beyond mobile-friendly: optimizing your customers' mobile experiences
Post on 28-Jul-2015
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What are we talking about?
• Personalization and Journey Maps are great
• Goals don’t impact our actions
• Need incremental steps to crawl, walk, & run towards a better customer experience to see better results
• Petco has transitioned from Mobile Friendly to Mobile Optimized (cont’d) to be more relevant to the customer’s mobile moment.
Mobile-‐Op*mized
Petco’s Mobile Evolution
Who am I?
• Focus on Business Strategy & Operations • Moved to San Diego and joined Petco 2.5 years ago
Petco’s Mobile Challenges
1. Improve our customer experience on Mobile devices 2. Deliver a better experience for our Mobile customers 3. Deliver a unified experience for pet parents who have mobile devices
Impact of Mobile at Petco
74.2%
46.1%
13.3%
11.5%
12.5%42.4%
Revenue Traffic
Mobile Tablet Desktop
53.9% of Petco Traffic
Petco Mobile Q4 2014
Mobile-Friendly…was a good step
Step 1: Screen Scraping • Simplified out pages for tap-
friendly designs • Desktop changes caused
problems
First Gen “Mobile-Friendly”
Mobile-Optimized…brought results
Step 2: Become robust & flexible • Reduced operational headaches • Focused on UX and being
relevant to the customer flow • A/B testing to be better
Next Gen Mobile-Optimized
Mobile-Optimized is Better
Next Gen Mobile-Optimized
2x Mobile Revenue Growth!
Year-Over-Year!
>50% Increase in conversion rate!
Year-Over-Year!
Enhanced Customer Experience
AB Testing, user behavior studies, and real user tracking led to a better performing site-wide design resulting in more than a 50% increase in conversions year over year.
Optimized UX flow leads to better conversions
Mobile-Friendly No Longer Enough
Conversion Rate Gap
0%
1%
2%
3%
Desktop Smartphone
$100B+ in mobile IR500 sales
Source: Monetate
“For the past 3 years, we’ve audited numerous multi-million and billion-dollar sites and during every single site audit, we’ve identified lingering technical errors, layout bugs, or flawed interactive features.”
-Baymard Institute
Mobile-Friendly vs. Mobile Optimized Mobile-Friendly Mobile Optimized
§ Optimized for screen size § Responsive Style Sheets § Incomplete functionality
§ Optimized for customer experience § Complete functionality § Fast with mobile-specific features § Device-specific UI considerations
Moovweb MEO Platform Delivering the Industry’s Best Mobile Experiences
Mobile Experience Optimization
Screen Adaption
Conversion
Delivery Acceleration Mobile
Optimized
Mobile-Friendly
Select Date on Calendar
Land on Shipping info
Page
Select Date on Calendar
Tap on “Order Now”
Land on Shipping info
Page
Tap ‘Add to Cart” button
Land on Cart Page
Land on Cart Page
Select Date on Calendar
Tap on “Order Now”
Land on Shipping info
Page
Original Optimized for Screen Size Flow
Valentines Day Flow
Mother’s Day Flow
Move Beyond Mobile-Friendly
Mobile Optimized
Mobile-Friendly
Conversion Optimization by Delivering Optimized User Flows
Optimized Leads to Better Results
0%
10%
20%
30%
40%
50%
60%
No Mobile Experience Mobile-Friendly (Responsive)
Mobile Optimized
Perc
enta
ge fr
om M
obile
Traffic Revenue
(1) Market data(2) Moovweb Customers
Shift to a CMO’s Technology Stack
Network
Hardware/infrastructure
Software
Data
Systems of record
UX
Infrastructure
Software
Data
Systems of engagement
UX
Network
Designstarts with
engagement
Design starts with
transactions
Unique Benefits of Moovweb Higher conversions, higher engagement
► Adaptive mobile-specific features and flows
Launch fast, improve faster ► Compatible with existing infrastructure ► Two-speed IT ► Built-in testing and segmentation
Scalable and secure
Advanced delivery acceleration
About Moovweb
250+ mobile experiences
40% 69%
Retail Market Moovweb Customers
Mobile Revenue Growth 2013-14
Recommended Multi-Screen solution
Engaging 1 in 3 mobile Americans each month
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