1. Small Screens, big conversions: understanding mobile behaviour Paul PostanceGabrielle Hase, HobbsLee Duddell, WhatUsersDo#convconf

2. WhatUsersDo Europes leading user insight and testing service Capture User Experience in videos (with users voice) Mobile and Fixed Web tests (and both)#convconf 3. Key Takeouts Learn from the Masters Ditch your mobile strategy Expose yourself to users experience#convconf 4. Well be covering1. Mobile History2. 3 behavioural trends & what they mean3. Paul Postance on how we did it4. Gabrielle Hase UX insights5. 3 point mobile checklist#convconf 5. Potted History2011Apps2012Traffic2013 Conversion#convconf 6. Three Behavioural trends#convconf 7. 1. Search on SmartPhone buy on PC67%of users start ona SmartPhone& finish on acomputer (Google) Re-think What is a mobile conversion? Share search to checkout later? #convconf 8. 2. Tablet Users prefer full sites More products listed Familiar Greater interaction controlSources: Google Understanding Tablet Use Study,Whatusersdo UX testing#convconf 9. Tablet users often let down by Apps andso called optimised sites#convconf 10. 3. Less tolerance of poor mobile UX Some are doing it really well Greater user confidence & knowledge Devices move from novelty to utilitySource: Whatusersdo UX testing#convconf 11. Getting started on Sainsburys#convconf 12. User immediately sees its mobile friendly#convconf 13. What this means Redefine SmartPhone conversions andprimary user goals Tablet sites should offer same as desktop with a UI presentation layer thatsoptimised for UX#convconf 14. Paul and Gabrielle#convconf 15. Mobile OptimisationPaul Postancepostancep@gmail.com 16. The JourneyDesktopExternalInternalEvolving 17. Pre-productionwhatqualquant why 18. Post-production ? 19. Customer Journey Post-productionOptimisation Programme 20. Results30% 21. Thank youPaul Postancepostancep@gmail.com 22. Conversion Conference London Mobile User Testing for Hobbs 23. What We Know Hobbs mobile traffic as a % of overall traffic is growing Conversion isnt Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk. 24. What We Tested Two basic tasks + Search for a dress for a function, your budget is 150 + Search for your nearest store Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk. 25. What We Learned Search must work! Site must perform! Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk. 26. What We Learned Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk. 27. What We Learned Some things are as clear asmud Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk. 28. What We Learned Using the phonesmapping and callingfunctions works well It has to be functionalbut people still want thebrand experience Soleberry Advisory Ltd. Soleberry Advisory Ltd. does not make any representations, warranties, or commitments withregard to any data or information supplied herein. If you rely on any data or information, you do so at your own risk. 29. How to improve mobile conversions 3 point checklist#convconf 30. 1. Copy Learn from the MastersTop 5 sites for mobile UX(from Whatusersdo testing):#convconf 31. 2. Ditch your mobile strategyInclude mobile as a matter of course in yourconversion process; Expose yourself to user feedback Speak to your call centre Test, measure and iterate, then test again Make decisions on insight not hunches or latest trends#convconf 32. 3. Expose yourself to user experience#convconf 33. Key Takeouts Learn from the Masters Ditch your mobile strategy Expose yourself to users experience#convconf 34. www.whatusersdo.com Take our UX Survey:blog.whatusersdo.com#convconf