Selling through a mobile device

Ben Staveley

So how many of you in the audience have purchased

somethingon a mobile device?

Brilliant, so how many of you have a mobile strategy part

of your marketing plan?

There are 4 ways in which you can get your customers

to buy via mobile

If you purchased on a mobile,

did you install an app?

APPs

15 billion

Mobile APP

Users

IOS users have on average 37 apps installed

• Android has 22

• 10 billion iPhone apps installed by Jan

• This became 15 billion this month!

Market

With the average ecommerce app costing around £15/20k does this have a

potential ROI?

• Over a ¼ of the UK population now have a smart phone

• The average iPhone user uses 5 apps per day, yours could be 1 of these

eBay’s Mobile App

eBay’s APP has been downloaded over 11m times!

eBay made $1.5bn from mobile transactions in 2010

That’s up from $600m in 2009

Shazam

Shazam has more than 75m users

It added 25m users over a 6 month period in 2010

This became 100m by the end of the year

So far 1bn songs have been identified

260k music tracks a day are sold via Shazam

Did you purchase on a mobile site? i.e. Specifically designed for mobiles?

m.domain.com

Mobile sites

A Mobile Site

Site optimisation for mobile devices is your simplest and most cost effective option

• Wider audience compared to an APP

• No need to install anything

• Can utilise elements of your current site

Keep in mind

• Experience or functionally - not as good as an APP

• Keep it simple, shorter attention span

• Limit your content to what users need to find

• Block search engines from spidering your mobile site to avoid

duplicate content.

Amazon’s Mobile Site

Amazon have produced a fantastic version of their site for mobile devices

By simplifying their existing website, the mobile site is easy to navigate and uncrowded

Search is key for Amazon with such a large catalogue.

Bestsellers are homepage news

Large, clear call to action buttons guide you through the site

eBay’s Mobile Site

eBay again!

Search is also key for eBay, with over 1000 items being returned for the term “sony vaio”, the ability to filter is at the top of their agenda for usability.

Again the main thing

is simplicity

Bring what your customer wantsas quickly and simply to theirmobile

Did you simply access a website via your mobile and complete the

purchase easily?

Normal site - via mobile

Normal site – where most people are at

It’s 2011 and you have done nothing for mobile devices so far for your business.

Views from mobile can be between 5% & 20% of a sites traffic, so make it work.

Look at analytics • How does your site perform against your site average stats? • Are your bounce rates high? • Are people exciting early on?

Remember: • Ensure buttons are clear and big• Limit the usage of flash or at least have a fall back• Make sure your navigation works• Make sure your search is easy to find

You could make your website more mobile friendly in less than a day and this could have a huge impact on your revenue numbers

Pineapple Dance Studios had a diagonal flash hero banner with a menu bouncing in time with the music.

The flash banner was causing problems for mobile viewers.

We removed the flash banner and replaced with a rectangle hero banner in javascript to allow better rendering

Results (in 15 days): • 10% improvement in bounce rate • 10% revenue increase from people on mobile devices

Thinking about mobile users

But what is the 4th mobile option your customers have?

54 million will be sold this year (this is already more than desktop pc sales)

82 million are forecasted to be be sold in 2012

And 208 million are forecasted to be sold by 2014

Do you know what it is yet?

“Our iPad app is actually easier to use than our web site.” 

Han Yuan, Director of engineering and mobile at

eBay inc. 

Tablet app

No fixed orientation so it moves with the way the customer wants

It brings a true catalogue experience

Limit the use of small font and tiny links

The flashlight doesn’t shine

Supply what your customers need and want

• Full screen catalogue experience

• Endless scrolling left to right and down

• Simple purchase process with shared customer information

Amazon have really pushed the tablet commerce boundaries but have done a fantastic job in bringing window shopping to your home

What do you think the future of mobile is?

& will you be a part of it?

Any questions?

Contact me...Ben StaveleyBen.Staveley@dotCommerce.co.ukTwitter: @dotCommerce