tracking mcommerce’s most wanted

Tracking mCommerce’s MOST WANTED

with special guests

Monitus.net & Titanium-Jewelry.com

Presenters

• Kurt Illian, FastPivot@kurtillian

• Ken Lubeck, FastPivot@kenlub

• Michael Whitaker, Monitus.net@monitus

• Ron Yates, Titanium-Jewelry.com@TitaniumJewelry

Discussion Overview

• Whether or not you need a mobile friendly website.

• How you are losing the most important data.

• How to test a mobile website using a browser.

• The best way to capture mobile sales.

• How several merchants are succeed with mobile.

Whether or not you need a mobile friendly website.

Long Term mCommerce Growth

Mobile Challenges

• People are having trouble navigating on a three inch touch screen. Your store is optimized for a 17 inch desktop experience.

• Your conversion rate is about half on visitors viewing from a mobile device. Same goes for your bounce rate, it is about double for mobile visitors. You can check in Google Analytics or Yahoo! Web Analytics.

Mobile Traffic in Google Analytics

Who are these mobile visitors?

What if an increasing number of customers want to interact with your site via a mobile device?

Need to pay attention to channel preference.

Mobile Traffic in Yahoo! Web AnalyticsCreate a custom report and bookmark it

Mobile Traffic in Yahoo! Web Analytics

Baseline Metrics

Strong growth – year over year

Baseline Metrics

iPad from 0 to ....

Who are these mobile visitors?

5% of total traffic

and they buy!

Segment mobile traffic

You segment in order to learn if mobile visitors are different that regular visitors

Segment: Conversion Rate

Do you need a mobile optimized site?

Segment: By Source

Are traffic sources different?

Do the same thing for Keywords, pages viewed, goals...

Are mobile visitors able to reach their goals?

How you are losing the most important data.

A word of caution for Yahoo! Store

On a Yahoo! Store - there is no automatic redirect on the server level (unlike Best Buy)

Redirect has to be done with JavaScript code on the landing page.

For usability you want the redirect to happen as fast as possible

Problem is that redirect happens before the web analytics tag fires

and would lose referrer information!

This is the same issue with AB testing. If you are in the B group you want the redirect to happen before A is displayed.

Are you losing referrer info?

Go to Hostnames report and click on the mobile domain

Segment Hostname by Keyword or Source

If you see (not set) or your main domain you are losing referrer info

How to review and test a mobile website using a

browser.

Tip: How to view mobile sites without a mobile device

Get Safari Browser - Mac or PC

Tip: Turn on Develop menu

Tip: And change User Agent

Tip: Now the mobile version should show up

Use this to quickly check who has mobile sites and how they work and get ideas

What does your site look like in mobile search?

The best way to capture mobile sales.

Deliver a Mobile Experience

• Lightweight front-end that delivers a smooth experience.

• Customized header, color palette and add-to-cart buttons to match existing website branding.

• Home page with featured items and navigation.

• Section pages with pagination, including total products count.

• Enlarged image feature on product page.

• Mobile friendly checkout for easy ordering.

• Mobile redirect – for Yahoo! Stores this is a JavaScript redirect.

How several merchants are succeeding with mobile.

WorldSoccerShop.com

WorldSoccerShop.com

30% increase in mobile sales

(Sep & Oct) vs. (Nov & Dec)

Other Mobile Observations

• On average, your:

• Conversion Rate goes to normal.

• Bounce Rate goes to normal.

• Customers are less frustrated.

Titanium-Jewelry.com

Titanium-Jewelry.com

Regular Site

Mobile Site

Titanium-Jewelry.com

Revenue increased 138%

Transactions increased 43%

KPI Before After

Pages/Visit 2.33 4.44 90% Increase

Time on Site 2:05 3:41 77% Increase

Bounce Rate 68.8% 28.2%59% Decrease

Conversion Rate

.24% .41% 70% Increase

Questions & Answers

Special Offer

50% Off Mobile Installation

Only $150 until March 15th

contact

ken@fastpivot.com or www.fastpivot.com