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TRANSCRIPT
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