(Webinar) Unlocking Mobile Conversions - Featuring Guest Presenter Charles Nicholls of SeeWhy

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Unlocking Mobile Conversions

Free Webinar Series

Featuring Charles Nicholls Founder & Chief Strategy Officer SeeWhy @webconversion


M O R E T H A N

s i n c e 2 0 0 2

1200 CLIENTS


About SiteTuners • Conversion Rate Optimization agency

• More than 1,200 large and small company clients worldwide

Practice areas:

– Conversion-focused website blueprints (full redesigns & quick facelifts)

– Landing page test plans & testing strategy development

– Conversion Management

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About Charles Nicholls

Charles Nicholls Chairman, Conversion Academy Founder, SeeWhy Chief Research & Strategy Officer

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About SeeWhy • The real time remarketing company • Live on 4,000+ sites • Generates >$500m annually for clients • Acquired by SAP May 14

• Best practices education • Primary research in ecommerce

@SeeWhyInc [email protected]

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• Why mobile first • How devices are used • Perception = Reality • Phones as conversion devices • Case studies

Topics

3

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Smartphones get more attention

4

We spend almost 5 hours per day on

screens

But the most time is spent on

smartphones

Source: Milward Brown AdReaction, 2014.

151 147

103 43

Minutes per day

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Multi-screening is normal

5

84% use devices while watching TV

Source: Nielsen Connected Devices Report, Q3:13.

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Phone sales out pacing everything else

6

Tablets growing at 52% - faster than PC

ever did

Phones are 4 – 5x volume of TV & PC

Sources: KCPB, NPD Display Search, Philips, Morgan Stanley

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Phone conversions will eclipse tablets

7

PC’s may dominate, but phone

conversions will pass tablets within a

quarter

Source: SeeWhy 2014

Number of conversions: Tablets and Phones

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Topics

8

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How devices are used

9

On average, consumers use 2.6

devices for converting online

n=2.6

Source: SeeWhy 2014

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Share of conversions / hour

We use devices differently during

the day, often using multiple devices

before converting

How devices are used during the day

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Different devices are used for different things

Convert

Select

Desktop

11

(76%) (24%)

2.6

100 Land

Tablet

11

(81%) (19%)

2.1

100

SmartPhone

8

0.5

(94%) (6%)

100

Data: SeeWhy, 2013

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Don’t think “Funnel” or “Session” - think Journey

12

A customer journey spans

multiple sessions, devices, channels

and time

DISCOVER

SEARCH

RESEARCH

GET HELP

COMPARE

PERSONALIZE

SHARE EVANGELIZE

USE

TRUST

FRIEND

DECIDE PURCHASE

• INTERACTIVE • E-MAIL • PAID SEARCH • SEO • DISPLAY • MOBILE (NOTIFICATION/SMS) • PRINT • WEB • COMPANY WEBSITE • MOBILE • BRANCH/STORE • CALL CENTER • SOCIAL Source: @bkwalker

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Multi visit + multi device

Source: SeeWhy

New visitor

Purchase

Returning visitor

9x

First time abandoner

72x

Marketing

Serial abandoner

192x

Probability of conversion

O.25% 2.25% 18% 48%

Marketing Marketing Marketing

Consumers require 5 touches

on average before converting

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Topics

14

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Fat fingers and small screens make

searching tough

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2. Converting Is like an assault course…… Converting on

mobile is a series of obstacles

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Few make it this far: 99.5% give up

Data source: SeeWhy, 2013

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Reasons for not buying on a smartphone

18

Data: SeeWhy 2013 n=1013 too slow

13%

plan to convert elsewhere

41%

not ready 46% Timing is key, but

phones are often not considered a converting device

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80% feel nervous making purchases on mobile

devices

80% 81%

9%

40%

People are nervous about converting on mobile

Data: SeeWhy 2013 n=492

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Compare and contrast

20

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How Uber reduces friction

21

2 clicks to purchase No paper No hassle

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Perception of effortlessness

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Perception of an easer conversion

23

Source: Kyle Rush

Ask for less

Test breaking forms into

multiple, simple steps

http://kylerush.net/blog/optimization-at-the-obama-campaign-ab-testing/

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Topics

24

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Phones as conversion devices: Apple

85% of mobile commerce revenues

72% on iPad alone

V

<10% of mobile commerce revenues

Data: SeeWhy based on 150m web transactions in December 2013

Apple users represent a different

demographic

Younger, more affluent, better

educated, buy more

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Does iOS really convert better?

c.$30, 3.2” c.$250, 5”

9.2%

2.9X more likely to

convert than cheap Droid

phones

6.5%

c.$650, 4”

12.4%

19.4%

c.$500+, 9.5” c.$230, 7”

3.2%

Wealth and screen size are good predictors of conversion

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The phone as a conversion device

27

Phone conversions are growing

faster than tablets

faster than desktops

4x

14x Source: SeeWhy 2014

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97% 98%

Source: SeeWhy, 2013

99%

65% of email is opened first on a

smartphone

Why?

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Data: SeeWhy, 2014

Email traffic dominates smartphone conversions

email 62%

search 5%

direct 12%

link 21%

83% of conversions come

from a direct link

62% from email alone

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Amazon.com: 5 clicks to a mobile purchase

Email showing previously

browsed item

Product Detail Page

Login Page

Cart Summary Order Page

1 Click through from email

2 Add to Cart

3 Login – enter

password

4 Click

‘Proceed’

5 Buy

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Remarketing: glue for cross channel shopping

Email carries identity and

context across channels

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Mobile conversion varies dramatically by brand

32

Best in class brands are achieving 40%+ of conversions on smartphones and

tablets

Source: SeeWhy, 2014.

1%

>40%

Best in class

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The Mobile Conversion Matrix

33

Searching Devices

Payments Converting

Consistency across channels, devices

Simplicity

A few clicks to convert

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Payment choices are critical

N.B. Alternative Payments are only 14% of total conversions

2x convert with alternative

payments, compared with credit cards

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Case Study – Mobile Apps

35

MOBILE

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40%+ revenue from mobile

7.0 MILLION+ mobile app downloads

0.2 SECONDS Fastest checkout on mobile, for $5,995

Volkswagen Jetta (MSRP $15,995) on iPhone

180 number of countries Gilt ships to internationally

$24,000 most expensive item sold on iPad

(Rolex Cosmograph Daytona Watch)

$29,603 most expensive item sold on mobile (2014 Acura

MDX car + L.A. travel package, via iPhone)

Gilt mobile by the numbers

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Our award-winning Gilt app is available for iPhone, iPod touch, iPad and Android. Access your favorite women’s, men’s, kids and home brands, plus local experiences and

mobile exclusives every day with simplicity and speed – anytime, anywhere.

FOR IPHONE & IPOD TOUCH Launched in

September 2009

FOR IPAD Launched in April 2010

FOR ANDROID Launched in

July 2010

Gilt App focus

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"Hands-down the best mobile shopping app out there.“ -Gilt customer

Drive Engagement & Conversion

Marketing & Merchandising Matter • Mobile exclusive sales, available only on mobile • Mobile First Look, providing early sale access to mobile customers

Personalization • Personal sales, customized for our customers, launched on mobile in 2013

Performance & Experience • Fast, simple and fun! • Optimize constantly, Evolve & innovate

Gilt philosophy

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WHAT’S NEW IN VERSION 4.0

Brand new iOS 7 design for fast, simple and fun shopping awesomeness: • New look and feel, including access

to Cart on all screens, quicker Add-to-Cart and Checkout

• Sales load much, much faster: just enable Background App Refresh on iOS 7

• Swipe from the screen’s left side to go back

• Pull down on any store’s main screen to Search or Shop by Category

• Scan your credit card in Checkout using your phone’s camera

Gilt continuous evolution: iPhone app

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Case Study – Simplifying users experience

40

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BEFORE AFTER

Focus on the most important elements needed for a user to complete a task and remove all the extraneous bloat.

Making it simple

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Example 1: Reduce Friction

Making it easy

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Example 2: Use Smart Defaults

Making it easy

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A cookie is assigned to your User ID when signed in and allows you to access your cart across multiple devices/browsers

Designing for OmniChannel

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• Mobile is the fastest growing channel – Its where we spend most time – It will eventually be the primary conversion device – Mobile is often part of the purchase path, if not the buying device (yet)

• Mobile conversions require 3 key elements:

– Simplified browsing & search – Email remarketing carries context across channels – Stored account details + payments

Mobile Conversion Summary

45

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My CTA

46

80 site A/B test measuring lift from remarketing email

Get yours by emailing:

[email protected]


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Special Offer – Free 15 Minute Website Review

• Interactive review of a website or landing page • Conducted by SiteTuners conversion staff • Identify key elements that could be affecting your conversion • Video transcript recorded via GoToMeeting • Offer good only for companies generating at least $1 million

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(Webinar) Unlocking Mobile Conversions - Featuring Guest Presenter Charles Nicholls of SeeWhy

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Transcript of (Webinar) Unlocking Mobile Conversions - Featuring Guest Presenter Charles Nicholls of SeeWhy