optimize your mobile shopping experience
TRANSCRIPT
Optimize Your Mobile Experience
Signs You May Be Leaving Revenue On The Table
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© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL 2
Hayley Silver is the Vice President of Bizrate Insights, a division of Connexity. She has more than 20 years of experience in consumer insights, retail and online marketing.
Prior to Bizrate Insights, she held leadership positions in online marketing companies LinkShare and 360i. Hayley began her career in store and catalog retail at Bloomingdales and J. Crew.
Her rich background in retail and e-commerce enables her to define actionable and measurable consumer insights for her retail clients today.
Speakers
Hayley SilverVice President, Bizrate Insights
Carly Rosenberg is a 15-year veteran of digital commerce and marketing, successfully leading the strategic marketing initiatives at specialty retail firms since 2000.
She is currently the General Manger and CMO of Bluefly, where she oversees marketing, creative and site experience. Prior to Bluefly, she was Vice President of E-commerce Marketing at ANN INC., the parent company of Ann Taylor and LOFT, where she oversaw digital marketing and product photography for AnnTaylor.com and LOFT.com. Carly held similar roles at J.Crew, Saks Fifth Avenue and Sur La Table.
Carly RosenbergGeneral Manager & CMO
Bluefly
© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Mobile: % of online ordersMobile purchases have been steadily growing, with a sustained increase in the rate of growth since late 2014.
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8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 52012 2013 2014 2015
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
Source: Bizrate US Point-of-Sale Network of 5,000+ retailers. n=85,380,152
% Online Orders
MOBILE AS % OF ONLINE ORDERS
© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 52012 2013 2014 2015
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Purchases by DeviceTablets, as a % of sales, are decreasing as phone sizes increase.
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Source: Bizrate US Point-of-Sale Network of 5,000+ retailers. n=85,380,152
Tablet
MOBILE ECOMMERCE – TABLETS VS. PHONESPhone
© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Mobile Shopping Activities
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Question: Which of the following do you do on your mobile device(s) when you visit this retailer’s website? n=366,299
OMNI-CHANNEL ACTIVITIES
24%2%11%
28%34%46%
51%
I don’t visit this
retailer’s website via my mobile device(s)
OtherLook up policies or local store informatio
n
Browse or search
products that I may
buy in local stores
Track orders or contact
Customer Support
Place orders
Browse or research products
that I may buy online
© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Difficulties Shopping with MobileThe majority of mobile shoppers (58%) report that they do not typically experience any problems. However when problems do occur, more than one third are related to a users’ need to enlarge the page.
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Question: When shopping online with this retailer using your mobile device(s), do you experience any of the following problems? n=107,782
Not enough product information available
12%
Data security concerns 11%
Too much text; not enough pictures
4%
Not enough store or policy information available
3%
Pictures are too big 3%
Text is too big 2%
Other (specify) 11%
Other improvements:33%
I have to enlarge things first to
ensure I touch/click in the
right place
25%21% 17
%17%
17%
Pages load
slowly
I have to use the
“full site” version to
access what I am looking for
Text is too
small
Entering my
information in
checkout is frustrating
Pictures are too
small
69% of mobile shoppers typically connect to the
internet via WiFi.
© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
6 Improvements to Drive Mobile SalesCustomer would be more likely to use their mobile device in online shopping if retailers….
1) Reduce risk2) Incorporate mobile specific useful
features into the process
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Question: Which of the following features would increase your likelihood to use your mobile device(s) to with this retailer? n=127,876
Login, with saved payment information
18%
In-store pick-up of mobile online purchases
15%
Login, with addresses pre-selected at checkout
15%
Trust Symbols (i.e. Bizrate Customer Certified, TrustE, etc.)
14%
Product availability information at local stores
14%
Reserve product in local stores
12%
Link to “saved items” via text 9%
Shopping via Facebook, Pinterest or Instagram
5%
Other improvements:
31%
Free or low cost returns
30%26% 23% 20% 20%
Order trackin
g updates via text
Order confirmation via text
Access to all
information, formatted
to the screen size
Clearly marked secure pages
Paypal or other
protected payment options
© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
The State of Shopping Apps
Just under half of online buyers have at least one shopping app on their mobile device(s).
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Question: Which of the following types of online shopping apps, if any, do you currently have on any of your mobile device(s)? n=347,842
PaymentCoupons or deals
A retailer’s app (any retailer)
Fashion or tech trends
Shipping/ delivery
Price compariso
n
Product compariso
n
I don’t have any shopping
apps
Other shopping
app
Gift reminder
23%
22% 15
% 10%
9% 7% 6%2%
8%
52%
Signs of Opportunity—and What Do To About Them
Presents…
8 Red Flags To Look Out For In Mobile
© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
In an era of responsive many brands are expanding their code; responsive mobile sites have better design but aren’t as lean.
o Studies show for every one-second delay in load time, you lose 11% of clicks and 7% of conversions. 1
o Google also penalizes SEO for sites with slow load times.
1. Loading Time Observation: Pages that are optimized for speed have lower bounce and exit rates in mobile.
Action:
Here’s how to optimize product pages for speed:
1. Compress images.2. Reduce bloat: code lean
(especially when working with Javascript) and combine common pieces of code.
3. Minimize dependency requests.
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1. Source: Study conducted by Ensighten Inc. in partnership with Glasses Direct https://info.ensighten.com/rs/ensighten/images/just-one-second-delay-in-page-load-can-cause-7-percent-loss-in-customer-conversions.pdf
© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
Sites with a lot of products and categories are difficult to casually browse on mobile. Extensive filtering and sorting is more challenging.
There is also a visibility problem: it’s difficult to find the filter buttons, and it takes more taps, clicks and screens to carry out a filter than on desktop.
2. FilteringObservation: Usability labs revealed mobile customer confusion around filtering
Action:
Improve product discoverability:
1. Fewer filters, simplified verbiage2. Prominent and easy-to-use search
bar3. Flatten website traffic – no item
more than 2-3 filters deep
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In my experience, flattening a retail site is important for building organic
traffic. This is especially true for mobile, where users are less primed to
browse and filter extensively.
Michael NguyenVP of Search, Connexity
“”
© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
Mobile websites have less visual real estate, making it difficult for the customer to find all the latest daily promotions.
Promotions are important, and you may lose the deal-seeking crowd in mobile.
3. Promotions
Observation: Customers who click from email into a promotion on mobile can’t find other promotions on the mobile site
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© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
3. Promotions
Action:
Rethink how you promote deals in mobile:
1. Don’t be afraid to have long scrollable homepages. Customers are more willing to scroll on mobile. Just make sure that page weight doesn’t get too big.
2. If necessary create a category within the “burger” menu that has the sales for the day.
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© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
Most mobile pages have pinch zoom disabled, but it appears this is a feature mobile shoppers need in order to have confidence to purchase.
4. Pinch to Zoom
Observation: We found in usability tests that mobile shoppers were trying to pinch zoom in on product images, and were frustrated when they could not
Action:
o This one is pretty simple: add the pinch to zoom feature for product images in mobile.
o You may choose to call out the “Pinch to Zoom” functionality so users know it’s available.
o Make sure the image is of a high enough resolution and doesn’t pixelate when users zoom.
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© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
Options like PayPal, Visa Checkout and Amazon Checkout (with pre-saved payment info) offer a checkout solution with less typing for the mobile shopper.
5. Pre-filled Checkout
Observation: Alternative checkout options may take up valuable space on your mobile checkout pages, but providing these options also leads to higher conversion.
Action:
o Simplify checkout as much as humanly possible. Reduce: typing, clicks, scrolling and pages.
o Offer checkout options (PayPal, Visa Checkout, Amazon etc.) so consumers don’t need to enter payment information manually.
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© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
It’s important to prioritize what shoppers actually want to achieve in mobile, not what you want them to do (or believe they want).
6. Site Hierarchy
Observation: A/B testing showed that changing the hierarchy of information based on customer use leads to higher completion of tasks
Action:
o Redesign your mobile site navigation & hierarchy to support the actual behavior of mobile users.
o Reprioritize your KPI’s to acknowledge task completion, rather than just mobile revenue.
o Some mobile site features to A/B test: – Order status– Search– New arrivals– Promotions
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© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
If you have both an app and a mobile site, understand why a customer would choose to go to one over the other.
While conversion & engagement is higher within an app, most shoppers visit your mobile site for a different reason. Forcing them to take another avenue to accomplish their goals causes frustration.
7. Download Our App!
Observation: Users abandon/bounce from our mobile site at a much higher rate when we promote a “download our app” takeover
Action:
o Use banners that can be closed easily as opposed to large interstitials or page takeovers. Once a banner has been closed do not show it again.
o Promote your app within the mobile experience – just don’t force it upon your customers.
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© 2015 Connexity, Inc. All rights reserved | CONFIDENTIAL
Insight:
A single column of products leads to an unnecessary amount of scrolling.
Seeing multiple products at once also allows shoppers to compare products side by side.
8. Products Per Page
Observation: Mobile screen size may be limited, but usability labs and customer comments reveal that users want to see more products on one page.
Action:
o For the most part, customers want two columns and 4 - 6 products on the screen.
o Be aware: 3 columns may make the product images too small.
o Always A/B test your way into a sweet spot.
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