responsive website design for ecommerce - guiding principles - prwd - conversion conference 2013

@paulrouke #ConvCon

RESPONSIVE

DESIGN

A FAD OR THE

FUTURE?

PAUL ROUKE

Founder & Director of Optimisation

@paulrouke

24TH OCTOBER 2013

CONVERSION CONFERENCE UK

LONDON

@paulrouke #ConvCon

Founder in 2004 by Paul Rouke Conversion optimisation specialists Head office in Manchester with clients across Europe Work on-going with brands to analyse, review, test and optimise site experiences Specialise in desktop, tablet & mobile UX & conversion optimisation

ABOUT PRWD

@paulrouke #ConvCon

PRWD CLIENTS INCLUDE

@paulrouke #ConvCon

Why are retailers going responsive? What business impact is it having? 7 guiding principles for cross device ecommerce optimisation Summary

TALK OVERVIEW

@paulrouke #ConvCon

WHY ARE RETAILERS GOING

RESPONSIVE?

@paulrouke #ConvCon

THE CASE FOR THE USER

@paulrouke #ConvCon

SECTION TITLE

From a user perspective, a site built using responsive design offers a high quality experience. Sites not optimised for mobile devices often display content that is difficult to navigate or too small to read.

Maani Safa, innovation director at Somo

@paulrouke #ConvCon

SECTION TITLE

We know that customers like shopping on their phones and tablets, but most e-commerce sites are hideous to use on a small screen. Responsive design - when done right - provides for a simpler and faster experience. Maani Safa, innovation director at Somo

@paulrouke #ConvCon

THE CASE FOR THE RETAILER

@paulrouke #ConvCon

SECTION TITLE

From the point of view of the site owner, a site that uses responsive design only needs to be built once - you don't need to build a web version, a mobile version and a tablet version separately - so this usually saves time and money.

Terence Eden, mobile industry consultant

@paulrouke #ConvCon

THE IMPACT

@paulrouke #ConvCon

@paulrouke #ConvCon

@paulrouke #ConvCon

@paulrouke #ConvCon

Why are retailers going responsive? What business impact is it having? 7 guiding principles for cross device ecommerce optimisation Summary

TALK OVERVIEW

@paulrouke #ConvCon

7 GUIDING PRINCIPLES FOR

CROSS DEVICE OPTIMISATION

@paulrouke #ConvCon

Proposition

7 GUIDING

PRINCIPLES FOR

CROSS DEVICE

ECOMMERCE

OPTIMISATION

@paulrouke #ConvCon

Bench have 3 extremely persuasive USP

messages right at the top of their

desktop/tablet experience...

yet on mobile they have been removed:

Mobile visitors still need to be persuaded so

don’t remove USP’s to “save space”

@paulrouke #ConvCon

Schuh also have 3 very compelling proposition messages (they have plenty to choose from but that's another story!) that they ensure they put in front of visitors irrespective of the device they are using Schuh feature the USP messages consistently in their sitewide footer on mobile

@paulrouke #ConvCon

SECTION TITLE

In multiple A/B tests for different types of businesses (retail or not), user researched USP messages never fail to improve sitewide conversion rate Don’t make the mistake of assuming that having a simplified design on mobile means you should lose or hide USP messages On mobile, consider adding in USP messages to your primary tools/navigation menu to give them regular visibility Consider using the footer to promote USP’s on mobile & tablet – users will more often get down to this area by swiping without knowing how long the page is

YOUR

PROPOSITION

MESSAGES

SHOULD BE

VISIBLE

SITEWIDE,

DEVICE WIDE

@paulrouke #ConvCon

Proposition Consistency

7 GUIDING

PRINCIPLES FOR

CROSS DEVICE

ECOMMERCE

OPTIMISATION

@paulrouke #ConvCon

ASOS are still one of the few major retailers who provide visitors with a save/wish list style feature that they genuinely want people to use This is the type of feature that is typically removed on mobile experience, yet ASOS recognise the importance of this persuasive tool no matter which device visitors are using

@paulrouke #ConvCon

ASOS recognise that their quick, intuitive and user-centered suggestive search facility needs to be available to visitors on different devices, including on mobile – few retailers usually provide this on mobile

@paulrouke #ConvCon

SECTION TITLE

If you have large product sets, providing intuitive filtering across devices is a must – don’t take away this key feature for mobile visitors If you provide suggestive search on your desktop site, provide visitors with this same user-centred experience on tablet & mobile In order to provide intuitive mega menus from your primary navigation on tablet devices, display the menu on the 1 st tap – replicating the mouse hover effect on desktop If you provide a wish-list or save feature, ensure that by logging in visitors can browse and shop when it suits them and where it suits them

TOOLS TO

STREAMLINE

THE USER

EXPERIENCE

SHOULD BE

AVAILABLE ON

ALL DEVICES

@paulrouke #ConvCon

Proposition Consistency Transparency

7 GUIDING

PRINCIPLES FOR

CROSS DEVICE

ECOMMERCE

OPTIMISATION

@paulrouke #ConvCon

John Lewis are one of the few retailers who allow desktop visitors to scroll between product images “on the image itself” – this is more intuitive that having to click thumbnails They then provide clarity & transparency of how visitors on mobile can browse through image – using the device specific interactions to good affect

@paulrouke #ConvCon

DO YOU HAVE A PERSUASIVE,

TRANSPARENT PAYMENT

PROPOSITION?

@paulrouke #ConvCon

SECTION TITLE

Paypal is widely known now and it's secure. If there was a problem you would know that they could help you.

A user in moderated user testing

@paulrouke #ConvCon

I do like Paypal. I have funds in Paypal from eBay, so it's just fun money, it's not accounted for in my bank account Browsing through the site it's not that clear that you can pay with Paypal

A user in moderated user testing

@paulrouke #ConvCon

Schuh are one of many retailers who provide PayPal as a payment option. The issue prior to testing is that users completely miss seeing the PayPal logo as it is lost within the other payment card logos When you are shopping on mobile, PayPal isn’t currently offered which is a missed opportunity – users expect the same payment options irrespective of the device they are shopping on

@paulrouke #ConvCon

Firebox ensure that immediately from the shopping basket visitors are made completely aware that PayPal can be used as a payment option Firebox recognise that PayPal is a different and persuasive payment option for visitors

@paulrouke #ConvCon

I like that straight away and it's telling me the payment options straight way before I've filled in my details. So I don't have to go upstairs and get my card, because it's got Paypal.

A user on the Nixon shopping basket page

@paulrouke #ConvCon

SECTION TITLE

Make your payment options clear and don't let PayPal get lost amongst your card types - its a completely different option for visitors that has its own persuasive influence Provide visibility & clarity of your delivery options & costs on your product page – on all devices Make the available payment options clear on your shopping basket Provide visitors on all devices with access to your delivery & returns information throughout checkout Within checkout, don’t hide delivery options within a dropdown – expose them all to allow visitors to make a choice

PROVIDING

TRANSPARENCY

OF YOUR

SERVICE

PROPOSITION IS

CRUCIAL FOR

CONVERSION

@paulrouke #ConvCon

Proposition Consistency Transparency Findability

7 GUIDING

PRINCIPLES FOR

CROSS DEVICE

ECOMMERCE

OPTIMISATION

@paulrouke #ConvCon

KEY GOALS FOR NAVIGATION

SIMPLE

FAST

CLEAR

@paulrouke #ConvCon

Reduce clutter Provide relevant filters Make it quick & responsive to input Make it intuitive Make it consistent across devices Make options contextual Have a clear visual hierarchy Provide display choices

GUIDING

PRINCIPLES FOR

ECOMMERCE

FILTERING

@paulrouke #ConvCon

Nixon provide an excellent example of providing a rich filtered navigation system that works across devices with their responsive redesign Notice that by default the filters are hidden so as not to focus attention away from what is really going to persuade visitors to buy – the products and photography

@paulrouke #ConvCon

SECTION TITLE

Do not take away filter options for mobile visitors – users still want to find suitable products easily Keep dynamically updating the products in the filter set as users are making selections Ensure users can multi-select without refreshing their location Ensure sliders work on touch devices – so often they don’t and make this important feature redundant Provide a summary of filters applied on desktop & tablet, but simplify for mobile Ensure your filters are finger friendly for touches devices – more vertical space please!

FILTERING

SHOULD BE

QUICK,

INTUITIVE &

CONSISTENT

ACROSS

DEVICES

@paulrouke #ConvCon

Proposition Consistency Transparency Findability Simplicity

7 GUIDING

PRINCIPLES FOR

CROSS DEVICE

ECOMMERCE

OPTIMISATION

@paulrouke #ConvCon

As part of Nixon’s responsive redesign, they have adopted the commonly used three bar icon for their primary navigation and other user options From our experience most average users now recognise this icon – some brands add in the word “menu” at the side of it to make it even more clear

@paulrouke #ConvCon

They're asking for your phone number. Presumably that's in case you're not in. I'd rather not put my phone number in because sometimes you get all these PPI phone calls.

A user on the John Lewis website

@paulrouke #ConvCon

Again you've got to fill in your name, which is annoying.

A user on the ASOS website

@paulrouke #ConvCon

The new responsive design for AllSaints is focussed on limiting the amount of personal information users have to provide during checkout Make it quick and non-intrusive for new customers to get through checkout and you will improve brand experience & repeat business

@paulrouke #ConvCon

SECTION TITLE

Simplify the header of your mobile site using the commonly seen tools icon – don’t worry users are used to this now! In checkout, limit the amount of data you request to the bare minimum – ask the question: “do we actually use this data?” In checkout, don’t ask visitors to enter the same information more than once Disable the native auto fill feature on tablet and mobile – dismissing these suggestions can be fiddly and frustrating for users Use the approach “progressive disclosure” to limit the amount of information shown up front – let users choose what they want

SIMPLIFY

NAVIGATION TO

SUIT MOBILE,

& STREAMLINE

YOUR

CHECKOUT

@paulrouke #ConvCon

Proposition Consistency Transparency Findability Simplicity Flexibility

7 GUIDING

PRINCIPLES FOR

CROSS DEVICE

ECOMMERCE

OPTIMISATION

@paulrouke #ConvCon

Schuh probably have the most comprehensive & flexible lists of delivery choices for customers of the top tier UK (and perhaps worldwide) retailers This level of flexibility for customers will play an extremely important role in persuading customers to keep coming back to Schuh

@paulrouke #ConvCon

Nixon provide desktop visitors with the flexibility to choose their product viewing preference on desktop – but why has this feature been removed for mobile visitors?

@paulrouke #ConvCon

ASOS recognise that providing this flexibility in the browsing experience for visitors is just as applicable across devices, so they don’t remove this on mobile

@paulrouke #ConvCon

SECTION TITLE

Providing flexible delivery options to suit your customers is becoming more and more important, and a potential differentiator Provide the same delivery options across devices – its the same user at the end of the day Some users like to see more detail, where others like to have a more visual experience – provide display options for visitors Maintain consistency of your feature set when it comes to browsing options for visitors

PROVIDE

FLEXIBILITY

FOR VISITORS,

IN BOTH VISUAL

DISPLAY &

DELIVERY

OPTIONS

@paulrouke #ConvCon

Proposition Consistency Transparency Findability Simplicity Flexibility Usability

7 GUIDING

PRINCIPLES FOR

CROSS DEVICE

ECOMMERCE

OPTIMISATION

@paulrouke #ConvCon

Not exactly breaking news, but optimising site speed across devices, particularly on mobile, is crucial in improving user experience and conversion rates

@paulrouke #ConvCon

Whether this is opening and using the mobile flyout menu or applying various filters across any device, the speed of the Nixon browsing experience is excellent and really helps generate a positive, enjoyable attitude when shopping.

@paulrouke #ConvCon

The boxes are a bit too small to see. Even if they doubled in size and you had to scroll more

A user on the Topman website on a mobile device

@paulrouke #ConvCon

Again the continue button is a bit small, it was very close to the button which takes you back a step.

A user on the Topman website on a mobile device

@paulrouke #ConvCon

Topman provide mobile visitors with slim form fields and small calls to action The new Schuh checkout aims to do the opposite – deep form fields and large, almost full width calls to action buttons

@paulrouke #ConvCon

SECTION TITLE

Users prefer larger form fields that don’t require precision pressing on mobile Don’t be shy about providing big, full width buttons on mobile – its a clearer call to action and easier to press Give your primary calls to action breathing space , don’t cram other actions around them Don’t neglect the importance of having a quick loading website, particularly for mobile visitors

BIGGER MEANS

BETTER ON

MOBILE:

MAKE BUTTONS

& FORM FIELDS

FINGER

FRIENDLY

@paulrouke #ConvCon

3 FINAL TAKEAWAYS 3 FINAL TAKEAWAYS

@paulrouke #ConvCon

SECTION TITLE

Going responsive or not, the reality is that brands need to have a mobile optimised user experience to stay competitive and not lose mobile sales Users don’t care whether your site is mobile optimised or responsive – they just want the same tools and features for browsing and filtering across all devices – and they don’t want to have to zoom in and out! Provide both device specific user interactions and give visitors the ability to choose whether they have a richer or simpler browsing experience

3 TAKEAWAYS

@paulrouke #ConvCon

Are there any questions?

THANKS FOR

LISTENING

24TH OCTOBER 2013

CONVERSION CONFERENCE UK

LONDON PAUL ROUKE

Founder & Director of Optimisation

@paulrouke

@paulrouke #ConvCon

SECTION TITLE

SLIDES

bit.ly/PRWDRWD

CRO RESOURCE LIBRARY

bit.ly/CROresources

10 KEY AREAS FOR ECOMMERCE

bit.ly/PRWD10areas