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Mobile is driving an increasing share of commerce. If you're not optimizing purchase paths for smartphones and tablets, you can't miss this timely webinar by ecommerce expert Charles Nicholls. Brands that have optimized for mobile devices are now getting as much as half of their sales from mobile devices. Yet for most retailers, abandonment rates on mobile continue to be dramatically higher than desktop. Why? Join Charles in this encore performance of his recent Conversion Conference keynote session, in which he reveals: * Who is spending money on mobile devices, what are they buying, where and how? * 3 techniques for capturing the sale using mobile devices * The secrets of success for conversions on both smartphones and tablets
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Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO
Unlocking Mobile Conversions
Free Webinar Series
Featuring Charles Nicholls Founder & Chief Strategy Officer SeeWhy @webconversion
Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO
M O R E T H A N
s i n c e 2 0 0 2
1200 CLIENTS
Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO
About SiteTuners • Conversion Rate Optimization agency
• More than 1,200 large and small company clients worldwide
Practice areas:
– Conversion-focused website blueprints (full redesigns & quick facelifts)
– Landing page test plans & testing strategy development
– Conversion Management
@webconversion
About Charles Nicholls
Charles Nicholls Chairman, Conversion Academy Founder, SeeWhy Chief Research & Strategy Officer
@webconversion
About SeeWhy • The real time remarketing company • Live on 4,000+ sites • Generates >$500m annually for clients • Acquired by SAP May 14
• Best practices education • Primary research in ecommerce
@SeeWhyInc Info@seewhy.com
@webconversion
• Why mobile first • How devices are used • Perception = Reality • Phones as conversion devices • Case studies
Topics
3
@webconversion
Smartphones get more attention
4
We spend almost 5 hours per day on
screens
But the most time is spent on
smartphones
Source: Milward Brown AdReaction, 2014.
151 147
103 43
Minutes per day
@webconversion
Multi-screening is normal
5
84% use devices while watching TV
Source: Nielsen Connected Devices Report, Q3:13.
@webconversion
Phone sales out pacing everything else
6
Tablets growing at 52% - faster than PC
ever did
Phones are 4 – 5x volume of TV & PC
Sources: KCPB, NPD Display Search, Philips, Morgan Stanley
@webconversion
Phone conversions will eclipse tablets
7
PC’s may dominate, but phone
conversions will pass tablets within a
quarter
Source: SeeWhy 2014
Number of conversions: Tablets and Phones
@webconversion
• Why mobile first • How devices are used • Perception = Reality • Phones as conversion devices • Case studies
Topics
8
@webconversion
How devices are used
9
On average, consumers use 2.6
devices for converting online
n=2.6
Source: SeeWhy 2014
@webconversion 10
Share of conversions / hour
We use devices differently during
the day, often using multiple devices
before converting
How devices are used during the day
@webconversion
Different devices are used for different things
Convert
Select
Desktop
11
(76%) (24%)
2.6
100 Land
Tablet
11
(81%) (19%)
2.1
100
SmartPhone
8
0.5
(94%) (6%)
100
Data: SeeWhy, 2013
@webconversion
Don’t think “Funnel” or “Session” - think Journey
12
A customer journey spans
multiple sessions, devices, channels
and time
DISCOVER
SEARCH
RESEARCH
GET HELP
COMPARE
PERSONALIZE
SHARE EVANGELIZE
USE
TRUST
FRIEND
DECIDE PURCHASE
• INTERACTIVE • E-MAIL • PAID SEARCH • SEO • DISPLAY • MOBILE (NOTIFICATION/SMS) • PRINT • WEB • COMPANY WEBSITE • MOBILE • BRANCH/STORE • CALL CENTER • SOCIAL Source: @bkwalker
@webconversion
Multi visit + multi device
Source: SeeWhy
New visitor
Purchase
Returning visitor
9x
First time abandoner
72x
Marketing
Serial abandoner
192x
Probability of conversion
O.25% 2.25% 18% 48%
Marketing Marketing Marketing
Consumers require 5 touches
on average before converting
@webconversion
• Why mobile first • How devices are used • Perception = Reality • Phones as conversion devices • Case studies
Topics
14
@webconversion 15
Fat fingers and small screens make
searching tough
@webconversion 16
2. Converting Is like an assault course…… Converting on
mobile is a series of obstacles
@webconversion 17
Few make it this far: 99.5% give up
Data source: SeeWhy, 2013
@webconversion
Reasons for not buying on a smartphone
18
Data: SeeWhy 2013 n=1013 too slow
13%
plan to convert elsewhere
41%
not ready 46% Timing is key, but
phones are often not considered a converting device
@webconversion 19
80% feel nervous making purchases on mobile
devices
80% 81%
9%
40%
People are nervous about converting on mobile
Data: SeeWhy 2013 n=492
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Compare and contrast
20
@webconversion
How Uber reduces friction
21
2 clicks to purchase No paper No hassle
@webconversion 22
Perception of effortlessness
@webconversion
Perception of an easer conversion
23
Source: Kyle Rush
Ask for less
Test breaking forms into
multiple, simple steps
@webconversion
• Why mobile first • How devices are used • Perception = Reality • Phones as conversion devices • Case studies
Topics
24
@webconversion
Phones as conversion devices: Apple
85% of mobile commerce revenues
72% on iPad alone
V
<10% of mobile commerce revenues
Data: SeeWhy based on 150m web transactions in December 2013
Apple users represent a different
demographic
Younger, more affluent, better
educated, buy more
@webconversion
Does iOS really convert better?
c.$30, 3.2” c.$250, 5”
9.2%
2.9X more likely to
convert than cheap Droid
phones
6.5%
c.$650, 4”
12.4%
19.4%
c.$500+, 9.5” c.$230, 7”
3.2%
Wealth and screen size are good predictors of conversion
@webconversion
The phone as a conversion device
27
Phone conversions are growing
faster than tablets
faster than desktops
4x
14x Source: SeeWhy 2014
@webconversion
97% 98%
Source: SeeWhy, 2013
99%
65% of email is opened first on a
smartphone
Why?
@webconversion
Data: SeeWhy, 2014
Email traffic dominates smartphone conversions
email 62%
search 5%
direct 12%
link 21%
83% of conversions come
from a direct link
62% from email alone
@webconversion
Amazon.com: 5 clicks to a mobile purchase
Email showing previously
browsed item
Product Detail Page
Login Page
Cart Summary Order Page
1 Click through from email
2 Add to Cart
3 Login – enter
password
4 Click
‘Proceed’
5 Buy
@webconversion
Remarketing: glue for cross channel shopping
Email carries identity and
context across channels
@webconversion
Mobile conversion varies dramatically by brand
32
Best in class brands are achieving 40%+ of conversions on smartphones and
tablets
Source: SeeWhy, 2014.
1%
>40%
Best in class
@webconversion
The Mobile Conversion Matrix
33
Searching Devices
Payments Converting
Consistency across channels, devices
Simplicity
A few clicks to convert
@webconversion
Payment choices are critical
N.B. Alternative Payments are only 14% of total conversions
2x convert with alternative
payments, compared with credit cards
@webconversion
Case Study – Mobile Apps
35
MOBILE
@webconversion
40%+ revenue from mobile
7.0 MILLION+ mobile app downloads
0.2 SECONDS Fastest checkout on mobile, for $5,995
Volkswagen Jetta (MSRP $15,995) on iPhone
180 number of countries Gilt ships to internationally
$24,000 most expensive item sold on iPad
(Rolex Cosmograph Daytona Watch)
$29,603 most expensive item sold on mobile (2014 Acura
MDX car + L.A. travel package, via iPhone)
Gilt mobile by the numbers
@webconversion
Our award-winning Gilt app is available for iPhone, iPod touch, iPad and Android. Access your favorite women’s, men’s, kids and home brands, plus local experiences and
mobile exclusives every day with simplicity and speed – anytime, anywhere.
FOR IPHONE & IPOD TOUCH Launched in
September 2009
FOR IPAD Launched in April 2010
FOR ANDROID Launched in
July 2010
Gilt App focus
@webconversion
"Hands-down the best mobile shopping app out there.“ -Gilt customer
Drive Engagement & Conversion
Marketing & Merchandising Matter • Mobile exclusive sales, available only on mobile • Mobile First Look, providing early sale access to mobile customers
Personalization • Personal sales, customized for our customers, launched on mobile in 2013
Performance & Experience • Fast, simple and fun! • Optimize constantly, Evolve & innovate
Gilt philosophy
@webconversion
WHAT’S NEW IN VERSION 4.0
Brand new iOS 7 design for fast, simple and fun shopping awesomeness: • New look and feel, including access
to Cart on all screens, quicker Add-to-Cart and Checkout
• Sales load much, much faster: just enable Background App Refresh on iOS 7
• Swipe from the screen’s left side to go back
• Pull down on any store’s main screen to Search or Shop by Category
• Scan your credit card in Checkout using your phone’s camera
Gilt continuous evolution: iPhone app
@webconversion
Case Study – Simplifying users experience
40
@webconversion
BEFORE AFTER
Focus on the most important elements needed for a user to complete a task and remove all the extraneous bloat.
Making it simple
@webconversion
Example 1: Reduce Friction
Making it easy
@webconversion
Example 2: Use Smart Defaults
Making it easy
@webconversion
A cookie is assigned to your User ID when signed in and allows you to access your cart across multiple devices/browsers
Designing for OmniChannel
@webconversion
• Mobile is the fastest growing channel – Its where we spend most time – It will eventually be the primary conversion device – Mobile is often part of the purchase path, if not the buying device (yet)
• Mobile conversions require 3 key elements:
– Simplified browsing & search – Email remarketing carries context across channels – Stored account details + payments
Mobile Conversion Summary
45
@webconversion
My CTA
46
80 site A/B test measuring lift from remarketing email
Get yours by emailing:
info@seewhy.com
Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO
ALUMNI PRICING THROUGH APRIL 1!
REGISTER FOR
JUST $697
• increase your revenue and profit • generate more leads • land more customers • boost sales and paid memberships • maximize your marketing ROI
Join us in Chicago! REGISTER NOW AND SAVE!
May 13-14, 2015
www.ConversionConference.com
Copyright © 2014, SiteTuners - All Rights Reserved. @SiteTuners #CRO
Special Offer – Free 15 Minute Website Review
• Interactive review of a website or landing page • Conducted by SiteTuners conversion staff • Identify key elements that could be affecting your conversion • Video transcript recorded via GoToMeeting • Offer good only for companies generating at least $1 million
annually in online revenue. New customers only please.
To take advantage of this FREE offer you must schedule by August 25, 2014
Bit.ly/CROreview
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