Embed Size (px)
Citation preview
Smartphone E-commerce@CustomerSense
Copyright © 2017 by CustomerSense. All rights reserved.
Google Mobile First Index
1.
2.
And…
40%
56% Of Americans smartphone utilize
their device to search for and/or buy
gifts this holiday season.
Of Americans rely on their
smartphone to locate a store to
make purchases at. 76%
Of global e-commerce come from
smartphone users.
SOURCE: Outerboxdesign.com/web-design-articles/mobile-ecommerce-statistics
User testing with 100 customers
•c
Top 10 mobile sales tips
The smartphone shopping experience
100 %
1-1.5 %
The first impression
Getting started
Locating products
The buying decision
Checkout flow
Copyright © 2017 by CustomerSense. All rights reserved.
Banner blindness
Banner blindness
Banner
Copyright © 2017 by CustomerSense. All rights reserved.
Navigation &
filtering
Navigation
Approx. 30% of all
customers don’t find what
they’re looking for
Source: Jakob Nielsen
Search
Copyright © 2017 by CustomerSense. All rights reserved.
Are you f******
kidding me!?
This is pretty simple – pretty
intuitive to use, actually!
And probably the best in the
world right now...
Filtering products
Search
Search facts
Copyright © 2017 by CustomerSense. All rights reserved.
▪ Approx. 65% find what they are searching for
▪ Approx. 85% of all searches are based on 1 word
▪ Approx. 10 – 20% of all searches have typos
**
*
*
*
**
Source: Jakob Nielsen
Source: Google Inc.
Fat finger syndrome
Personalization
A web shop with personalization
Copyright © 2017 by CustomerSense. All rights reserved.
She probably likes
this one, because last
time she bought….
Collaborative filtering
Other customers
Lise
They have bought…
They have looked at…
They have searched for…
Wish list…
Reviewed products…
Personalization
Other customers like Lise
They have bought…
They have looked at…
They have searched for…
Wish list…
Reviewed products…
Lise
Products
87% of all youngsters
(age 18-24) will not buy a
product if it is not rated
by other customers
Source: Forrester Research
Minimum 80%
Shopping cart
3 main reasons:
1. Too high delivery costs
2. Not ready to buy
3. Price comparison
Source: Forrester Research & Baymard Institute
71% exit the shopping cart
Checkout
30 – 50% of all customers leave a
checkout flow with a forced login
Source: Jacob Nielsen
10 mobile selling tips
Copyright © 2017 by CustomerSense. All rights reserved.
1. Build a smartphone specific website – not “just” responsive
2. Avoid banner blindness (Apple)
3. Full screen navigation, until product list view appears (ASOS)
4. Obvious refine / filter options (like ASOS)
5. Type ahead search (Amazon)
6. “Save for later” features (ASOS)
7. Display obvious delivery options at the product page, the shopping cart
and during checkout
8. Only show ratings in lists, if more than 80% of your products are rated
9. No forced login and a smooth checkout flow (Debenhams)
10. Personalize your web store
Thanks for listening!
www.smartphone-ecommerce.com
204 step-by-step guide
Templates for all elements of a best practise mobile shop
User tests worth 500.000 kr.
•c
