applepay and the mobile landscape on shopify - ecommerce toronto meetup
TRANSCRIPT
The Mobile Landscape
WE’RE A COMMERCE AGENCY OPERATING IN TORONTO, MONTREAL, & COMING SOON, FLORIDA.
MONTREALTORONTO MONTREAL FLORIDA
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WHAT WE DO.
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14 Product Strategists
5 UX Designers
20 Front End Developers
30 Back End Developers
4 Integra;on Developers
3 Marketers
OUR TEAM88 passionate intrapreneurs.
12 Project Managers
Employee a0ri3on rate of 5% over the last 6 years.
Customers who use Apple Pay spend more. Apple Pay is just the next step in an evolu3on of payment mechanisms in which the act of paying becomes ever less salient. -‐ G e o r g e L o e w e n s t e i n , p r o f e s s o r o f e c o n o m i c s a n d
p s y c h o l o g y a t C a r n e g i e M e l l o n U n i v e r s i t y
Why this is a big deal
APPLE PAY
Apple Pay > Credit > Cash
Pulling out your wallet has a certain connota;on, unlike your phone.
Amazon branded ordering buHons • Tide BuHon
• Not just ease of transac;on at point of need, but removes discomfort of par;ng with money
• Whirlpool | Amazon washer with auto ordering
When you don’t see money being spent, there’s less ac3va3on in your insula, meaning there’s less anxiety.
-‐ K a b i r S e h g a l
Payments Landscape
PAYMENTS
The more value these payment op;ons provide, the more adop;on • There are already loyalty program integra;ons with Android Pay and likely Apple Pay in the future
• Walgreens -‐ great example
Increasingly crowded space • Android Pay • Samsung Pay launched • Amazon • PayPal • Walmart Pay
• Scan like Starbucks to pay • Store receipts • Refill prescrip;ons
Test, then remove op;ons from the list above that aren’t being used.
Build a campaign around the Apple Pay launch and ride the wave.
• Email Campaign • We’ve put together a collec;on of colourful products that are on sale in honour of the original Macintosh
• Come shop these products and try paying withy your thumb! • Apple Pay Launch Sale -‐ Free shipping all weekend
• Device based promo;ons -‐ Javascript • For all Apple users have a light box appear offering 15% off for all purchases via Apple Pay
Going responsive is not a mobile strategy.If so, you’re leaving revenue and customers on the table.
NYTimes.com
RESPONSIVE
The New York Times redesigned its website and their goal throughout the project was to keep “you in mind” referring to the customer.
It’s not responsive, and they got a lot of push back for that, but why does that even maHer? It performs perfectly regardless of the device you’re using, that’s what’s important.
Stepping up your mobile game
RESPONSIVE
• Each major screen size should have a design for that experience
• Free trial an op;miza;on pla`orm to get a heat map of your homepage • VWO • Op;mizely
• Respond to browser features • Those with older browsers or phones won’t have to load code that doesn’t apply to them
• hHps://modernizr.com/ • Test on different devices, don’t rely on re-‐sizing your browser • www.browserstack.com
MulP-‐Device shopping is a thing
RESPONSIVE
Smartphones • Light browsing/purchasing • Smaller basket size • Glue connec;ng contexts together
Tablets • Deeper browsing with more real estate • 1-‐4 items/cart outpace desktop and smartphones
Desktop • YOY, purchasing on desktop decreased from 79% to 71%
A Google study found, for 67% of consumers, the moment “marke3ng happens” occurs while using a device – a smartphone, tablet, etc.
ConversaPonal Commerce
RESPONSIVE
The change is here because of: • Popularity of mobile messaging apps • Advances in AI • Big brands like Walmart are training customers
Facebook Messenger • Customers will message an airline about a delayed flight, or Nordstrom about the status of an order.
• You need to be there too
WhatsApp Share BuHon • Has exceeded TwiHer share on iOS for BuzzFeed
Facebook Messenger
RESPONSIVE
• Conversa;on can automa;cally start aker purchase
• Shopify sends updates to your customers via messenger like tracking number, and map of where product is
• Upsell in the conversa;on • Be beside the other brands they’re talking to for top of mind
Kit -‐ Your next hire
RESPONSIVE
• An AI that acts as your Shopify store personal assistant • Product discounts • Search engine op;miza;on (SEO) • Recovering lost sales • Leveraging posi;ve customer reviews
• Using ad retarge;ng to recover abandoned carts
• Automa;ng your accoun;ng and invoicing tasks
• Senng up robust holiday promo;onal campaigns
AcPon Items
RESPONSIVE
Analy;cs • In GA check conversion rate by device
Tools to improve the mul;-‐device experience: • Wishlist • Email this link • WhatsApp Share BuHon -‐ Apparel • Image Compression -‐ Minifier App
360 Marke;ng View • Klaviyo/Mailchimp
Customer Interviews • Offer a free product for a 30 minute interview to really understand how they use your site
Conversa;onal Commerce • Integrate with FB Messenger • Use Shopkey together with it
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