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Mobile Experience Optimization

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Page 1: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

Mobile Experience Optimization

Page 2: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

Page 3: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

INDUSTRY RECOGNITION:

About Moovweb

120+ customers 200+ mobile experiences

Engaging 58M+ monthly mobile visitors

Founded 2010 San Francisco Headquarters

22+ solution & service partners

Google recommended vendor for multi-screen optimization

2014 fastest growing vendor to IR500 (289% growth)

Page 4: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

P o w e r i n g M a r k e t L e a d i n g E x p e r i e n c e s

Retailers Financial Services

Travel & Hospitality Brands B2B &

Manufacturing

Healthcare

Page 5: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

M o o v w e b O p t i m i z e : 7 1 % H i g h e r T h a n I n d u s t r y Av e r a g e

Conversions ↑ 46%

Revenue/Visit ↑ 43% Time to Market 4 Weeks

Mobile Sitewide UI/UX Updates

Speed & Performance Enhancements

Mobile Conversions ↑ 36% Tablet Cart Funnel ↑ 26% Time to Market 1 Week

Mobile and Tablet Sitewide UI/UX Updates

Tablet Optimized Checkout Path

Mobile Conversions ↑ 25% Tablet Conversions ↑ 53% Time to Market 4 Weeks

Mobile Re-designed mobile UI/UX

Streamlined tablet experience

Mobile Conversions ↑ 38% Tablet Conversions ↑ 11% Time to Market 2 Weeks

Mobile and Tablet Mobile PDP UX Optimizations

Streamlined Payment Flow

Conversions ↑ 64%

Revenue ↑ 60% Time to Market 2 Weeks

Tablet Streamlined Checkout Flow

Optimized Touch Points for Users

Mobile Conversions ↑ 32% Time to Market 2.5 Weeks

Mobile Streamlined Checkout Flow

Page 6: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

H o w m u c h i m p a c t w o u l d a 2 5 % i n c r e a s e i n m o b i l e r e v e n u e h a v e o n y o u r b u s i n e s s ?

Checkpoint

Page 7: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

Page 8: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

M o b i l e I n c r e a s i n g l y C r i t i c a l f o r B u s i n e s s O n e T h i r d o f W e b T r a f f i c N o w M o b i l e

2010 2011 2012 2013 2014

desktop  

phone  

tablet  

North American Web Traffic By Type Q1 2010 – Q1 2015

Source: Statcounter

Page 9: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

Desktop Tablet Phone

Con

vers

ion

Rat

e

B u t M o b i l e U n d e r p e r f o r m s D e s k t o p

$282 Billion Gap

2014 mobile conversion rates were substantially below desktop

Sources:  Monetate  ,  emarketer,  statcounter  

Page 10: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

H o w m u c h w o u l d y o u r s a l e s i n c r e a s e i f y o u c l o s e d j u s t h a l f t h e g a p b e t w e e n y o u r m o b i l e c o n v e r s i o n a n d

d e s k t o p c o n v e r s i o n r a t e s ?

Checkpoint

Page 11: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

H i g h e r M o b i l e F a l l o u t A t A l m o s t E v e r y S t a g e D r i v i n g L o w e r C u s t o m e r L i f e t i m e V a l u e

v  

v  v  

v  

v  

v  Actions

Visits

Satisfaction Transactions

Loyalty

Sales

Fewer actions per visit

Lower virality

Fewer transactions Poorer brand experience

Fewer repeat visits

Lower $ per transaction 1  h8p://www.retail=mes.co.uk/retailers-­‐lose-­‐sales-­‐from-­‐high-­‐bounce-­‐rates-­‐on-­‐mobile-­‐devices-­‐claims-­‐mediarun/    

2  h8p://www.cmo.com/ar=cles/2014/8/6/mobile_commerce_.html    3  h8p://www.retailtechnology.co.uk/news/5071/mobile-­‐and-­‐e-­‐commerce-­‐sa=sfac=on-­‐gap-­‐widens/    4  Moovweb  Data  5  h8p://moovweb.com/blog/anyone-­‐use-­‐social-­‐sharing-­‐bu8ons-­‐mobile/      

Page 12: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

H i g h e r M o b i l e F a l l o u t A t A l m o s t E v e r y S t a g e D r i v i n g L o w e r C u s t o m e r L i f e t i m e V a l u e D r i v i n g L o w e r C u s t o m e r L i f e t i m e V a l u e

v  

v  v  

v  

v  

v  Actions

Visits

Satisfaction Transactions

Loyalty

Sales

10% Higher Bounce Rate on Mobile1

53% of Mobile Users Visit Sites 1-2 Times

Per Year4

33% of Desktop Conversion2

The Mobile Experience

4% Lower Satisfaction on Mobile3

Mobile Users Click Sharing

Buttons 35% Less5

20% Lower AOV on Mobile2 1  h8p://www.retail=mes.co.uk/retailers-­‐lose-­‐sales-­‐from-­‐high-­‐bounce-­‐rates-­‐on-­‐mobile-­‐devices-­‐claims-­‐mediarun/    

2  h8p://www.cmo.com/ar=cles/2014/8/6/mobile_commerce_.html    3  h8p://www.retailtechnology.co.uk/news/5071/mobile-­‐and-­‐e-­‐commerce-­‐sa=sfac=on-­‐gap-­‐widens/    4  Moovweb  Data  5  h8p://moovweb.com/blog/anyone-­‐use-­‐social-­‐sharing-­‐bu8ons-­‐mobile/      

Page 13: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

W h y i s b u s i n e s s p e r f o r m a n c e l o w e r o n m o b i l e ?

Page 14: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

U n d e r s t a n d i n g T h e M o b i l e E x p e r i e n c e C h a l l e n g e N e w D e v i c e s I n N e w C o n t e x t s

Profusion of devices Extreme screen size constraints

Slow, high latency networks Limited input capability

Short usage windows Fragmented sessions

Competition on device for attention Environmental distractions

Page 15: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

B a l a n c i n g G o a l s & R e q u i r e m e n t s M o b i l e p r e s e n t s a d i f f e r e n t s e t o f t r a d e o f f s

Richer Content

Experience

Speed

Complex Flows

Avg. Order $

Conversion

Personal Content

Engagement

Speed

Page 16: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

H o l i s t i c E x p e r i e n c e O p t i m i z a t i o n

Eight Major Factors To Optimize

Content

Speed  

Interaction  

Flow

Context

Search

Features

Personalized

Page 17: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

T h e M o b i l e E x p e r i e n c e G o a l C r e a t e a n d m a n a g e e x t r a o r d i n a r y m o b i l e e x p e r i e n c e s

Rich, context appropriate experiences for mobile devices optimized for usability, flow and speed. Built easily and iterated rapidly to drive business results.

Page 18: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

Page 19: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

-  Maximiliano Firtmann Mobile Performance Expert

0%

10%

20%

30%

40%

50%

60%

No Mobile Experience

Mobile-Friendly (Responsive)

Mobile Optimized

Per

cent

age

Mob

ile

Traffic Revenue

M o o v w e b O p t i m i z e

You are losing users and probably money if responsive web design is your entire goal and your only solution for mobile.

Page 20: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

T h e M o o v w e b M E O P l a t f o r m D e l i v e r i n g T h e I n d u s t r y ’ s B e s t M o b i l e E x p e r i e n c e s

Screen Adaption

Conversion Optimization

Delivery Acceleration

Mobile Experience Optimization

Page 21: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

M o o v w e b O p t i m i z e O p t i m i z i n g M o b i l e E x p e r i e n c e s F o r E x i s t i n g M o b i l e C o n t e n t

Mobile Experience Optimization

Moovweb Optimize

Content resized using responsive or adaptive web design Screen Adaption

Conversion Optimization

Delivery Acceleration

Page 22: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

Four Components of Conversion Optimization

M o o v w e b O p t i m i z e : C o n v e r s i o n O p t i m i z a t i o n

Identifying & routing

audiences to their optimal experience

Segment

Grouping and sequencing

consumer tasks and actions

Flow

Triggers & incentives to

lead consumers to the next step

Message

As  easy  as  possible  for  consumers  to  

accomplish  goals  

Usability

A/B  Tes=ng  Tools  Helpful  

Page 23: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

C o n v e r s i o n O p t i m i z a t i o n : U s a b i l i t y I m p r o v e u s a b i l i t y b y l e v e r a g i n g m o b i l e - s p e c i f i c f u n c t i o n a l i t y

BEFORE AFTER

Touch-based Unreliable auto-fill

Text input autocorrect No cut and paste

Geolocation Speech-to-text input

Mobile ≠ Desktop

Optimizes content for higher action completion

and improved user satisfaction

26% Improvement in conversion rate

Page 24: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

C o n v e r s i o n O p t i m i z a t i o n : F l o w C r e a t e u n i q u e m o b i l e s p e c i f i c f l o w s & t e s t a l t e r n a t i v e e x p e r i e n c e s i n r e a l - t i m e

Easily create & test new user flows

Leverage existing site logic to create different flows for tablet

and mobile

Consolidate multi-page flows to single page or single page to multi-page

14% Improvement in conversion rate

Select Date on Calendar

Tap on “Order Now”

Land on Shipping info

Page

Tap ‘Add to Cart” button

Land on Cart Page

Original Optimized for Screen Size Flow

Mobile Friendly

Select Date on Calendar

Land on Shipping info

Page

Land on Cart Page

Select Date on Calendar

Tap on “Order Now”

Land on Shipping info

Page

Valentines Day Flow Mother’s Day Flow

Mobile Optimized

Page 25: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

Up to 64% improvement in conversions

C o n v e r s i o n O p t i m i z a t i o n : A u d i e n c e R o u t i n g C r e a t e u n i q u e m o b i l e c o n t e n t a n d c a l l s t o a c t i o n

Easily route audiences to the experience that matches their intent

Test more new content and copy combinations without touching core systems

Device, browser, language Visitor behavior (new, repeat, heavy)

Traffic source (direct, search, ad) Probabilistic Traffic Splitting

Cookie Targeting Custom Integration

Many Degrees of Differentiation

Serving phone pages to specific tablets Customizing promotions for specific states

Adword text reflected in content A/B testing content

and more…

Example Wins

Page 26: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

M o o v w e b O p t i m i z e O p t i m i z i n g M o b i l e E x p e r i e n c e s F o r E x i s t i n g M o b i l e C o n t e n t

Mobile Experience Optimization

Moovweb Optimize Conversion Optimization

Delivery Acceleration

Page 27: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

-  Tammy Everts Web Performance Expert

M o o v w e b O p t i m i z e : D e l i v e r y A c c e l e r a t i o n

“If pages aren’t fast, everything suffers…performance shouldn’t be kept in a silo or treated as an afterthought. It needs to be considered as an integral part of user experience design.”

Page 28: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

50% of

Wins

A d v a n c e d O r g a n i z a t i o n s N e e d A p p l i c a t i o n A w a r e A c c e l e r a t i o n

Faster page display with images specifically minimized for each device

Consolidate page assets Preload and/or postload assets

Integrate CDNs

Automatic Features

Edge Side Includes Dynamic content caching UX Related Optimizations

Application Aware Features

45% Improvement in user perceived

site speed

M o o v w e b O p t i m i z e : D e l i v e r y A c c e l e r a t i o n

Page 29: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

M o o v w e b O p t i m i z e R e s u l t s

Conversions ↑ 12%

Mobile Simplified Cart Page

Conversions ↑ 48%

Mobile Refreshed Design

Streamlined Checkout

Conversions ↑ 70%

Mobile UI/UX Updates

Conversions ↑ 14%

Tablet Sitewide UI/UX Updates

Page 30: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

T h e M o b i l e E x p e r i e n c e G o a l T r a n s f o r m t h e c r e a t i o n a n d m a n a g e m e n t o f m o b i l e e x p e r i e n c e s

Rich, context appropriate experiences for mobile devices optimized for usability, flow and performance. Built easily and iterated rapidly to drive business results.

Page 31: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart

Moovweb Agenda

Introduction Mobile Experience Optimization Moovweb Optimize Questions

Page 32: Mobile Experience Optimization › corpassets.moovweb.com › webinar_sli… · Mobile Sitewide UI/UX Updates Speed & Performance Enhancements Mobile Conversions ↑ 36% Tablet Cart