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Mobile Experience Optimization

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

INDUSTRY RECOGNITION:

About Moovweb

120+ customers 200+ mobile experiences

Engaging 58M+ monthly mobile visitors

Founded 2010 San Francisco Headquarters

22+ solution & service partners

Google recommended vendor for multi-screen optimization

2014 fastest growing vendor to IR500 (289% growth)

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

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

Conversions ↑ 46%

Revenue/Visit ↑ 43% Time to Market 4 Weeks

Mobile Sitewide UI/UX Updates

Speed & Performance Enhancements

Mobile Conversions ↑ 36% Tablet Cart Funnel ↑ 26% Time to Market 1 Week

Mobile and Tablet Sitewide UI/UX Updates

Tablet Optimized Checkout Path

Mobile Conversions ↑ 25% Tablet Conversions ↑ 53% Time to Market 4 Weeks

Mobile Re-designed mobile UI/UX

Streamlined tablet experience

Mobile Conversions ↑ 38% Tablet Conversions ↑ 11% Time to Market 2 Weeks

Mobile and Tablet Mobile PDP UX Optimizations

Streamlined Payment Flow

Conversions ↑ 64%

Revenue ↑ 60% Time to Market 2 Weeks

Tablet Streamlined Checkout Flow

Optimized Touch Points for Users

Mobile Conversions ↑ 32% Time to Market 2.5 Weeks

Mobile Streamlined Checkout Flow

H o w m u c h i m p a c t w o u l d a 2 5 % i n c r e a s e i n m o b i l e r e v e n u e h a v e o n y o u r b u s i n e s s ?

Checkpoint

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

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

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  

H o w m u c h w o u l d y o u r s a l e s i n c r e a s e i f y o u c l o s e d j u s t h a l f t h e g a p b e t w e e n y o u r m o b i l e c o n v e r s i o n a n d

d e s k t o p c o n v e r s i o n r a t e s ?

Checkpoint

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 1  h8p://www.retail=mes.co.uk/retailers-­‐lose-­‐sales-­‐from-­‐high-­‐bounce-­‐rates-­‐on-­‐mobile-­‐devices-­‐claims-­‐mediarun/    

2  h8p://www.cmo.com/ar=cles/2014/8/6/mobile_commerce_.html    3  h8p://www.retailtechnology.co.uk/news/5071/mobile-­‐and-­‐e-­‐commerce-­‐sa=sfac=on-­‐gap-­‐widens/    4  Moovweb  Data  5  h8p://moovweb.com/blog/anyone-­‐use-­‐social-­‐sharing-­‐bu8ons-­‐mobile/      

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  h8p://www.retail=mes.co.uk/retailers-­‐lose-­‐sales-­‐from-­‐high-­‐bounce-­‐rates-­‐on-­‐mobile-­‐devices-­‐claims-­‐mediarun/    

2  h8p://www.cmo.com/ar=cles/2014/8/6/mobile_commerce_.html    3  h8p://www.retailtechnology.co.uk/news/5071/mobile-­‐and-­‐e-­‐commerce-­‐sa=sfac=on-­‐gap-­‐widens/    4  Moovweb  Data  5  h8p://moovweb.com/blog/anyone-­‐use-­‐social-­‐sharing-­‐bu8ons-­‐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 ?

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

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

H o l i s t i c E x p e r i e n c e O p t i m i z a t i o n

Eight Major Factors To Optimize

Content

Speed  

Interaction  

Flow

Context

Search

Features

Personalized

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, context appropriate experiences for mobile devices optimized for usability, flow and speed. Built easily and iterated rapidly to drive business results.

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

-  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.

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

M o o v w e b O p t i m i z e O p t i m i z i n g M o b i l e E x p e r i e n c e s F o r E x i s t i n g M o b i l e C o n t e n t

Mobile Experience Optimization

Moovweb Optimize

Content resized using responsive or adaptive web design Screen Adaption

Conversion Optimization

Delivery Acceleration

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

Segment

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  Tes=ng  Tools  Helpful  

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

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

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 : A u d i e n c e R o u t i n g 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 intent

Test more new content and copy combinations without touching core systems

Device, browser, language Visitor behavior (new, repeat, heavy)

Traffic source (direct, search, ad) Probabilistic Traffic Splitting

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

M o o v w e b O p t i m i z e O p t i m i z i n g M o b i l e E x p e r i e n c e s F o r E x i s t i n g M o b i l e C o n t e n t

Mobile Experience Optimization

Moovweb Optimize Conversion Optimization

Delivery Acceleration

-  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.”

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 postload assets

Integrate CDNs

Automatic Features

Edge Side Includes Dynamic content caching UX Related Optimizations

Application Aware Features

45% 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

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

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 iterated rapidly to drive business results.

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions