Date post: | 16-May-2015 |
Category: |
Technology |
Upload: | yottaa-inc |
View: | 804 times |
Download: | 2 times |
@aweil #convcon
Mobile First?
@aweil #convcon
What is Mobile First?
It’s an Opportunity–Reach more people –Focus on content– Innovate–Convert more customers
http://bit.ly/16ZN7pe
Instead of starting with a desktop site, start with a mobile site & progressively enhance to devices with larger screens.
@aweil #convcon80% of mobile revenue Derived from visitors browsing the full site from a mobile device
35% of mobile visitorsPrefer to use a full site over an m.site whenever the option is provided
(souders)
One in fiveElectronic purchases is made using a mobile phone
(BuzzCity)
@aweil #convcon
½ billion mCommerce shoppers by 201671% of smartphone users shop on their mobile
48% of retail shopping time already on mobile
@aweil #convcon
@aweil #convcon
Apparel & Accessories sold $1Bn via mobile in Q113
@aweil #convcon
• You can’t just shrink an existing site– Size matters…but it really IS more than
that– (common) Assumptions are your enemy
• Mobile cannot be treated as a subset– Start simply by removing excess– Iterate and grow with testing & validation
http://bit.ly/158FIEH
Quick notes for context
@aweil #convcon
51% say websites hard to navigate & use
46% say product images are too small
41% are concerned about security26% feel that checkout is frustrating
41% are materially concerned about security
@aweil #convcon
Conversions Support Mobile First
Website Visits by Device
Smartphone Revenue / Session
@aweil #convcon
How Does Your App Behave?
• Lose the signal– Find a basement or elevator
• Mix it up– Walk in and out of WiFi areas
• Have a cuppa– Find slow, saturated WiFi (coffee shop, train)
• Shut up and drive– Ride along in a car to swap towers, signals
• Paint a picture– Map your findings to understand and prioritize
http://bit.ly/14MOmNr
@aweil #convcon
You Need To Know…It’s Important
42%
29%
28%
Will go to a competitorWill NEVER RETURNWill wait a year
85% expect mobile to be
FASTER
57% experience
PROBLEMSWILL NEVER RETURN!!
@aweil #convcon
Users perceive sites to be 15% slower than they really are
@aweil #convcon
• You need to start over – Design for the smaller, more limited devices– Note: conceptually, not necessarily a rollback
• Basic abilities to plan for– Responsive images for various viewports, DPI– Adaptive capability based on env. & capability– Dynamic layout as screen real estate increases– Optimized user experience to drive conversions
http://bit.ly/19QS5t2
So what’s the point?
@aweil #convcon
• Launched mCommerce app in 2012• Visualize product: Virtual stickers via
camera• 5 column design (conversions vs. columns)
• Cost: $250,000– 1,500 staff hours from 10 people– 3 months to implement
http://bit.ly/18oin2z
Enough hyperbole. Prove it.
1 col 2 col 3 col 4 col 5 col
Device(s) Phones Tablets Tablets & Desktops
Desktops Widescreen Desktops
Traffic 16% 6% 54% 17% 7%
@aweil #convcon
It’s a Journey
http://bit.ly/15BQqGT
@aweil #convcon
@aweil #convcon
Do you even need a mobile site?
10% site traffic from mobileCalculate
– % target customers– $ to implement
Would another solution have a larger impact?
@aweil #convcon
@aweil #convcon
Consider Existing Investments
• Site Design and Development
• Maintenance & Support
• Hosting / Server fees
• Marketing, automation, analytics
• eCommerce Software
http://bit.ly/18vHK66
@aweil #convcon
What is your objective?
@aweil #convcon
@aweil #convcon
Goals Help Determine “How”
• Less expensive
• Faster development
• Simpler deployment
• Better tracking
• Best for productivity
• More robust
• Better interaction
• Faster
• Offline access
• Best for interactivity
Site App
@aweil #convcon
LinkedIN Went Native
2012: HTML5 for efficiency & agility
8-10%Mobileusers
Appsrunningout ofMemory
Lackedtesting &profiling
2013: Native for user experience
Majority of Traffic from
mobile
Betterfeatures (useHTML5, CSS
for email)
Apple andGoogle drive
innovation
http://bit.ly/15NdyAg
@aweil #convcon
Educate Yourself
http://bit.ly/14IgtMN@aweil #convcon
@aweil #convcon
Advantages Disadvantages
Enables mobile-optimized content Split mobile/main link value
m. subdomains synonymous with mobile
Large investment to implement redirects
Could affect usability/CRO
Mobile URL Redirect
@aweil #convcon
Consider Consistent Content
http://bit.ly/14IfBrC
@aweil #convcon
RWD Your site works well on every device
Advantages Disadvantages
No duplicate content maintains rankings Requires additional code re-working
One URL means no mobile crawlers Can’t differentiate mobile content
Max link value. No risk of split link value Could affect usability/CRO
No redirects = low latency & fewer errors New code may affect rankings
@aweil #convcon
Responsive Not.
How do Users Experience You?
@aweil #convcon
For 90/10 Go to Extremes
@aweil #convcon
A Note on Device Support
http://bit.ly/159wwjl @aweil #convcon
@aweil #convcon
And It’s Becoming More Difficult
Growth of Webpage Footprint & Numberof Requests (1995 to 2012)
(Sources: Demenech 2007, Gomez 2008, Charzinski 2010, Souders 2012)
Ajax / HTML5 Becomes
Mainstream
Global Internet Devices Shipment (2005 to 2016, Unit: 500M)
(Source: Business Insider Mobile Report 2012)
2005
Personal Computers
Smartphones
Tablets
2006 2007 2008 2009 2010 2011 2012E2013E2014E2015E2016E
@aweil #convcon
Analyze & Optimize
http://bit.ly/17nUE7z@aweil #convcon
@aweil #convcon
Performance Impacts Conversions
28.7%faster
slower
BETTER PERFORMANCE=
HIGHER CONVERSIONS
11.9%Quality Score
impacts cost per click
PerformanceCPCLOWERS
IMPROVING
@aweil #convcon
Performance = Experience + Speed
4.3%in REVENUE
2 secondsslower
Pages that were…
DROP
2.2 secondsimprovement in
landing page speedINCREASED
DOWNLOADS
15.4%by
60% faster
INCREASEDDONATION CONVERSION
MakingBarack Obama’s website
14%
1 seconddelaycauses a
7%in CONVERSIONS
1 seconddelaycauses a
16%in CUSTOMERSATISFACTION
DROP DROP
1 seconddelaycauses an
11%in PAGE VIEWS
DROP
@aweil #convcon
All Things Are NOT Created Equal
DNS Resolution
ServerConnection
Server‘Wait Time’
Page Downloaded
Browser Title Bar Appears
Page Starts to Render
Page is Displayed
Ready for Interaction
• Network bottlenecks
• Number of round trips
• Content Size & Complexity
− Page asset weight (4.3 MB)
− Number of requests (304)
− 3rd party widgets
− Use of CSS and Javascripts
• Serialization (sequential loading & execution of individual page assets)
LEGENDDNSResolution
Content Delivery
User ExperienceDelivery
Challenges
StartYour Website
0.013Sec
1.056Sec
2.116Sec
11.389Sec
1.687Sec
0.748Sec
0.062Sec
@aweil #convcon
3rd Parties = Distributed Problems
http://bit.ly/1dsV3b7
@aweil #convconhttp://bit.ly/15aRBtG
Pick Your Battles
@aweil #convcon
Engaging Experiences Aren’t Free
– Fonts
– Retina Images
– Audio
– Video
– 3rd party tags
http://bit.ly/16GoSfX
@aweil #convcon
Image-ine that…
20%
4%
5%
70%
1%
Average Bytes per Page by Content Type on Mobile
ScriptsStylesheetsHTMLImagesOther
@aweil #convcon
Base resolution(300 x 200 px)
Retina/HD resolution(600 x 400 px)
Jpg compression 80 / 21 kb Jpg compression 31 / 16 kb (75% of base)
Can you spot the difference?
@aweil #convcon
Compress
Aim LOW– Lowest acceptable
quality
Investigate Formats– WebP?
Be Progressive– Can lead to better
perceived perf
@aweil #convconhttp://bit.ly/133ijam
Improve the Experience
Challenge User Experience Issues
Goal Increase traffic & conversions
Solution Accelerate page rendering
Results 30% more conversions
“That’s a very real figure indicating more sales and more money in my pocket.” James Ness, Founder and President
@aweil #convcon
@aweil #convcon
• Yottaa case studies
Put Your Site on a Diet
http://bit.ly/15aVu1E
Challenge 1.4 MB page, heaviest 20% on web
Goal Increase traffic & conversions, incl. mobile
Solution Reduce Requests 41%
Results 53% faster loads, increased traffic 100%
“With Yottaa turned on, the Big Train site just flies on mobile devices.” Jim Wendt, eCommerce Marketing Manager
@aweil #convcon
@aweil #convcon
Experience is EVERYTHING
74%OF SHOPPERS
WILL ABANDON TRANSACTIONS
OVER 5s
$3BnPOTENTIAL
CONVERSIONREVENUE
LOST
70%cite poor performance
CART ABANDONMENT
IN eCOMMERCE
46%
Say performanceIs materialto BRAND loyalty
52%Loss in CONVERSIONSfor every 1sec
7%SEM CLICKS
DOUBLEDINCREASEDPAGE LOAD 5s AND
@aweil #convcon
In Summary
• Analyze Needs• Either
– Go Mobile First!– Think mobile!
• Optimize Images & Rendering• Evaluate 3rd Party Javascripts• ITERATE!
@aweil #convcon
Thank You!
ROI of WPO eBook
http://www.yottaa.com/how-to-prove-the-roi-of-wpo-ebook
1.Analyze Needs2.Go Mobile First! Think mobile!3.Optimize Images & Rendering4.Evaluate 3rd Party Javascripts5.ITERATE!