INDUSTRY RECOGNITION:
About Moovweb
120+ customers 200+ mobile experiences
Engaging 60M+ monthly mobile visitors
Founded 2010 San Francisco & London
22+ solution & service partners
Google recommended vendor for multi-screen optimization
2014 fastest growing vendor to IR500 (289% growth)
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Mission: To inspire our girls to be and feel
amazing every day
ABOUT
• Trendy, affordable clothes, shoes & accessories
• Founded in 1975 with now over 500 stores nationwide
• Headquartered in San Francisco
• Serving women ages 18-24
Ecommerce
• Desktop, mobile, tablet
• iOS & Android Apps
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P o w e r i n g M a r k e t L e a d i n g E x p e r i e n c e s
Retailers Financial Services
Travel & Hospitality Brands B2B &
Manufacturing
Healthcare
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M o o v w e b O p t i m i z e : 7 1 % H i g h e r T h a n I n d u s t r y Av e r a g e
Mobile Conversions ↑ 38% Tablet Conversions ↑ 11%
Mobile and Tablet Mobile PDP UX Optimizations
Streamlined Payment Flow
Mobile Conversions ↑ 36% Tablet Cart Funnel ↑ 26%
Mobile and Tablet Sitewide UI/UX Updates
Tablet Optimized Checkout Path
Conversions ↑ 64% Revenue ↑ 60%
Tablet Streamlined Checkout Flow
Optimized Touch Points for Users
Mobile Conversions ↑ 25% Tablet Conversions ↑ 53%
Mobile Re-designed mobile UI/UX
Streamlined tablet experience
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M o b i l e I n c r e a s i n g l y C r i t i c a l f o r B u s i n e s s O n e T h i r d o f W e b T r a f f i c N o w M o b i l e
2010 2011 2012 2013 2014
desktop
phone
tablet
North American Web Traffic By Type Q1 2010 – Q1 2015
Source: Statcounter
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0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
Desktop Tablet Phone
Con
vers
ion
Rat
e
B u t M o b i l e U n d e r p e r f o r m s D e s k t o p
$282 Billion Gap
2014 mobile conversion rates were substantially below desktop
Sources: Monetate , emarketer, statcounter
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H i g h e r M o b i l e F a l l o u t A t A l m o s t E v e r y S t a g e D r i v i n g L o w e r C u s t o m e r L i f e t i m e V a l u e
v
v v
v
v
v Actions
Visits
Satisfaction Transactions
Loyalty
Sales
Fewer actions per visit
Lower virality
Fewer transactions Poorer brand experience
Fewer repeat visits
Lower $ per transaction
CR – Ques;on 3
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H i g h e r M o b i l e F a l l o u t A t A l m o s t E v e r y S t a g e D r i v i n g L o w e r C u s t o m e r L i f e t i m e V a l u e D r i v i n g L o w e r C u s t o m e r L i f e t i m e V a l u e
v
v v
v
v
v Actions
Visits
Satisfaction Transactions
Loyalty
Sales
10% Higher Bounce Rate on Mobile1
53% of Mobile Users Visit Sites 1-2 Times
Per Year4
33% of Desktop Conversion2
The Mobile Experience
4% Lower Satisfaction on Mobile3
Mobile Users Click Sharing
Buttons 35% Less5
20% Lower AOV on Mobile2 1 h>p://www.retail;mes.co.uk/retailers-‐lose-‐sales-‐from-‐high-‐bounce-‐rates-‐on-‐mobile-‐devices-‐claims-‐mediarun/
2 h>p://www.cmo.com/ar;cles/2014/8/6/mobile_commerce_.html 3 h>p://www.retailtechnology.co.uk/news/5071/mobile-‐and-‐e-‐commerce-‐sa;sfac;on-‐gap-‐widens/ 4 Moovweb Data 5 h>p://moovweb.com/blog/anyone-‐use-‐social-‐sharing-‐bu>ons-‐mobile/
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U n d e r s t a n d i n g T h e M o b i l e E x p e r i e n c e C h a l l e n g e N e w D e v i c e s I n N e w C o n t e x t s
Profusion of devices Extreme screen size constraints
Slow, high latency networks Limited input capability
Short usage windows Fragmented sessions
Competition on device for attention Environmental distractions
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B a l a n c i n g G o a l s & R e q u i r e m e n t s M o b i l e p r e s e n t s a d i f f e r e n t s e t o f t r a d e o f f s
Richer Content
Experience
Speed
Complex Flows
Avg. Order $
Conversion
Personal Content
Engagement
Speed
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T h e M o b i l e E x p e r i e n c e G o a l C r e a t e a n d m a n a g e e x t r a o r d i n a r y m o b i l e e x p e r i e n c e s
Rich, contextual experiences for mobile devices optimized for usability, flow and speed. Built easily and iterated rapidly to drive business results.
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- Maximiliano Firtmann Mobile Performance Expert
0%
10%
20%
30%
40%
50%
60%
No Mobile Experience
Mobile-Friendly (Responsive)
Mobile Optimized
Per
cent
age
Mob
ile
Traffic Revenue
M o o v w e b O p t i m i z e
You are losing users and probably money if responsive web design is your entire goal and your only solution for mobile.
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T h e M o o v w e b M E O P l a t f o r m D e l i v e r i n g T h e I n d u s t r y ’ s B e s t M o b i l e E x p e r i e n c e s
Screen Adaptation
Conversion Optimization
Delivery Acceleration
Mobile Experience Optimization
Moovweb Optimize
Content resized using responsive or adaptive web design
This is an animated slide. Text displays aRer images shrink
upwards
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Four Components of Conversion Optimization
M o o v w e b O p t i m i z e : C o n v e r s i o n O p t i m i z a t i o n
Identifying & routing
audiences to their optimal experience
Context
Grouping and sequencing
consumer tasks and actions
Flow
Triggers & incentives to
lead consumers to the next step
Message
As easy as possible for
consumers to accomplish
goals
Usability
A/B Testing Tools Helpful
CR (Uses Op;mizely) what have your wins been w/ AB Tes;ng
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C o n v e r s i o n O p t i m i z a t i o n : U s a b i l i t y I m p r o v e u s a b i l i t y b y l e v e r a g i n g m o b i l e - s p e c i f i c f u n c t i o n a l i t y
BEFORE AFTER
Touch-based Unreliable auto-fill
Text input autocorrect No cut and paste
Geolocation Speech-to-text input
Mobile ≠ Desktop
Optimizes content for higher action completion
and improved user satisfaction
26% Improvement in conversion rate
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C o n v e r s i o n O p t i m i z a t i o n : F l o w C r e a t e u n i q u e m o b i l e s p e c i f i c f l o w s & t e s t a l t e r n a t i v e e x p e r i e n c e s i n r e a l - t i m e
Easily create & test new user flows
Leverage existing site logic to create different flows for tablet
and mobile
Consolidate multi-page flows to single page or single page to multi-page
14% Improvement in conversion rate
Select Date on Calendar
Tap on “Order Now”
Land on Shipping info
Page
Tap ‘Add to Cart” button
Land on Cart Page
Original Optimized for Screen Size Flow
Mobile Friendly
Select Date on Calendar
Land on Shipping info
Page
Land on Cart Page
Select Date on Calendar
Tap on “Order Now”
Land on Shipping info
Page
Valentines Day Flow Mother’s Day Flow
Mobile Optimized
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Up to 64% improvement in conversions
C o n v e r s i o n O p t i m i z a t i o n : C o n t e x t C r e a t e u n i q u e m o b i l e c o n t e n t a n d c a l l s t o a c t i o n
Easily route audiences to the experience that matches their context
Test more new content and copy combinations without touching core systems
Geolocation Device, browser, language
Visitor behavior (new, repeat, heavy) Traffic source (direct, search, ad)
Cookie Targeting Custom Integration
Many Degrees of Differentiation
Serving phone pages to specific tablets Customizing promotions for specific states
Adword text reflected in content A/B testing content
and more…
Example Wins
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T h e M o o v w e b M E O P l a t f o r m D e l i v e r i n g T h e I n d u s t r y ’ s B e s t M o b i l e E x p e r i e n c e s
Screen Adaption
Conversion Optimization
Delivery Acceleration
Mobile Experience Optimization
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- Tammy Everts Web Performance Expert
M o o v w e b O p t i m i z e : D e l i v e r y A c c e l e r a t i o n
“If pages aren’t fast, everything suffers…performance shouldn’t be kept in a silo or treated as an afterthought. It needs to be considered as an integral part of user experience design.”
Ask CR
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Three Components of Delivery Acceleration
M o o v w e b O p t i m i z e : D e l i v e r y A c c e l e r a t i o n
Fragment Caching Edge Side Includes
Caching
Place assets closer to the user & on their ISP
network
Distribution
Page size # Requests
# Tags Images
Async & dynamic loading
Construction
CDNs Useful
New Slide. Thoughts?
Redundant with next slide?
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50% of
Wins
A d v a n c e d O r g a n i z a t i o n s N e e d A p p l i c a t i o n A w a r e A c c e l e r a t i o n
Faster page display with images specifically minimized for each device
Consolidate page assets Preload and/or post-load assets
Integrate CDNs
Automatic Features
Edge-side Includes Dynamic content caching UX related optimizations
Application Aware Features
37% Improvement in user perceived
site speed
M o o v w e b O p t i m i z e : D e l i v e r y A c c e l e r a t i o n
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M o o v w e b O p t i m i z e R e s u l t s
Conversions ↑ 12%
Mobile Simplified Cart Page
Conversions ↑ 48%
Mobile Refreshed Design
Streamlined Checkout
Conversions ↑ 70%
Mobile UI/UX Updates
Conversions ↑ 14%
Tablet Sitewide UI/UX Updates
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M o b i l e E x p e r i e n c e O p t i m i z a t i o n M a r k e t C o m p a r i s o n
Content Optimization
UX Optimization
Flow Optimization
Contextual Routing
Delivery Acceleration
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T h e M o b i l e E x p e r i e n c e G o a l T r a n s f o r m t h e c r e a t i o n a n d m a n a g e m e n t o f m o b i l e e x p e r i e n c e s
Rich, context appropriate experiences for mobile devices optimized for usability, flow and performance. Built easily and improved rapidly to drive business results.
Mobile Experience Optimization Whitepaper
LEARN MORE
http://bit.ly/1K7CmLb