jaan matti - conversion day 2014
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Jaan Matti - Conversion Day 2014TRANSCRIPT
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Hi
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Optimizing mobile
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Current state of mobile:
1/3 Of all e-commerce transactions in the United Kingdom
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Current state of mobile:
1/3 Of all e-commerce transactions in the United Kingdom
40% Of online Black Friday sales
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Current state of mobile:
1/3 Of all e-commerce transactions in the United Kingdom
40% Of online Black Friday sales
34% Of all US cell internet users are using mobile as their main access to web
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1/3
Current state of mobile:
Of all e-commerce transactions in the United Kingdom
40% Of online Black Friday sales
34% Of all US cell internet users are using mobile as their main access to web
53% Of Facebook’s revenue comes from mobile
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40% Turn to a competitor’s site
after a bad mobile experience
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Options
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Mobile theme on the same URL Serving different themes using device detection
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Local maxima
New design
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Touchscreen Non-touchscreen
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Responsive does not always optimize for behavior.
It optimizes for the screen.
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Mobile optimization is about :
1) Finding where the opportunities are
2) Knowing why people are not converting
3) Creating treatments for the issues
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The “Where”
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Desktop
Mobile visitors have different goals
Mobile
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Levels reached on the site
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Levels reached on the site
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High traffic / Low conversion
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Allow switching to desktop
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Track with event tracking
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The “Why”
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Use online survey software for finding out why problems occur
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1) What frustrated you about this site? 2) If you could do anything, how would you improve this site? 3) What did you like about the site?
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Testing with 5 people reveals 80% of usability problems
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UX
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Simplify elements for mobile users. Define popular tasks and display links on the homepage.
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Clickable elements should be large enough for easy usability 40x40px
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Use a decent font size - at least 14px
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Shopping carts are used for creating a wishlist of products
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Visible error messages
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Use a “load more” button instead of pagination or endless scroll
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Product inventory is judged based on first results
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Show how many products a filter will return
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Use click-to-call when a conversion can be completed by a phone call
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kuler.adobe.com
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Speed
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Delivery technologies are getting faster, but the amount of content we’re cramming in is outpacing everything
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Performance affects profits 1 second of additional load time:
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Performance affects profits 1 second of additional load time:
decrease in page views 11%
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Performance affects profits 1 second of additional load time:
11% decrease in page views
16% customer satisfaction drop
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Performance affects profits 1 second of additional load time:
11% decrease in page views
16% customer satisfaction drop
7% loss in conversions
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Speed is a design constraint The more you add, the higher the load times
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60% of data transfer comes from images. Use image compression.
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Google PageSpeed Yahoo Developer Rules
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Summary
See how far people get on your site Levels reached on mobile, landing page conversion for mobile.
Talk to your visitors Why are people buying from you, how are they using your mobile site?
Good UX = Getting things done quickly Mobile visitors are task-oriented. Simplify tasks, focus on speed.
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Thank You