Mobile conversion optimization - Lightspeed Connect Event 2017
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The document discusses the challenges and strategies associated with optimizing mobile conversion rates, highlighting the 'mobile gap' where customer expectations are not being met. It emphasizes the importance of data-driven hypotheses and using various insights to improve user experiences on mobile platforms. Key takeaways include addressing the basics of mobile functionality and considering progressive web applications for better engagement.
Mobile conversion optimization - Lightspeed Connect Event 2017
- 1. Jurjen Jongejan Sr. Conversion optimization consultant | Online Marketing Director | Author Data-driven conversion optimization on mobile! process, cases en tips
- 2. Help! Mobile does not convert!
- 3. Orientation on mobile... We have been talking ourselves into cross-device behavior Convert on desktop
- 4. The real reason is that we serve consumers bad mobile experiences…
- 5. ‘mobile gap’ Customer expectations (speed, functionality, usability) mobile webshops
- 8. €290 Traffic distribution 0% 20% 40% 60% 80% 100% Mobile Tablet Desktop Sept ‘17 Sept ‘20 Conversion rate 0% 1% 2% 3% 4% Mobile Tablet Desktop Sept ‘17 Sept ‘20 Revenue Sept ´17 €290,000 €650,000 €2,310,000 €1,340,000 LOSS €970,000 Revenue Sept ´20 €220,000 €120,000 €1,800,000 €570,000 Total number of sessions: 1,000,000 Average order value: €100 Total: 60% 11% 29% 65% 6% 19%
- 9. How to optimize your mobile conversion rate?
- 10. Jurjen Jongejan Sr. Conversion optimization consultant | Online Marketing Director ✓ More than 13 years of experience as a conversion expert at ✓ Business administration at ✓ Blogger on ✓ Author from best seller j.jongejan@ism.nl Linkedin.com/in/jurjenjongejan @jurjenjongejan
- 12. STRATEGY Omnichannel Business case Operations International Big data Branding DESIGN Identity Wireframing UX Visual Style guide Campaigns Content ONLINE MARKETING SEO SEA Emailmarketing Display Advertising Web Analytics Conversion Optimization Social Media Advertising DEVELOPMENT Magento Sana Umbraco Wordpress Interfacing Frontend Backend + 450 e-Commerce professionals
- 14. Insights Prioritizing Test backlog HighLow Develop hypothesis Create test plan Build test versions A/B-test live Analyze Share learnings Repeat test Inform team Report # visitors and conversion per version Segment analysis Significance level Impact on KPI Apply changes?No YesReject and go to the next test Create a ticket Development High LIVE Change backlog A B C o Web analytics data o External expert analysis o Session recording analysis o On-site customer feedback o Usability testing o Behavioural testing o Customer interviews o Etc. Sources for conversion improvements
- 16. Source: Google Analytics 1,74% 1,25% 0,00% 0,20% 0,40% 0,60% 0,80% 1,00% 1,20% 1,40% 1,60% 1,80% 2,00% 0 50000 100000 150000 200000 250000 300000 5,1 5,4 5,7 6 6,3 6,6 6,9 7,2 7,5 7,8 8,1 CR Sessions Load time Mobile Correlation: - 0.90
- 17. 1 second faster = +/- €270,000 extra revenue Expected impact of load time on mobile revenue Load time Revenue Source: Google Analytics
- 22. Visitor to cart / Conversion rate Productpageviews low high lowhigh ATTENTION Conversion optimization POPULAR Procurement / promotion DISCUSSION Long term analysis / trend analysis PROMISING Increase traffic / visibility Mobile
- 24. Hamburger icon
- 26. ORIGINAL A VERSION B
- 27. ORIGINAL A VERSION B
- 28. ORIGINAL A VERSION B
- 32. Samosa Menu
- 33. Is this the menu? What is this? Where is the menu?
- 37. BEFORE AFTER BEFORE AFTER
- 38. Bottom menu Top menu ORIGINAL A VERSION B
- 39. ORIGINAL A VERSION B
- 40. ORIGINAL A VERSION B
- 41. “Pfoe, this looks complex…” “Easy!”
- 44. “How can I delete my product?”
- 47. Source: Fonq, Jurrien Schouten
- 48. Source: Fonq, Jurrien Schouten ORIGINAL A VERSION B + 2.4 %
- 51. Respondents execute a specific scenario with various tasks on the mobile webshop of Hunkemöller. One of the tasks was: “Buy a blue sports bra in your size and let them deliver it at your work.”
- 54. Het is opzich wel jammer dat je eigenlijk alleen kunt filteren op prijs. Net vond ik dat wel relaxed. Maar je kan niet kiezen op kleur, model of stof.
- 58. Insights Prioritizing Test backlog HighLow Develop hypothesis Create test plan Build test versions A/B-test live Analyze Share learnings Repeat test Inform team Report # visitors and conversion per version Segment analysis Significance level Impact on KPI Apply changes?No YesReject and go to the next test Create a ticket Development High LIVE Change backlog A B C o Web analytics data o External expert analysis o Session recording analysis o On-site customer feedback o Usability testing o Behavioural testing o Customer interviews o Etc. Sources for conversion improvements
- 59. Other data-source: consumer psychology theories
- 62. ORIGINAL A VERSION B + 8 %
- 63. ORIGINAL A VERSION B + 8 %
- 64. Insights Prioritizing Test backlog HighLow Develop hypothesis Create test plan Build test versions A/B-test live Analyze Share learnings Repeat test Inform team Report # visitors and conversion per version Segment analysis Significance level Impact on KPI Apply changes?No YesReject and go to the next test Create a ticket Development High LIVE Change backlog A B C o Web analytics data o External expert analysis o Session recording analysis o On-site customer feedback o Usability testing o Behavioural testing o Customer interviews o Etc. Sources for conversion improvements
- 65. Emotion Intuition Functionality Technology Unique Value Proposition Increase motivation Reduce uncertainty and persuade Remove barriers Increase motivation Fulfill needs and deliver reasons to buy Technology Functionality Usability Intuition Emotion Unique Value Proposition
- 70. PrioVerbeterpunten Potential Importance Ease CEO -10
- 71. Insights Prioritizing Test backlog HighLow Develop hypothesis Create test plan Build test versions A/B-test live Analyze Share learnings Repeat test Inform team Report # visitors and conversion per version Segment analysis Significance level Impact on KPI Apply changes?No YesReject and go to the next test Create a ticket Development High LIVE Change backlog A B C o Web analytics data o External expert analysis o Session recording analysis o On-site customer feedback o Usability testing o Behavioural testing o Customer interviews o Etc. Sources for conversion improvements
- 72. Next Generation Web Progressive Web Apps
- 73. Mobile websites Apps ? Increasingengagementofusers - Few users + High engagement + Many users - Low engagement
- 74. Mobile websites Apps - Few users + High engagement + Many users - Low engagement Progressive Web Apps + Many users + High engagement Increasingengagementofusers
- 75. LOAD APP STORE INSTALL ACCEPT PERMISSIONS USE APPDOWNLOAD & WAITFIND IN APP STORE Native app – user journey CLICK ON URL USE APP Progressive web app – user journey
- 76. start search select product out of stock...
- 77. ... in stock notification stay informed... lose internet connection
- 78. ... continue shopping receive push notification add to cart
- 79. ... pay in one tap add to home screen open as native app browse on full screen
- 80. Key takeaways 1. Mobile gap: Get the basics right on mobile! 2. Your hypothesis should always be coverd by data. The more data sources, the stronger your hypothesis! 3. Also prioritize based on data; this way you create the highest impact with the lowest effort. 4. Develop a vision on progressive web apps!
- 81. Jurjen Jongejan Sr. Conversion optimization consultant | Online Marketing Director | Author j.jongejan@ism.nl Linkedin.com/in/jurjenjongejan Thank you for your attention! @jurjenjongejan