Beyond Mobile-Friendly:!Optimizing Your Customers’

Mobile Experiences

Petco Story

What are we talking about?

•  Personalization and Journey Maps are great

•  Goals don’t impact our actions

•  Need incremental steps to crawl, walk, & run towards a better customer experience to see better results

•  Petco has transitioned from Mobile Friendly to Mobile Optimized (cont’d) to be more relevant to the customer’s mobile moment.

Mobile-­‐Op*mized  

Petco’s Mobile Evolution

Who am I?

•  Focus on Business Strategy & Operations •  Moved to San Diego and joined Petco 2.5 years ago

Petco’s Mobile Challenges

1.  Improve our customer experience on Mobile devices 2.  Deliver a better experience for our Mobile customers 3.  Deliver a unified experience for pet parents who have mobile devices

Impact of Mobile at Petco

74.2%

46.1%

13.3%

11.5%

12.5%42.4%

Revenue Traffic

Mobile Tablet Desktop

53.9% of Petco Traffic

Petco Mobile Q4 2014

Mobile-Friendly…was a good step

Step 1: Screen Scraping •  Simplified out pages for tap-

friendly designs •  Desktop changes caused

problems

First Gen “Mobile-Friendly”

Mobile-Optimized…brought results

Step 2: Become robust & flexible •  Reduced operational headaches •  Focused on UX and being

relevant to the customer flow •  A/B testing to be better

Next Gen Mobile-Optimized

Mobile-Optimized is Better

Next Gen Mobile-Optimized

2x Mobile Revenue Growth!

Year-Over-Year!

>50% Increase in conversion rate!

Year-Over-Year!

Petco Mobile Moments E-commerce! Find a Store!Loyalty!

Enhanced Customer Experience

AB Testing, user behavior studies, and real user tracking led to a better performing site-wide design resulting in more than a 50% increase in conversions year over year.

Optimized UX flow leads to better conversions

Beyond Mobile-Friendly:!Optimizing Your Customers’

Mobile Experiences

Your Customers are Mobile

Mobile-Friendly No Longer Enough

Conversion Rate Gap

0%

1%

2%

3%

Desktop   Smartphone  

$100B+ in mobile IR500 sales

Source: Monetate

“For the past 3 years, we’ve audited numerous multi-million and billion-dollar sites and during every single site audit, we’ve identified lingering technical errors, layout bugs, or flawed interactive features.”

-Baymard Institute

Mobile-Friendly vs. Mobile Optimized Mobile-Friendly   Mobile Optimized  

§  Optimized for screen size §  Responsive Style Sheets §  Incomplete functionality

§  Optimized for customer experience §  Complete functionality §  Fast with mobile-specific features §  Device-specific UI considerations

Mobile Experience Optimization

Moovweb MEO Platform Delivering the Industry’s Best Mobile Experiences

Mobile Experience Optimization

Screen Adaption

Conversion

Delivery Acceleration Mobile

Optimized  

Mobile-Friendly

Select Date on Calendar

Land on Shipping info

Page

Select Date on Calendar

Tap on “Order Now”

Land on Shipping info

Page

Tap ‘Add to Cart” button

Land on Cart Page

Land on Cart Page

Select Date on Calendar

Tap on “Order Now”

Land on Shipping info

Page

Original Optimized for Screen Size Flow

Valentines Day Flow

Mother’s Day Flow

Move Beyond Mobile-Friendly

Mobile Optimized  

Mobile-Friendly  

Conversion Optimization by Delivering Optimized User Flows

Optimized Leads to Better Results

0%

10%

20%

30%

40%

50%

60%

No Mobile Experience Mobile-Friendly (Responsive)

Mobile Optimized

Perc

enta

ge fr

om M

obile

Traffic Revenue

(1)  Market data(2)  Moovweb Customers

Gartner DMC Attendees’ Mobile State

18.4%

59.2%

22.4% None Mobile-Friendly Mobile Optimized

MoovScore: Mobile Health Report

Get your report at: www.moovscore.com

Mobile Health Score of Attendees

Attendees’ Load Time (ms)

Shift to a CMO’s Technology Stack

Network

Hardware/infrastructure

Software

Data

Systems of record

UX

Infrastructure

Software

Data

Systems of engagement

UX

Network

Designstarts with

engagement

Design starts with

transactions

Importance of Customer Experience

-  Jake Sorofman Gartner

Unique Benefits of Moovweb Higher conversions, higher engagement

►  Adaptive mobile-specific features and flows

Launch fast, improve faster ►  Compatible with existing infrastructure ►  Two-speed IT ►  Built-in testing and segmentation

Scalable and secure

Advanced delivery acceleration

About Moovweb

250+ mobile experiences

40% 69%

Retail Market Moovweb Customers

Mobile Revenue Growth 2013-14

Recommended Multi-Screen solution

Engaging 1 in 3 mobile Americans each month

Thank you

Let’s discuss optimizing your mobile moments

Visit us: Booth #21

ajay@moovweb.com

moovweb.com