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#AskMoovweb Mobile Experience Optimization @moovweb

Webinar: Moovweb Optimize: Learn how to increase your mobile conversions

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#AskMoovweb

Mobile Experience Optimization

@moovweb

#AskMoovweb

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

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)

#AskMoovweb

#AskMoovweb

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

#AskMoovweb

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

#AskMoovweb

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

#AskMoovweb

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

#AskMoovweb

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

#AskMoovweb

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  

#AskMoovweb

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    

#AskMoovweb

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/      

W h y i s b u s i n e s s p e r f o r m a n c e l o w e r o n m o b i l e ?

#AskMoovweb

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

#AskMoovweb

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

#AskMoovweb

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.

#AskMoovweb

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

#AskMoovweb

-  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.

#AskMoovweb

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  

#AskMoovweb

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  

#AskMoovweb

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

#AskMoovweb

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

#AskMoovweb

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

#AskMoovweb

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

#AskMoovweb

-  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  

#AskMoovweb

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?  

#AskMoovweb

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

#AskMoovweb

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

#AskMoovweb

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

#AskMoovweb

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

#AskMoovweb

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

#AskMoovweb

Twitter Q&A