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RESPONSIVE
DESIGN
A FAD OR THE
FUTURE?
PAUL ROUKE
Founder & Director of Optimisation
@paulrouke
17TH OCTOBER 2013
PRWD REVEAL
MANCHESTER
@PRWD #PRWDReveal
Why are brands going responsive?
What business impact is it having?
7 guiding principles for cross device conversion optimisation
3 key takeaways
TALK OVERVIEW
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WHY ARE BRANDS GOING
RESPONSIVE?
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THE CASE FOR THE USER
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From a user perspective, a site built using responsive design offers a high quality experience. Sites not optimised for mobile devices often display content that is difficult to navigate or too small to read.
Maani Safa, innovation director at Somo
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We know that customers like shopping on their phones and tablets, but most e-commerce sites are hideous to use on a small screen.
Responsive design - when done right -provides for a simpler and faster experience.
Maani Safa, innovation director at Somo
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THE CASE FOR THE BUSINESS
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From the point of view of the site owner, a site that uses responsive design only needs to be built once -you don't need to build a web version, a mobile version and a tablet version separately - so this usually saves time and money.
Terence Eden, mobile industry consultant
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THE IMPACT
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7 GUIDING PRINCIPLES FOR
CROSS DEVICE OPTIMISATION
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Visibility7 GUIDING
PRINCIPLES FOR
CROSS DEVICE
CONVERSION
OPTIMISATION
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Bench have 3 extremely persuasive USP
messages right at the top of their
desktop/tablet experience...
yet on mobile they have been removed:
Mobile visitors still need to be persuaded so
don’t remove USP’s to “save space”
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Schuh also have 3 very compelling proposition messages (they have plenty to choose from but that's another story!) that they ensure they put in front of visitors irrespective of the device they are using
Schuh feature the USP messages consistently in their sitewide footer on mobile
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In multiple A/B tests for different types of businesses (retail or not), user researched USP messages never fail to improve sitewide conversion rate
Don’t make the mistake of assuming that having a simplified design on mobile means you should lose or hide USP messages
On mobile, consider adding in USP messages to your primary tools/navigation menu to give them regular visibility
Consider using the footer to promote USP’s on mobile & tablet – users will more often get down to this area by swiping without knowing how long the page is
YOUR
PROPOSITION
MESSAGES
SHOULD BE
VISIBLE
SITEWIDE,
DEVICE WIDE
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Visibility
Consistency
7 GUIDING
PRINCIPLES FOR
CROSS DEVICE
CONVERSION
OPTIMISATION
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ASOS are still one of the few major retailers who provide visitors with a save/wish list style feature that they genuinely want visitors to use
This is the type of feature that is typically removed on mobile experience, yet ASOS recognise the importance of this persuasive tool no matter which device visitors are using
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ASOS recognise that their quick, intuitive and user-centered suggestive search facility needs to be available to visitors on different devices, including on mobile – few retailers usually provide this on mobile
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If you have large product sets, providing intuitive filtering across devices is a must – don’t take away this key feature for mobile visitors
If you provide suggestive search on your desktop site, provide visitors with this same user-centred experience on tablet & mobile
In order to provide intuitive mega menus from your primary navigation on tablet devices, display the menu on the 1 st tap –replicating the mouse hover effect on desktop
If you provide a wish-list or save feature, ensure that by logging in visitors can browse and shop when it suits them and where it suits them
TOOLS TO
STREAMLINE
THE USER
EXPERIENCE
SHOULD BE
AVAILABLE ON
ALL DEVICES
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Visibility
Consistency
Transparency
7 GUIDING
PRINCIPLES FOR
CROSS DEVICE
CONVERSION
OPTIMISATION
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John Lewis are one of the few retailers who allow desktop visitors to scroll between product images “on the image itself” – this is more intuitive that having to click thumbnails
They then provide clarity & transparency of how visitors on mobile can browse through image –using the device specific interactions to good affect
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DO YOU HAVE A PERSUASIVE,
TRANSPARENT PAYMENT
PROPOSITION?
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Paypal is widely known now and it's secure. If there was a problem you would know that they could help you.
A user in moderated user testing
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I do like Paypal. I have funds in Paypal from eBay, so it's just fun money, it's not accounted for in my bank account
Browsing through the site it's not that clear that you can pay with Paypal
A user in moderated user testing
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Schuh are one of many retailers who provide PayPal as a payment option. The issue prior to testing is that users completely miss seeing the PayPal logo as it is lost within the other payment card logos
When you are shopping on mobile, PayPal is even less prominent to visitors due its relative reduction in size compared to the primary checkout button
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Firebox ensure that immediately from the shopping basket visitors are made completely aware that PayPal can be used as a payment option
Firebox recognise that PayPal is a different and persuasive payment option for visitors
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I like that straight away and it's telling me the payment options straight way before I've filled in my details. So I don't have to go upstairs and get my card, because it's got Paypal.
A user on the Firebox shopping basket page
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Make your payment options clear and don't let PayPal get lost amongst your card types - its a completely different option for visitors that has its own persuasive influence
Provide visibility & clarity of your delivery options & costs on your product page – on all devices
Make the available payment options clear on your shopping basket
Provide visitors on all devices with access to your delivery & returns information throughout checkout
Within checkout, don’t hide delivery options within a dropdown – expose them all to allow visitors to make a choice
PROVIDING
TRANSPARENCY
OF YOUR
SERVICE
PROPOSITION IS
CRUCIAL FOR
CONVERSION
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Visibility
Consistency
Transparency
Findability
7 GUIDING
PRINCIPLES FOR
CROSS DEVICE
CONVERSION
OPTIMISATION
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KEY GOALS FOR NAVIGATION
SIMPLE
FAST
CLEAR
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Reduce clutter
Provide relevant filters
Make it quick & responsive to input
Make it intuitive
Make it consistent across devices
Have a clear visual hierarchy
Provide display choices
GUIDING
PRINCIPLES FOR
ECOMMERCE
FILTERING &
BROWSING
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Nixon provide an excellent example of providing a rich filtered navigation system that works across devices with their responsive redesign
Notice that by default the filters are hidden so as not to focus attention away from what is really going to persuade visitors to buy – the products and photography
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Do not take away filter options for mobile visitors – users still want to find suitable products & content easily
Keep dynamically updating the products in the filter set as users are making selections
Ensure users can multi-select without refreshing their location
Ensure sliders work on touch devices – so often they don’t and make this important feature redundant
Provide a summary of filters applied on desktop & tablet, but simplify for mobile
Ensure your filters are finger friendly for touches devices – more vertical space please!
FILTERING
SHOULD BE
QUICK,
INTUITIVE &
CONSISTENT
ACROSS
DEVICES
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Visibility
Consistency
Transparency
Findability
Simplicity
7 GUIDING
PRINCIPLES FOR
CROSS DEVICE
CONVERSION
OPTIMISATION
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As part of Nixon’s responsive redesign, they have adopted the commonly used three bar icon for their primary navigation and other user options
From our experience most average users now recognise this icon – some brands add in the word “menu” at the side of it to make it even more clear
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They're asking for your phone number. Presumably that's in case you're not in. I'd rather not put my phone number in because sometimes you get all these PPI phone calls.
A user on the John Lewis website
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Again you've got to fill in your name, which is annoying.
A user on the ASOS website
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The new responsive design for AllSaints is focussed on limiting the amount of personal information users have to provide during checkout
Make it quick and non-intrusive for new customers to get through checkout and you will improve brand experience & repeat business
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Simplify the header of your mobile site using the commonly seen tools icon – don’t worry users are used to this now!
In checkout, limit the amount of data you request to the bare minimum – ask the question: “do we actually use this data?”
In checkout, don’t ask visitors to enter the same information more than once
Disable the native auto fill feature on tablet and mobile – dismissing these suggestions can be fiddly and frustrating for users
If there is a valid reason you are asking for data, explain this to the user – this is usually enough to satisfy them
SIMPLIFY
NAVIGATION TO
SUIT MOBILE,
& STREAMLINE
YOUR
CHECKOUT
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Visibility
Consistency
Transparency
Findability
Simplicity
Flexibility
7 GUIDING
PRINCIPLES FOR
CROSS DEVICE
CONVERSION
OPTIMISATION
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Schuh probably have the most comprehensive & flexible lists of delivery choices for customers from the top tier UK (and perhaps worldwide) retailers
This level of flexibility for customers will play an extremely important role in persuading customers to keep coming back to Schuh
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Nixon provide desktop visitors with the flexibility to choose their product viewing preference on desktop – but why has this feature been removed for mobile visitors?
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ASOS recognise that providing this flexibility in the browsing experience for visitors is just as applicable across devices, so they don’t remove this feature on mobile
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Providing flexible delivery options to suit your customers is becoming more and more important, and a potential differentiator
Provide the same delivery options across devices – its the same user at the end of the day
Some users like to see more detail, where others like to have a more visual experience – provide display options for visitors
Maintain consistency of your feature set when it comes to browsing options for visitors across devices
PROVIDE
FLEXIBILITY
FOR VISITORS,
IN BOTH VISUAL
DISPLAY &
DELIVERY
OPTIONS
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Visibility
Consistency
Transparency
Findability
Simplicity
Flexibility
Usability
7 GUIDING
PRINCIPLES FOR
CROSS DEVICE
ECOMMERCE
OPTIMISATION
@PRWD #PRWDReveal
Not exactly breaking news, but optimising site speed across devices, particularly on mobile, is extremely important in improving user experience and conversion rates
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Whether this is opening and using the mobile flyout menu or applying various filters across any device, the speed of the Nixon browsing experience is excellent and really helps generate a positive, enjoyable attitude when shopping.
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The boxes are a bit too small to see. Even if they doubled in size and you had to scroll more
A user on the Topman website on a mobile device
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Again the continue button is a bit small, it was very close to the button which takes you back a step.
A user on the Topman website on a mobile device
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Topman provide mobile visitors with slim form fields and small calls to action
The new Schuh checkout aims to do the opposite –deep form fields and large, almost full width calls to action buttons
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Users prefer larger form fields that don’t require precision pressing on mobile
Don’t be shy about providing big, full width buttons on mobile – its a clearer call to action and easier to press
Give your primary calls to action breathing space , don’t cram other actions around them
Don’t neglect the importance of having a quick loading website, particularly for mobile visitors
BIGGER MEANS
BETTER ON
MOBILE:
MAKE BUTTONS
& FORM FIELDS
FINGER
FRIENDLY
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3 FINAL TAKEAWAYS
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Businesses need to have/develop a mobile optimised user experience to stay competitive and not lose mobile sales
Users don’t actually care whether a website is mobile optimised or responsive– they just want the same key tools and features across all devices – without having to zoom in and out!
Users need to be persuaded to take action no matter what device they are visiting on – good usability & persuasive design needs to remain central to online experiences across desktop, tablet and mobile experiences
3 TAKEAWAYS
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Are there any questions?
THANKS FOR
LISTENING
17TH OCTOBER 2013
PRWD Reveal
MANCHESTERPAUL ROUKE
Founder & Director of Optimisation
@paulrouke
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