of online Black Friday sales
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
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
40% Turn to a competitor’s site
after a bad mobile experience
Options
Mobile theme on the same URL Serving different themes using device detection
Local maxima
New design
Touchscreen Non-touchscreen
Responsive does not always optimize for behavior.
It optimizes for the screen.
Mobile optimization is about :
1) Finding where the opportunities are
2) Knowing why people are not converting
3) Creating treatments for the issues
The “Where”
Desktop
Mobile visitors have different goals
Mobile
Levels reached on the site
Levels reached on the site
High traffic / Low conversion
Allow switching to desktop
Track with event tracking
The “Why”
Use online survey software for finding out why problems occur
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?
Testing with 5 people reveals 80% of usability problems
UX
Simplify elements for mobile users. Define popular tasks and display links on the homepage.
Clickable elements should be large enough for easy usability 40x40px
Use a decent font size - at least 14px
Shopping carts are used for creating a wishlist of products
Visible error messages
Use a “load more” button instead of pagination or endless scroll
Product inventory is judged based on first results
Show how many products a filter will return
Use click-to-call when a conversion can be completed by a phone call
kuler.adobe.com
Speed
Delivery technologies are getting faster, but the amount of content we’re cramming in is outpacing everything
Performance affects profits 1 second of additional load time:
Performance affects profits 1 second of additional load time:
decrease in page views 11%
Performance affects profits 1 second of additional load time:
11% decrease in page views
16% customer satisfaction drop
Performance affects profits 1 second of additional load time:
11% decrease in page views
16% customer satisfaction drop
7% loss in conversions
Speed is a design constraint The more you add, the higher the load times
60% of data transfer comes from images. Use image compression.
Google PageSpeed Yahoo Developer Rules
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.
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Thank You