10 Tweaks to Drive Mobile Sales during the 2013 Holiday Shopping Season

transcript

Ten Tweaks to Drive Mobile Sales this Holiday Shopping Season

Zac Cook

Igor Faletski

Agenda1. Intro to Demandware + Mobify

2. How to Unify Your Shopping Experience

3. Responsive Web Design Pros and Cons

4. Going Responsive:

Which Approach is Right for You?

5. 10 Simple Yet Effective Mobile Website Tweaks

6. Q&A with Igor Faletski of Mobify

Demandware Connects Brands and Consumers to Move Faster, Grow Faster

Merchant/Marketer/Developer controlGlobal and channel expansion

Identify and prioritize key revenue driving programs

Benefits to your brand

User Empowerment

Innovation and LINK

Client Success: Retail Practice, XChange Collaboration Center

The Demandware Model

99.99% average uptime

Demandware Responsive• Placeholder for Demandware

mobile/responsive slide

Mobify helps businesses delight their users through fast, responsive websites.

What is Mobify?

Technology + Services

Together, Demandware and Mobify accelerate commerce innovation.

Through the LINK Technology Partner Program Demandware clients can quickly and easily deploy Mobify solutions through a pre-built integration.

Demandware + Mobify

Agenda

2. How to Unify Your Shopping Experience3. Responsive Web Design Pros and Cons

4. Going Responsive:

Responsive Web Design

A responsive website is one that automatically reformats itself to suit different screen sizes. A responsive website does not redirect users to separate mobile or tablet sites.

www.website.com

Websites that are optimized for the user experience across all channels see:

• Better conversions

• More engagement

• Greater average order values

Increase Mobile Revenue

Responsive Spotlight / Skinny Ties

ResultsAll Online Channels

• +42% revenue growth

• +44.6% visit durationiPhone

• +377.6% revenue growth

• +71.9% conversion rate

Source: Amazon Web Team (~1% conversion loss per 100ms)

Mobile PerformanceeCommerce sales lost

due to load time

Almost 25% of all online shopping on Black Friday in 2012 was done on mobile and tablet devices. Source: Internet Trends 2013

Web-influenced offline sales and online sales combined account for more than half of the $3.3 trillion total retail spend in the US.

Source: Forrester Research

Agenda3. Responsive Web Design Pros and Cons4. Going Responsive:

Responsive web design unifies your:

• User experience

• Team

• Code base

• Platform

• Release process

One Strong Online Presence

Industry experts prefer responsive web design as a mobile web development approach and Google considers it an SEO best practice.

Best Practice

Links shared via social media and email always work when a website has one URL (no redirects).

Good for Marketing

A lot of labour, money, testing and risk is required to build a responsive website from scratch.

High Cost

Performance is Not Guaranteed

Images JavaScript Others

The average weight of a web page today : 1.3MB

77% of the weight is images and JavaScript

Agenda4. Going Responsive:

Which Approach is Right for You?5. 10 Simple Yet Effective Mobile Website Tweaks

Responsive Web Design: What to Consider

Time to market

Budget and ROI

User experience Resources and skill

Risk and security

Scalability

Responsive Rebuild

Responsive With Mobify

Unified User ExperienceOne URL and consistent branding across all channelsSimplified ProcessEasy to maintain and content is updated in real-timeScalabilityReady to support modern mobile devices, tablets and new devices not yet inventedPerformance EnhancementsAutomated optimizations for images, JavaScript, CSS, and HTML that speed up load times

Feature Parity and Granular ControlBusiness logic leveraged while content, layout and specific elements can be easily manipulated

Quick to MarketNo website rebuild needed

Demandware Customer Spotlight / Perry Ellis

ResultsMonth-over-month

• +55% increased sales

• +16% increased AOV Year-over-year

• +391% increased sales

• +70% increased AOV

Mobify Customer Spotlight /

Optimizations include

Fly-out navigation, sticky add-to-cart button, swipe-enabled product gallery, Mobify Performance Suite

Results• Mobile ROI in 22 days

• 25-30% faster on mobile devices than on desktop

• Triple digit growth across smartphone and tablet revenues year-over-year

Mobify Customer Spotlight /

Optimizations include

Mobify Performance Suite, responsive image optimization, streamlined checkout flow

Agenda5. 10 Simple Yet Effective Mobile Website Tweaks6. Q&A with Igor Faletski of Mobify

Bump up default font size and line height1Minimum font size: 16px, and line height: 1.5

Go 100% touch friendly2Use elements like carousels and accordions, drawers and panels

Make room for clumsy fingers3

Enable contextual keyboards

Example of a better numeric keyboard (iOS on left, Android on right)

Use native UI elements5

• Drop-down menus

• Radio buttons

• Sliders

Make it easy to navigate6

Place your CTAs

• Keep CTA above the fold

• Reduce barriers to conversion

• Drive conversions

• Drive average order values

Accelerate JavaScriptReduce page load times by reducing the number of requests sent to the server

Make your website faster

Simplify your HTMLAchieve maximum efficiency by removing all non-essential elements from the mobile experience

8Optimize responsive imagesSpeed up asset rendering by sending only the best quality image to the device

GET A FREE MOBILE ASSESSMENTvisit mobify.com/go/mobile-assessment for full details

Included in your mobile assessment:• 3 key user experience items to improve on• Performance results compared to industry standards• 3 recommendations for improving conversion

Please submit your questions via the chat box in the lower left portion of your screen.

We welcome your feedback! Watch for a survey page once the webinar has ended.

Reach out with any additional questions after the webinar:• Mobify: hello@mobify.com• Demandware: info@demandware.com