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Optimising for Mobile
@mcmillanstu
Stuart McMillan,
Deputy Head of Ecommerce, Schuh
#PRWDReveal
WHAT I’LL COVER
• INTRODUCTION TO SCHUH
• CONTEXT
• MOBILE CHALLENGES
• WHY DO WE HAVE A PROBLEM?
• SOLUTIONS
• WORDS OF CAUTION
• RECAP
#PRWDReveal
INTRODUCTION TO SCHUH
• ESTABLISHED 1981 IN EDINBURGH
• 112 STORES AND GROWING
• WEBSITE LAUNCHED 1998
• MULTICHANNEL
• CUSTOMER FOCUS
• SYSTEMATIC APPROACH
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IT’S COMPLICATED• UK NEXT DAY DELIVERY - ORDER BY 10PM• UK 'CHOOSE YOUR DAY' DELIVERY• UK SUNDAY DELIVERY• UK STANDARD DELIVERY• SHUTL• SCHUH STORE PICK-UP• ONE HOUR BUY & COLLECT• CHECK & RESERVE• COLLECT+• UPS ACCESS POINT™• INTERNATIONAL - ZONE A• INTERNATIONAL - ZONE B• BFPO DELIVERY
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CONTEXT-
OUR MULTI-DEVICE REALITY
CONVERSION RATES (PROPORTIONAL)
MOBILE: DESKTOP : TABLET1.5% : 3% : 2.5%
STANDING STILL WILL MEAN AN OVERALL CONVERSION DROP OF 4%
BY THIS TIME NEXT YEAR
BUT MOBILE IS JUST FOR RESEARCH!
89%OF OUR MOBILE CUSTOMERS HAVE NEVER
SHOPPED WITH US ON ANYTHING BUT MOBILE.
MOBILE IS NOT JUST FOR BROWSING.
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MOBILE CHALLENGES
SLOW AND SMALL• MUST BE FULLY FUNCTIONAL• MUST BE EASY TO NAVIGATE
• MUST BE FAST
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WHY DO WE HAVE A PROBLEM?
95% OF DESKTOP TRAFFIC IS USING A SCREEN WIDTH OF ≥ 1280PX
YOU ARE USING A DESKTOP COMPUTER
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WE NEED SOME FRESH THINKING
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DESKTOP THINKING DOESN’T WORK ANYMORE (AND MAYBE NEVER DID)
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One
How many of you have actually purchased on your website in the past month via mobile?
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Two
Did you do it via 3G/4G?
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ThreeUse this Chrome feature
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FourUse valid, semantic, HTML5
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FiveIt must be fast(sub 2 seconds)
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SixMust be usable by fat fingers
Margin
Padding
Link
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SevenUnderstand where user needs differ from desktop
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Often the differences are smaller than you might think!
• Both browsing and shopping.
• Fewer pages per session on mobile
• Mobile uses homepage slightly more
• Careers page 3x more likely to be visited on desktop
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Eight
Simplify.
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Nine
Interaction Design
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Ten
Test with real people.
And listen to the results
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WORDS OF CAUTION:IT CAN’T BE “MOBILE ONLY”
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And the result?
(one year in)
RECAP
• IT IS ESSENTIAL
• GET THE BASICS RIGHT
• MOVE AWAY FROM YOUR DESKTOP
• TEST
• IT CAN BE DONE
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Thank You.
@mcmillanstu
Stuart McMillan,
Deputy Head of Ecommerce, Schuh
#PRWDReveal