Mobile Commerce: Getting the Sale

Shopping Cart Abandon Rate

2

72%97%

Source: SeeWhy

• 97% of mobile transactions are abandoned

Excludes digital goods

Agenda

3

Multi-Screening

4

http://googlemobileads.blogspot.co.uk/2012/08/navigating-new-multi-screen-world.html

5

Different devices; different uses

Payments, security and usability

6Source: Forrester Consulting / Demandware

The mobile payments mess

7

• Multiple alternative approaches– Mobile companies– Credit card companies– Mobile OS Wallets– Paypal

• None (other than Paypal) have any significant adoption

Apple’s Passbook – Showing great potential, but no payments yet

• Most of ‘mobile’ is actually tablet

Tablets are most of the action

8

1.5% 3.2%

Tablet/mobile sales as a percentage of web sales in 2011

Base: 43 retail CIO’sForrester/Shop.org State of Retailing 2012

Other Mobile App

iPad App

Android App

iPhone App

Mobile browser optimization

Mobile website or apps?

9

Using the mobile version of the

site

Using an app

I dont have a preference

Accessing the standard website

Which of the following best describe your company’s mobile / tablet eCommerce presence?

If you have interacted with [the merchant you have just purchased from] on a mobile device, then which experience do you prefer?

Base: 43 retail CIO’sForrester/Shop.org State of Retailing 2012

Base: 1,428 recent mobile shoppersForrester/Bizrate Insights Q3 2012

• Users want the ‘full experience’

• By end 2012, more emails will be opened on mobile than any other platform

Email is going mobile

10Source: Litmus 2012

Different Intent53% of mobile searches have local intent.

Different QueriesSmartphone queries are 25% longer than tablets and 50% longer than desktops.

Different Behavior70% of desktop search tasks are completed within a week; 70% of mobile search tasks are completed within an hour.

Mobile search

11Source: Microsoft, Marin Software

Use targeted search campaigns

12

Device-specific bidsCPC is 20% lower on tablets, 50% lower on smartphones

Device-specific languageUsing words like “iPhone” and “Android” improves CTR

Device specific landing pages Day parting

We know people use devices differently at different times of day

MisspellingsSee what you get with autocorrect turned off

ExtensionsSitelinks, click to call, etc.

Use targeted search campaigns

13

With Sitelinks Without Sitelinks

Mobile Sites

14Source: KISSmetrics

Mobile Sites

15Source: KISSmetrics

Build mobile-friendly sites

16

Prioritize content Compress images Avoid Flash Contrast: dark on light

Easier to see in bright sunlight

Text size: min 15pt Include phone number & address Call to action buttons/targets

Size & position matter

Touch Targets

17

44 x 44pts (Apple) 9mm (MS)

7mm min, 2mm spacing

Bigger if: Frequently used Errors are severe or frustrating Sequential task Near edge of screen or hard to touch

Touch Targets

18Source: .net magazine

The area on the screen that is the most accessible by the thumb

Touch Targets

19

The area on the screen that is the most accessible by the finger

Forms

20

Label Position

21

Poorly-designed mobile form

Label Position

22

Mobile-optimized form

Label Position

23

Poorly-designed mobile form

Label Position

24

Mobile-optimized form

Input Types

25Source: Smashing UX Design

Device needs to deliver the right keyboard based on the form input requirements

Built-in Controls

26Source: Smashing UX Design

Take advantage of built-in mobile controls

Input Masks

27

Re-considers the purchase

Convert browsers into revenue

28

Individual website visitor

Visits / Adds

item(s) to their cart...

...and abandons without

purchasing

1st email sent / ads served in real time

Visitor clicks through

On average

26% Of identified cart abandoners will

convert

On average

97% don’t buy

2 31Email

Service Provider &

Ad exchange

Track website visitors 24x7

Trigger an optimized 1-

to-1 follow up campaign on abandonment

Real time API

The Impact of remarketing

No Remarketing

Nu

mb

er o

f ab

and

on

ers

retu

rnin

g

Remarketing: 2x - 3x more abandoners will buy when remarketedRemarketing's biggest impact will be in the first 12 hours.MIT Study: 90% of online leads go cold within 1 hour

Takeout

On average

8% will return to

buy

With Remarketing

On average, an additional

26%

will return to buy when

remarketed

18% additionalrecovery

• Account login• Social Sign-on

– Facebook Login • Save to wish list

– Email address to retrieve

Tracking users across devices

30

Sign In

• 100m verified users• Billing address and payment mechanism

Or consider PayPal Access

31

32

Typical ‘Starter’ Campaign

Immediate 23 hours 6 days & 23 hours

Remind

Reassure

Promote

• Focus on the product– Large image– Product name– Review stars

• Free shipping call to action (with club membership)

Columbia Sportswear

33

Desktop & Mobile Emails Compared

34

Mobile remarketing

A1 A2 A3John abandons the website Desktop

Real time 23 hours 6 days, 23 hours

Mary abandons the website

Mobile

Desktop OS

M1 M2

John gets a the

regular campaign

Mary gets a free shipping

campaign

• A simple way to trigger different creative to mobile abandoners

Mobile OS M3

Real time 23 hours 6 days, 23 hours

35

• Subject line: Convey the message in the first 15 characters– Full: Oops! Was there a problem with your cart?– Mobile: Oops! Problem with your cart?

• Layout: Use a simple, stacked layout as opposed to a multi-column layout.

• Width: Keep the width to 600 px or less. • Font: Use a font size of 14 pts or higher for body copy and

30 pt for headers. • Buttons and links: Make buttons and links big and

“clickable.” • Click-to-call: Use a plain text phone number or a click-to-

call button. • One simple Call To Action: Big button, High up the

screen, unique and bold color on the page

Designing mobile variant emails

36

Questions

37

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