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Smartphone E-commerce@CustomerSense

Copyright © 2017 by CustomerSense. All rights reserved.

Google Mobile First Index

1.

2.

And…

40%

56% Of Americans smartphone utilize

their device to search for and/or buy

gifts this holiday season.

Of Americans rely on their

smartphone to locate a store to

make purchases at. 76%

Of global e-commerce come from

smartphone users.

SOURCE: Outerboxdesign.com/web-design-articles/mobile-ecommerce-statistics

User testing with 100 customers

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Top 10 mobile sales tips

The smartphone shopping experience

100 %

1-1.5 %

The first impression

Getting started

Locating products

The buying decision

Checkout flow

Copyright © 2017 by CustomerSense. All rights reserved.

Banner blindness

Banner blindness

Banner

Copyright © 2017 by CustomerSense. All rights reserved.

Navigation &

filtering

Navigation

Approx. 30% of all

customers don’t find what

they’re looking for

Source: Jakob Nielsen

Search

Copyright © 2017 by CustomerSense. All rights reserved.

Are you f******

kidding me!?

This is pretty simple – pretty

intuitive to use, actually!

And probably the best in the

world right now...

Filtering products

Search

Search facts

Copyright © 2017 by CustomerSense. All rights reserved.

▪ Approx. 65% find what they are searching for

▪ Approx. 85% of all searches are based on 1 word

▪ Approx. 10 – 20% of all searches have typos

**

*

*

*

**

Source: Jakob Nielsen

Source: Google Inc.

Fat finger syndrome

Personalization

A web shop with personalization

Copyright © 2017 by CustomerSense. All rights reserved.

She probably likes

this one, because last

time she bought….

Collaborative filtering

Other customers

Lise

They have bought…

They have looked at…

They have searched for…

Wish list…

Reviewed products…

Personalization

Other customers like Lise

They have bought…

They have looked at…

They have searched for…

Wish list…

Reviewed products…

Lise

Products

87% of all youngsters

(age 18-24) will not buy a

product if it is not rated

by other customers

Source: Forrester Research

Minimum 80%

Shopping cart

3 main reasons:

1. Too high delivery costs

2. Not ready to buy

3. Price comparison

Source: Forrester Research & Baymard Institute

71% exit the shopping cart

Checkout

30 – 50% of all customers leave a

checkout flow with a forced login

Source: Jacob Nielsen

10 mobile selling tips

Copyright © 2017 by CustomerSense. All rights reserved.

1. Build a smartphone specific website – not “just” responsive

2. Avoid banner blindness (Apple)

3. Full screen navigation, until product list view appears (ASOS)

4. Obvious refine / filter options (like ASOS)

5. Type ahead search (Amazon)

6. “Save for later” features (ASOS)

7. Display obvious delivery options at the product page, the shopping cart

and during checkout

8. Only show ratings in lists, if more than 80% of your products are rated

9. No forced login and a smooth checkout flow (Debenhams)

10. Personalize your web store

Thanks for listening!

www.smartphone-ecommerce.com

204 step-by-step guide

Templates for all elements of a best practise mobile shop

User tests worth 500.000 kr.

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