TODAY
• State of the Mobile Market
• PayPal & mobile
• Understanding the mobile user
• Mobile Web Vs Native Apps
• The importance of mobile optimisation
• Mobile First
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IT’S A POST-DESKTOP WORLD
Tablets
• More ipads sold in Q4 2011 than any manufacturer sold PCs
• 22% of all PCs and tablets shipped are tablets
• Tablet users are more inclined to purchase
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Smartphones
• Smartphone sales overtook PC sales in 2011
• More people have a mobile phone than have either electricity or fresh drinking water
• By 2014, the mobile phone will be the principle means of accessing the internet
The first time somebody sees your site or brand may be on a mobile device
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LAST YEAR, MORE SMARTPHONES WERE SOLD THAN COMPUTERS
Source: Gartner, IDC, Strategy Analytics, company filings, Business Insider
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Global Internet Device Sales
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Personal Computers
Smartphones
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BUT IT’S STILL EARLY: IN A FEW YEARS, MOBILE DEVICES WILL DOMINATE PCs
Source: Gartner, IDC, Strategy Analytics, company filings, Business Insider
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We are here
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:
• Highest smartphone adoption worldwide – 52% (ourmobileplanet.com IPSOS Apr 2012)
• Second highest iPhone penetration – 48% (IPSOS June 2011)
• 2 out of 3 phones now sold are smartphones (GFK – July 2011)
• 500,000 Unique visitors to mobile web/day (86% YoY growth) (Nielsen – Jan 2012)
• Mobile shopping searches increased 220% YoY (Google - Jan 2012)
• 25% of 2011 Xmas related shopping searches on mobile (Google - Jan 2012)
ENABLE CUSTOMERS
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TO SHOP AS THEY WISH
WEB
SOCIAL
TABLET
PHONE
Deliver an easy checkout experience across all devices & channels.
“It’s not about eCommerce for PayPal any longer –it’s Commerce. We are firmly in the center of it.”
- John Donahoe, CEO eBay
TAP, TAP, DONE. MINIMAL STEPS FOR EASIER SHOPPING
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CHECKOUT LOGIN REVIEW DONE!
Quick & Easy Checkout Drives Higher Conversion:
Shipping address & payment information are already stored in the PayPal wallet
Mobile Express Checkout
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TAKING ADVANTAGE OF MOBILE’S CAPABILITIES & UBIQUITY
PROMOTIONS & COUPONS
MOBILE ECOMMERCE
PAYMENT
STORE LOCATION
LOYALTY
SELF-SCANNING & SELF-CHECKOUT
IN-STORE PRICE COMPARISON
SHOPPING LISTS
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SELF-SCANNING & SELF-CHECKOUT
IN-STORE PRICE COMPARISON
53% OF SHOPPERS HAVE STOPPED AN INSTOREPURCHASE BECAUSE OF THEIR PHONE
Interactive Advertising Bureau, Mobile Phone Shopping Diaries May 2012
73% have used their mobile instore to:
• Check prices• Take a photo• Send to others• Find product details• Find nearby sellers• Check for deals
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Commerce…..Anytime, Anywhere, Anyway
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UNDERSTANDING THE MOBILE USER:
#1 reason for purchasing on mobile*76% say: “convenience”
*Source: Nielsen M Commerce Secure Insights 2011
Internet access from mobile device peaks during transit and also at night
LIMITATIONS:
SCREEN-SIZEDEXTERITYTIME – MISSION FOCUSED
IMPACTS:
SEARCH TIMENAVIGATION
REASONS TO BE MOBILE:
“I’M LOCAL”“I’M BORED”“I’M COMMUTING”“I’M MICRO-TASKING”
Anytime, Anywhere
Internet access from mobile device peaks during transit and also at night…
WHEN ARE THEY USING?
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Source: Insight Express
Source: Comscore
DIFFERENCES BY DEVICE
Source: Comscore
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MOBILE SHOPPING: TABLET VS. PHONE
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• Used everywhere• Individual device• Small screen, infinitely
portable, taken everywhere• 85% apps / 15% web• Mobile traffic 2x higher than
tablets • ASP of ~$60
• Used primarily at home• Shared device• Large screen, better
interaction, portable• 61% apps / 39% web• Browse-to-buy conversion 2x
higher than smartphones• ASP of ~$80
Different usage -> different shopping optimization strategies
Sources: eMarketer, US Mobile Commerce Forecast, Jan. 2012; Arbitron Mobile, May 2011; IBM; PayPal
APPS VS M-SITES ??
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R U MOBILE OPTIMISED?
Unoptimised :o( Optimised ;o)
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CASE STUDY:
bestofferbuy.com A/B test
BEFORE OPTIMISATION:• Site difficult to view and navigate• Text too small to read• User needs to ‘pinch & scroll’ to find items• Difficult to be accurate tapping links
AFTER OPTIMISATION:• Better, more intuitive, navigation• Easy to use search • Bigger buttons and links
ARE YOU MOBILE OPTIMISED?
Average Bounce Rate: 61%Average Time on Site: 02:35minsAverage Page Visits: 3.13
Average Bounce Rate: 7.41%Average Time on Site: 04:48minsAverage Page Visits: 8.19
RECOMMENDED READING:
LUKEW.COM
EXPEDIA
SIMPLICITY
VISUAL HIERARCHY
WEBJET
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MOBILE EFFICIENCIES LEAD TO DESKTOP RE-DESIGN
KILLING TIME
DESIGNING A GREAT MOBILE EXPERIENCE - TIPS
Minimize data entry and scrolling whenever possible:
• Allow shoppers to find what they need with minimal clicks/scrolling
• Use expandable sections when possible so most content fits on screen
Make sure links and buttons are large enough to click on with small screens. Use high quality graphics
Best information design – visual hierarchy
Page load 3-5 sec max
Eliminate re-directs
Reduce dependencies on heavy javascript – minify your code
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BUILD THE BEST USER EXPERIENCE
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Make checkout fast and easy –leverage auto-populate functionality when possible and provide ‘progress bar’ at top.
Allow users to checkout as guests (without lengthy login)
Automatically save the users cart contents for return visits
Keep the design simple and clean- it is not necessary to put entire website offerings on a mobile device
PAYPAL HERE: HELPS MERCHANTS GET PAID, ANYWHERE, ANY TIME
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