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TODAY State of the Mobile Market PayPal & mobile Understanding the mobile user Mobile Web Vs Native Apps The importance of mobile optimisation Mobile First 1

Paul buchanan mobile_finalv

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Paul Buchanan, Head of Mobile Business, PayPal Australia

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Page 1: Paul buchanan mobile_finalv

TODAY

• State of the Mobile Market

• PayPal & mobile

• Understanding the mobile user

• Mobile Web Vs Native Apps

• The importance of mobile optimisation

• Mobile First

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IT’S A POST-DESKTOP WORLD

Tablets

• More ipads sold in Q4 2011 than any manufacturer sold PCs

• 22% of all PCs and tablets shipped are tablets

• Tablet users are more inclined to purchase

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Smartphones

• Smartphone sales overtook PC sales in 2011

• More people have a mobile phone than have either electricity or fresh drinking water

• By 2014, the mobile phone will be the principle means of accessing the internet

The first time somebody sees your site or brand may be on a mobile device

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LAST YEAR, MORE SMARTPHONES WERE SOLD THAN COMPUTERS

Source: Gartner, IDC, Strategy Analytics, company filings, Business Insider

0

100

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2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011E

Mil

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ns

Global Internet Device Sales

Tablets

Personal Computers

Smartphones

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BUT IT’S STILL EARLY: IN A FEW YEARS, MOBILE DEVICES WILL DOMINATE PCs

Source: Gartner, IDC, Strategy Analytics, company filings, Business Insider

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1,000

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Mil

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Global Internet Device Sales

Personal Computers

Tablets

Smartphones

We are here

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• •

:

• Highest smartphone adoption worldwide – 52% (ourmobileplanet.com IPSOS Apr 2012)

• Second highest iPhone penetration – 48% (IPSOS June 2011)

• 2 out of 3 phones now sold are smartphones (GFK – July 2011)

• 500,000 Unique visitors to mobile web/day (86% YoY growth) (Nielsen – Jan 2012)

• Mobile shopping searches increased 220% YoY (Google - Jan 2012)

• 25% of 2011 Xmas related shopping searches on mobile (Google - Jan 2012)

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ENABLE CUSTOMERS

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TO SHOP AS THEY WISH

WEB

SOCIAL

TABLET

PHONE

Deliver an easy checkout experience across all devices & channels.

“It’s not about eCommerce for PayPal any longer –it’s Commerce. We are firmly in the center of it.”

- John Donahoe, CEO eBay

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TAP, TAP, DONE. MINIMAL STEPS FOR EASIER SHOPPING

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CHECKOUT LOGIN REVIEW DONE!

Quick & Easy Checkout Drives Higher Conversion:

Shipping address & payment information are already stored in the PayPal wallet

Mobile Express Checkout

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TAKING ADVANTAGE OF MOBILE’S CAPABILITIES & UBIQUITY

PROMOTIONS & COUPONS

MOBILE ECOMMERCE

PAYMENT

STORE LOCATION

LOYALTY

SELF-SCANNING & SELF-CHECKOUT

IN-STORE PRICE COMPARISON

SHOPPING LISTS

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SELF-SCANNING & SELF-CHECKOUT

IN-STORE PRICE COMPARISON

53% OF SHOPPERS HAVE STOPPED AN INSTOREPURCHASE BECAUSE OF THEIR PHONE

Interactive Advertising Bureau, Mobile Phone Shopping Diaries May 2012

73% have used their mobile instore to:

• Check prices• Take a photo• Send to others• Find product details• Find nearby sellers• Check for deals

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10 Confidential and Proprietary

Commerce…..Anytime, Anywhere, Anyway

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UNDERSTANDING THE MOBILE USER:

#1 reason for purchasing on mobile*76% say: “convenience”

*Source: Nielsen M Commerce Secure Insights 2011

Internet access from mobile device peaks during transit and also at night

LIMITATIONS:

SCREEN-SIZEDEXTERITYTIME – MISSION FOCUSED

IMPACTS:

SEARCH TIMENAVIGATION

REASONS TO BE MOBILE:

“I’M LOCAL”“I’M BORED”“I’M COMMUTING”“I’M MICRO-TASKING”

Anytime, Anywhere

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Internet access from mobile device peaks during transit and also at night…

WHEN ARE THEY USING?

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Source: Insight Express

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Source: Comscore

DIFFERENCES BY DEVICE

Source: Comscore

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MOBILE SHOPPING: TABLET VS. PHONE

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• Used everywhere• Individual device• Small screen, infinitely

portable, taken everywhere• 85% apps / 15% web• Mobile traffic 2x higher than

tablets • ASP of ~$60

• Used primarily at home• Shared device• Large screen, better

interaction, portable• 61% apps / 39% web• Browse-to-buy conversion 2x

higher than smartphones• ASP of ~$80

Different usage -> different shopping optimization strategies

Sources: eMarketer, US Mobile Commerce Forecast, Jan. 2012; Arbitron Mobile, May 2011; IBM; PayPal

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APPS VS M-SITES ??

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R U MOBILE OPTIMISED?

Unoptimised :o( Optimised ;o)

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CASE STUDY:

bestofferbuy.com A/B test

BEFORE OPTIMISATION:• Site difficult to view and navigate• Text too small to read• User needs to ‘pinch & scroll’ to find items• Difficult to be accurate tapping links

AFTER OPTIMISATION:• Better, more intuitive, navigation• Easy to use search • Bigger buttons and links

ARE YOU MOBILE OPTIMISED?

Average Bounce Rate: 61%Average Time on Site: 02:35minsAverage Page Visits: 3.13

Average Bounce Rate: 7.41%Average Time on Site: 04:48minsAverage Page Visits: 8.19

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RECOMMENDED READING:

LUKEW.COM

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EXPEDIA

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SIMPLICITY

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VISUAL HIERARCHY

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WEBJET

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MOBILE EFFICIENCIES LEAD TO DESKTOP RE-DESIGN

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KILLING TIME

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DESIGNING A GREAT MOBILE EXPERIENCE - TIPS

Minimize data entry and scrolling whenever possible:

• Allow shoppers to find what they need with minimal clicks/scrolling

• Use expandable sections when possible so most content fits on screen

Make sure links and buttons are large enough to click on with small screens. Use high quality graphics

Best information design – visual hierarchy

Page load 3-5 sec max

Eliminate re-directs

Reduce dependencies on heavy javascript – minify your code

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BUILD THE BEST USER EXPERIENCE

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Make checkout fast and easy –leverage auto-populate functionality when possible and provide ‘progress bar’ at top.

Allow users to checkout as guests (without lengthy login)

Automatically save the users cart contents for return visits

Keep the design simple and clean- it is not necessary to put entire website offerings on a mobile device

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PAYPAL HERE: HELPS MERCHANTS GET PAID, ANYWHERE, ANY TIME

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