Mobile Optimization that Actually Works

Mobile Op*miza*on That Actually Works

Kyle Duford eCommerce Director Chrome Industries

@kyleduford

Peter McLachlan Founder and CPO

Mobify @b1tr0t !

Chrome Industries


@kyleduford

Why Mobile

“One day, all this informa<on —telecommunica<on, connec<vity

— will be in your pocket.

Prolifera<on of Devices

Everyone’s Doing It

Tweet Update Snap Chat Text Call Search Read !

Part of the Equa<on

Types of Mobile

GOLITE.COM! TREKBIKES.COM!

PINCH&AND&ZOOM&

THENORTHFACE.COM! PATAGONIA.COM!

M.SITES'

BURTON.COM!RAPHA.CC!

RESPONSIVE)

Using Data to Understand Mobile

• CONSISTENCY IN ALL ELEMENTS • General look and feel • Path to purchase • Search • Naviga*on • Merchandising (eCommerce sites) • Photos • Descrip*ons • Calls to ac*on

• Run sta*s*cal analysis on anything (and everything) • Because data doesn’t care if you’re mobile – It just documents and logs

• Then check to see where the points differ, if any, from desktop, tablet

• Develop your hypothesis • Test

Data is S<ll King

Tes<ng

• Iden*fy problem/issue • Hypothesize • Ideas • Tes*ng • Analyze • Implement or re-‐test

Using Data to Understand Mobile

• NO SECRET TO BUILDING TEAMS • No need for a special “Mobile Ops Team” • Think like a customer • Use your devices for UAT tes*ng • Give the ability to try, fail and learn

Test. Learn. Repeat.

Mobify


Mobify @b1tr0t !

eCommerce Web Experience Acceleration Platform

Mul<-‐device web: eCommerce

55%45%

Smartphone / TabletDesktop

Source: IBM “Thanksgiving Digest”

For many eCommerce sites, smartphone + tablet traffic has reached or exceeded 45% of total traffic.

By the end of 2014 we expect these channels to represent the majority of visits to most eCommerce sites

Time spent by device for eCommerce

41%

59%

Smartphone / TabletDesktop

Source: Business Insider

Even though smartphone + tablet visitors represent 45% of traffic, they can account for 59% of *me spent on your website

This emphasizes the importance of the user experience on these channels

Conversion rates: US retail eCommerce Cyber Monday 2013

0.0%

1.5%

3.0%

4.5%

6.0%SmartphoneTabletDesktop

Source: IBM Digital Analytics Benchmark

Cyber Monday data from 2013 reveals the untapped opportunity of tablets for eCommerce

Cyber Monday 2013 eCommerce conversion rates by plaUorm

28%

72%

Source: Google Mobile Playbook

Google’s data shows that 72% of tablet owners make purchases from their device on a weekly basis

Conversion rates: Black Friday

Emerging opportunity: the tablet

“As the tablet market matures, the advantages of desktop and laptop browsing will erode… To engage customers who use tablets, companies should adopt tablet-‐specific strategies instead of offering experiences iden*cal to those of smartphones or desktops and laptops.”

!

-‐ Adobe 2013 Mobile Consumer Survey Results

Why A/B test? A refresher

• A/B tes*ng is a discount leading indicator: it is a crucial part of a robust internal UX process • A/B tes*ng tells you the “what”, and helps your UX analysts & designers find the “why” and the “how” through rapid experimenta*on and quan*ta*ve analysis !

Strategies for mul<-‐screen tes<ng

Two main strategies • Test the change on all screen sizes at the same *me • Test the change on a specific group of screen sizes: “breakpoints”

Tes<ng on all screen sizes at the same <me

• May or may not be technically feasible • Will provide cross-‐channel feedback • but also cross-‐channel noise


Feasibility • Possible only if UX change is relevant across all screen sizes • Only applicable if there is uniform UX between views at different screen sizes


Advantages • Provides cross-‐channel data • shorter total test dura*on

• May offer some maintenance advantages


Disadvantages

• Costly for • resources • *me to design test

• Technically challenging • changes must work & be QA approved across breakpoints

• or be designed & tested as separate HTML snippets

Tes<ng at a single breakpoint

• Focus your test, taking into account: • probable user context & intent • interac*on metaphor • device capabili*es • device limita*ons

• Can be a complete template varia*on or minor UX change

Feasibility • Can be done regardless of whether you have a unified UX across smartphone/tablet/desktop • Works for Responsive Web Design, Separate Mobile Websites or RESS approaches to suppor*ng mobile !


Advantages • Focus on probable visitor context • Focus on probable visitor use case • Fewer developer resources to deploy any given test • Less QA required to deploy a test • Succeed or fail faster !


Disadvantages • Can result in diverging requirements for different screen sizes that are difficult to merge back into your codebase • though an adap*ve templa*ng solu*on can help you “power up” your templates

!

!


What should you test? A few hints…

Larger targets

Removed hover events

Results

For Coastal Contacts, through analysis in Google Analy*cs, Mobify’s team iden*fied that smartphone visitors seemed confused about naviga*on.

An A/B test of a simplified naviga*on structure revealed that smartphone conversions could be improved by as much as 50% with an improved naviga*on structure

Closing <ps

• Always A/A test • Don’t jump to conclusions too early • If at first it fails… try again • Smaller changes: segment by device type & screen-‐size for each test

Mobile Op*miza*on That Actually Works


@kyleduford


Mobify @b1tr0t !