mCommerce: Why User Experience Matters

More Than With Online Retail

Dave Lawson - Director of Mobile Engagement, KnoticeTodd Shingler - Founder, Mobile Perspectives

todd@mobileperspectives.com @toddshingler

Help clients develop and execute mobile strategies to effectively engage their customers

12 yrs @Nortel: Devt, Prod Mgt, Solns Apps/Svcs (Dallas, Munich, Paris) 8 yrs @MobileAware Products, Sales, CEO Mobile Web/Apps, Mobile Self-Care (Dublin, Chicago) Mobile Perspectives

Dlawson@knotice.com @daveinsales

Helping brands change the way they communicate with their customers.

Tradeshows/Corp Events Local Interactive Media Group Messaging Early LBS Mobile Agency Knotice

Agenda• Setting the Stage• Giving Context to Context

• The Wired Web vs. Mobile Web Paradigm• Deeper Dive Into Context Driven Behavior

• User Experience Drives Mobile Commerce Success• Making it Easy to Discover, Access, Engage

• Mobile Email Usage in Retail and Implications• Enabling Simple, Intuitive Task Completion

• Dedicated Mobile Buy-flow and Results• Breakout Session Exercise / Examples

• Download QR reader now• Q & A

Setting the Stage

User Experience DrivesMobile Commerce Success

The most successful Mobile Commerce solutions have services that are easy to discover, intuitive to use and enable simple completion of desired tasks.

Defining The Mobile Channel

Direct Digital

• SMS/MMS• Email• In-app• Permission

Based

Mobile Web

• Device Optimized

• User Optimized

• Content Targeting

Apps

• Device Specific • Screen sizes• Native

Features• App stores

Mobile Ads

• Mobile search• Mobile

banners• SMS riders• Apps

Other

• Video & Games

• Music• Ringtones &

wallpaper• Acquisition &

Awareness

• QR, MS Tag• Key connector

from physical to digital worlds

2-D Barcodes

• News Feeds, Tags

• Acquisition and Promotion

• Destinations

Social

• Relevancy• Segmentation• Targeting• Foot traffic

LBS

• News Feeds• Acquisition

and Promotion• Destinations

Social

• Catalogs• Carts• Mobile Buy

Flows

m-Commerce

Mobile Technology Adoption Funnel

SMS & MMS

Mobile Web

Apps

Tagging

Interaction

Cutting edge experiences

and perception

Reach & convenience

More than 90% of customers want Web experiences that are optimized for mobile

Frustration builds when marketers don’t deliver

Giving Context to Context

The Wired vs Mobile Web ParadigmContext Driven Behavior

Wired Web vs. Mobile Web

What’s the difference?

Wired Web

• User context is static

• Users can rapidly consume and navigate content

Mobile Web

• User context is dynamic

• Users are constrained in consuming and navigating content

Traditional Wired Web Paradigm

Wired Website

Static Context

Awareness Consideration Desire Action Retention

Rapid ContentConsumption

Microsite Landing Page

Mobile Web Paradigm

Awareness Consideration Desire Action Retention

Dynamic User Context

Anywhere In-Store Using Product OnlineOn-Location Backyard

Connectors w/Call-To-Action

2D Barcode SearchSMS Etc.

Purposeful and Relevant Mobile Web Experience

Mobile Web Paradigm

Awareness Consideration Desire Action Retention

Dynamic User Context

Anywhere In-Store Using Product OnlineOn-Location Backyard

Connectors w/Call-To-Action

2D Barcode SearchSMS Etc.

Purposeful and Relevant Mobile Web Experience

Wired Web Mobile Web

• Dynamic User Context

• Users are constrained in consuming and navigating content

Microsites

Landing Pages Larger Number of Smaller, Highly Relevant Mobile Web Experiences

Multi-PurposeSite

Mobile Web Mindset

Simple & intuitive UI; responsive interactions

On the go, impatient, limited multi-tasking

Understanding the Mobile Context

Task-oriented, want purposeful interactions

Enable Successful Task Completion

Low tolerance for poor user experience

Deliver – you may not get a second chance!

Focus on mobile appropriate services

Anticipate consumer needs – why here?

…and about that thing they are carrying?• Smartphones are the ultimate shopping assistant:

• Maps with built in GPS• High-speed Internet including every

competitors website• Applications enabling comparison shopping• Communication tool with voice, chat, text messaging,

email, video, social network integration• Camera that also serves as a scanner• Soon, NFC and other mobile payment capabilities

Untapped Mobile Consumers?

•27% Smartphone penetration at E2010, growing to 51% by E2011•Focusing on Smartphones leaves 150M+ mobile consumers untapped•Use text messaging, mobile-friendly email, QR codes to enable engagement; mobile web and apps to continue deeper engagement

Source: comScore 2010 U.S. Digital Year in Review; InsightExpress Mar 2011

Make it Easy to Discover, Access, Engage

QR Codes to initiate engagement, incl. links

Text to/from mobile campaigns, incl. links

Device Detection and automatic redirects

Mobile-Friendly Email formats, ‘if mobile’ links

Downloadable apps in prevalent app stores

Educate, promote across marketing channels

Cross-link web and mobile sites

Best Buy – QR Codes

Enable Simple, Intuitive Task Completion

Deliver appropriate size images and text

Targeted ‘experiences’ from Text, QR codes

Use device capabilities, e.g. geo-location

Clean, intuitive purpose-driven design

Minimize clicks, typing, zooming, scrolling

Personalize thru loyalty, CRM system integration

Offer options, e.g. text for info if no QR reader

Real Examples of Optimized Mobile Today

More than 50% of all Internet users ages 18-39 check email on their mobile phone

Email leads online activity for both mobile and nonmobile users

Knotice Mobile Opens Reporting

To get your own email analysis for free, email: info@knotice.com with subject “email mobile analysis”

Mobile

iPhone % iPad % Android % Windows % Blackberry % Palm % Mobile %

Total- Associations, B2B, Cable, Telco, Consumer Products, Services, Education, Entertainment, Financial Services, Health Care, Hospitality, Retail

8.74% 2.00% 1.92% 0.31% 0.15% 0.25% 13.36%

Retail 11.99% 3.73% 3.73% 0.28% 0.08% 0.27% 20.08%

Brand X “Family” Brand 14.83% 4.95% 1.65% 0.22% 0.06% 0.35% 22.07%

Brand X “Metro“ Brand 24.29% 4.42% 2.87% 0.19% 0.24% 0.38% 32.38%

155 mm random sampling of emails, 3 month period. Broken out by day, time, geo, segment, brand

How to make it better? Alter current templates- CTA, text links

Link to a Mobile Friendly version ID mobile-only profiles and send dedicated template

Auto-redirect on click to mobile landing page Offer-specific mobile buy flows

Dedicated Mobile-buy flows perform

• National service provider brand• Unpromoted launch/deployment• Month 1- recognized 370+ conversions ($335,000+)• Month 2- recognized 770+ conversions ($690,000+)• Significant Over-index On Previously Hard to Reach

• 20’s, low income, college degree• Hispanic, single parents, no college, low income• Black, urban, poor• High income, college degree, single, disposable income

• Understand and Leverage the Mobile Context• Make it Easy to Discover, Access, and Engage• Enable Simple and Intuitive Task Completion• Be Inclusive and Reward Usage

Keys to Optimizing Mobile Commerce User Experience

Walmart.com

Full Site

User Experience: -5 points for over-simplified feature phone UI

Mobile Site

Target.com

Full Site Mobile Site

Impact of Poor User Experience“A sub-par web user experience results in:• 78% of site visitors go to competitor site• 88% of site visitors are less likely to return• 47% of site visitors left with a less positive

perception of company” – Equation Research

“The impact of each 1 second response delay:

• 7% reduction in customer conversions

• 16% decrease in customer satisfaction

• 11% decrease in page views”

– Aberdeen

How to disengage a mobile consumer:

Breakout Session Exercises!

Text ‘BM2011’ to 67463, enter: http://goo.gl/rBjCV or scan:

Breakout Session Exercise 1• Click the 1st link and try to find the

closest Walmart store to us.• Do you know what zip code you are in

right now?• Now click the 2nd link and try to find

the closest Walmart store to us.• Particularly on an iPhone, this should

be significantly easier…

Walmart.com – Find Closest Store

User Experience: -2 points for not indicating the distance

Target.com – Find Closest Store

User Experience: -5 points for not using geo-location

Breakout Session Exercise 2• Click the 1st link and see if you can find out how much an

8GB iPod Touch is.• Now click the 2nd link try it again.

Target.com – Buy 8GB iPod Touch

Walmart.com – Buy 8GB iPod Touch

User Experience: -10 points for not having mobile checkout

User Experience To Do

List: Understand and Leverage the Mobile

Consumer Context

Develop Mobile Marketing Strategy

to complement and cross-promote

Web, In Store, other channels

Ensure services are easy to

discover, access and engage

Enable Intuitive and Simple Task

Completion

Be Inclusive and Reward Usage

Optimize Mobile Website, ideally for

all mobile devices

Incorporate Text Messaging, QR

codes, Mobile-Friendly Email

Consider Downloadable Mobile Apps

for prevailing Smartphone and

possibly Feature Phone platforms

Don’t be a sheep following the mobile herd!

• Consider the context that drives and the customized experience• Make the most of every touch point- think “Agile Commerce” • Understand where mobility fits with your consumer’s 360 Degree view• Innovate and deliver your correct solution, not something canned

Jean-Luc Cornec's Telephone Sheep

THANK YOU!!