Post on 16-Apr-2017
transcript
@retailgeek#ECOMCatalyst
#ECOMCatalyst
The Mobile Gap
April&13,&2016
Jason Goldberg@retailgeek
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
Mobile Gap will narrow, some retailers will get to 50% mobile revenue
@retailgeek#ECOMCatalyst
Nooo way!Mobile traffic will keep growing but not conversion.”
@retailgeek#ECOMCatalyst
Nooo way!Mobile traffic will keep growing but not conversion.”
@retailgeek#ECOMCatalyst
Todays Mission:Make Scot Wingo wrong!
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
Source: Gartner, a16z
@retailgeek#ECOMCatalyst
Source: Apple, Google, Gartner, a16z
@retailgeek#ECOMCatalyst
Source: Worldbank, GSMA, Apple, Google, a16z
@retailgeek#ECOMCatalyst
Mobile Traffic Last Month
68% 50% 55%52%
Source: Comscore Mobile Metrix February 2016
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65%time on all retail websites is on mobile or tablet
Source: Comscore Mobile Metrix February 2016
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@retailgeek#ECOMCatalyst
Mobile Gap: Conversion Rates
4.43% 3.75% 1.53%
Source: Monetate Ecommerce Quarterly Q4 2015
@retailgeek#ECOMCatalyst
0
0.5
1
1.5
2
2.5
3
3.5
4
Q4)2013 Q1)2014 Q2)2014 Q3)2014 Q4)2014 Q1)2015 Q2)2015 Q3)2015 Q4)2015
Mobile'Gap
Mobile Gap Over Time
@retailgeek#ECOMCatalyst
Why?
@retailgeek#ECOMCatalyst
The Problem
• “Moneyball” Problem• Cross-Device Attribution• Friction
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@retailgeek#ECOMCatalyst
“Moneyball” Problem
@retailgeek#ECOMCatalyst
Conversion is not a great stat
@retailgeek#ECOMCatalyst
Retail Traffic Growth(year over year)
,7% +47%
Source: Comscore Mobile Metrix February 2016
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Get Address
@retailgeek#ECOMCatalyst
Check Inventory
@retailgeek#ECOMCatalyst
See Deals
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
Cross-Device Attribution
@retailgeek#ECOMCatalyst
Cross-Device Flows
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Last Click Attribution
Desktop Tablet Mobile
56%)of)Traffic4.43%)Conv
15%)of)Traffic3.75%)Conv
29%)of)Traffic1.53%)Conv
Source: Monetate EQ_Q4 2015
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Multi-Touch AttributionMobileOnly
DesktopOnly
TabletOnly
Mobile+
Desktop
Tablet+
Desktop
Mobile+
Tablet
Mobile)+Tablet)+Desktop
Mobile Mobile
Desktop
Tablet
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m.dot.com
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
Make Cross-Device Shopping Easy
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
Friction
@retailgeek#ECOMCatalyst
User)Behavior
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
Payment Friction
@retailgeek#ECOMCatalyst
Anyone have 3 hands?
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Make Payments Easy: Mobile Wallets
@retailgeek#ECOMCatalyst
Don’t NASCAR your checkout
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@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
E-Commerce Orders
75% 25%
Source: Custora Pulse
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Make Payments Easy: Camera
JUMIO CARD.IO iOS 8
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UX Friction
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
Responsive design?!
@retailgeek#ECOMCatalyst
Responsive Design
Adaptive Design
Dynamic Design
Mobile First
Mobile Optimized
Native Mobile
Mobile Tolerant
Fluid Design
Liquid Layout
Break Points
ViewPort
User Agent
Touch Centric
M dot
Progressive Enhancement
Hybrid Design
We need a common language.
@retailgeek#ECOMCatalyst
Business User Tech/Dev
A&website&that&looks&great&on&a&laptop&and&a&smartphone&
A&website&that&adapts&the&layout&to&the&viewing&environment&by&using&fluid&grids&and&CSS3&media&queries
(Ethan&Marcotte)
“Responsive Design”
@retailgeek#ECOMCatalyst
Responsive
Client SideAdaption
Server SideAdaption
HybridAdaption
Adaptive)or)Dynamic RESS)or)Hybrid
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“Sites that aren’t optimized for mobile suck; responsive design sites just suck less”
Avinash Kaushik,&Google&Digital&Evangelist&
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Resolution can fool you.
@retailgeek#ECOMCatalyst
Share of browser-based page traffic for computers, phones, tablets (by hour)
Source: comScore, Mobile Future in Focus 2013
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Are these users performing the same task?
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Mobile Desktop
15,30)results 25,75)results
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Context Optimization
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CAUTION:Mobile Apps
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Consumers spend 85% of time on smart-phones in apps
Source: Forrester
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But they are these apps:
Source: Forrester
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Mobile Apps Reality
• 66% download 0 Apps per month
• 25% are abandoned after 1 use
• 77% of Avg Daily user loss in first 3 days
• 95% Avg Daily user loss 90 days after install
Source: LukeW
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@retailgeek#ECOMCatalyst
Open&in&our&App
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Open&in&our&App
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Open in our App
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Open in our App
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100ms delay results in 1% sales loss.
400ms delay results in 5-9% drop in page traffic.
500ms delay drops search traffic by 20%.
1s delay results in 4% drop in revenue.
Fastest 10% of users stay 50% longer than slowest 10%
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Performance Hurts Conversion
0-1 1-2 2-3 3-4 4-5 5-6 6-7 7-8 8-9 9-10 10-11 11-12 12-13 13-14 14-15 >15
Population&(%)Conversion&Rate&(%)
Conversion)Rate)vs.)Load)Time
Seconds
Conversion&Rate&% P
opulation&%
Source: Wal-mart
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38% of us would rather clean a toilet than think of a new password.
Source: Janrain
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Checkout Friction
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@retailgeek#ECOMCatalyst
Relentless Simplification22)INPUTS 8)INPUTS 4)INPUTS
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23 Field Checkout
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Use as billing address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
@retailgeek#ECOMCatalyst
Use as billing address
|FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
@retailgeek#ECOMCatalyst
Jason Goldberg
Use as billing address
XFULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
Full Name
@retailgeek#ECOMCatalyst
Jason Goldberg
Use as billing address
|
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
Shipping Address
@retailgeek#ECOMCatalyst
Jason Goldberg
28
Phone
Email Address
Use as billing address
X
CREDIT CARD DETAILS EXP DATE | CVV
28th Street NY, United States
280 Park Avenue, New York, United…
28th Ave Long Island City, United…
2880 Broadway, New York, NY, Unit…
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
Autocomplete for Addresses APIhttp://rg.tl/AutoAddr
Shipping Address
@retailgeek#ECOMCatalyst
Jason Goldberg
283
Phone
Email Address
Use as billing address
X
CREDIT CARD DETAILS EXP DATE | CVV
283 Lexington Avenue, New York, NY…
2833 Broadway, New York, NY, Unit…
283 West 12th Street, New York, NY…
283 Amsterdam Avenue, New York…
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
Autocomplete for Addresses APIhttp://rg.tl/AutoAddr
Shipping Address
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N La
Phone
Email Address
Use as billing address
X
CREDIT CARD DETAILS EXP DATE | CVV
2835 Lake Michigan Drive NW Grand...
2835 N Lake Dr Milwaukee, WI, Unit…
2835 N Lakewood Ave Chicago IL,…
2835 Lakeview Road NE Cumberland...
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
Autocomplete for Addresses APIhttp://rg.tl/AutoAddr
Shipping Address
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL
Phone
Email Address
Use as billing address
X
CREDIT CARD DETAILS EXP DATE | CVV
2835 Lake Michigan Drive NW Grand...
2835 N Lake Dr Milwaukee, WI, Unit…
2835 N Lakewood Ave Chicago IL,…
2835 Lakeview Road NE Cumberland...
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
Autocomplete for Addresses APIhttp://rg.tl/AutoAddr
Shipping Address
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL
Use 2835 Lakewood… as billing address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS
|
EXP DATE | CVV
Autocomplete for Addresses APIhttp://rg.tl/AutoAddr
Shipping Address
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4
Use 2835 N Lakewood… as billing address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
Shipping Address
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
Use 2835 N Lakewood… as billing address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
Shipping Address
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
X
Use 2835 N Lakewood… as billing address
|
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
Email Address
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com X
Use 2835 N Lakewood… as billing address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
Email Address
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
Use 2835 N Lakewood… as billing address
|
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
Phone
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140 X
Use 2835 N Lakewood… as billing address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
CREDIT CARD DETAILS EXP DATE | CVV
Phone
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140
Use 2835 N Lakewood… as billing address
|
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
MM/YY CVVEXP DATE | CVV
Credit Card
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140
3796
Use 2835 N Lakewood… as billing address
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
1234 9876 1234 |EXP DATE | CVV
MM/YY CVV
One Field CC Codehttp://rg.tl/1fldcc
Credit Card
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140
*1234
Use 2835 N Lakewood… as billing address
123411/17
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
|EXP DATE | CVV
One Field CC Codehttp://rg.tl/1fldcc
Exp Date & CVVCredit Card
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140
*1234
Use 2835 N Lakewood… as billing address
123411/17
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
EXP DATE | CVV
@retailgeek#ECOMCatalyst
Jason Goldberg
2835 N Lakewood Ave, Chicago, IL 4B
jason@retailgeek.com
(503) 610-8140
*1234
Use 2835 N Lakewood… as billing address
123411/17
FULL NAME (FIRST NAME LAST NAME)
SHIPPING ADDRESS APT/BLDG. (OPTIONAL)
EMAIL ADDRESS
PHONE
EXP DATE | CVV
@retailgeek#ECOMCatalyst
Jason Goldberg
Billing Address:2835 N Lakewood Ave, Chicago, IL 4B
Shipping Address:2835 N Lakewood Ave, Chicago, IL 4B
Phone: (503) 610-8140
Credit Card:
Ends in *1234 exp 11/7
@retailgeek#ECOMCatalyst
What’s Coming (This week)
@retailgeek#ECOMCatalyst
Chatbots
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
@retailgeek#ECOMCatalyst
#ECOMCatalyst
Thank you.Jason.goldberg@razorfish.comTwitter: @retailgeek
Jason & Scot Show Podcast: retailgeek.com/podcast